Hangzhou Fast Fashion Is At The Juncture Of Growth And Maturity.

This week, the United States is fast.

The poster of Gap can be seen at the entrance of Ding An Road at Yintai store in West Lake.

The poster is actually a fence at the shop site.

On the poster, the huge model sits in the Gap classic leisure cowboy clothing, next to the eye-catching slogan "Hello Hangzhou".

This will be Gap's first store in Zhejiang, with an area of about 1000 square meters, opening in December 2011.

The products to be sold include Gap, GapKids, BabyGap, GapBody and other clothing and accessories.

Careful people will find that from ZARA to H&M, from UNIQLO to Gap, almost all the stores of fast fashion brands occupy the most golden section of shopping malls.

Zhang Jingyi, general manager of Yintai West Lake store, said, "the introduction of fast fashion brands in shopping centers is mainly due to two considerations. First, they can bring a lot of popularity to the shopping malls, and two, they can create considerable economic benefits."

Zhang believes that consumers in Hangzhou are quite receptivity to such international fast fashion brands, coupled with the fact that fast fashion has been training for three or four years in the Hangzhou market. The development of fast fashion in Hangzhou has already completed the "growth period", but it has not yet reached the "maturity stage" and is at the juncture of the two.

Within 4 years, Hangzhou already has 11 fast fashion stores.

Fashion is cheap, and the key is freedom.

Apart from fashion and cheap, the freedom to choose and buy the environment is also what fans like.

Xiao Yi is a fast fashion fan. She said, "it's very free to go to fast fashion.

Unlike the ordinary brand store, there is a salesman following you at the door. It feels bad. I just want to go around, the salesman is too enthusiastic, and I'll be scared away.

"Casual" sometimes can achieve a lot of sales, because nowadays young people usually take shopping as a pastime and see the clothes they like.

The appearance of this kind of consumption behavior seems quite accidental, but this kind of accident happens quite frequently.

It is reported that H&M spent 1 billion 500 million yuan in China the year before last.

Hangzhou's fast fashion performance is also good.

According to introducing, the sales volume of a fast fashion shop in Wulin Square is up to 6. 70 million, and the annual growth of some stores is 15%.

Studying abroad in Britain for many years, Eva, who has studied fashion, said: "in foreign countries, fast fashion is not only fast, such as Topshop, which many people like. It is the only high street brand in London Fashion week. It has many series such as Kate Moss series, and in the basement of flagship store in Oxford street, London, there is a special area for students who read designs.

Most importantly, compared with other fast fashion brands, it has no price advantage.

But it is still followed by many fashion people.

Therefore, it is the key to win the right place that suits the consumption habits of the target consumers.

A brief history of fast fashion entering Hangzhou

In November 2007, Hangzhou's largest department store opened its first store in ZARA.

In early February 2008, ZARA opened second stores in Lixing.

At the end of April 2008, UNIQLO opened second stores in Yintai West Lake store.

At the end of September 2009, ZARA's sister brand Bershka entered Li Xing.

In November 2009, H&M opened its first store in 100 stores, and then opened second stores in Yintai West Lake store 2 weeks later.

In December 2009, UNIQLO opened its third store in Lixing.

In April 2010, H&M opened the third store in Hangzhou in the Mixc.

By the end of April 2011, Wah Yuen had opened fourth UNIQLO stores.

At the end of May 2011, Li Xing H&M opened.

In December 2011, Gap is expected to open shop in Yintai, West Lake.