International fast fashion brands are no longer in the spotlight and criticized for quality issues

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International fast fashion brands are no longer popular and criticized for quality issues

The international fast fashion brand, known for its “fast, ruthless and accurate”, has successfully captured the hearts of young consumers in the past two years and once became a favorite in the Shenzhen clothing market. However, this strong momentum showed a decline by the end of the year. situation. Reporters learned from recent interviews that the problems caused by rapid expansion in the past are gradually emerging. Consumers’ favor for fast fashion has dropped sharply, and many international fast fashion brands have reduced their original store opening plans. Industry insiders believe that due to sales difficulties and frequent quality problems, fast fashion seems to be going further and further down the road of ever-changing fashion, making it difficult to continue to be “fast”.

Reduce store opening plans in the new year

“Fast fashion is on the decline, market recognition is declining, and many brands are reducing store opening plans. The growth rate of such brands in the Shenzhen market will definitely slow down in 2014.” Kingkey kkmall mall gathers internationally renowned brands such as H&M and ZARA. A fast fashion brand, the mall’s deputy general manager recently revealed his concerns to reporters.

In fact, in the past two years, when consumer demand was sluggish, a number of fast fashion clothing brands performed well, with sales rising instead of falling, and the brands rapidly expanded in China. According to data from CBRE Research, as of June 2013, the four major international fast fashion brands: UNIQLO, ZARA, H&M and C&A had a total of 523 stores in China, of which 207 were newly opened after 2012. , accounting for about 40% of the total. Judging from the total number of stores, China has become an important overseas market for major international fast fashion brands: ZARA and UNIQLO are the largest overseas markets, and H&M and C&A Asia are the largest overseas markets.

At the beginning of 2013, Shenzhen’s retail market began to experience a downturn. Some shopping malls relied on fast fashion brands to increase the popularity of the malls. Compared with the lack of domestic mass brands, fast fashion once became a life-saving straw for merchants. Now, this straw It’s also unreliable.

The reporter learned that this trend has also been shown in several first-tier cities in China. Compared with queuing up all night to grab an order and selling out in a short time the year before last, the limited-edition model released by H&M and designer Isabel Marant in November last year was met with failure for the first time in Beijing; MANGO, which was the first to enter the Chinese market, has been frequently reported in Shanghai, Nanjing and other places last year. News of store closing.

Quality issues have been widely criticized

Compared with traditional clothing brands, fast fashion has the characteristics of fast update speed, high frequency and following the trend. It once attracted fashionable consumers to flock to purchase. However, as consumers gradually come into contact with international high-end fashion brands, fast fashion that relies on imitation has encountered development resistance. Industry insiders said that blind imitation and transformation have finally encountered “aesthetic fatigue”, and consumers are increasingly demanding products.

At the same time, the quality of clothing of fast fashion brands has also been widely criticized. Recently, the China Consumers Association announced the inspection results of 70 “fast fashion” clothing, and ZARA was once again included in the black list.

H&M, ZARA, etc. continue to expose product quality problems, some of which are unqualified color fastness, some of which have formaldehyde content and pH value exceeding the standard, and some of which have fabric labeling ingredients that do not match actual measurements. According to incomplete statistics, since entering the Chinese market, ZARA has been on the quality black list at least 13 times, and UNIQLO has been on the quality blacklist more than 6 times.

A department store veteran believes that most fast fashion products are poorly made and some consumers cannot use them after only wearing them a few times. The main reason for its rapid expansion in the country in recent years is the emergence of large-scale commercial projects. They have demand for large-scale overseas brands, but this demand comes from developers, not consumers and the market itself.

Personalized consumption may become a new trend

The problem of homogenization of shopping malls in Shenzhen is gradually emerging, and fast fashion brands are the first to bear the brunt. Industry insiders once said that even one or two foreign fast fashion clothing brand companies would be embarrassed to call themselves shopping malls.

From the newly opened shopping malls in Shenzhen, we can see that fast fashion brands are still an indispensable component, but developers have also consciously begun to introduce more unique and quality-guaranteed brands. China Resources 1234SPACE, which opened in Dongmenmo in 2013, has introduced designer brands such as Chictopia and CHEAP MONDAY. According to industry insiders, independent designer clothing is gradually entering the wardrobes of ordinary consumers and becoming a future consumer trend.

“Today’s young people pursue individuality. Although fast fashion is trendy, it is becoming more and more popular. Designer brands are more unique and can better reflect personal taste, so they will be more popular.” Mr. Liu, who is engaged in the fashion industry, believes , due to the opening of more fast fashion stores, consumers are becoming less interested in it. In the future, designer brands will be more in line with consumers’ pursuit of trends and have greater market potential.

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