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International retail giant offers clothing and accessories on the Chinese mainland come to the enormous potential of the ‘fast fashion’ to exploit. The phrase is taken must be designed and manufactured clothing collections fast, affordable and are designed for mainstream consumers, there is nothing, “discard” other than high fashion. Gap, one of the largest clothing companies in the United States was, at the end of June its decision to venture into the mainland market with the opening of flagship store in Beijing and Shanghai at the end of 2010. He also revealed plans for Chinese consumers with online shopping services provided.

While foreign apparel retailers are gearing up to market ‘fast fashion’ China, local manufacturers will be ready for the race to go.

Vancl, founded by the founder of Joyo.com online retailer, has launched two series of lightbox advertising on the subway and public transportation in Beijing and Shanghai in May and June, respectively.

The debut of the famous outdoor writer Han Han mainland and teen idol Wang Luodan Vancl as ambassador, has attracted much attention and media.

Marketing Success

The decisive factors for the success of “fast fashion” newness, modernity, uniqueness and low price. The approach focuses on young people. As consumers have only one continent “fast fashion” learned, were pioneers such as Zara, H & M, Uniqlo and C & A is able to provide a significant portion of the first market.

“Fast fashion” brands use different factors on their base on the mainland to establish. To begin, have a short life cycle, from product development to commercialization. They follow the fashion trends (instead of a new course), to drawings of the season (not the first time) to produce, and pay attention to the range of consumption.

The second factor is “speed”. Speed ​​is the core value of the ‘fast fashion’. The whole process of planning, design, display, ordering, production and delivery usually takes 120 to 160 days. H & M and Zara can sell their products on the shelves within two weeks after taking their shows is quarterly.

An affordable price is what attracts the young, the ‘fast fashion’. The rates for H & M clothing line Rmb99 to Rmb299. Zara, the prices are slightly higher. For Uniqlo T-shirt and jeans for sale only Rmb59 to Rmb99. There are also cheap products that are sold in approximately every Rmb39. When it comes to fashion design, H & M co-opted as a rule to the famous designer, to strengthen the brand image. Zara The position is slightly higher. It’s really toes the line as a low-end, big brand by imitating the designs of the best luxury brands. Uniqlo mainly produces essential elements, with emphasis on practicality. These brands are sold products at low prices but with a better rating store images. The high-end shopping environments and designs to help consumers, shakes catechism “cheap goods are inferior.” These brands not only attract students, but also a growing middle class that follows. Thus, a national clothing brand Uniqlo in Japan, but the “low price” strategy does not work on the Chinese mainland. He had two of the nine stores to close in 2005.

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