Tornado General Fast Fashion, Who Has Scraped Away The Money?

When the autumn and winter changed season, the girls looked at their wardrobe, but they could not help sighing. Then they took out the clothes one by one. "How did I pick this color? Did I have a problem with my eyes?" "I don't want to walk in the lovely wind. The sexy wind may be more suitable for me." "I still feel missing a leather jacket." The last familiar sentence is "sister, shopping mall H&M?"

Some people may not know what H&M is. For our girls, it is really a geomantic omen. Sexy sisters and miscellanas can find their favorite clothes in it, and most importantly, no annoying salesmen around you. In the dazzling array of clothes, she looked for her in the crowd, and suddenly looked back. The clothes were just in the shadow of the lights, and their excitement for girls was no less than that of their beloved male gods. The clothes of the neon dress are exquisite and charming, and the figure is gentle and graceful. It looks beautiful in front of the mirror and girlfriends.

In fact, not just HM's dressing rooms are very popular, similar C&A, UR, CHACHE CHACHE, UNIQLO are all the concentrated expression of fast fashion culture. Fast fashion is characterized by faster clothes, faster clothing, more sizes, and cheaper prices. Especially in the discount area, you can find 39, 49 and so on on sale style, and even labels have covered three layers, from the original price 189 to 59 of the clothes.

From the fitting room of Xiao Hong's book, I recommend it to the simple wind of the Japanese UNIQLO with fire. What makes the fast fashion attractive?

I believe that one is the pursuit of efficiency. Time is more and more precious now, every minute and every second is an opportunity, for white-collar Beauty is more familiar with this way. There is no big time to shop and choose carefully, but the fast fashion shop just solves this problem. There are always the ones you love. Even accessories and suits are well matched for you to choose from. At the same time, the expensive time and cost have been fully solved, and the dilemma has been solved to become the best of both worlds. Why not? Through this fast way of dressing, a number of fast fashion wear methods such as Xiaohong book have been induced, and even professional models have gone all the way to fast fashion shops to find the perfect match.

Secondly, people's pursuit of fashion is increasing and material level is not enough to support the original value of luxury goods instead of buying low-priced alternatives to fast fashion. Take ZARA women's clothing as an example, many styles are designed according to big brands such as CHANNLE, GUCCI and so on. Among them, CHENNLE classic lace lace and other elements can see the traces of imitation. The student party wants to experience a high degree of clothing, but they are so shy that they may visit the fast fashion shop in the mall, and there will always be a similar style you want.

Third, the trend of net red star is also affecting people's choice. Such as amateur wear Ouyang Nana bloggers, there are many clothes from the fast fashion shop in the wardrobe. For star network red, besides the stage and performance, the excellent clothing and price are relatively unrelated. They also love the fast fashion with high cost performance. For ordinary people, this is the chance that we can have the same star money recently. Instead of 998, not 888, less than two hundred or three hundred will be able to take home. Especially when many people around you have the same star money, and can easily find and possess, and the herd mentality breaks out in invisible inducement. Don't you want to have one?

However, the fast fashion has not been as strong as it used to be, and even some fast fashion shops are facing the risk of withdrawing from the Chinese market. In the first quarter of 2018, there were only ten new fast fashion brands including H&M, ZARA, UNIQLO UNIQLO, MJstyle, MUJI Muji, NEW LOOK, UR, C&A, Forever 21, GAP, and so on. There were only 25 new outlets in the mainland (excluding upgrading and re opening stores), compared with 2017 and 2016, the number of new stores was greatly reduced. At the end of last year, Forever21 was the most miserable and closed stores in Tianjin, Hangzhou, Beijing and Chongqing. In April 2019, Forever21 Tmall and Jingdong flagship store were also suspended. Similarly, local fast fashion brands are having a hard time. Metersbonwe, the Chinese version of ZARA, has also seen a serious decline in performance this year, La Natsu Bell.

Why is it that fashion is facing many crises nowadays? The answer lies in its "fast". "Fast" can achieve a batch of brands, but it will also leave a hidden line of crisis. As soon as possible, the rapid listing, rapid updating and rapid manufacturing will have to reduce the design time, material selection and processing, in order to reduce costs and reduce costs. Finally, many of the consumers get the products that can only be worn for one or two months. Too fast updating can not be linked to demand. When consumers' purchasing power can not be matched with the supply of products, they can only watch more and more inventory, slowly overstock and generate much unnecessary expenses. Moreover, many foreign fast fashion shops have not adapted to the domestic demand. They are V, hollowed out and high saturation colors. Can they really be fashionable? Almost the size of the design for the Europeans and the Europeans, and pick out a few pieces to become the daily dress of most people. Although "fast" has given consumers a variety of choices, there are not thousands of single items in the clothes shops that have been thrown away, but few of them are suitable.

Not only is the reason why fast fashion itself is not enough, but when people realize the higher demand that they can afford to pay, they will turn their attention to independent design, tide card and high-end customization. When the streets are full of explosions, maybe the minority is also a good choice.

But is fast fashion really fading? I'm afraid not yet. There are some fast fashions that are fluent in propaganda. Like the Japanese fashion brand, UNIQLO, they are attracting Japanese customers with a sense of local design and simplicity. There are also some fast fashion shops that have been transformed into net red shops after finishing decoration, attracting girls to punch cards and increasing the purchase rate under the premise of guaranteeing passenger flow.

All in all, fast fashion has two sides. The production of large quantities of clothing will cause waste of labor and resources, but at the same time, it will provide customers with more opportunities to get close to fashion. Well, not much. I went to buy clothes during the double 10 discount season.