ZARA, Why Do We Need To "Recycle Old Clothes"?

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Xiaobian network to introduce to you is ZARA "old clothes recycling" into an important part of the fast fashion business model?

Old clothes recycling may become a very important part of the fast fashion business mode. ZARA must gradually abandon the role of plagiarism or followers and learn original fashion.

If you are a bit of fashion sensitive or a little interested in fashion, you probably won't overlook the craze in early November this year: the inviting H&M invited Chinese fashion designer Alexander Wang to launch a guest Designer Series.

How many people appreciate it, and how many people have Tucao, but few people pay attention to the financial performance of H&M this year after earning enough attention.

The Swedish fashion company, founded in 1947 and its second largest seller in the world (the first is Inditex, the parent company of ZARA), is facing a drop in profits: last year's profit margin was 13.34%, 13.29% this year, and it will continue to fall to 13.26% next year.

Although it does not seem to be a serious situation, journalists feel that this precisely indicates that H&M and the whole fast fashion industry are standing at a crucial juncture in the development process.

At the age of 39, H&M CEO and Karl Johan-Persson, the founder's grandson, explain why H&M's profits have fallen: they have provided higher wages for workers in factories, while still using organic cotton with relatively higher production costs and more environmental protection; but at the expense of consumers, they have not increased the price.

No matter what you think of H&M brand, at least in the eyes of journalists, the world's top fast fashion brands are compared with ZARA, GAP and UNIQLO (in fact, from the new speed of products, GAP and UNIQLO haven't taken the real fast fashion mode, but from the consumer's perspective, there is a competitive relationship between UNIQLO and ZARA), and H&M lacks individuality.

ZARA is famous for its "real fashion"; GAP has a distinct American fashion mark; UNIQLO is more sophisticated on the basis of its relatively high quality, and is more sophisticated in Japanese style clothing, and is also more tailored in the East.

And H&M? Nordic simplicity? It seems more appropriate to describe the Swedish brand IKEA.

H&M therefore invited the designer to launch the annual design.

This is not so much a new product, but rather an annual marketing activity.

The "marketing tool" is also known as H&M's product from recycled fabric and the "old clothes recycling" plan launched in 2013.

Some people disdain to think that these are marketing strategies that are packaged as environmentally-friendly activities.

Reporters do not think so.

Compared with other traditional store sales models, ZARA has broken the fashion season that lasted more than a century and reduced the fashion cycle to three weeks, thus creating a new business mode -- fast fashion.

To a large extent, ZARA also changed the habit of consuming clothes. Ask yourself, how often do you buy a piece of clothing? How long ago is it? But the question is coming. How long can this new business mode last?

In fact, when reporters learned that H&M and UNIQLO started implementing the "old clothes recycling" plan, it was the first time that Elizabeth Cline mentioned in her 2012 book "excessive dress: the high price of parity fashion" (Overdressed: The Shockingly High Cost of Cheap Fashion) that if the expansion of the population in the populous Asian countries continued, the number of clothing consumed each year would increase exponentially, and the earth's resources would be consumed in large quantities, and it would not contribute much to the ecological improvement of the garment production chain.

Regardless of environmental protection itself is an irreversible trend, for these fast fashion companies that produce large amounts of clothing, if production resources become tight and costs will rise, they will no longer be able to flaunt themselves with "low price fashion".

So, did you see? "Old clothes recycling" is not a public welfare project. It is likely to become a very important part of the fast fashion business model.

As journalists know, in the process of the "old clothes recycling" project, a Swiss Corporation called I:Collect plays an important role. The company has the most advanced textile recycling technology and process control systems. Adidas, H&M, Jack&Jones, C&A, and The North Face are all cooperating with it.

H&M is busy with the recycling and processing of old clothes. It is the most famous leading brand in fast fashion industry. ZARA has other plans. It seems to aspire to the best of its own brand logo, "fashion".

In June this year, the fashion magazine of the US media published an article entitled "ZARA is not an innovator, but intends to lead the fashion". It lists many of the fashion leaders in recent years and how they are in love with ZARA recently. ZARA believes that ZARA can now provide "a dress that makes you look a little bit forward," and "stylists who used to never shop there are shopping there".

If the reporter is bold enough to speculate, he never did anything publicizing and marketing. ZARA, through this article, is sending an important message to the outside world: I, ZARA, is no longer a big fashion plagiarist. I am going to really lead the fashion trend.

It is undeniable that over the past decades, many changes have taken place in fashion industry because of the influx of these fast fashion brands.

In response to these changes, the reporter's question is: is fast fashion to make those real fashion brands more distant from ordinary people, or to narrow the distance between these big names and ordinary people? Are people no longer rare about these big names, or do they think that it is more valuable to have a genuine fashion label in the age of parity? Honestly, reporters haven't come to an exact answer, but the change in the big fashion brand may have answered this question from the side.

Last week, reporters and Ferragamo before.

The director, who now talks to Alessandro Balossini Volpe, a consultant for EXPO Branding, has mentioned a very important trend: fashion brands are shortening their cycle from product display to store sales.

For example, the fashion trend of spring and summer fashion week in 2014 will only allow consumers to touch objects in spring and summer in 2015. This interval gives ZARA enough time to "plagiarize".

Alessandro said that the big fashion is trying to shorten the long process, and even make the T platform sync with the physical store.

This year, Celine began experimented with it. It was released before the latest products were put into stores.

Alessandro believes that this will be a challenge for fast fashion brands.

The reporter's understanding is that this directly cuts off the resources that enable ZARA to survive.

Therefore, it is not difficult to understand why ZARA needs to borrow the media's mouth to declare that it can really lead the fashion. The answer is that ZARA must and gradually abandon the role of plagiarism or followers and learn original fashion.

And whether H&M can continue to succeed is directly related to whether the fast fashion business model is sustainable.

But what journalists are more curious about is whether people's desire for continuous and massive consumption of "cheap fashion" will last. This desire is the fundamental guarantee for the ZARA now.

Last year, when reporters interviewed vice president of Xinjun group (UNIQLO parent company), he thought that "fast" is not necessarily the best because people need to enjoy the pleasure of clothes. If people haven't enjoyed this kind of fun, the new clothes will be removed. This is not the best. Then, let's face the fast and slow speed of human nature together.