How to really understand the fast fashion of clothing

of clothing

Full Gimli/Wen

While the international clothing giant "Zara" "H&m" high-profile in China, the Japanese fashion leader "honeys" a low-key, claiming that in 08 in China to open 100 stores.

Honeys was born in Fudao, a family-owned hat industry in northeastern Japan. At present, honeys has developed into a listed company, with more than 600 stores throughout Japan, and continues to expand at a rate of 3 days. Honeys is made up of 4 brands: Cinema CLUB, a lovely style for 18-30-year-old women, and GLACIER, a Kobe style with 20-29-year-old career women; J-honey, a sport-leisure style targeted at 13-35-year-old women C.o.l.z.a, a sexy fashion style targeted at 15-25-year-old women.

Although honeys sales are not as good as Uniqlo, honeys15% margins are overwhelmingly dominant in the industry's average profit margin of 5%. This fast fashion clothing company, with such a pattern of repeated successful replication, indicating the clothing brand industry an important development trend. However, the fast fashion brand behind the characteristics of a strong commodity planning capabilities and superb level of logistics control, as a fast fashion family member, honeys "fast" does not lose Zara.

The most notable features of fast fashion are "fast" and "fashion". "Fast" is a rapid response to the market capacity, in short, from product development to new stock market cycle to be shorter. At present, the domestic brand clothing enterprises, generally from product planning, development to the listing (lead time) usually takes at least 180 days. Relative to this is "h&m" is 21 days, "Zara" is 12 days. Honeys is 7 days. It also means that the planning for a half-year to a year ahead of schedule must be adjusted immediately, and the popular information and information in the near season becomes very important!

For example, Honeys's merchandising plan runs in weeks:
Monday: convened a national data conference, not only analysis of the last week honeys sales, but also pay attention to competitors in what to sell, what sell well;
Tuesday, Wednesday: Planning Department acts as a "spy" agency, in the major commercial streets, grocery stores for market research;
Thursday: The president personally participated in a whole day of style analysis meetings, with a set of products to cover all the sales line of the shop to get the first line of the store director, staff advice, to determine the current period of all the production style;
Friday: Chinese and Korean suppliers fly to Japan honeys headquarters, according to the style map and reference fabric to determine the next single detail, the next day fly back, and in the next week to carry the sample Shilai again confirmed.

It is such a powerful commodity planning capability that honeys a steady stream of 50-60 each week (up to 300 per month).

High quality logistics control level. Honeys's suppliers are mainly Chinese and Korean companies, of which 80%-90% of the goods are produced in China and lead time is about 30-45 days. Company and Itochu Cooperation, at present in Shanghai and Shandong has built two logistics centers, of which Qingdao's logistics center is due to the Korean enterprises in Shandong's large investment and set up. Chengdu Logistics Center is being built to meet the needs of the future market in southwest China.
Honeys has a logistics center with a capacity of 1400 stores in Japan, China and the ROK finished the goods summarized to this end, the use of RFID technology and 5 of networked national stores automatic control line, the realization of automatic distribution, replenishment, so that honeys did the whole of Japan's Big Shop 2 times a day replenishment, Store 1 times a day replenishment. This level of logistics makes other clothing companies more amazing.

As Carris through a year of hard work, although obtained the network of men third position, but we leave the real clothing industry is still far. For the connotation of clothing and culture, the grasp of popular trends, consumer demand, efficient logistics and IT systems, marketing database analysis and research are the focus of our research.

I have a weekly meeting with staff to discuss how to make low prices and popularity quickly meet the needs of consumers, and to give consumers a good personal experience by focusing on the elements of emotion and individuality. Fast fashion brand more fit with the trend of consumption, on the one hand, its core elements of "popular, scarce and low-cost" characteristics enough to impress consumers, because "cheap, popular, cheap" in line with the expectations of the world's consumers. On the other hand, the consumption of clothing is declining in many consumer choices that consumers face today. "Brand loyalty" almost become a luxury, consumers more and more like "Flower Butterfly", "mix" to become a trend, luxury and low-cost fashion products will be a very rational choice. All this shows that the fast fashion brand will occupy the biggest pole in the clothing consumption, the fast fashion era has arrived.

Understand the development trend of clothing, homeopathy, I believe we will go more stable.