The Long Queue At The Gate &Nbsp; Taiyuan Opened The Era Of "Fast Fashion".

A. Fashion group, young consumers are the majority.

Wu Tong, more than 20, is a copywriter in foreign companies.

Reporters at the Zara store saw that customers who came to patronage were mostly 25 years old and mostly white collar workers.

Shop furnishings in black and white gray tone, more conforming to the beauty of intellectual women, some fashionable elements of professional wear is very popular.

The price of basic clothing is about 200 yuan to 300 yuan, and the skirt and coat with strong design are in the upper and lower 500 yuan. Many of them, such as the new single shoulder chiffon dress, have taken the most popular elements of the season, giving people a sense of fashion and fashion.

Usually, there are many fashionable brands in season, but the price is less than 1/10.

The staff told reporters that the Zara headquarters designers team would often attend fashion city fashion conferences in New York, London, Paris, Milan and Tokyo.

Of course, this imitation is by no means equivalent to plagiarism, but is based on the most popular colors, styles, patterns and textures of the season.

Often two weeks after the end of the fashion week, ordinary people can spend hundreds of yuan on Zara's shop to buy Chiffon Dress containing Chanel's fashionable colors this season.

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B. Fast fashion rules: small, multiple, parity.

Small, fast and parity is an important business mode of "fast fashion".

Since entering the Taiyuan market last year, H&M and ZARA have become more and more popular among white-collar consumers.

Especially at weekends, the stores of these two brands are usually crowded with shoppers.

Both ZARA and H&M pursue "waiting" marketing strategy and first-class brand, second-class products, and three price management philosophy.

In August 6th, on the eve of Tanabata Festival, in the capital city of North American new world, reporters found that the mall had more young consumers than usual.

In front of the fitting room of ZARA, there was a long test fitting, which fully reflected the strategy of "waiting".

This kind of culture enables consumers to understand that it is not easy to buy clothes at once, and to take several more tests together at once. The result is obvious that the probability of buying more naturally will be more.

Of course, H&M also restricts the maximum number of 7 items to be tried out at one time. This restriction is also a comprehensive reflection of waiting strategy and high elimination rate.

It is necessary to let consumers buy more than one item at a time, and limit the psychological limit to only 7 pieces, thereby increasing the frequency of entering the store.

This kind of waiting culture is based on the "first-class brand, the second rate product and the three price".

C. Fast fashion fast bear the brunt.

As a matter of fact, "fast" is one of the most fundamental reasons for the rapid rise of the "fast fashion" characterized by "small amount, multiple prices and parity".

Fast fashion, following the trend of the season, the speed of new products coming to shops is amazing, and the frequency of display is even two times a week.

These "fast fashion" brand names mainly consist of three aspects: fast delivery time, fair price and keeping up with fashion trends.

In general, "fast fashion" integrates design through collecting the fashion information from the latest international conference and other channels, and then produces and sells. The fastest time is 12 days, and the price is less than 1/10 of the international famous brand.

"Fast fashion" every underwear production quantity is very small, so that not only reduces the display of single item, but also creates scarcity artificially, and drives the desire to buy.

At the same time, "fast fashion" produces 3~4 times the clothing style of the general enterprise every year. The products are replaced every week.

If you want to synchronize with the fashion in Milan, Italy, you just need to walk into the shops of ZARA and H&M fast fashion brands all over the country. You can see that the latest season's fashion clothes are your choice, and the price is substantial, of course, compared with the international brand.

Not just ZARA and H&M, this "fast fashion" characterized by "small amount, multiple prices and parity" is becoming more and more, such as C&A, GAP, UNIQLO and so on. More and more foreign brands and local fast fashion brands are rapidly moving into domestic shopping malls.

The latest style, fashion style, low price and supermarket shopping experience of clothing, "fast fashion" makes fashionable people.

D. Is fast fashion good quality?

Fashion is coming fast. Is quality reliable?

A few days ago, the unqualified phenomenon of garment detection caused a great stir in the industry.

A few days ago, the Guangzhou industrial and Commercial Bureau commissioned a testing institution to conduct a sampling test on the casual clothing products in the circulation area of Guangzhou city in the two quarter of 2011. The test report shows that many famous brands of H&M, Levi 's, VERO MODA and so on are on the "black list".

When reporters went to Taiyuan's H&M, Levi 's and some other businessmen asked what specific measures to deal with Taiyuan's current clothing problems, the service staff said they were still unaware of the situation and had to wait for the above announcement.

It is understood that the Guangzhou industrial and commercial bureau has monitored 100 sales of 17 distribution enterprises, involving 89 manufacturing enterprises.

The pass rate was 68%.

There are 1 groups of pure label unqualified goods, and the pass rate of physical quality is 69%.

JESSIE, H&M, BOTON, IVYKKI AI, PLAYBOY, VEROMODA and many other well-known brands of casual wear are not qualified, and the unqualified items are mainly concentrated in pH value, color fastness, fiber content, crack degree and so on.

But the important safety items banned the decomposable aromatic amine dyes and formaldehyde content did not appear unqualified.

On the one hand, consumers are keen on fast fashion, and the quality embarrassment of these "fast fashion" brand clothing is not only the price and style of clothing but also the quality requirements.

Of course not, no matter what fashion is based on the premise of qualifying quality.

After all, "fast" can not replace the consumer's wearing feeling. Only by designing fashion to attract audiences and ignoring product quality, it will undoubtedly bring hidden trouble to brand management.

While vigorously promoting the external characteristics of clothing styles, colors and so on, is it safe and comfortable to wear products?

Can products be durable as repetitive consumables?

These questions still need excellent quality to answer.