Fast Fashion

Abstract: The fast fashion of the fashion industry, featuring “fast, easy and accurate”, has rapidly risen and has driven the global fashion trend. Fast fashion apparel has always followed the seasonal trend. The speed of new products to the store is surprisingly fast. The display frequency of window display is twice a week. The characteristics of “speeding up” with instant food are exactly the same. Eg. ZARA, H&M, China's vanshare and so on. Fast, super-fast, updated fast fashion, always following the trend of the trend, so that the pursuit of fashionable people flock to get together.

Introduction The fast fashion that featured in the fashion industry with "fast, good and accurate" has rapidly emerged, spurring global fashion trends. Fast fashion apparel has always followed the seasonal trend. The speed of new products to the store is surprisingly fast. The display frequency of window display is twice a week. The characteristics of “speeding up” with instant food are exactly the same. For example, ZARA, H&M, China's vanshare and so on. Fast, super-fast, updated fast fashion, always following the trend of the trend, so that the pursuit of fashionable people flock to get together.

Detailed explanation of ZARA and H&M is the initiator of "fast fashion". The so-called "fast fashion" mainly includes three aspects: that is, fast time, cheap price, and keeping up with fashion trends.

General "Fast Fashion" through the international big brand latest conference and other channels to collect fashion information for integrated design, and then production and sales, the fastest time of 12 days, the price is less than 1/10 of the international big-name similar models. "Fast fashion" produces a small quantity of each piece of clothing, which not only reduces the display of single items, but also artificially creates scarcity and drives desire to purchase. At the same time, “Fast Fashion” produces 3-4 times more clothing styles per year than the average company. The products are replaced every week. There will no longer be duplicated items on sale.

"Fast" means that fast fashion apparel always follows the trend of the season, and the speed of new products to the store is surprisingly fast. The display frequency of window display is twice a week. “狠” refers to the fierce competition among brands, and the speed with which consumers can buy fast fashion apparel can rival that of brand competition. It is not unusual for the “Moonlight Family” to do every month. "Precise" refers to accurate light. Designers can predict the trend of the recent trend, in a short period of time to design all kinds of trendy clothing; consumers choose the goods, they are sure to buy, never hesitate.

After just one year after Jack & Jones, Only, Vero Moda, H&M, Uniqlo, Zara, C&A and other foreign brands have entered more and more major domestic cities, setting off a “fast fashion” Trends. The targeted consumer groups of H&M and ZARA are highly sensitive to fashion and their tastes change very quickly. Their strategy is to accurately identify and quickly introduce appropriate clothing styles when the trend is just emerging, and to use the best ideas as their own. These two fashion brands are using luxury design power, sacrificing quality, and satisfying consumer demand for fashion. At present, clothes are being replaced and the quality sacrificed is neglected. Although the target consumer groups are eager for fashion, they do not have the ability to regularly consume high-end luxury brands. Frequently updated fashion and low-priced products can meet the needs of such people.

Comparing with consumers who have been immersed in the “fast” and “flower” world for a long time, with the gradual maturity of the consumption concept and the further recession of the global economy, they have gradually experienced aesthetic fatigue and tired of staying at the fast-moving and design trendy levels. fashion clothing. At this time, slow fashion featuring classic, long-lasting, uniqueness has returned. The biggest advantage of slow fashion apparel is its uniqueness. Each piece of clothing is "this one is the only one." As long as you pay for it, this dress is unique to you and you can't see exactly the same clothes on other people. Classical and long-lasting, it means that slow fashion clothing goes beyond the seasons and beyond time, and is always popular. Durable and become synonymous with slow fashion. At the same time, the production of slow fashion garments due to the use of natural materials for fabrics conforms to global environmental trends and is a major aspect of modern people's promotion of “green” life. The transparent production process also allows consumers to form a "trust" mentality. The ever-applicable style of clothing and the re-formation of retro styles have made slow fashion appeal to consumers' nostalgia. For consumers who believe in slow fashion, instead of following the trend, it is better to let the trend become the embellishment of life, let them return to nature, return to the classics, and maximize the effectiveness of the product. In fact, the biggest difference between slow fashion apparel and fast fashion apparel is not its classic, long-lasting, unique, environmentally friendly, nostalgic, etc., but rather the high quality of slow fashion apparel. Admittedly, the increasing inflation is one of the factors that make consumers return to the ranks of “slow fashion”. Thrifty is once again the main theme of life. Consumers are more concerned with the long-term value of goods rather than short-term effects. However, after decades of rapid fashion development, consumers’ ideas for money and materials have become more mature. When buying goods, they consider more of its value, not just the fleeting fashion and trends. .

How to achieve fast fashion From the point of view of market competition, fast fashion can be favored by consumers because brands operating under the fast fashion model can provide rich and diversified products and improve consumer's fashion choice; On the one hand, fast fashion brands are cheaper than slow fashion. In a word, fast fashion products are more cost-effective and have lower brand premiums than slow fashion products. At present, the basic strategies for realizing fast fashion include: multi-category, small-batch, network, information, and so on.

Variety and small batch:

By providing a wide range of products to ensure product richness, to cover more niche people (long tail), by reducing the volume of each species to reduce inventory pressure.

Networking:

Through the networked operation of marketing, in order to cover a larger marketing area and cover more long-tailed populations, the traditional operation method can use specialty stores and chain stores. Now it has begun to use the Internet to achieve marketing networkization.

Informatization:

Through informatization to improve the efficiency of the supply chain and increase the speed of operation, not only can the product's fashion speed be raised, but also the cash flow can be accelerated. The fast fashion model has been adopted by the clothing brand in the past, and there is a trend towards customization. The application of fast fashion in customization has evolved into a fast customization, and brand-name network has pioneered the quick customization model. The main strategies for realizing rapid customization include multi-category, customization (customized single product, smaller batch size than small batches), online store (e-commerce), and supply chain informatization. Compared with the traditional fast fashion model, the fast customizing model is faster in publishing fashion information, and the niche crowd is more accurate.

Disadvantages “Fortress” is a big name, and the lack of originality is a hindrance. Although the rapid expansion of major fast fashion brands is astounding, under the prosperity, brand development is also a crisis. Because it is necessary to take the low-cost fashion line, it is the product quality that is sacrificed first. Poor fabrics and rough work have become an unavoidable flaw in these branded products. Some consumers said that these clothes are full of design sense at a distance, but the fabrics are very unpleasant to handle, and the rough stitches and numerous threads often occur.

In addition to plagiarism, the plagiarism of the big-name design has become the biggest problem that fast fashion is criticizing. To ensure that products continue to sell well, fast fashion tends to follow the principle of following the trend rather than creating a trend. Original design is not a selling point for fast fashion, so copying the design of other fashion brands has become one of the “hidden rules” of fast fashion brands. In Europe, Zara pays fines of tens of millions of euros to top brands each year because most of their styles are copied. The United States' own fast fashion brand Forever 21 has also become the focus of plagiarism allegations. Anna Sui (Sina Sui) last spring and summer of a more than 200 US dollars red printed dress on Forever 21 similar products priced at 17.8 US dollars. Cheap “cottage” clothing benefits consumers but infringes upon other brands’ intellectual property, and the lack of unique original designs will also become the biggest obstacle to fast fashion brands.