The Game Rules Of Clothing, Shoes And Hats Are No Longer Just Fast.

< p > "we are ready.

The goal of the new brand is women who are interested in fashion and want to have their own personalities.

In the Q3 quarterly report, < a href= "//www.sjfzxm.com/news/index_c.asp" > H&M < /a > CEO Karl-Johan Persson said.

Cavill, a consultant at Planet Retail, a London retail consultancy, thinks the brand is "more daring than H&M, the most high-end Massimo Dutti brand in Inditex (ZARA's parent company), and is ready to adopt more exotic designs."

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< p > strong > this is not the first attempt of the company to get rid of the "cheap" fast fashion label, and it is accelerating the "more expensive" speed.

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< p > Creating COS is the beginning of H&M's entry into the multi brand strategy.

"In fact, there is a gap between High Street and high-end brand (High-end) - there are a group of customers who want to have a sense of design and quality clothing, but at the same time hope that the price of these clothes can be borne by them."

COS brand leader Marie Honda said.

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< p > its goal is to catch those customers with stronger consuming ability in the market gap mentioned by Marie Honda, in other words, this is a group of consumers pursuing "cost-effective".

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< p > H&M CEO Karl-Johan Persson expects this group of consumers. "Facts have proved that we can do similar experiments and do it well, which is beneficial to the development of H&M and will bring profits in the years to come.

Of course, COS is a brand new concept, but it has a very good development prospect.

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In P 2007, H&M is growing at a high speed. The annual expansion rate is 10% to 15%.

That year, H&M turnover increased by 15% over the previous year to 92 billion 123 million kronor (about 13 billion 884 million US dollars).

Although the European market is still crazy about fast fashion, the fast fashion market will soon need some more mature and stable brands to take over.

H&M believes that he should become the nearest brand to their needs.

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< p > strong > H&M is late.

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< p > > a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > ZARA < /a > began to expand outwards in 1990s.

At the same time, its parent company Inditex also started multi brand strategy.

In 1991, it launched a younger Pull&Bear and entered the high-end market through the acquisition of masculine brand Massimo Dutti.

After Inditex acquisition and integration, it has eight brands, including ZARA, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Uterque and so on.

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Like P, similarly, the parent company of fast selling group, UNIQLO, also started the multi brand operation from the Link International company, which acquired Theory and Helmut Lang owners in 2004.

In November 2012, the group opened a multi brand comprehensive store called "Uniqlo Marche" in Ginza department store in Tokyo, Uniqlo, Comptoir des Cotonnniers, PLST, G.U.

And other brands are sold in this comprehensive store.

In November 30th, the group announced the acquisition of J Brand Holdings, the parent company of J Brand, with 25 billion yen (US $304 million).

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P > these companies starting with "a href=" //www.sjfzxm.com/news/index_x.asp "fast fashion" /a "are accelerating the expansion of other brands other than the main brands -- the market they are facing is still young, but more subdivided.

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< p > Marie Honda felt that between High Street and High-end, she did not find an opponent who could really compete with COS. "We started COS because the market is still blank."

Her customers "value more than fashion, but what they buy, including the lining of clothes."

The idea of Marie Honda is to do COS in a fashion similar to designer brand, of course, it is cheaper.

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< p > to maintain freshness, COS stores will update some products every week, but they actually only do two new releases a year: spring summer series and autumn winter series.

Compared with H&M, COS pays more attention to designer team.

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< p > this is one thing that fast fashion will not do.

Fast fashion is a new model, which is bought and bought by the buyer in the big show stage to bring the latest fashions back to the surface, and become the clothes that can be worn everyday. The efficient supply chain is used to complete the production and pportation, and display them quickly in the store.

They don't need full-time designers.

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< p > before joining COS, Marie Honda had been a buyer for H&M for 7 years. But now, the experience of changing clothes is most useful. "Because I have made clothes myself, I know how to choose the most suitable fabric and how to cut it to make cloth use longer."

Before COS samples and samples are sent to the factory, the proofing team will evaluate the tailoring, and after several rounds of trial wear and washing tests, ensure that the production instruction manual delivered to the factory can produce the required products.

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< p > quality has always been a nuisance problem faced by < a href= "http://fz.sjfzxm.com/" > H&M < /a >, but more importantly, the benefits brought by cooperation with big names or designers are getting smaller and smaller.

Since 2004, this is the most important strategy of H&M: Karl Lagerfled, Roberto Cavalli, Stella McCartney, Matthew Williamson, Jimmy Choo and so on.

In November 2012, when it launched a series of cooperation with Maison Martin Margiela, although there were still 300 queues in its flagship store in Fifth Avenue, it was much less than the previous long staying team.

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< p > and it is more like MMM doing a marketing without cost at the expense of H&M.

Therefore, H&M began to accelerate the expansion of other brands, and its competitors are doing so.

But it does not want to tie new brands to itself - just like Cheap Monday, Monki and Weeked have been doing.

In 2010, after acquiring all the shares of Swedish company FaBric Scandinavien, H&M owned the 3 brands.

Among them, Monki entered the Hongkong market in 2011, and the price was higher than H&M.

Cheap Monday has been selling in H&M stores, and now it has its own sales channels.

In mid January 2013, the first Cheap Monday store in mainland China will open in Shanghai.

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< p > and H&M invites designer to cooperate or celebrity endorsement is different. < a href= "//www.sjfzxm.com/news/index_f.asp" > Marie Honda < /a > tends to choose direct way to communicate with customers. "We will convey information to customers through their websites and magazines. In marketing way, we are walking on the opposite side of H&M".

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"P > < strong > the" reverse "is not only shown in the marketing strategy.

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< p > according to the data of the clothing and footwear industry association of the United States, in 2011, compared with the previous year, the number of clothing purchases in the United States was 19 billion 400 million, the total volume decreased by 5.3%, but clothing sales increased by nearly 5% over the same period last year, reaching 283 billion 700 million dollars, and the total cost of 910 yuan per person per year purchased 62 garments.

Meanwhile, the proportion of ZARA sales in Inditex group dropped from 80% 3 years ago to 64%.

New brands are selling more and more money in fast fashion group, and making more money - COS London's single day profit has exceeded H&M.

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