Zara Model As An Example To Create Fashion Brand

Recently, another news has aroused widespread concern in fashion retailing industry: according to the Inditex earnings report of Zara parent company, Zara sold its first sales in the first quarter of 2008 to 50 million euros for the first time to surpass the fast selling fashion boss GAP, creating the myth of the fashion sales community. Although the two are the Fast Fashion brands that are currently paying close attention, their specific operation modes are different. GAP follows the traditional line, pays attention to the basic design, and reduces the amount of money. Zara insists on a small amount of money, and quickly updates products to meet the customers' needs in the shortest time.

The victory of the latter also seems to indicate where the future of Fast Fashion will be.

The Fashion brand has also made a good performance after entering the high-profile market, which has promoted the emergence of more Fast Fashion route brands in China. For example, the domestic mail order giant Mcglaughlin's fashion women's clothing brand Euro Moda and men's clothing as the main mogul, their product strategies all refer to the essence of the Zara mode, namely, new, popular, scarce and low price four key factors. Euro Moda is an example. In its design and research and development aspect, the Korean and Japanese fashion elements are widely absorbed by Chinese women. Through the timely imitation and pformation of fashion, the annual fashion of nearly 3000 styles of clothing is introduced, which is a typical fast fashion mode, and is also competitive in product pricing. In the Chinese market, international Fast

The Fast fashion is flourishing, but whether the domestic enterprises can quickly sell the fashion labels in the local market, there are different opinions about the industry.

Some people are more worried about the existing problems. For example, taking into account the operation cost and operational strength, whether the price positioning of brand products can be unified with the core value orientation of Fast Fashion's low price popularity and become truly affordable products at all levels of the country, while the current logistics system and communication supply chain of many garment enterprises are yet to be perfected. It is difficult to meet the needs of information collection and logistics distribution rapidly updating products like Zara, which is also one of the bottlenecks restricting the development of the industry.

How can we create "Fast Fashion" that is more in line with China's market environment and consumer behavior?

This reporter interviewed the head of the retail department of Mcglaughlin group. He said that what consumers need is to pay the most fashionable clothing income at affordable prices. For them, this is the charm of Fast Fashion.

There is no difference in the cognition of customers at home and abroad. Therefore, the rapid updating of Zara and the following trend models are very useful in China. However, in China, the fast fashion operation must take into consideration the actual purchase level and the quality requirements of the Chinese people. "We are committed to keeping up with the latest fashion styles of customers, making use of the efficient information collection and logistics system that Mcglaughlin has built up over the past decade to effectively ensure the speed of product updating and distribution. By making full use of the purchasing channels with strong advantages, ensuring the quality of products at the same time, effectively reducing the cost of intermediate links, achieving product price positioning in line with the general consumer consumption ability of the general public, and letting consumers get the most fashionable and best fashion experience at the lowest price, is the core that really attracts consumers and makes Fast Fashion get more room for development". At this point,

Mention Mcglaughlin's Euro Moda brand development fast and steady mystery, relevant responsible person said.

The fast fashion mode has been repeatedly copied at home and abroad, which proves that this field has enormous room for development. How to better adapt itself to the "fast game" rules of the game in the current severe macroeconomic environment needs further attention.

Mcglaughlin [Mecox] Lane Shanghai international mail order Co., Ltd. was founded in January 8, 1996. It is the first foreign-funded enterprise in China to get mail order business approved by the government. Its business covers the whole country in January 8, 1996.

Excellent product quality, competitive price and excellent customer service make it a leader in direct marketing industry.

At present, Mcglaughlin has more than 2000 employees, and has established many product lines, such as fashion clothes, fashion accessories, household products, health beauty, pet products and so on. The target group is mainly 20-35 year old white-collar women.

Mcglaughlin has a strong supplier resources and logistics system, serving millions of users, and has its own independent e-commerce portal, wheat net, and has opened more than 160 retail outlets.

With the continuous improvement and development of mail distribution, e-commerce, telemarketing, shop sales and other distribution channels, Mcglaughlin is moving towards the vision of a multi-channel retail industry leader.

At the beginning of this year, Sequoia capital invested more than $80 million into Mcglaughlin.

With the help of venture capital, Mcglaughlin will accelerate the process and strive to create a multi-dimensional shopping experience for urban women.

[Mcglaughlin Euromoda brand introduction] Euromoda brand was founded in 1996. It is the fashion women's brand of the multi-channel retail mode leader of the Mcglaughlin group.

Euromoda for all 20~35 year old, young personality, love life, have a certain income of urban women design, represents a brand new, independent, fashionable, confident, cordial city life attitude.

Euromoda has pioneered the new "fast fashion" fashion concept (1. fast, closely following international fashion, 2. like running fast-moving consumer goods, running fashion and giving customers the value of fashion). It aims to bring the unique charm of every city woman to them at a more reasonable price and fashion inspired design.

Since the first Euromoda store was established in Xin Mei Plaza in Shanghai in June 2006, there are more than 40 Direct stores in Shanghai, and the number of Direct stores in the country has exceeded 160. The brand of Euromoda has been known by more and more consumers, showing a positive and steady development trend.

　　【麦考林Euromoda品牌专卖店大事记】 　　1.2006年6月23日，Euromoda在上海新梅联合广场开设第一家零售门店 　　2.2006年9月9日，Euromoda在南京金年华商场开设了第一家外区店铺 　　3.2007年4月5日 Euromoda上海曹杨店开业，麦考林已开出10家门店（其中上海8家，包括展厅，外区两家，分别是南京及苏州） 　　4.2007年5月12日，Euromoda13家门店单日销售突破10万元大关 　　5.2007年11月10日，Euromoda18家门店单日销售突破20万元大关 　　6.2007年11月22日Euromoda上海腾飞店开业，零售部累计开店20家（其中上海13家，上海郊县2家，外区5家） 　　7.2007年12月24日，Euromoda两家加盟商店铺同时开业（合肥国购店和无锡青石店） 　　8.2007年12月底 麦考林一共开了28家门店（其中上海区15家，上海郊县4家，外区7家，加盟商2家） 　　9.2008年6月，Euromoda专卖店进驻北京，两家专卖店分别

Located in Fang Heng and Ginza, Mcglaughlin stores are expanding the strategy of North China expansion.

In September 10.2008, 100th stores in Euromoda came to Qingdao, marking the success of Mcglaughlin's exclusive store expansion plan in 2008.

Yang Jing: editor in charge