< p > recently, it is reported that the fast fashion brand h&m has applied for the protection of a brand new logo "s" in Europe. The trademark will be used in its sports a target= "_blank" href= "//m.pmae.cn/" > dress less than /a, sports a a "" "", "shoes", "shoes" and so on. Insiders say that when the fast fashion starts to slow down, h&m's entry into the sports brand market may be a good move. < /p >
< p > < strong > sports apparel brand to fast fashion learning < /strong > < /p >
< p > by the rapid expansion and high inventory in the past few years, the sportswear brand has been under the pressure of closing stores and clearing stocks in recent years. With the rapid rise of fast fashion brands in the Chinese market, many brands are beginning to learn from fast fashion, extending the product chain from sportswear to casual wear. < /p >
< p > for example, Lining created the brand of "Lining sports life", positioning in the fashion and lifestyle of sports products, advocating sports as a way of life, hoping to achieve the "crossover" combination of sports and leisure. Lining also represented the Italy leisure sports brand lotto, trying to find out the Chinese market. However, these expansion paths were not smooth, the former quietly disappeared from the line, became a pure online brand, the latter suffered a serious loss, and Lining had to reduce the cooperation period. < /p >
< p > net loss amounted to 163 million yuan, and Lining also announced that the term of cooperation with its franchise business would be revised from 20 years to 10 years. < /p >
Lining has begun to realize the transformation of the retail oriented business mode and is developing towards "fast fashion". He plans to build a retail IT information platform to reflect demand forecast, product mix system, supplier collaboration system and store operation situation. P But in the end, the industry can only wait and see. < /p >
< p > learning from fast fashion is not just the Lining family. Recently, at the popular fashion conference held by Jordan, its fashion show around the matrix code is an eye opener. In the whole show, we can clearly see the intention of the movement "a" target= "_blank" href= "//m.pmae.cn/" > clothing < /a > fashion. This is also the efforts that the sports brand has been making to win more market share. Prior to that, its Haren pants, fashion rain shoes, cloaks, mesh stitching, high heeled sports shoes and other fashionable elements of products also confirmed its intention to learn fast fashion brand. < /p >
< p > < strong > fast fashion launched sports brand < /strong > < /p >
< p > for fast fashion transformation of sportswear brand, the fast fashion brand is certainly aware of it. Although it has the advantage of first mover, it must also take precautions against it. According to the viewpoint, the h&m has applied for a new logo "s" in Europe recently, which will be used in its sports apparel, sports shoes and other related products. < /p >
< p > it is learnt that h&m will launch a brand-new sports concept brand in 15 countries next year. At present, h&m has already sold some sportswear on the online mall. The new "s" concept brand will increase the content of the product and sell it in the store of h&m. In the recent interim report, h&m also said that the contents of "s" include functional materials, suitable for all kinds of sports apparel and accessories. Although h&m intends to expand in the field of sportswear shoes, its initial pace is not too big. At the beginning of the operation of the brand, sports products such as racket and bat will not be sold for a time. < /p >
< p > it is worth noting that h&m remains mysterious about the marketing section, not even mentioning the country of sale. But its publicist has told the media that "s" is totally different from today's h&m style, with wider investment and does not exclude the operation of independent sporting goods stores. < /p >
< p > industry insiders say, from the relevant reports of h&m, we can see that the same store sales began to decline. And when fast fashion is starting to slow down or even encounter challenges, h&m's move into the sports brand market may be a good move. < /p >