Fast Fashion Group Introduces The Overall Layout Of Brother Brand Group To Compete For Market Share.

After P rapid expansion, fast fashion brands began to expand from expansion channels to brand growth.

XXX group's four brands will collectively visit the flagship store of UNIQLO, and GAP group announces that its brand Old Navy will be introduced next year.

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< p > fast fashion collective introduction of brother brand < /p >

< p > with the increasing saturation of the brands of the second tier cities, the three or four cities do not have a high degree of awareness of the brand, and the cost of opening stores is increasing. The fast fashion brands begin to group a new way, and share the market share by introducing the brothers brand in the group.

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< p > reporter learned that UNIQLO's flagship store will be landed in Shanghai this month. In the 8000 square meters flagship store, four brands of Comptoir des Cotonniers, Princesse tam.tam, GU and PLST will first open stores in the Chinese market.

Seeing that XXX group has made great efforts to enter the domestic market, the American fashion and leisure brand GAP group has also announced that its Old Navy brand will be introduced into the Chinese market next year.

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"P" is unique. It is learnt that fashion underwear and home brand OYSHO have also officially entered Nanjing West Road recently. The brand is similar to the well-known fast fashion brand ZARA belonging to Inditex group.

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Less than P, Kang Lanxin, Dean of the clothing and accessories college, said that the multi brand store is the trend of fast fashion clothing in the future. Multi brand management can not only reduce the cost of developing a single brand, but also make the brand complement each other, so as to achieve the effect of integrated sales.

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< p > group's overall layout to compete for market share < /p >

Less than p ago, the 2013 Chinese shopper report released by Bain management consulting company showed that consumers are more inclined to try multiple brands. Only by establishing strong brand clusters can the future consumers increase their brand buying chances.

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< p > "after visiting the brand store is like shopping in the market, it has different styles and styles of clothing, greatly reducing the rush time of shopping, and it is also convenient to try comparison in the same store."

Consumer Miss Wang said.

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< p > industry insiders say that UNIQLO and GAP are slightly worse than brands such as ZARA and H&M. Choosing other brands to make up for this short board can virtually increase the probability of consumers' joint sales and raise the price of consumers.

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< p > for this, Kang Lan Xin holds the opposite attitude. It says that GAP and Old Navy are all typical American fashion leisure brands, and the two brands are all low in recognition.

For the brand, we should consider how to improve the fashion sense of clothing instead of simply increasing the market share by using the brand of brothers.

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< p > however, UNIQLO is unique in this regard, because UNIQLO is the main player, although the fashion is not high, but the demand of consumers is large.

The four brands of XXX group will join the flagship store to be opened soon, and the probability of increasing the price of their customers and matching sales will be greatly improved.

Kang Lan Xin analyzes this fast fashion brother brand alliance.

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< p > multi brand business should be able to 1+1>2 < /p >

< p > brand is more. The style and style of natural clothing will be enriched. At this time, it is no longer the boring feeling brought by the single brand consumption, but how to match the goods to create a suitable style.

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< p > brand can help consumers to solve the embarrassing problem of making a charming eye through interactive activities, collocation display, sales personnel training and so on.

In response to these problems, Kang Lan Xin gave her answer.

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< p > in addition to introducing more brands to make up for the defects among brands, brands should focus on creating a lifestyle shopping environment.

For example, in multi brand clothing stores, besides clothing, they can also add accessories, bags, shoes, and even household goods. Consumers can slowly stroll around the store, increasing their stay in the store, and increasing their shopping chances.

Only in this way can a way of life be conveyed to consumers. Experiential shopping is destined to be the direction of future brand development.

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