La Chapelle's business model replicates the rapid expansion of international fast fashion giants such as ZARA through the direct model. In 2009, there were only more than 900 marketing outlets,

and by the end of 2016, there were more than 9,000 marketing outlets, driving the rapid growth of performance. In 2012, the revenue of La Chapelle was 2.913 billion yuan, and in 2016 it became 8.551 billion yuan, and the net profit also increased from 260 million yuan in 2012 to 572 million yuan.

Crazy expansion followed by crazy store closure, which is the same reason why New Look withdrew from the Chinese market. The rapid expansion of various brands has made the fast fashion market highly saturated, and the main reason for the decline of New Look's performance is also the failure of brand transformation and expansion strategy.

To quality to seek personality brand rise

The reporter noted that the "new and fast" supply chain model that has made fast fashion few rivals in the past decade is an important factor. For example, Missguided can launch 1,000 new products per month and update inventory once a day,

and ASOS can complete the product process in two to eight weeks, with an average time to market of about six weeks, compared with six to nine months for traditional retailers.

Although fast fashion has done the extreme in the matter of "fast", after years of fast food clothing consumption, consumers have begun to emphasize quality, refinement and personality, and fashion brands and Internet red brands have begun to rise.

Many consumers said in an interview with a reporter from Yangcheng Evening News: "There are fewer and fewer fast fashion clothes to buy, because it is easy to wear clothes and the quality is not good."

The fast fashion brands that survived have all experienced a big reshuffle. In April this year, H&M released its first fiscal quarter of 2019 results, which exceeded market expectations.

Among them, the growth rate of the Chinese market reached 16%, and the growth rate of the online market was 18%. This financial report is exactly one year away from H&M's entry on Tmall, and it can be said that digital transformation has promoted its growth.

In recent years, Uniqlo, which has flourished in the fast fashion market, first noticed the e-commerce channel, settled in Tmall in 2009, and launched the star traffic strategy in 2017.

The "2018 Clothing Consumer Insight White Paper" previously released by Tencent Data Lab shows that through online and offline integration, clothing brands can be helped to grow more.

A sports brand marketing manager said: "The proportion of our online investment has gradually increased, from the beginning of the offline online 8:2 ratio, to now nearly 5:5, last year did a big IP implant, the cooperation effect is very good, the future online media will be more and more attention."

The white paper also shows that the post-70s buy "fine", the post-90s change "frequently", and the post-90s have become the main force of clothing consumers.

And consumers are most likely to be "planted grass" on social channels. How to follow the changes of market trends and seize consumers is a topic worth studying for fast fashion.

Now, the weather is getting colder and colder, most of us should buy some thick clothes to keep warm and keep out the cold. So, what new elements will be popular in the clothing market this fall and winter? What are the new changes? Which styles are selling hot?

Yunshang Wuhan International Fashion Center, located in Hanzheng Street, Qiaokou District, Wuhan, is a famous first-level clothing wholesale and circulation market with sales coverage throughout the country.

Yang Jing, who runs a local clothing studio in Wuhan, comes here almost every day with her own cart to grab the latest clothes and bring them back to sell.

In the market, we see that the coat of fur is very popular in this autumn and winter, lamb wool, granular velvet, these materials look furry and very warm, and wear a sense of fashion, which can be described as both temperature and grace! There are also many colors and shapes to choose from.

Yang Jing also took a liking to the blue sweater, which she said was mainly because of some "careful machines" hidden inside, which made the sweater unique.
Retro blue gold silk sweater, in addition to loose wear, can also be matched with a belt, waist curve highlights, from the visual point of view, the leg is also elongated, highlighting the beauty.

In the market, we see that this autumn and winter, Korean clothes are as popular as ever. The Korean version of clothing is simple, generous and easy to match, creating different effects. Based on earth color system, loose, casual, fashion, this autumn and winter Korean pony clip with shirt is very popular.

Unlike Yang Jing, who prefers Korean-style fashion, wholesaler Li Qiong prefers independent, original designs. With more than a decade of experience in the garment industry, this year it became clear to Li that consumers were increasingly embracing independent,

original designs. We see stores that sell independent, original design clothing decorated differently, and the clothes on the shelves are full of personality and make people shine. The store's denim coats caught Li Qiong's attention.