In the current market environment, the survival dilemma of fast fashion brands has become an indisputable fact and has been discussed many times. To this end, fast fashion giants Inditex and H&M Group have begun to transform high-end, hoping to enhance brand positioning and profit margins. Because of this, the boundary between ultra-fast fashion brands led by Shein and fast fashion brands is becoming clearer.
The term "ultra-fast fashion" first appeared during the pandemic to refer to brands that are extremely productive in their garments. According to a report by McKinsey & Co., nearly 6,000 new garments are launched on Shein's website every day. For Shein, it takes an average of three days for a garment to go from design, production, to shelf sale.
At present, although the "ultra-fast fashion" brand has an absolute advantage in timeliness and price, the fast fashion brand has long been no longer bound by the identity of the past, and the high-end and sustainable transformation has been quite effective, running a unique track.
Not long ago, Zara released an album of the latest Atelier collection by renowned fashion photographer Paolo Roversi. The products of the Atelier series are mainly coats and dresses, which are priced at about $400 (about 2710 yuan). At the beginning of March last year, Zara Studio, the high-end product line of the Zara brand, launched its spring/summer 2022 men's and women's collection. Like the Atelier collection, Zara Studio's campaign focused on exquisite craftsmanship and silhouette tailoring.
While Zara's determination to break the brand's stereotype is evident, experts have a very polarized view of such a strategy.
Andrea Batilla, fashion writer, former president of Istituto Europeo di Design, and brand consultant, supported Zara's actions, saying: "Fast fashion brands are like pretty 'bad girls' in fashion. Everyone loves them, but they are aware of the negative effects they can have. That's why fast fashion brands are trying to get to the bottom of their brand image. The high price and high-end craftsmanship allow these fast fashion brands to differentiate themselves from and position themselves above ultra-fast fashion brands. ”
She also advises: "Participating in fashion week is a way for fast fashion brands to build their brand image. Andrea Batilla gave the example that in September 2022, Swedish fashion brand COS made its debut at New York Fashion Week and launched a runway collection that can be seen and bought. Guests on the show included singer Anderson . Paak, actor Angus Cloud, actress and model Emily Ratajkowski, and supermodel Paloma Elsesser to name a few. At the runway, COS launched products such as evening wear, dresses and accessories, with an average price of around £200 (about 1650 yuan). This also distinguishes COS from other fast fashion brands and has a stronger sense of brand identity among consumers.
But Cécilia Moussy, who used to work at fashion search engine Tagwalk, also a fashion trend analyst and luxury consultant in Paris, said: "At present, price is not necessarily related to the high-end characteristics of clothing brands, and high price is not the only indicator that defines high-end products. Consumers, especially Gen Z, are well aware of the environmental hazards of fast fashion and have higher expectations and demands for brand supply chain and process transparency. ”
She continues, "The closer a fast-fashion brand is priced to a high-end brand, the more consumers want to see a clear flow from material to craftsmanship, and true high-quality craftsmanship and added value will set the brand apart from other competitors." ”
Fashion blogger Tate Morrison said that while she occasionally enjoys the convenience of fast fashion, she prefers to spend more money on items that are unique in design in addition to high-quality craftsmanship.
While moving closer to a higher-end brand image, fast fashion brands are also building more intimate relationships with consumers through sustainable transformation.
Under the influence of the epidemic, people are more concerned about the impact of daily consumption on the environment, and the fear of uncertainty in the future has also led them to try to buy second-hand clothes. Changes in consumption habits have brought the resale market to a peak of development, and fast brands have also started related businesses. Fashion blogger Tate Morrison said that going to thrift markets and antique shops to find second-hand clothes has become her new hobby shopping. Previously, Zara also said that it will enter the resale market, aiming to provide customers with services to repair, recycle and resell used clothes.
Fashion analyst Cécilia Moussy said, "Launching new green services in sustainable areas such as resale can help fast fashion brands build a high-end brand image. In the future, the fast fashion brand product business will develop into two categories: one is for the mass market, and the brand will launch a product line with affordable prices; The other category is to develop in a higher-end direction to provide customers with higher sense of value clothing. ”
Zara says all of her brand's linen and polyester fabrics will be sustainably produced by 2025; H&M says all its products will be recycled by 2030; Mango aims to use 100% sustainable cotton and 50% recycled polyester in its products by 2025. Although there is still a long way to go between fast fashion brands and sustainable development in the true sense from implementing marketing strategies to truly enhancing brand image, they also show their determination to practice green production and work towards a more transparent supply chain. WWD
Written by Editorial Office
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