Wimbledon Fast Fashion Crossover Is Just A Business Show?

"This is not a tennis match. It is clearly that H&M and Uniqlo are competing!" Tan Song, a tennis fan, recently spoke in the sports forum. Tennis matches are never short of topics. In the just concluded Wimbledon match, the biggest highlight is not the performance of star players, but that they wear "fast fashion" uniforms for the first time.

This kind of attention soon gave birth to a consumption boom. At present, in Hangzhou stores, Serbian player Djokovic's war robes have been sold out, of which only two blue shirts remain, and more transaction records are in online stores.

Beyond the competition, people want to ask, is it a natural "external expansion" or a high-profile business show for fast fashion to enter the sports circle?

Wimbledon becomes a new battlefield of fast fashion

Don't think that the sports arena is just a vanity arena for sports brands. In the Wimbledon game that has just ended, H&M and Uniqlo suddenly "cut across the board" to get a piece of the action.

A few days ago, fans watching the Wimbledon game on TV suddenly found that Wimbledon star Xiao De wore Uniqlo brand Clothes & Accessories , while the white shirt of his opponent Bertic shows the sign of "H&M".

A tennis match has become a contest between two fast fashion brands. This detail exploded among young fans, many of whom found it fresh and interesting. They inquired about "where can I buy one", while the "long hair metal" who had been concerned about tennis games for many years blamed Xiao De's mistakes clothing On: "I don't know if it is the versatility of Uniqlo that has affected Xiaode. Today's attention is obviously not enough."

It is reported that before Wimbledon, most of the competition clothes worn by Wimbledon athletes were provided by major sports brands such as Adidas and Nike, while Sergio Tacchini was the one that Xiaode wore more. This time, Xiaode was wearing a fast fashion battle robe. The insiders believed that "according to the previous endorsement fees, it would not be less than 5 million euros."

Xiaode's competition clothes have been sold out in Hangzhou

The heated competition and hot topic also made Uniqlo and H&M's Wimbledon uniforms the focus of public attention, which has spread to Hangzhou. Yesterday, the reporter contacted Baixin Yuanhua's Uniqlo counter and MIXC's H&M counter.

"There are polo shirts on Wimbledon now, but the size and color are not complete, and they are out of stock," the staff of Uniqlo counter told reporters. It is reported that there are two kinds of game clothes, namely navy blue and white, but the stock is not enough. There are only two pieces of 165/92 small navy blue left clothes , while the small size of the white model has been out of stock, leaving only the large size clothes of size 180/108.

"If the store is out of stock, it may not be able to make up immediately. You can go to the online store to have a look, and the goods will be quite complete." The staff suggested.

At present, in the Uniqlo official online store of Tmall, a dedicated channel has been opened for "Xiaode contest clothes", with relatively complete styles and sizes. A quick drying polo shirt costs 299 yuan, and 371 pieces of goods have been sold in total.

In addition, there is no Wimbledon uniform at the MIXC H&M counter. It is understood that H&M has started to sell Wimbledon uniforms in the UK. According to the regular process, the physical stores in Hangzhou may sell the costumes one month later.

Fast fashion play crossover, just a business show?

Fast fashion has always been classified as a brand category in the fashion circle. This time, people in the industry think it is unexpected and reasonable to cross into the sports circle.

"Fast fashion has always focused on leisure and fashion. Its garment making technology can achieve the effect of fast drying, but it still cannot match the technical level that sports brands can achieve. If its cross-border will have an impact on sports brands, it is also in the market of its leisure series." Industry insiders analyzed.

It is reported that sports brand giants such as Nike and Adidas are mainly located in the two branches of sports series and leisure series. From the current sales situation of Hangzhou department stores, leisure series accounts for 40% of the sales, and there is a growing trend.

In addition, since this year, several major sports brands in Hangzhou's major shopping malls have not yet shaken off a 10% decline in performance, and Jiebai recently opened a collection store of Adidas sports series and clover leisure series, which is also referred to as a kind of imitation of fast fashion sales model by sports brands in adversity.

However, there are still people in the industry who are not optimistic about fast fashion dividing up the sports market, "The ultimate positioning of fast fashion is still the fashion circle. If it wants to make sportswear, it will pay a huge cost and time. I prefer to understand it as a commercial show. Fast fashion needs to use large-scale sports events and star players to make leapfrog improvements in brand popularity." Analysis by insiders.