Fast fashion launches sportswear series to kill Adidas

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Fast fashion launches sportswear series to kill Adidas

While sports brands are still struggling with the huge inventory caused by blind expansion, fast fashion brands represented by H&M are accelerating to encroach on the market of sports brands. With fashionable products, unambiguous marketing and exciting prices, fast fashion brands are slowly tightening the rope around the necks of sports brands.

The rope around the necks of sports brands will be tightened even tighter by fast fashion.

Recently, H&M announced that its H&M Sport series will be launched in January 2014. It is reported that as the clothing sponsor of the Swedish sports team for the 2014 Sochi Winter Olympics and Paralympics and the 2016 Rio de Janeiro Summer Olympics and Paralympics, its new H&M Sport series consulted Swedish Olympic team-level professional athletes in the design , focusing on both sports performance and fashion.

The clarion call for fast fashion to conquer the territory of sports brands has long been sounded, but when the former began to focus on investing in professional performance of sports products, they did not hesitate to signal to the latter, “tremble, sports brands.”

“The new H&M Sport sports series to be launched is a comprehensive expansion of the existing sports series. This move confirms H&M’s long-term investment in H&M Sport and its rapid penetration into the sports world.” H&M China spokesperson and public relations Department manager Fu Xiarong told reporters.

H&M sports series has always been a branch of the men’s and women’s wear departments. In terms of in-store display, sportswear items were previously differentiated according to gender and displayed in the men’s and women’s departments respectively. Chinese consumers are not very aware of the sportswear sold by H&M, which is also related to the small volume of sports series products in the Chinese market and the lack of promotion efforts. As the new sports series is launched, H&M will set up larger sales areas in its online store and some stores to allow consumers to access these products more intensively.

However, what fast fashion values ​​​​is not the professional sports field, but the sports fashion field with a broader consumer group.

For Chinese consumers, sportswear is not regarded as sports equipment. Sportswear is more often equated with casual wear. Although consumers’ awareness of sports and fitness has increased in recent years, when it comes to product demand, in terms of clothing other than shoes, ordinary consumers do not have strict demands for product professionalism. Facing this group of consumers, the “professional barriers” of sports brands are greatly reduced. Therefore, when fast fashion hits, consumers quickly switch sides.

In order to attract sports enthusiasts, fast fashion brands are unambiguous in their sports marketing. At the 2013 Wimbledon Tennis Open, the logos of H&M and Uniqlo appeared on the jerseys of famous players Djokovic and Berdych. The two wore fast fashion brand clothing and Adidas sneakers, which showed the sports ambitions of the fast fashion brand.

In addition to products and marketing, competition between fast fashion brands and sports brands has also spread to channels. A wider consumer base, fast turnover of goods, and more impressive square footage have given fast fashion brands confidence in department store and shopping mall owners. It is not surprising that fast fashion brands have replaced sports brand stores. In the middle of this year, Nike’s first flagship store in China, the Beijing apm shopping mall located on Wangfujing Street in Beijing, withdrew after the lease expired and was replaced by H&M. Prior to this, Nike’s store in Tongzhou had been replaced by Uniqlo. We have reason to believe that as the channels of both parties further sink in the future, their competition will continue to third- and fourth-tier cities.

Exciting prices are also a powerful means for fast fashion and sports brands to compete for consumers. In the new H&M Sport series, women’s clothing prices range from 99RMB (bra) to 349RMB (jacket); men’s clothing prices range from 99RMB (T-shirt) to 749RMB (jacket). “H&M’s business philosophy is to provide fashion and quality at preferential prices. This is also reflected in the new sports series. The series has breakthroughs in materials, fabrics and design, which makes our new series very competitive.” Fu Xiarong obviously Be very clear about this.

However, not all fast fashion brands are strutting their heads when competing with sports brands. ZARA, which is also a fast fashion brand, insists on its own pace. A senior executive at ZARA headquarters once told the media that in their view, sports and fashion are two very different industries. Nowadays, young people are keen on some more fashionable sports-style clothing. ZARA obtained the design and distribution of NBA-themed T-shirts. Agency rights, “I just put such a label image on a T-shirt. Maybe this is something that meets the needs of customers. It does not mean that ZARA wants to make sportswear.”

But fast fashion and sportswearThe confrontation between �� has become inevitable. Facing the enemy, sports brands will naturally not surrender.

In fact, before fast fashion crossed over, sports brands such as Kappa, Puma, and Adidas had already begun attempts to incorporate fashion elements into their products. The most successful among them is Adidas, which currently has sports fashion series Y-3, adidas SLVR, and adidas NEO Label. Gao Jiali, managing director of Adidas Group Greater China, made it clear that sports fashion can bring growth driving force to Adidas. In order to fight back against fast fashion brands, in 2013, the sports giant even made high-profile poachings from H&M and ZARA in order to improve product design and shelf speed.

Sports brands learn from fast fashion to establish a strong and fast supply chain, which does not happen overnight. However, for fast fashion brands, making sports series is just adding a category.

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