Fast Fashion Brands Are Hard To Come Up With A New Round Of Development Climax.

It is understood that the fast fashion clothing brand entered the Chinese market in about 2006, and its unique development and expansion mode is considered to be a booster for the weak clothing retail market.

Take UNIQLO as an example. At present, UNIQLO's stores in China are the sum of H&M and GAP stores in China.

But just 10 years later, with the fading of freshness and the upgrading of consumption structure, fast fashion has begun to go downhill.

The industry believes that the collective decline of fast fashion brand performance is not related to the slowdown in the current macroeconomic environment.

In the eyes of Li Guangdou, a famous marketing expert, the real reason for the decline of fast fashion brands is that they have already lost their original consumer base.

"UNIQLO, H&M,"

After entering China, he created a kind of "

Or "cheap fashion" brand.

Li Guangdou told reporters that the styles and prices of these brands have great damage to the post-80s generation.

Li Guangdou believes that the current 90's consumer groups have risen, "their consumption concept has changed, I call it" small brand "or" self brand. "

Small brands and self brands, Li Guangdou explains, are only interested in brands that are related to themselves.

"So the concept of crowd raising and net red will emerge. This shows that it has developed from the consumption of the former public idol to the present personal emotional consumption."

Li Guangdou said that the most obvious example is that when Taobao promoted the top ten, "there are seven stores that are open online."

The 95 girl Xiaotong's consumption view can prove Li Guangdou's view.

"I never go to UNIQLO and H&M to buy clothes."

Xiaotong, a fashionable fashion designer, said that for her, UNIQLO, H&M and other brands could not satisfy their personal needs, while a few other niche brands were "cheap and individual".

Another industry pointed out that under the current economic background,

It is difficult to see a new round of development climax.

In addition to the novelty fading away, "after the upgrading of consumption structure, consumers are more concerned about the quality of products, and the relatively fast quality brands that are relatively weak in quality are hard to attract high-end consumers."

Zhao Ping, a researcher at the China Council for the promotion of trade, said.