How does a fast fashion brand get rid of the "fast" spell?

Fast fashion apparel once shines on the eyes of many consumers and has become a favorite among young and middle-aged consumers. But nowadays, fast fashion is like a quick noodles. If you eat it, you will forget it. It is hard to make people feel good.

This may be the reason why fast fashion apparel has begun to decline in the past two years.

For example, H&M has always been like a fast-fashioned “self-styled aristocrat” who has a high self-esteem. It always dreams of maintaining “great and ruthlessness” and has even “disdained” the thighs of Internet giants such as Tmall and Jingdong. But recently, we found , H & M are also among their own online channels to promote the big event involved 618 local electricity supplier.

Is fast fashion going to be "successful?"


All this must have a market to say. The scepter of fast fashion wear is finally held in the hands of consumers.

However, from the perspective of the big environment, the entire apparel industry has also shown a weak market. In the first quarter of 2016, the apparel industry as a whole continued to decline. Many traditional clothing stores are facing the tide of closing stores. According to the statistics of relevant institutions, 19 of the 37 listed apparel companies in the first quarter of 2016 saw a decline in revenue, accounting for 51.4%.

However, looking at the development of fast fashion in China, we can easily see that although the overall apparel consumer market is in a state of wilting change, the fast fashion industry is blindly pursuing creativity, design, production, and listing. The common phenomenon of fast sales and fast profit is the root of the fragility of fast fashion products. . . . Perhaps the problem lies in this "fast" word. The so-called Cheng Xiao Xiao defeated Xiao He.

Superficial concept, free positioning.

Although fast fashion apparel companies are trying to dominate apparel consumption in terms of psychological needs, there is little to do in brand building. The product information they convey to consumers is not the brand symbol and brand value, and can not give customers a persuasive value of consumer value and lifestyle. It is nothing more than the superficial concept of the smashed mouth of the merchants: low-cost fashion, style Refurbished.

Design link: Productism covers brand awareness.

In the design process, the designer's so-called accurate vision is to accurately predict the trend of the recent period, design a variety of trendy clothing in a short period of time, and never integrate brand awareness and brand building efforts into product design, and Step by step to build a brand of customers in the hearts of customers, limited to the trend of followers rather than creators, and even the pursuit of first-class design, second-rate fabrics and third-rate prices, such as the short-term behavior of ignoring the brand life.

Of course, there are also contrarians, and Mu Xiu Yulin.

KM is a clothing brand from Northern Europe and a representative brand of the fast-moving camp in recent years. KM is the abbreviation of KILO&METERS. It is a fast fashion brand based on Nordic culture. It mainly sells clothing, shoes, accessories and various high-quality daily necessities. It integrates R&D, design, supply and sales, and focuses on providing quality. Fashion fast-moving products.

In KM products, it is characterized by simple and natural Nordic design features, simple and comfortable, casual and elegant. It is neither fast and imperfect, and it is not exclusive for noble and noble. However, Nordic culture gives the products a fine crafted product. the attitude and the concept of the natural environment, the KM full of fashion and texture brand trajectory.


For KM, a fast fashion brand, it is different from other fast fashion brands. The difference is that KM does not regard itself as a popular meal, fast food noodles, and a superficial public goods brand that has been forgotten. The brand's thinking perspective is to operate the KM brand and deepen the connotation and cultural elements of the KM brand.

Many fast fashion enterprises and brands, their attitude towards the market is always impetuous, the creation of market brands and product innovation is full of quick-minded short-term thinking, and all pursuit of earning "quick money." The most thought in their minds is how to catch up with this wave of consumption climax, taking advantage of the rising tide to earn money in the pockets that can be earned now, as for others, no one will care.

For KM, product innovation is not a grandiose but a consideration for customers.

KM avoids "short-term thinking" and avoids its short-sightedness in product innovation. It does not focus on whether it can attract more attention in the eyes, but in-depth exploration of whether the market and consumers can really accept it. Therefore, when new products are put on the market, they are often able to withstand market inspections, and brand influence is quickly formed.

KM's success clearly shows that fashion culture has no borders, promotes products with culture, and promotes markets with culture. With a professional creative team and design team, KM's design is independent and not isolated, stand out and not kitsch.

Ensure the speed of research and development, never slow down the quality

Some companies on new products quickly, at first glance the new products has really let people shines, indeed meet the potential demand of some consumers. But when consumers buy it for home use, they find that these glamorous "innovative products" are far-sighted, and they seem to have never been carefully carved, as if they were a semi-finished product.

The new listing is fast, and the quality is deep and synchronized. KM rationally reconciles the relationship between “speed” and “quality”, not only on the new speed of the product, but also on the market and others, and puts more energy into how to make the craft and quality of the product more perfect. Constantly increase the pursuit of quality, so that every time the innovative products are presented to the eyes of consumers, it is like a well-received answer, and scores high in the hearts of customers.

While providing consumers with the highest physical value, while at the same time committed to let customers feel the unique spiritual value, this is KM's brand creation path on the fast fashion road.


Accurate and practical business model

In the market exploration process in the past few years, KM has accurately targeted personalized consumer demand; providing product value that is “unique” and “unique”. Through the whole process of controlling the supply chain, creating fast and scarce value, explore the “fast” and “low cost” balance methods in the supply chain and marketing channel construction system, and refine the best business model and marketing strategy. Strengthen the data management of inventory management, production mode and market response, manage retail terminal purchase orders based on big data, highlight rapid supply chain, information collection and utilization, and increase the construction of new circulation channel system.

Under the trend of a sizzling store and fast-moving fashion market, KM is growing against the trend, and is striding in the fast fashion clothing market, opening up a world of vitality. In 2016, KM newly invested 600 million yuan, paving the way for the grand market development of 300 new stores in the Mainland. In almost all fast fashion brands have fallen into the down channel, KM stood alone in the development and expansion. The front end shows the development potential of strong gluten and brand market recognition.


KM always clear clear market strategy and business strategy, maintain the relative balance of the product line, maintain the price is relatively concentrated, imported pulse of the market, close to the fashion trends change fast fashion era of instant one-shot deal, negative image of the one-time consumption, effective Keep consumers

Turning back, avoiding all the "fast" speculative mentality, get rid of the brand trap of "quick spell", and create a fast fashion brand with classic brand genes, providing brand-building classic cases and cultivation for the fast fashion industry. Question.

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