"Fast Fashion" Cards Get Into Xiamen.

"Later, there were more shopping in Xiamen. Choice "!" Miss Chan, who is a great blood buyer in Quanzhou, is very excited because in addition to ZARA, she likes two other fast fashion brands, UNIQLO and H & M, which will also be stationed in Xiamen.

"Fast fashion", also known as "fast fashion", refers to those brands that can quickly drive the global fashion trend. "Fast fashion" is characterized by fast, ruthless and accurate. Parity, low quantity and fast delivery are their greatest characteristics.

Last September, the Spanish brand ZARA, one of the five "fast fashion" brands in the world, was officially opened in SM New Life Plaza, so that people in Xiamen can understand the charm of "fast fashion". Subsequently, MNG, MUJI and other "fast fashion". brand Also follow ZARA's footsteps to come to the island.

This Friday, another global "fast fashion" brand from Japan's leisure brand UNIQLO, the first store in Xiamen, will officially unveil the Wanda Plaza in the lake. In October, the brand new store located in SM city square and California Plaza will also open in succession. The H & M brand store will also open doors in Wanda advertising and SM New Life Plaza in September and early November.

"Fast fashion" brands are more and more popular in Xiamen. After that, you can buy fashionable and affordable clothes at home, so you don't have to fly to Hongkong to go shopping. Miss Lin said.

But there are different voices. It is still unknown whether the "fast fashion" brand can take a firm foothold in Xiamen. "As a consumer, I may try to freshen it up for a while, but if these brands are not sufficiently attractive and competitive in terms of price and quality, I will never choose it next time."

Miss Jiang said, like the "fast fashion" brand ZARA, which has repeatedly exposed the quality door, although it is famous in the country and the product price is not high, but because of quality problems, she has never been interested.

[experts say]

Local brands must stick to it.

"Of course, there will be shocks." Brand management specialist, Xiamen Culture Su Xiaodong, vice-chairman of the Creative Industries Association, said that the arrival of these "fast fashion" brands will have some influence on the local casual wear shop, but for these local brands, it is not necessarily a bad thing.

Su Xiaodong said that this forced local brands to take the personalized route, subdivide the customers, open up e-commerce channels and other measures to deal with the arrival of foreign brands. In fact, many local fashion brand designs are not inferior to those of the international fast fashion brands, but local brands also need more strength in cultural creation, brand quality and positioning. Su Xiaodong said.

In addition, Su Xiaodong also believes that the arrival of these international "fast brands" may attract consumers' explosive consumption in the short term, so local brands should stick to them. "After the painful period of" insistence ", the situation will gradually get better, because the market space in Xiamen is still large enough, especially the promotion of the integration of Xiamen and Zhangquan. (reporter Guo Shuchen)

[colleagues]

"Fast fashion" may encounter "acclimatized"

For Xiamen's local leisure, the world-famous "fast fashion" brand is coming. clothing Brands are generally very calm.

"The arrival of these fast fashion brands will have some impact on us, but the impact is very limited." Xu Xiaoyang, deputy general manager of the romantic declaration, said that the positioning and style of the two brands are different, but the domestic brands will have a better understanding of the domestic market, which is the advantage of the domestic casual wear brands.

Xu Xiaoyang said that they will learn from their learning attitude and learn from these international fast fashion brands, and enterprises will constantly adjust themselves from marketing and market positioning to prepare for better efforts.

Zhang Lihua, the manager of wlun fashion world store, also said fashion The common point of leisure brands and fast fashion brands is that they are all at the forefront of fashion. The difference is that the location of local brands may not be so high, but they will stick to their own characteristics. "For example, while we are following the fashion line, we will also stick to the ladies and elegant lines that we have always had, so we are not worried about the loss of customers."

Zhang Lihua also analyzed that the "fast fashion" brand increased the pace of expansion in Xiamen, but because of the differences in the materials and other aspects of these brand products in the domestic and foreign markets, it is not easy for consumers to accept them. Therefore, the "fast fashion" brand will not be denied "acclimatization" in Xiamen.