Reprinted from: WWD International Times

In the current market environment, the branding dilemma of fast brands is no longer contested and has been discussed several times. To that end, the fast-paced Inditex, the H&M group had begun a high-end transition, which was intended to upgrade branding and profitability. This is also why the border between the fast-paced brand and fast-pathed brands, headed by Shein, is beginning to become increasingly clear.

For the first time, the term “unexpressed” emerged during the outbreak, referring to brands with very efficient garment production. McKinsey & Co. A report shows that nearly 6,000 new clothing will be introduced daily by the official network of Shein. For Shein, an average of three days is required for a dress from design, production to upper rack sales.

At the present time, while the brand of “hypertension” has an absolute advantage in terms of timeliness and price, the fast-track brand has long been disengaged from previous identities, with high-endization and sustainable transformation having been effective and running a race that is unique to itself.

Shortly afterwards, Zara released the most recent atelier series filmed by the prominent photographer, Paolo Roversi. The products of the Atelier series are mainly dressed and dressed, at a price of around $ 400 (approximately $2710). In early March last year, Zara Studio, Zara branded high-end product line, introduced the 2022 spring and summer series of men and women. As in the Atelier series, the promotion of Zara Studio has also placed concerns on the fine-tuning of garment processes and clippings.

While Zara’s determination to break the inherent image of the brand is evident, experts have a very polarized view of this strategy.

Expressing support for Zara’s conduct by fashion writers, former director of the European Design Institute (Istituto Europeo di Design), branding adviser Andrea Batilla, she said: “The fast-past brand brand is like the “bad girl’s” that is floating at the time. Everyone likes them, but can also be aware of their possible negative effects. This is why fast-track brands are trying to move forward with brand image. High-price and advanced processes enable these fast-paced brands to separate themselves from ultra-pathic brands and to be above them.”

At the same time, she suggested that “the time-loading week is a way of building brand image in fast-pathed brands”. Andrea Batilla, for example, in September 2022, the Swedish brand of COS issued its own booths in New York during the week, and introduced a series of T desks that were bought. Visiting guests at the site included anthemist Anderson. Paak, actor Angus cloud, actor and model Emily Ratajkowski, and supra model Paloma Elsesser, among others. On time-loading, COS introduced products such as late filling, uniforms and dressing, at an average price of £200 (approximately US$ 1650). This also distinguishes COS from other fast-track brands, with a greater brand identity among consumers.

However, the search engine Tagwalk was at a time when Cécilia Moussy, the still trend analysiser and the luxury goods adviser in Paris, stated: “In the meantime, prices are not inextricably linked to the high-end characteristics of the garment brand, and high prices are not the only indicator for defining high-end products. Consumers, especially Z, are well aware of environmental hazards at a fast pace and have higher expectations and requirements for brand supply chains and processes transparency.”

She continued that “when brand pricing is closer to high-end brand prices, the consumer would like to see a clear process from the source to the process, while real high-quality processes and added value would leave the brand from other competitions.”

At the time, Cambo Tate Morrison indicated that, although occasional time-consuming facilities were available, she was more willing to spend more money on the purchase of individual items designed in addition to high-quality processes.

The fast brands are also more intimately linked to consumers through sustainable transition, while branding at higher ends.

Under the impact of the epidemic, greater attention has been paid to the environmental impact of daily consumption, as well as to concerns about future uncertainties, which have led to attempts to purchase second-hand clothing. Changes in consumption habits have brought the resale market to the peak of development, and fast brands have opened up related operations. At the time, Cambo Tate Morrison indicated that the dressing of the former and antique dealers had become a new welcome in her street. Previously, Zara also indicated that it would enter the resale market to provide services for the rehabilitation, recovery and resale of old clothes for customers.

Cécilia Moussy, the current analysts, stated that “the introduction of green new environmental services in sustainable areas such as resale can help to build high-end brand image in fast-paced brands”. In the future, fast-paced brand product operations will be developed in two major categories: one for the general market, the branding will introduce price-oriented product lines; and the other for higher ends, providing better value dress for customers.”

Zara indicated that by 2025 all its branded ephants and polyures will be produced sustainably; H&M indicated that by 2030 all products will be recycled; and Mango target plan by 2025, using 100 per cent of sustainable cotton and 50 per cent of recyclable polyester fibres in its products. While there is still a small gap between fast branding and real sustainable development from the implementation of marketing strategies to the real enhancement of brand image, they also demonstrate their determination to work towards a more transparent supply chain. WWD

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Reprinted from: WWD International Times

In the current market environment, the branding dilemma of fast brands is no longer contested and has been discussed several times. To that end, the fast-paced Inditex, the H&M group had begun a high-end transition, which was intended to upgrade branding and profitability. This is also why the border between the fast-paced brand and fast-pathed brands, headed by Shein, is beginning to become increasingly clear.

For the first time, the term “unexpressed” emerged during the outbreak, referring to brands with very efficient garment production. McKinsey & Co. A report shows that nearly 6,000 new clothing will be introduced daily by the official network of Shein. For Shein, an average of three days is required for a dress from design, production to upper rack sales.

At the present time, while the brand of “hypertension” has an absolute advantage in terms of timeliness and price, the fast-track brand has long been disengaged from previous identities, with high-endization and sustainable transformation having been effective and running a race that is unique to itself.

Shortly afterwards, Zara released the most recent atelier series filmed by the prominent photographer, Paolo Roversi. The products of the Atelier series are mainly dressed and dressed, at a price of around $ 400 (approximately $2710). In early March last year, Zara Studio, Zara branded high-end product line, introduced the 2022 spring and summer series of men and women. As in the Atelier series, the promotion of Zara Studio has also placed concerns on the fine-tuning of garment processes and clippings.

While Zara’s determination to break the inherent image of the brand is evident, experts have a very polarized view of this strategy.

Expressing support for Zara’s conduct by fashion writers, former director of the European Design Institute (Istituto Europeo di Design), branding adviser Andrea Batilla, she said: “The fast-past brand brand is like the “bad girl’s” that is floating at the time. Everyone likes them, but can also be aware of their possible negative effects. This is why fast-track brands are trying to move forward with brand image. High-price and advanced processes enable these fast-paced brands to separate themselves from ultra-pathic brands and to be above them.”

At the same time, she suggested that “the time-loading week is a way of building brand image in fast-pathed brands”. Andrea Batilla, for example, in September 2022, the Swedish brand of COS issued its own booths in New York during the week, and introduced a series of T desks that were bought. Visiting guests at the site included anthemist Anderson. Paak, actor Angus cloud, actor and model Emily Ratajkowski, and supra model Paloma Elsesser, among others. On time-loading, COS introduced products such as late filling, uniforms and dressing, at an average price of £200 (approximately US$ 1650). This also distinguishes COS from other fast-track brands, with a greater brand identity among consumers.

However, the search engine Tagwalk was at a time when Cécilia Moussy, the still trend analysiser and the luxury goods adviser in Paris, stated: “In the meantime, prices are not inextricably linked to the high-end characteristics of the garment brand, and high prices are not the only indicator for defining high-end products. Consumers, especially Z, are well aware of environmental hazards at a fast pace and have higher expectations and requirements for brand supply chains and processes transparency.”

She continued that “when brand pricing is closer to high-end brand prices, the consumer would like to see a clear process from the source to the process, while real high-quality processes and added value would leave the brand from other competitions.”

At the time, Cambo Tate Morrison indicated that, although occasional time-consuming facilities were available, she was more willing to spend more money on the purchase of individual items designed in addition to high-quality processes.

The fast brands are also more intimately linked to consumers through sustainable transition, while branding at higher ends.

Under the impact of the epidemic, greater attention has been paid to the environmental impact of daily consumption, as well as to concerns about future uncertainties, which have led to attempts to purchase second-hand clothing. Changes in consumption habits have brought the resale market to the peak of development, and fast brands have opened up related operations. At the time, Cambo Tate Morrison indicated that the dressing of the former and antique dealers had become a new welcome in her street. Previously, Zara also indicated that it would enter the resale market to provide services for the rehabilitation, recovery and resale of old clothes for customers.

Cécilia Moussy, the current analysts, stated that “the introduction of green new environmental services in sustainable areas such as resale can help to build high-end brand image in fast-paced brands”. In the future, fast-paced brand product operations will be developed in two major categories: one for the general market, the branding will introduce price-oriented product lines; and the other for higher ends, providing better value dress for customers.”

Zara indicated that by 2025 all its branded ephants and polyures will be produced sustainably; H&M indicated that by 2030 all products will be recycled; and Mango target plan by 2025, using 100 per cent of sustainable cotton and 50 per cent of recyclable polyester fibres in its products. While there is still a small gap between fast branding and real sustainable development from the implementation of marketing strategies to the real enhancement of brand image, they also demonstrate their determination to work towards a more transparent supply chain. WWD

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