Shutting Down Shops And Stopping Bleeding Is The Common Fate Of Fast Fashion.

According to the world clothing shoes and hats net, the United States Fast fashion brand Forever 21 The first flagship store in Japan was closed in October 15th. The store opened in Harajuku, Tokyo, and opened in April 2009. Some analysts pointed out that lower and higher passenger flow and high rent were the main reasons for the closure of Forever 21 flagship store in Japan. And in Xidan, Beijing. H&M The store faced the same experience not long ago, and the news of "being removed from the shop" caused an uproar.

Forever 21 is not the only brand that stalls in Japan. Last year, H&M shut down its brand MONKI, a store in Tokyo and other places in Japan. This also marks the complete closure of the brand in Japan. GAP, the largest clothing brand in the United States, has also shut down its Old Navy brand in 53 stores in the Japanese market. The speed of UNIQLO's opening in Japan is almost stagnant. As early as January 2015, the British fast fashion brand TOPSHOP also announced the withdrawal from the Japanese market.

About Forever 21

The endorsement of the big bang American drama made Forever 21 quickly become famous. After entering the twenty-first Century, it is more like hanging up. Not only is the store opening more and more, but also the flagship store has opened to the fashion capital of Paris and Milan, and has become one of the most influential fast selling brands in the world. Today, Forever 21 has more than 700 stores in the world.

Forever 21 overseas expansion

Forever 21 has reduced the size of Bermingham's first store since the 2014 fiscal year, from 8 in the peak to 4 now. In 2016, after the Forever 21 announced its withdrawal from the Scotland market in early April, it began to reduce the size of its stores in the UK market, and the news also indicated that it might even withdraw from the British market. This year, Forever 21 withdrew from the Australian market in just 3 years. After entering India, it changed three operators.

Follow up the Chinese market one step at a time, and it will be more difficult to stand still.

The development of Forever 21 in China's domestic market is also not smooth. At the beginning of this year, due to the pressure of rent, Forever 21 closed the flagship store of 6 floors in the Hongkong JINGWAH center in Tongluowan. It only reserved a small store in Mong Kok. The original flagship store will be taken over by Victoria's Secret. When he first entered China, Forever 21 chose to open the first store in Jiangsu, Changshu, the four line city. A year later, Forever 21 shut down the store and completely withdrew from the Chinese market due to the wrong location, the small shop area, and the problems of product quality and style. In 2012, Forever 21 rolled back to the Chinese market and located in Shanghai. But compared with other fast fashion brands, this company has a much slower opening speed. According to its official website, at present, Forever 21 has only 21 stores in mainland China.

Forever 21 started late, and entered the Chinese mainland market four years later, finally "opening up" generally accelerated the pace of store expansion, but has been far beyond the main competitors ZARA and H&M, so it is difficult to break through the homogenization competition.

Forever 21, because the defendant is plagiarized.

Left: Puma, right: Forever 21

In 2015, the Adidas group accused Forever 21 of wearing a trademark "three bars" trademark, asked Forever 21 21 to stop selling related products, and turned over the profits of related products. At the beginning of this year, Forever 21 was too much alike in the appearance of multiple shoes and Puma Fenty series design, and was sued to the court by a piece of paper; the swimsuit brand Mara Hoffman also filed suit against Forever 21, accusing the swimsuit design violated its "leaf" copyright.

Thrasher has also left the word "Fuck Off" on official instagram, and has been angry with Forever 21 to copy its famous fire text.

Left: Gucci, right: Forever 21

Then, the dispute over trademark rights between Forever 21 and Gucci lasted for half a year, which attracted more and more attention from the industry. Gucci, USA, since December 2016, it has been sending a lawyer's letter to the US fast fashion Brand Company to stop selling "green red green" and "blue red blue" three color design products. And in August of this year, he formally sued Forever 21 for plagiarism of its logo red and blue stripe design.

Capricious development of beauty industry and cheap line

Forever 21 lipstick

Forever 21 said it plans to take the lead in opening up 10 beauty store Riley Rose in the United States before Christmas holiday this year. If the market is positive, it will open another 10 by March 2018. The independent beauty shop not only sells Forever 21 own beauty products, but also sells popular color brands such as e.l.f. and NYX.

Forever 21 Nail Polish

In addition, Forever 21 will focus on expanding its F21 Red store this year to seize the retail market. It is estimated that the number of stores will increase from more than 30 to more than 70. And it is expected to increase more than 500 stores worldwide. F21 Red is a cheaper line than the main line. It came out in 2014, the main household consumer group. The price range is located at 1.9-7.9 US dollars (about 12-60 yuan).

Apart from these, Forever 21 still feels inadequate. Earlier this year, Forever 21 also announced the launch of the big size clothing product line and actively entered the bridal makeup market. In May, Forever 21 launched a cheap bridesmaid dress series with Losangeles designer Rory Beca.

Forever 21 quickly took measures to recapture the position, expand the weight of the branch line to increase profits, and strive to keep the market share of its hard accumulation, even if this measure is risky. After all, Forever 21 has had enough headache due to the quality of clothing, employee benefits, plagiarism, cash flow shortages, and high-level turnover. At the end of April this year, Pearl-VinaCo., a supplier of Forever 21, said the fast fashion company had delayed payment.

The fashion of "red tide" has become a mystery.

Worse still, as more and more stores open, the discount and inventory starts to enter a vicious circle. Fast fashion brands are paying for the "no bottom line discount" behavior. Because of the continuous discount throughout the year, a lot of fast fashion has been branded on the consumer's mind at any time and anywhere. The brand's influence is rapidly declining.

Fast fashion originator in China once developed extremely fast, and accumulated a large number of fans. As time goes by, the advantage that has been advertised has become the shackle of its development, while the characteristic of "imitation big name" and "low quality" is the opposition between brand and consumer demand, which has become the predominant form of the fashionable clothing.

Shutting down shops and stopping bleeding is the common fate of fast fashion.

At the beginning of 2017, UNIQLO closed 4 stores. C&A also closed the first flagship store in Chunxi Road, Chengdu, and even the first image store opened by Zara in China was officially closed early this year. In recent years, the growth rate of Zara's opening up in China has decreased to 6% to 8%, lower than 10% in previous years. H&M group has abandoned the goal of opening 10% to 15% new stores every year.

The worst part is GAP. GAP group has experienced seven consecutive quarters of sales decline. This led them to more stores than expected this year, from the original 50 stores to 65 homes. Last year, GAP planned to close more than 1/4 of its retail chains. The number of MANGO stores in the Chinese market has declined sharply. The two years since 2013 began to decline from 200 stores to 61, and there are few stores in the Chinese market.

The "sequela" of fast fashion brands in the Chinese market has begun to appear. One of the consequences of opening up fast and fast is to directly raise the inventory, which makes the fast fashion brand profitability which has been relying on price cuts and high replenishment. Once a shop fails to guarantee the expected profit of the group for a certain period of time, closing the shop is the final normal choice. In the face of industry slowdown, more and more brands began to consider adjusting the layout of shops.

In the fashion retail market, Chinese consumers are more and more critical of brands, especially when choosing fast fashion brand products, their consumption is becoming more and more prudent, and loyalty is getting lower and less, and will not only buy a brand product as before. Consumers are also beginning to tire of the so-called fast fashion consumer cycle: buying cheap clothes -- discarding and cleaning up -- buying again. For fast fashion, it's time to think about ways to save yourself.

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