Introduction
In the context of international fast fashion brands have closed stores, China's local fast fashion brands have shown strong growth momentum. From Zara, H& M to MANGO, Forever21, these once popular brands are gradually losing market share. At the same time, domestic fast fashion brands such as Urban Revivo and SHEIN have risen to prominence, not only selling well, but also launching an impact on the capital market. What are the specific reasons why such fast fashion brands are changing? What inspiration has POD clothing design brought to us? This article will explore the reasons behind this phenomenon, and provide reference and inspiration for cross-border e-commerce POD clothing sellers.
The rise of local fast fashion brands
The rise of fast fashion brands stems from the high frequency of changes in style and design by consumers, especially for women, who may not wear a dress more than a few times, thus “ Love the new and hate the old ” However, with the consumption downgrade in recent years, coupled with the entry of domestic fast fashion, Chinese fast fashion brands with more cost-effective began to gradually compete for the market share of international fast fashion brands. Now, as Chinese fast fashion brands gradually dominate in terms of quality, design and style, Has begun to rise more and more, occupy a larger share. In particular, the successful cases of Urban Revivo and SHEIN have demonstrated effective strategies to attract customers through cost-effective and diversified product lines from multiple dimensions.
Key elements of fast fashion brand success
1. Fast trading and high-frequency multiple new
- Flexible supply chain management: Adopts small-batch production mode to shorten the production cycle and ensure that new products can be launched in time.
- Market demand insight: Uses big data analysis tools to accurately capture changes in consumer preferences and ensure that new products launched each season can keep up with trends.
2. Style design priority
- Diversified design team: Set up a design team with an international vision, and constantly explore innovative styles to meet the needs of different age groups and consumer groups.
- Cross-border cooperation: Cross-border co-branding with other fields (such as art, music, etc.) to attract more young consumers' attention.
3. Cost control and inventory optimization
- Lean production concept: Reduce waste, improve resource utilization, and effectively reduce manufacturing costs.
- Intelligent warehousing system: The use of advanced logistics technology to achieve rapid turnover of goods and avoid losses caused by overstocking.
4. Fabric selection and quality assurance
- Choose materials wisely: Although fast fashion consumers may not care much about the material of their clothes, too poor quality can still cause resentment. Therefore, it is important to choose durable and comfortable fabrics while keeping the cost under control.
- Strict quality control: Establish a perfect quality inspection system to ensure that every product is in line with the standard requirements.
5. Target customer positioning and marketing strategy
- Clear target group: Carry out targeted promotion activities for young people, especially students, new professionals and other groups with high fashion sensitivity.
- Social media marketing: Widely spread brand image through social platforms such as Weibo and Tiktok to enhance user stickiness.
- Online and offline linkage sales: Set up a physical store experience area and strengthen the construction of an online mall to facilitate customers to buy their favorite goods anytime and anywhere.
Cross-border e-commerce POD clothing sellers how to seize fast fashion opportunities?
EZEJ Technology is here to POD clothing sellers a few suggestions, hoping to be more competitive in the fast fashion market, to help you grab more share:
- In-depth study of local culture: Understand the customs and aesthetic tendencies of the target market, and develop products that meet the tastes of local consumers.
- Build a global supply chain network: Find reliable overseas supplier partners to ensure a stable and reliable supply of raw materials.
- Strengthen brand storytelling: Attract the attention of potential buyers through creative brand stories and enhance brand awareness.
Conclusion
In the face of the plight of international fast fashion brands, Chinese local fast fashion brands continue to innovate and develop through domestic supply chain and cost advantages, and successfully achieve a counterattack. For cross-border e-commerce POD clothing sellers who want to join the fast fashion camp, learning and applying the successful experience mentioned above will be the key. Although we can not all become Zara, SHEIN or Urban Revivo, but with such a model, to seize some fast fashion customer groups, is definitely an opportunity, and for these groups to do marketing and design, is also one of the key, after all, only truly understand the market demand, and constantly improve their competitiveness. We POD clothing sellers can stand out in this highly competitive industry.
FAQ
1. What is fast fashion?
- Fast fashion refers to the clothing retail model with rapid response to market changes as the core feature, emphasizing the launch of a large number of new models in a short period of time and maintaining a low price level. In the international market, Zara is one of the leaders, from a supplier to a retailer, with a strong development ability, fast and high frequency of new styles. It has captured a large number of female consumers who only pay attention to style and design, thus becoming the first fast fashion brand in the world.
2. Why do many international fast fashion brands begin to close their stores in recent years?
- The main reason is that the increasingly high operating costs and the impact of e-commerce have led to the decline in the profitability of physical stores. At the same time, the impact of low-cost Chinese clothing has further reduced the living space of international fast fashion brands. Before, without the impact of Chinese clothing, they could rely on “ High cost performance ” And “ Design elements ” Harvest all the target groups, but as Chinese clothing goes to sea, especially some ambitious brands that also intend to take the fast fashion road continue to grow, naturally the market share of these international fast fashion brands is squeezed, there are more and more cost-effective options, and revenue is naturally declining year by year, compared with China. The vast majority of international fast fashion brands do not have any advantage in the cost link, and this is exactly their biggest advantage.
3. Why can Chinese local fast fashion brands succeed?
- In addition to having the advantage of quickly updating styles, more importantly, they can accurately grasp the needs of local consumers and provide goods with great value for money. In short, they can provide products with lower prices or higher cost performance based on the design sense of international fast fashion brands such as Zara, thus mining more consumer groups and gradually occupying the share of the other party. Among them, novel design in line with the trend, lower cost, fast delivery and after-sales service are the key points of fast fashion competition, and these, Chinese local fast fashion brands gradually control the advantage, which is the main reason for their success.
4. How to control product quality while ensuring speed?
- By optimizing the supply chain process, adopting advanced technology and implementing strict quality management system, for example, SHEIN gathers a large number of factories, and uses domestic production capacity to quickly load new products and test models, which makes the advantages originally owned by Zara become SHEIN's advantages, while Urban Revivo pays more attention to offline sales. As early as in 2016, we opened offline stores in Singapore. After several years of development, the stores have spread to all over the world, with more than 400 stores, and accumulated a large number of customers. Compared with SHEIN's extreme success and surpassing online, Urban Revivo has also impacted the sales of international fast fashion brands and achieved certain success.
5. What are the characteristics of the main target consumer groups of fast fashion?
- It usually includes young people who pursue freshness and pay more attention to the appearance design of clothing rather than long-term use value. This part of the population is mainly female, which is also the foundation for the rapid development of international fast fashion brands such as Zara. However, with the entry of Chinese fast fashion brands, the extreme cost performance has lost its fundamental advantage. The user group of the third generation continues to age, and begins to pay more attention to quality. The new trend group has no brand value perception, and gradually will replace these once fast fashion brands in the world. Of course, in addition to the extreme cost performance, style and appearance design are the real king, without these, it is impossible to attract their attention.
