Fast Fashion Brand Is Not Generally Recognized By Jinan Citizens

Zara, H&M, Uniqlo and other "fast fashion" brands that take 50% discount as the bottom line of discount will not only push 30% discount this summer, but also start promotion more than ten days in advance. Recently, this slightly "abnormal" action triggered the industry's argument that the "fast fashion" brand is "decelerating" in the economy. According to reports, the so-called "fast fashion" refers to the speed of new products, parity and keeping up with fashion trends. "Fast fashion" Clothes & Accessories New products arrive at stores quickly, and window displays are changed twice a week.

Many "fast fashion" brands in the economy have changed the practice of starting summer sales in July every year and announced that they have entered the discount season at the end of June. In Harmony Plaza, ZARA is spreading its promotional information in a more straightforward way. In front of the store, there are several "models" wearing white T-shirts, and the large "discount" words on the T-shirts are on the list. In addition to ZARA, Uniqlo and C&A are also promoting vigorously. Similarly, in Harmony Square, C&A's 50% discount posters can be seen everywhere, whether in the shop window or in the store.

At present, many "fast fashion" stores promote products, in addition to summer style, there are many spring and autumn style, which seems to support the theory of inventory clearing on the other hand. In Shandong Province clothing Zhang Chunhua, Deputy Secretary General of the Industry Association, believes that the "fast fashion" brand is greatly impacted by e-commerce, which may be the manufacturer's marketing strategy. Ma Gang, an independent clothing commentator, said that the "fast fashion" brand has gone through a period of rapid growth since it entered China. Last year, Zara recruited discount franchisees in China and was accused of low-key de stocking.

According to the distribution of stores in mainland cities of the world's top ten "fast fashion" brands, as of the end of May this year, there were only seven stores for five brands in the country. Except for two stores in Zara and two stores in Uniqlo, there was only one store for the other three brands. The official website information of various brands also shows that there are few plans to open stores in Jinan this year. Zhang Chunhua said: "Although the price and style of the 'fast fashion' brand are very attractive, the materials and workmanship are its weaknesses, and have not been widely recognized by the citizens of Jinan."