Beijing rises

Following ZARA, H&M, another international leader in Fast Fashion, will enter Beijing and will open three stores within the year. In this way, Beijing will form a three-way situation of ZARA, H&M, and Uniqlo. At the same time, the domestic clothing brand Meters Bonwe, McCormick's sub-brand Euromoda also has its own competitiveness in Fast Fashion.

The purse becomes tight, but life still has to continue. Of course, fashion cannot be returned to liberation overnight. However, luxury such as Armani and Versace need to converge. As a result, Fast Fashion began to gain popularity and gain a more popular market.

The diversification of the brand is bound to form a diversity of choices, especially with the arrival of H&M, we will see the competition of five brands in Xidan. Therefore, how to find a fashion style that suits your budget has become a difficult problem for fashion consumers.

Popularity ZARA dominates

In the afternoon of Thursday, the reporter made a rough statistics at the ZARA Joy City store. Within 10 minutes, the passenger flow has been maintained between 100-120 people and there are 20 signing orders. For Uniqlo, which is in Joy City, its 10-minute traffic is between 60-80 people. There are a total of 10 signings. The Mecoxlane Euromoda store located on the B2 floor is only a few people due to its remote location. In terms of popularity, ZARA has the upper hand.

Regarding the brand advantage brought by ZARA's preconceptions, H&M China’s public relations manager, Wu?, is not worried. “H&M has been observing the Beijing market. Fashion is a market that needs to be cultivated for a long time and it won’t take care of the gains and losses of the beginning.” Wu? also told reporters that in Huaihai Road in Shanghai, H&M is much more popular than ZARA. However, the results of a small survey conducted by reporters showed that H&M, who had just landed in China in 2007, did not have very high brand awareness in Beijing.

H&M has masterpieces to help out

With Fast Fashion, the style is different. The reporter saw that most of the people who came to the ZARA Joy City store were very dressed. "Zara has a lot of styles and it is also very IN." A beautiful girl from the Beijing Film Academy told the reporter.

ZARA deliberately created a sense of ambiguity in the style of the store layout, and talked about the minds of fashion men and women. Uniqlo, on the other hand, has bright and spacious shops and a good mood for shopping. However, the crowds are mostly law-abiding students, and their style and fashion are not as good as ZARA.

“We will be more slicker than ZARA's fashion sense,” Wu said. “The tradition of H&M is to cooperate with the best designers, such as Kawakubo, but also to make Madonna and other international stars to interpret the style of H&M, so Beijing’s Consumers will feel the masters' works in H&M." It is understood that the front door's first store will be the only one released by H&M's collaborator Matthew Williamson's spring series this year.