Marketing Concept Of Fast Fashion Brand H&M

< p > > a href= "//www.sjfzxm.com/news/index_p.asp" > Sweden, < /a > the center of the capital city of Stockholm, a white building looks nothing special, and no logo can make people see that it is the General Department of H&M, the second largest clothing company in the world.

The only way to keep people in mind is the 3 H&M shops downstairs and adjacent streets.

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< p > H&M can be found everywhere in Stockholm. Almost every one or two roads will meet one.

In this town with only 186 square kilometers, the area is about 3% of Shanghai - a total of 22 H&M stores.

Shop display levels vary, some are as crowded as stores, window design is just a row of doll models, some like most bright China stores, more fashionable and exquisite.

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< p > although the stores are so dense, every business looks good, and people flow far more than the surrounding stores.

The reason you can see at first glance is that H&M is really cheap compared with the surrounding stores. You can still see the familiar red price tag of 99 and 199 kronor, which is equivalent to 90 yuan and less than 200 yuan in the world's highest price city.

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< p > when a producer of the Swedish broadcast news department talked about H&M, he showed a video: in a press conference at H&M in 2013, a reporter cut a piece of clothing in the face of CEO a href= "//www.sjfzxm.com/pioneer/" > Karl-Johan Persson < /a > and then took a piece of finger size to say that it was the salary paid by the worker who produced the garment, and asked how she looked at it. In the video, then she hurriedly left the scene in the escort of security.

After watching the video, the producer reluctantly shrugged his shoulders and said, "although people here will care about sweatshops, they will always accuse H&M, but after turning off the TV, people will still walk into H&M or buy cheap clothes."

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > H&M < /a > group is one of the most successful apparel manufacturers in the world. At present, there are more than 3000 stores in 53 markets and 104 thousand employees. Last year, the group's total revenue was 140 billion 948 million kronor, which was equivalent to 131 billion 300 million yuan.

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< p > most people will use the word "fast fashion" to define this familiar brand, and ZARA and UNIQLO, GAP, Forever21 and so on.

The core of this concept is "fast".

For consumers, "fast" is relative to the sales pattern of traditional department stores. The latter always follows the fixed product renewal cycle, and the style is relatively limited.

But "fast fashion" almost updated everyone's shopping idea in the early 2000s: every week, new products continue to be offered, and the prices are very cheap.

They encourage people to shop more frequently, and at the same time eliminate more frequently purchased items.

Gap emphasizes its quality. UNIQLO emphasizes fabric technology. H&M also refuses to admit that it is fast fashion.

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P, the former creative director of H&M in the past 70 years, and the current creative consultant Margareta Van den Bosch, when she heard reporters talking about fast fashion, her response was, "I hate people saying that H&M is fast fashion, and I do not think H&M is fast fashion."

In Margareta's view, fast fashion always gives people a sense of plagiarism. She thinks H&M is a company that focuses on fashion itself.

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The business model of "P fast fashion" was first derived from the American textile factory in 1980s. In order to compete with those imported from low labor cost countries, the Quick Response mechanism began to adopt a rapid response mechanism, which means that the quick response to the order needs and the more effective docking of the intermediate links will greatly reduce the inventory and production time and improve the efficiency of the factory.

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