Experts interpret the trend of fashion fast fashion

"Fast fashion" is derived from the mid-century Europe, this is a costume design show rapid feedback and imitation. With fashion design and terminal sales increasingly close, when the supremacy century to the beginning of this century, "fast fashion" has been turned into show business fashion fashion design rapid response, and made abreast of the latest fashion trends products to several low inflow of stores, the main kind of mainstream consumer sales model.

At the same time, "fast fashion" is still to some extent equivalent to a one-time fashion, as compared with other clothing mode of operation, its products in stores from fashion trends and then design, manufacture, very fast and cheap, period very strict requirements (generally not more than 50 days), so that the mainstream consumer groups popular in hot pursuit while a very low price to buy popular clothing brands. At present, this fast, affordable design and business practices, have begun much to set design, development, production scale, marketing, brand management, management services in one large modern clothing enterprises favored.

Traditional clothing brand T stage release from the trend, the continuation of the product to the store, the counter goods, generally requires several months, half a year or even a premium brand. However, according to "fast fashion" concept, companies can in a very short time the product concept transformed into consumer goods, about 50 days for an initial process, and today, the fastest in the business can be done within 20 days.

At present, in the "fast fashion" on the most representative brands are foreign ZARA, H & M and domestic EMINU other enterprises, although these brands have their own characteristics, although the operating procedure is very similar.

From the global brand, the Spanish ZARA is "fast fashion" revolutionary pioneer, is the world's largest apparel supplier, belonging lnditex Group. Currently in the world with nearly 70 countries and more than 1,000 retail outlets, of which 90% are self-employed, only a small part of the franchise and co-operation, all stores are outlets in China.

On the "fast fashion" business, ZARA has four main features: First, it is not according to the current practice of traditional garment enterprises, the production transferred to the production costs are relatively low in the region, but completely in the Spanish mainland to do the production ; second, rarely advertise the very beginning almost never done advertising; third, style very much throughout the year to launch clothing 10,000 balance can be listed, from the design to the shelves is the average period of about two weeks. Fourth, inventory turnaround time is very fast, the turnover will be about 10 times a year.

From our own brands, China's "fast fashion" by "mass casual" evolved, mainly to "EMINU (EMINU)" as the representative. The company in 2006, directly prove safety "of leisure" line his own and created the introduction and launch of the "fast fashion", after three years of development, the "fast fashion" apparel in our country has become a "big brand design, friendly prices, rapid updating "of fashion goods. EMINU China has also become synonymous with "fast fashion".