Gap The Former Fast Fashion Giant Walked Down The Altar, And Supernovas Continued To Emerge.

Just as the clothing market is developing vigorously, GAP, the largest fast fashion group in the United States, has been such a cool brand. Even Sharon Stone wore its turtleneck sweater to the Oscar presentation ceremony. However, as more and more consumers turned to embrace cheaper and faster brands, Gap has lost its shining status.

GAP in the birthplace of the U.S. market ushered in a large-scale shop peak, shutting down 175 stores in North America, equivalent to 1/4 of its total number of stores; more data show that GAP group's share in the US market has dropped to 4.7%, five years ago this figure is still 5.1%.

Such phenomena as talent loss, closing shop tide and declining data are all showing that the fast fashion giant GAP is shrinking and the brand is declining.

As a matter of fact, the global clothing market is changing. Yesterday, the venture capital was flourishing. It had four strong enemies today. From the solo dance to a group of heroes, it even had to face the fact that the strong enemy surpassed itself. But the traditional clothing brand wanted to make a comeback, only through pformation and upgrading can we find a new way out and new vitality.

Some people are happy to be worried about others. They are the fast fashion brands with the price of the people, and the famous brand of "beautiful fast fashion star". The development of China's famous beauties and beauties is just like a mess. The growth rate of the store is not lower than that of the same period last year. It has a strong trend of coming from behind. Another fast fashion brand ZARA has also expanded rapidly in China, and the sales volume has increased greatly, making the personal wealth of its founder Oman Theo Ortega increased by 17% last year. The strong market pressure makes GAP have to admit that the market is shrinking, and the new star represented by the ZARA is rising.

With the distinctive charm of Oriental women, the brand style of ZARA is more overbearing, and the tailoring and the loose design of the broad profile are not only showing the enthusiasm and enthusiasm of the European and American people.

Although the production cycle of ZARA products is only 90 days, it can be updated two times a week, but the overall style design still revolves around the European and American unique atmosphere norm, attracting many Chinese fans.

In addition to Zhuo and ZARA using their own high-profile brand style to attract consumers, some fast fashion brands have taken relevant measures to increase brand fans by introducing differentiated brand new brands.

For example, UNIQLO introduced China's underwear brand Princesse tam.tam, which has a French flavor. Even the original brand is changing.

H&M has launched the wedding dress, which is a white Greek style wedding dress, priced at around 600 yuan, is very much to the bride to be moved.

In the fast fashion women's clothing market, old brands like GAP tend to be dominated by "basic money" and tend to be single and mediocre. For a long time, it is easy for consumers to have an aesthetic fatigue, and GAP fails to provide customers with new experience in time, which will lead to a decline in competitiveness of brand products and eventually decline.

Analysts believe that

The core consumer group is already dominated by the "post-90s", which means that the brand is the time to make new arrangements for brand positioning and cost performance.

It is understood that GAP clothing products from design to store cycle is 10 months, about 3 times ZARA and H&M, 2 times more outstanding.

GAP's new CEO has said it will shorten the cycle to 30 weeks, but it will still be about one to two times the competitors' time. The new CEO admits: the main reason for the unsalable GAP is unsightly style and lack of self-cultivation.

Low profile and profitable fast fashion brands

Although they are low-key, they are the most popular brands, which are related to their changeable styles, fashionable designs and rapidly updated products.

In 2015, China's famous soft fast fashion women's brand -- zhuozhuosi entered the "changing era" comprehensively, launched a brand-new brand positioning, with the "soft new model" as the core, created the "Chinese middle class spirit fashion" women's clothing, in the new product style,

The spirit of the new generation of women is abstracted and pformed into the seven fashion styles of Z'DORZI dress: modern, self-confidence, fashion, art, luxury, elegance, and beauty.