The Pformation Of Fast Fashion Is A Pressing Problem.

In 2015, as a big winner in the apparel retailing industry, besides the sports brand, I am afraid it is a fast fashion brand.

However, with the gradual change of people's consumption concept, fast fashion brands are also slowly being affected.

Despite the fact that fashion democratization has made consumers more and more eager to become the leaders of the show, and the "threat" of fast fashion brands to the luxury goods industry has forced the luxury industry to make changes. So far, the splinter camps of luxury brands in fashion week so far can be regarded as the victory of fast fashion, but the UNIQLO library that released its earnings recently reflects the fast fashion of "fast" blitz on the other side of the market, too. "2016"

It is reported that in February

The local market recorded only 1.2% of the same store sales growth, compared with the 14.6% increase in January due to the cold winter and new year promotions.

There has also been a sharp slowdown in speed increase, down from 16% in January to 2.4%.

In its monthly report, its parent company Xun marketing group also pointed out that sales growth in February was mainly due to the promotion of new spring products listing.

According to data from other institutions, the sales of UNIQLO stores fell by 1.9% in the 6 months from September 1, 2015 to fiscal 2016.

Therefore, the pformation of fast fashion has also become an imminent problem for fast fashion brands.

H&M launched the high-end brand, and then Gap upgraded its positioning and pursuit. The pricing of UNIQLO still maintained an awkward position. Now it is relying on the joint series with designers to stimulate the weak growth, and the future of UNIQLO, where to go?

So is fast fashion brand really the biggest winner?

With the change of people's consumption concept, the fast fashion update cycle has retained "fast" fashion hotspots, but it has also resulted in waste.

Not to mention, earlier, UNIQLO's competitors had launched a recycling policy, which was also aimed at resolving public opinion when faced with the public's environmental philosophy, and at the same time, the increasing popularity of personalization also made fast fashion no longer the only catch for fashion lovers. More fashion lovers tended to be niche brands, which could provide more fashionable and less stylish consumption.