On a weekend afternoon, in the H&M store in Xidan Joy City, a 30-year-old woman strolled for a long time and eventually left. And a young couple continually sighs with cheap clothes, and they have two bags full of hands.
"Prosperous fast fashion." The reporter could not help but sigh.
Cheap = "cheap sense"
Walking into Xidan Joy City, the fast fashion brands here are crowded with people, whether it is ZARA, H&M, MUJI or Uniqlo. ZARA's location in Joy City is unique. Everyone who comes to the Joy City from Xidan Metro Plaza must pass through its doorway. It occupies the golden position on the first and second floors. H&M is big. Yuecheng also has a full three floors of approximately 1,000 square meters. Although the location is significant, the products of these fast fashion brands are still somewhat cheap under the illumination of warm light. The costumes that were tried were scattered on the hangers, and the people in the store came and went, and the voices were noisy, which made people lose their desire to buy.
“I think the H&M clothes have been designed more and more in the past two years, and it seems to be spreading.†A woman who was preparing to leave said. "I feel very poor quality of these clothes, can not wear two do not want to wear." Next to a lady added: "Zara jeans washed twice fade, sleeve wear a few times on the open line, the only advantage is cheap ."
This is true. At H&M, picking up a piece of clothing, the first thing that appeals to you is the low price on the label, but there will be a ball on the sweater, the exposed thread, and a button that will catch your attention. In 2015, the results of the comparison test of 70 fast fashion garments announced by China Consumers Association, the pass rate was only 64%. In March 2016, ZARA was named twice by the regulatory authorities because the color fastness did not meet the national standard and the fiber content was unqualified. At that time, there were media statistics. This is the 15th time that ZARA has been on the “black list†since entering China in 2006. In recent years, H&M has been repeatedly due to pH, color fastness, fiber content, product identification, etc. The quality is scandal due to unqualified aspects.
Despite this, many consumers who chase fashion do not mind.
"I think these clothes are very cheap. Buying it is just wearing fun. Don't wear it once or twice." A lady is holding several sweaters in her hand and is ready to queue up for fitting.
Popularity of "surface"
Unlike the long queues in the fitting room, the team at the shopping office doesn't seem to be that long. Most people tried several pieces in the fitting room, but they didn't buy one.
"In fact, the most fundamental reason is that the clothes are not good-looking, the quality is not good enough, and can not keep up with the needs of consumers." Vanessa, who has been in the H&M store for two years, privately told reporters that there was a basic listing of the company, said after investigation I think that Chinese consumers like bright colors, and then a lot of fluorescent T-shirts, the results can be imagined. “Chinese consumers have been nurturing these years, and their visions and needs have changed. People who like fast fashion are not as much as they used to be.â€
The discount promotion model has also nurtured a group of "non-discount not buy" guests - since the product is not good enough to "not buy", it is not as good as discounts. "This point, ZARA is relatively good, the speed is as fast as the date, for up to three weeks, if you can't sell it, it will be updated immediately. If you sell well, it will not be replenished because it is the rated quantity. In addition, each market has special characteristics. For example, some customers are very insensitive to discounts. Guests over the age of 35 are dismissive of the activities in the store. If your products cannot impress them, it is really nothing.†Vanessa said .
Of course, the development of online shopping makes fast fashion no longer the only choice. “Taobao has established a new price system for the Chinese. This result has forced many brands stationed in the mall to undergo painful changes.†Vanessa said that consumers have a price comparison, and once the price-performance ratio is too high, the price is also disregarded. high". “Of course, the more important thing is that the quality must be improved. It should start with the fabric.â€
Plus, the service of fast fashion brand is almost equal to 0. Most of the time, customers are picking themselves up. This also makes the fast fashion brand lose a considerable part of customers who value service.
"I don't like to go to these H&M, ZARA, too many people, there is no purpose to buy things, what clothes to buy, to find a pile of clothes in the pile for a long time, I will not come over time." One consumer said.
H&M's clerk also confirmed to reporters that this year's sales actually decreased compared to last year.
How long can the fast fashion appeal last? Recently, H&M released its 2016 financial report. During the period, H&M's pre-tax monthly sales increased by 10%, 7% and 10% respectively compared with the same period of last year, which was the lowest in the past three years.
The British "Guardian" columnist Lucy Siegel once said that the pattern of fast satisfaction, discarding, and re-consumption is that "fast fashion" industry only focuses on profits, invests in its good, reckless manifestations, and also makes consumers Unrestrained. But customers who have experienced “over-consumption†will naturally get tired of this way, and the market will have their own choices.
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