ZARA关店、Forever21败走 淘宝、抖音直播带货兴起 快时尚玩法变了?

2019-10-12 投稿人 : 围观 : 956 次

Fast fashion, which originated in Europe in the 20th century, is called "Fast Fashion", while the United States calls it "Speed to Maket".

Fast fashion brand's three core characteristics: fast delivery time, price close to the people and keep up with the trend, which stimulate consumers'desire to buy. Its representatives are H& M, ZARA, UNIQLO Uniqlo, MJstyle, MUJI Printed Products, NEW LOOK, UR, C& A, GAP and other brands.

However, recent reports related to fast fashion are related to "closing down" and declining performance.

Forever21's application for bankruptcy protection is a typical case recently. A series of preludes, such as discount, clearance and closure, make this ending not unexpected.

Fast fashion brand ZARA recently closed two stores in Beijing's core business circle, namely, Dongzhimen Laifushi Shop and Wangfujing New Dongan Shop.

Even the "Chinese version of ZARA" and Rachabel, the first A + H-share listed apparel company in China, also exploded this summer.

What happened in the fast fashion industry?

Forever 21 loses China

Forever 21 is the most popular popular American popular fashion brand among teenagers. It has a sweet line, simple and lightweight design style and bright color.

In May 2019, the news of Forever 21's withdrawal from China appeared on the microblog hotspot.

Seven years ago, in the summer of 2012, a new Forever21 store with a total of nearly 2,500 square metres was opened on the upper and lower floors of Wangfujing Commercial Street in Beijing. The crowds surged and young customers queued up to enter the store.

But the grand opening ceremony did not bring long-term good business to Forever 21.

In recent years, business has not improved, Forever 21 closed more than 200 stores in three years. Since 2016, it has gradually withdrawn from the markets of many European countries. The withdrawal of the Chinese market began in March 2019, and stores in Tianjin, Hangzhou, Chongqing and Taipei closed one after another. Beijing Wangfujing Street, the first store to enter China for the first time, also opened five years after the curtain was hastily closed.

What is more difficult to understand is that its flagship store on the platform of Jingdong and Tianmao has also issued a notice of closure.

Over the past 10 years, Forever21 has been grabbing the market by expanding rapidly around the world. At its peak, Forever21 has more than 800 stores in nearly 50 countries and regions around the world.

But under the impact of high rental costs and e-commerce, Forever21 lost $400 million in 2017.

Forever 21's defeat of China is just a microcosm of the current predicament of Fast Fashion.

Fast fashion is becoming more and more difficult to play in the Chinese market?

As the first fast fashion brand to enter China, ZARA closed its biggest flagship store in Chengdu in 2017, which is regarded as a watershed for fast fashion brands.

Inditex, Zara's parent company, which has dominated the industry for a long time, has slowed down its performance growth since the second half of 2016. In fiscal year 2018, sales of the group slowed to 26.1 billion, an increase of 3%, net profit increased by 12%, the worst profit growth in nearly five years.

Equally difficult is H& M.

H& M used to open a new store in four days, but profit margins dropped from 18% to 12.8% between 2012 and 2016, and the iconic Beijing Xidan Dayuecheng store was closed.










但是,激进的扩张策略不仅占用了La Chapelle大量资金,而且导致库存积压,这直接影响了公司的销量和定价计划,并增加了公司库存折旧准备金和流动资金占用的风险。

自今年年初以来,拉夏贝尔(La Chapelle)经历了流动性危机,“封闭商店潮”已开始出现。

在2019年上半年,La Chapelle的净利润急剧下降。收入为39.51亿元人民币,下降9.78%,亏损为5.71亿元人民币。

根据半年度报告,截至2019年6月底,La Chapelle的零售店数量达到6799个,比2018年12月底的9269个零售店数量减少26.65%。在报告期内,关闭了2470个零售店。

数据显示,公司销售毛利同比减少11.15亿元。 La Chapelle主要采用直销模式。该公司表示,该商店上半年大量关闭,主要是为了关闭效率低下的商店。


当“快速时尚”出现时,大多数观众分别是70和80。十多年过去了。 90年代和00年代之后的世代是完全不同的世代。他们更注重产品和体验本身,而不是品牌效应,并希望获得独特的体验和创新产品。