"After shopping in Xiamen, there are more choices it!" Home in Quanzhou Daren Chen excited, because in addition to ZARA, she likes the other two "fast fashion" brand UNIQLO and H & M Xiamen will also gradually stationed in the future to buy clothes to buy more broad-based choice. "Fast fashion," also known as "fast fashion," refers to those brands that can quickly lead the global fashion trend. "Fast fashion" to fast, ruthless, prospective features, parity, a large number of small, fast delivery time is their greatest feature. Last September, ZARA, one of the top five "fast fashion" brands in the world, officially opened in SM New Life Plaza, and Xiamen citizens also learned the charm of "fast fashion." Subsequently, MNG, MUJI and other "fast fashion" brand also followed ZARA's footsteps came to Egret Island. This Friday, another global "fast fashion" brand, the first store of the UNIQLO casual wear brand in Xiamen in Xiamen, will be officially unveiled at Wanda Plaza in the lake. In October, the brand's new store at SM City Plaza and California Plaza will also open. H & M stores will also open in November and early November in Wanda Plaza and SM Plaza, respectively. "Fast fashion brand more and more in Xiamen, after the door at home will be able to buy stylish and affordable clothes, you do not have to fly to Hong Kong to go shopping." Miss Lin said the public. But there are different voices. Fashionable Miss Jiang believes that the "fast fashion" brand can establish a firm foothold in Xiamen is still unknown. "As a consumer, I may try to figure out fresh, but if the brand is not attractive enough in terms of price, quality and competitiveness, next time I will never choose it." Miss Jiang said, like Repeatedly exposed quality door "fast fashion" brand ZARA, despite its reputation in the country is not small, the product price is not high, but because of quality problems, she always can not mention interest. [Experts say] local brands must adhere to the "impact of course there will be." Brand Management Expert, Xiamen Xiaoyong Su, vice president of Cultural and Creative Industries Association, said the arrival of these international "fast fashion" brand, the local leisure clothing tide shop, how much There will be some impact, however, for these local brands, not necessarily a bad thing. Su Xiaodong said that this forced local brands to take individual lines, segment customers, open up e-commerce channels and other measures to deal with the arrival of foreign big names. "In fact, many local tide brand clothing design is not worse than these international 'fast fashion' brands, but in terms of culture building, brand quality and positioning, local brands will exert more effort. ' In addition, Su Xiaodong also believes that these international "fast brands" one after another in the short term may attract consumer spending, so local brands should be able to hold on. "After that may be more painful 'insistence period', the situation will get better, because the market space in Xiamen is still large enough, especially the integration of Xiamen Zhangquan." ã€Peer said】 " Fast fashion "may encounter" acclimatized "For the world-renowned" fast fashion "brand hit, Xiamen local casual wear brands generally show very calm. "The arrival of these 'fast fashion' brands will have some impact on us, but the impact will be very limited." Xu Xiaoyang, deputy general manager of the romance declaration, said the positioning and style of the two brands are different, but the domestic brands will have a better understanding of the domestic market , Which is the advantage of domestic casual clothing brand. Xu Xiaoyang said that they will learn to mentally, to these international "fast fashion" brand learning, companies themselves will continue to make adjustments from the marketing, market positioning, ready to force better. Zhang Lihua, manager of Weillen Fashion World Trade Center, also said that the local fashion casual brand and the "fast fashion" brand have in common is that they are all at the forefront of fashion, the difference is that the localization of local brands may not be so high, but will insist Its own characteristics. "For example, we take the fashion line at the same time, we will always adhere to the ladies, elegant line, so we do not worry about the loss of the layers." Zhang Lihua also said that the "fast fashion" brand while expanding the pace of expansion in Xiamen However, due to the material quality of these branded products, there is a certain difference in the domestic and international markets. Whether consumers can accept it or not is hard to say. Therefore, it is not excluded that these "fast fashion" brands will experience "acclimatization" in Xiamen.
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