Reprinted from: WWD International Fashion News

In the current market environment, the survival dilemma of fast fashion brands is an undeniable fact and has been discussed multiple times. For this reason, fast fashion giants Inditex and H&M Group have all started high-end transformation, hoping to enhance brand positioning and profit space. Because of this, the boundary between ultra fast fashion brands led by Shein and fast fashion brands is becoming increasingly clear.

The term ‘ultra fast fashion’ first appeared during the epidemic, referring to brands with extremely high clothing production efficiency. A report from McKinsey&Co. shows that every day, nearly 6000 brand new clothing products are launched on Shein’s official website. For Shein, it only takes an average of three days for a piece of clothing to be designed, produced, and put on sale.

At present, although the “ultra fast fashion” brand has absolute advantages in terms of timeliness and price, the fast fashion brand is no longer limited to its past identity, and the transformation towards high-end and sustainable has been quite effective, running out of a unique track of its own.

Not long ago, Zara released the latest Atelier series album shot by renowned fashion photographer Paolo Rovers. The Atelier series mainly features coats and dresses, priced at around $400 (approximately 2710 yuan). In early March last year, Zara Studio, the high-end product line of the Zara brand, launched the 2022 Spring/Summer men’s and women’s clothing series. Like the Atelier series, Zara Studio’s promotion also focuses on exquisite clothing craftsmanship and silhouette cutting.

Although Zara’s determination to break the brand’s inherent image is evident, experts have a very polarized view on such a strategy.

Andrea Batilla, a fashion writer, former president of the Istituto Europeo di Design, and brand consultant, expressed support for Zara’s actions, She said, “Fast fashion brands are like beautiful ‘bad girls’ in the fashion industry. Everyone likes them, but they are also aware of their potential negative effects. That’s why fast fashion brands are trying to improve their brand image. High prices and advanced craftsmanship allow these fast fashion brands to differentiate themselves from ultra fast fashion brands and position themselves above them

At the same time, she also suggested that “participating in the fashion week is a way for fast fashion brands to build brand image.” Andrea Batilla, for example, in September 2022, the Swedish fashion brand COS released its debut at the New York Fashion Week and launched the “Buy It Now” catwalk series. The show guests on site included singer Anderson. Paak, actor Angus Cloud, actress and model Emily Ratajkowski