Fast fashions seem to be always chasing how to make themselves "faster".
According to the World Apparel and Footwear Network, Zara's coat is only 25 days from the design, production, and logistics delivery to the Fifth Avenue flagship store. But now, fashion brands including ASOS and Boohoo have already surpassed Zara and H&M.
According to the world clothing and footwear network, according to the latest research results of Goldman Sachs, ASOS has up to 4,500 new items per week, and Boohoo takes only 1-2 weeks from design to new time. Thanks to fast operations, both companies are expected to increase revenue growth expectations in the new fiscal year.
Fast fashion brand
Another Japanese fast fashion giant, Uniqlo, said that speed is everything. Its founder, Yanai, said in an interview that the company plans to compress the design-to-shipment time to 13 days, just as its parent company called “Xunxingâ€.
When all brands are working harder for a faster time, young people who like to chase fashion and fashion, no longer have to worry about not finding the popular styles at present, the low price can not even be repeated every day.
Of course they get something from it. But think carefully, why fast fashion goods are so cheap, how is the quality of a piece of clothing? Why do consumers buy them because of the trend? Once the trend is out of date, it may be permanently left in the closet after a season. Therefore, Today we want to talk about it. If fashion slows down, will it really be worse than fashion?
How did slow fashion die?
The definition of fast fashion is sure to be familiar. However, whether it is a domestic traditional brand, an Internet brand or a new brand, it is imitating the fast fashion model, thinking about how to respond quickly to fashion and push it to consumers. Knowing fast fashion, then slow fashion is the opposite. It is considered to be a more rational and longer-lasting fashion, emphasizing the eternal and individual style of the style and difficult to replicate.
However, the fast fashion is popular, and slow fashion is slowly dying.
"Why should you spend more money to buy less clothes?" It starts with the European clothing market, which is the source of fashion, and sorts out how fast fashion can slowly erode your wardrobe. According to the author Lucy Siegle, the production model before the 1980s strictly distinguished the boundaries between fashion and clothing. The whole system was divided into the top uniforms, ready-to-wear and popular in the middle market. Three parts of fashion.
Slow fashion binding uniform
The unique selling point of the uniform is that each piece of clothing can reflect the exquisite craftsmanship, is the ingenuity integration of designers and producers, and has limited capacity. Nowadays, many independent designers still follow this pace, and most of them meet buyers through various fashion weeks. The design and production of ready-to-wear garments remain unique and there will be masterpieces by professional designers, but production is relatively industrial.
And as the “home-grown fashion†disappears, the labor force shifts to lower-cost regions, the proportion of imports soars, and clothes become cheaper. Fashion is almost completely a product of industrialization, sampling from standardized versions, adding fashion elements, and being given a shorter life cycle at design time.
Fast fashion brand Forever 21 stores
They are all put on the title of “fast fashion†and the blurring between fashion and clothing is becoming more blurred. Nowadays, whether it is underwear, pajamas or sportswear that is sweating in the gym, consumers are hoping to be the latest and most fashionable, and it is best to be a fashionable style specially designed by star designers. As a result, a large number of apparel entrepreneurs in the field of subdivision, like the mushrooming of consumption, have sprung up.
Fast fashion brands have become masters of savvy fashion psychology, successfully refreshing the history of people buying the most fashionable clothing at the lowest price. H&M is even better. As early as ten years ago, it was good at borrowing the attraction of the ace designer, trying to create a high fashion atmosphere, which made both parties happy. After that, ZARA, Uniqlo, and Topshop are all eager to follow suit.
For mainstream retailers, cross-border joint names can ignite public enthusiasm for any celebrity and luxury products; for first-line designers and independent designers, it can also increase exposure to a large number of mainstream people. .
After evoking the consumer's desire to shop, the fast fashion train became more and more out of control.
Why is fast fashion so cheap?
For fast fashion, time is money.
“The success of this business is all about shortening the time to strain. In the fashion world, inventory is like food, and it quickly breaks down.†José Maria Castiglione, former chairman of the Zara parent company Inditex Group ( Jose Maria Castellano).
H&M product advertising
When Topshop reduced the production cycle from 9 weeks to 6 weeks, H&M's delivery time only took 3 weeks, and even more detonated the "trowability" of fashion products. A piece of clothing is like a disposable chopstick, and no one cares if it can be worn several times.
If Topshop and H&M only consciously match the taste of young people and take advantage of the red people to attack the young people market, then the role of the fast fashion model revolution is played by Zara, a more mature brand in the popular fashion. .
Lucy wrote in the book that Zara's practices completely broke the traditional fashion game rules.
ZARA draws inspiration from Saint Laurent style
The Spanish retailer draws inspiration from the popular styles on the show floor, each producing only a small number of pieces, stimulating buyers through a fast-responding flexible supply chain. In addition, some non-technical methods are also helping to speed up the flow. For example, buying semi-finished products; planning professional logistics channels; and in order to save time in transportation to stores, 50%-80% of Zara models are made in Europe.
Increased purchasing power, improved efficiency, and a smooth supply chain are often used to explain why fast fashions can sell at such low prices. But what other alchemy is there, UNIQLO UK marketing director Amy Howarth explains: “Uniqlo is a SPA retailer with its own clothing brands, including raw materials, design, product development, and manufacturing. From the distribution, distribution, inventory management to the final sale, bypass the middlemen to get a lower price."
Using its own store advantage, Asda, one of the UK's retail giants, also took a fancy to the apparel market and founded its own brand, George. Its brand director, Fiona Lambert, attributes low prices to continuous and efficient operations. In addition, the centralized procurement of raw materials, large-scale production and transportation make the price of a single piece lower.
50%-80% of Zara styles are made in Europe
Under such circumstances, some old-fashioned clothing retailers like Marks & Spencer are naturally not so good.
Fashion big factory is ruining your taste
At the MODE TALKS industry conference hosted by Shanghai Fashion Week, H&M China Purchasing Director Xu Yushi was asked how to weigh the relationship between fast fashion and environmental protection. She talked about the brand's many attempts to solve environmental problems, such as incorporating environmental concepts into the selection of funds, researching the circular economy of clothing from technology, and developing and using environmentally friendly fabrics by joint designers.
For this old-fashioned question, fast fashion people always have their own response. But it is undeniable that this will make the cost of clothing higher and higher, which means that the original intention of fast fashion and low price is lost. Therefore, although fast fashion people are keen to talk about environmental protection, they are still considered by many to be hypocritical.
Of course, here, we don't want to talk too much about environmental propositions—which may involve more human and social issues—but rather about how brands, styles, and the fashion industry itself are affected by fast fashion.
“Fashion, it’s just a man-made infectious disease.â€
In 1906, George Bernard Shaw, a British modern and outstanding realist dramatist, once contemptuously declared that "demand can be instilled. This is completely understood by fashionable businessmen. For them, to convince consumers It’s easy to buy new clothes before the old clothes are worn, and buy what they don’t really want in a season. It’s easy.â€
More than 100 years ago, literary masters accurately predicted the current status of the apparel industry and consumer groups. Buying clothes seems to have become an impulse to refresh the wardrobe according to the seasons and trends, not out of love or respect for style.
Fast fashion may be the culprit. According to survey data, 64% of women's wardrobes will not wear more than 3 times, and only 20%-30% will wear them regularly. The true "original sin" of fast fashion is actually "excessive consumption culture." “Compared with the direct impact of its large, inexpensive, two-week business model on the environment, the hazard is that fast fashion culture has completely changed people’s consumption habits and reduced the economic cost of impulse shopping and wasteful behavior.â€
Losing the judgment of style not only blinds consumers, but also makes more small and medium-sized clothing brands lost in the popular tide.
In order to gain a discerning market and the recognition of the buyers who are holding the budget, designers are bound to make a trade-off between personality and good sales. How to combine a distinctive brand with popular elements is always a difficult point.
Fortunately, more and more independent designer brands and buyers are trying to make style confrontation, and some e-commerce platforms and online collection stores are making efforts. In the eyes of a Taobao shop owner with an original design brand, even a fast-paced e-commerce with a good product design can still make you “slow down†within a reasonable range. In contrast, the pursuit of volume update speed, good design can make the brand more vital.
Even with H&M's origins in Sweden, the raincoat brand Stutterheim has a completely different clothing creation logic. It will make raincoats a fashion item that costs 2,000 yuan and can be worn for a lifetime. It has opened more than 1,000 retail stores around the world, so that everyone can think of it when it rains.
Fast fashion has fast and fashionable rules. But redefining clothing as a meaningful investment, not a daily consumable, is actually in the hands of more people.
For more exciting reports, please pay attention to the world clothing and footwear network.
Polyethylene Rope is suitable for a variety of outdoor and marine applications where high breaking strain is not required.
Commonly used in fishing, sailing, gardening, camping and construction, and is also used to make pet leads. Sold by the coil.
Yangzhou Conas International Trade Co., Ltd. is a professional factory which is hammer at develop, produce and sale rope
It implements the business philosophy of [integrity management, customer first" and always provides customers with good products and technical support, sound after-sales service, and high-quality products.
Yangzhou YILIYUAN Rope & Net Factory , https://www.yzknsmy.com