FastFashion this concept from the last century in Europe, on behalf of a Swedish clothing retailer H & M, Topshop UK and Spain Zara.
ErlingPersson in Sweden in 1947 and established its first H & M stores, so far, H & M has 28 countries around the world with 1,400 stores, with over 60,000 more than employees. Topshop1964 originated in Sheffield in the UK inside a department store PeterRobinson store. In 1974, Topshop replaced PeterRobinson become an independent brand retailers. The Zara is from northwest Spain, in 1975 a small clothing store.
Zara in May 2004 at the IFC Center in Hong Kong opened its first sales shop, currently has 5 stores in Hong Kong business. February 2006 Nanjing West Road in Shanghai opened its first store in mainland China and later opened a Times Square. February 2007, Zara parent company Inditex Group in Beijing opened a business area of more than 1,500 square meters of retail shohttp://www.swfba.cnps. In contrast, H & M seems to have lagged behind, in February 2007 in Hong Kong H & M opened a store, then opened in Shanghai 2. The clothing business model the rapid expansion of international trade in recent years has been a strong concern.
especially the past two years, FastFashion garment industry in China has formed a hot term, but there are people in the industry and thinking: FastFashion pattern in the end whether the industrial environment in China is a wide range of copy?
FastFashion of several conditions: the latest products to our customers unmatched value
FastFashion appearance to meet the people demand for a low price to enjoy fashion. As H & M philosophy expounded it: “By providing the best and quality, the latest fashion products, we offer our customers unparalleled value. To protect us fashion is the most resh and our design and procurement continue to launched a series of products. To ensure the best price, we reduce intermediate links, to quantify the procurement, extensive and in-depth information on the design, knowledge of fashion and textiles, from sourcing the right market the right products to keep costs in every aspect of consciousness and establish and maintain efficient logistics system. “
limited supply of retail concepts
Zara as FastFashion rising star, independent, and break the traditional model, the establishment of a supply chain system, making a fashion design , manufacture and supply of 15 days.
at Zara retail stores, people often find new products, but they are often limited supply. This is a way to stimulate the consumer to buy. Although the shop space is not small (the average sales per store area of 1000 square meters), due to the limited number of each model, customers will tend to think: “That piece of green shirt for me, as only one, if you do not buy now, I afraid someone else will be bought. “
retail concept that needs a steady flow of new products and rapid fashion design as a support. Zara designers launched about 4 million models each year the design, of which 1 million lines will be adopted. Some of them similar to the latest haute couture designs. Zara often use cheaper raw materials and the high fashion brand launched almost exactly the same clothing, and prices much lower. Since most clothing only 5 ~ 6 ~ 7 colors and 5 sizes, Zara system must deal with an annual average of 300,000 new units in stock. “Fastfashion” system is based on Zara various parts of the supply chain based on the exchange of information, including consumers and store managers, store managers and marketing executives and designers, product designers and assembly line workers, buyers and distributors operators, warehouse management and distribution of information exchange among the complete …
Zara supply chain system design and manufacture of a single centralized center affiliated to the parent company Inditex Zara headquarters, formed by the three light and spacious lobby , one is a women department, one is the men department, the other a children department. Reduce redundancy with other companies to reduce costs of different, Zara parallel operation of these three products division, each department has a separate design, sales, procurement and production planners. A Zara store sales will also be received within a week from three different departments of the phone market commissioner, a production plant will receive shirts from the Men Ministry and Children Department of the two Zara managers instructions. This will undoubtedly increase the operational costs, but the framework for each department to provide a fast, direct and non-interference in information flow, making the sensor sensitive to the overall supply chain. Unlike other companies put office partitions divided between designers, Zara 200 designers exposure to the heart of the production department, they are generally 20 to 30-year-old young man full of talent and enthusiasm, without distinction or distinction, near the market and procurement production planning commissioner who sat a large circular desk for the spontaneous group discussions provided a venue for the latest fashion magazine and product catalog filled with wall shelves, in every corner of the hall are equipped with a model room, Members can participate in their own product line comment.
Once a team selected a design, designers are using computer-aided design system (CAD) to determine the color and ingredients. After all, the design details will be sent directly to the production plant, cutting the fabric will use bar code labeling, and then put into production, then distribution, distribution to retail shops, the product came to the starting point of the circulation loop.
2 ~ 3 weeks after the product is not sold off the shelf to be continuous updates
flow, thereby reducing the so-called “whip effect” in supply chain (and all of the circular information system) interfere with widening. For example, a small change in retail orders, wholesale and distribution sectors after arrival factory, will lead to big changes. In the traditional garment industry, once the season began, the general changes to allow retailers to order up to 20%, while Zara can allow 40% to 50% this way, Zara avoid costly overproduction and the consequent promotions and discounts.
This kind of limited way in the form of introduction of new products, reduce costs caused by the shortage. In fact, the empty shelves and do not drive consumers to other stores, because people can still choose the new style. Promote a product out other types of product sales, because people usually like to share. In fact, Zara has an unwritten policy, not 2 to 3 weeks after the product was sold under the shelf. This strategy costs more in terms of general clothing store, but Zara is concerned, the mere maintenance of small orders and inventory, this approach is little risk. Unmarketable products accounted for less than 10%, while the traditional clothing of this figure should reach 17% to 20%. Further, the number of new products and shorten the shelf time limits encourage people to patronize more frequently Zara. For example, consumers in Central London, the average of 4 times a year visiting the clothing store, but the average annual consumer shopping Zara Zara store 17 times. Dealer reduced the high passenger demand for advertising Zara: Zara for advertising investment accounted for only 0.3% of its sales, far below its competitors, 3% to 4% level.
whether China has FastFashion survival of the soil
So, China can build their own FastFashion brand? is not difficult technically, the Chinese will not lack of good organization and design talent, but There are two bottlenecks:
1.FastFashion fashion there is a core value of civilians, civilian consumers to enjoy the fashion it offers the possibility, but the reality of China is concerned, the public support FastFashion industry class (annual income 20,000 ~ 200,000 yuan white-collar workers or owners) accounted for less than 10% of the population, accounting for 85% of the population of farmers and urban workers do not have the capacity of consumer lifestyle products, and the other about 5% of the affluent and do not care if the price of fashion . That is left to market domestic brands FastFashion very limited space, but also the face of international competition FastFashion giants.
2. fashion brand creation and development needs of a mature legal environment as a guarantee, in Europe and North America, intellectual property protection system more complete. In China, the legal environment has yet to be improved, pirated counterfeit repeated, a best-selling style is bound within a week at the launch of cheap counterfeit goods face competition. Since FastFashion is cheap to enjoy fashion, even if out of a cheap fake FastFashion, quality is not bad consumers do not buy any music?
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