Business is a cycle. Before big fish eat small fish, then fast fish eat slow fish. Up to now, fast fashion brands need to make themselves "fast and big" in order to create a new round of excitement. Have a look H&M The new series that is working with Versace, as well as fans' queuing up all night, can smell this fight.

H&M decline in performance

In the Chinese market, H&M is the follower of ZARA. It changes faster and the price is lower, though sometimes it is Pursuit Quality consumption They call it a beautiful rags, but the shops are always full of people trying on clothes.

H&M works with top designers every year. Last year, Lanvin was co worked with fans of the fashion brand to keep fans queuing up all night. In November 17th this year, the new Versace for H&M, which was co operated by H&M and Versace (Versace), caused the same crazy night queuing and rush to buy in Shanghai and Beijing, and even the "scalper" squatting queue to sell "seats" for thousands of yuan.

This will undoubtedly add a good deal to H&M's performance in November. However, behind the boom is a decline in performance. In the two quarter of this year, H&M net profit fell by 18%. The latest report shows that H&M10 sales fell 2% in the same month, down 7% in September.

The analysis points out that the drop in profits is related to the increase in the cost of expansion. H&M's official website micro-blog said that in November 18th, -26 opened 7 new stores in the mainland of China. But that is not enough to explain the decline in same store sales.

What else is there besides "fast"?

Fast fashion "fast" is actually "quick copy". After capturing fashion elements and fashion trends rapidly in the four international fashion week and big show, the design is improved and fast fashion is launched. The core mode of this fast fashion is its winning magic weapon.

Su Baoyan, chairman of China Fashion Design Association, once said that the business mode of fast fashion brands has overturned the whole global fashion industry. In the past, high and mysterious brands were suddenly torn away from the mysterious veil, and ordinary consumers quickly and indirectly touched the top design of the world.

However, the fast fashion mode is easy to imitate. Zhang Zhaoda, the famous designer, said: "fashion is a war of time." Many designers start from "imitation" to "improvement" and then achieve "creation". The competition in the fast fashion field is increasing. H&M's situation proves that "fast" is no longer enough, and the leading enterprises need to be "quick and big". {page_break}

New excitement

At this point, H&M, who had been attacked by both sides, came up with the killer weapon to turn the tide. This "..." The cooperation of for H&M began in 2004, and achieved good results.

Kang Lanxin, the first person in Vocational Education of China collocation division and the dean of the clothing and collocation School of Pat clothing, said that H&M is a big name and quickly promotes the brand image and status. The cooperation between luxury brands and fast fashion brands can also attract many young fans with the help of "crossover". Especially in the Chinese market, new consumer groups below 35 years old represent stronger purchasing power, and it is very worthwhile to lay down their figure.

There is also speculation that the cooperation between H&M and big brands is to gradually move towards luxury circles when the fast fashion brand grows rapidly. In this regard, Kang Lan Xin said that it is very difficult to become a high-end brand. The difference between the two is too large, so it is difficult to improve in the short term. Consumers pay more than LOGO.

Micro-blog cool Reviews

Big head crab: I can only say that H&M's brand PR is doing well. Although I bought a lot of her family this summer, I still couldn't help Tucao, the quality was really not good, and the style was not very good. It's totally cheap.

Stu Xiao Wu: the so-called restriction on the "scalper" can not do anything about it. 4 "cattle" snatched 107, and fans who had been queuing up for one night could only spend four hundred or five hundred more on buying.

New fashion health magazine: not to mention that the price is very real. The comparison between the model and the real person trying to wear that miserable look is not everyone can live in hold.

Banxia Aaron: this side of Tianjin is too chaotic. Last night, I began to line up, and finally got the red 5 bracelet. After opening the door, no one kept order, and the first ones rushing in were staff acquaintances.