The Rapid Expansion Of Foreign Fast Fashion Brands Has Brought Huge Pressure To Old Brands.

As report goes, Baleno This clothing brand once left a memory for a generation. Until now, many Post-80's often mention how they liked this brand in secondary school, but now the situation is quite different. According to the latest results of Baleno's parent company, Hongkong de Yongjia Group Co., Ltd., as of March this year, Baleno has closed 388 stores in the mainland market, accounting for 10% of the total number of stores. Not only that, Semir, JEANSWEST, Giordano, which have been famous for a long time in mainland China, their performance has been declining year by year.

Old brand casual wear

Compared to Baleno's casual brands, the fast fashion brands such as UNIQLO, ZARA, H&M and so on are expanding now, and are constantly distributing in the two or three tier cities. Kang Lanxin, a specialist in clothing and accessories, believes that this has caused a great impact on the old brand, which has led to the disappearance of the original price advantage.

Kang Lan Xin: the homogenization of their products is too serious. Especially in the past 10 years, fast fashion brands have had a great impact on them. If your style has not changed much, the version and size are relatively stable. For customers, there is no need to try them again in the store.

It seems that competitors of old brand clothing also have online shopping. But why are old brands such as Baleno unable to withstand the impact of e-commerce, and UNIQLO and ZARA are not afraid of it? Kang Lan Xin said, because fast fashion brands have adopted special protection strategies.

　　 Kang Lan Xin First, the style and quantity are very large. The renewal of the style is so fast that he will no longer replenish it after he has finished buying it. The updated styles are realized through physical stores rather than physical stores. This results in the effect of multiple tries on the store. This is of great help to its performance improvement.

　 Brand decline really lost to itself.

However, Finance Commentator Zhang Chunyu believes that the decline of old brand clothing is not to lose to rivals and markets, but to themselves.

Zhang Chunyu: it has not done much work in the reputation and sincerity of the brand. It is not easy for the designers of these brands to really pull out. It is actually eliminated by the brand road, not because the market chooses it.