Analysis Of The Operation Mode Of Fast Fashion Brand H&M

< p > H&M, another giant.

The same excellent a href= "//www.sjfzxm.com/news/index_c.asp" > fast fashion brand "/a", on the top of the model, is more inclined to take into account the shipping time and product cost, so it is not as fast as ZARA, but relies on the cost leadership advantage in this industry.

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< p > Fashion level is also less than < a href= "//www.sjfzxm.com/news/index_c.asp" > ZARA < /a >, after all, ZARA is also copied big card, and copied to the essence.

H&M is the first choice for cock silk youth in Europe. The latest design is on the street, what big prints, cowboys, big letters, and big camouflage.

Product defects are also obvious, the quality is not flattering, the fabric is the worst of the four brands (once I washed it).

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< p > however, like a href= "//www.sjfzxm.com/news/index_c.asp" > ZARA < /a >, it is changing the clothing from the durable consumer goods to the innovator of fast moving consumer goods, so the quality is not so important.

Among them, the most popular place for H&M is sportswear, which is not sold in China (at least when I was abroad). I guess people do not think Chinese people like sports.

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< p > in fact, H&M's sportswear is very professional. Its classification is very small (running, tennis, and even yoga). The price is cheaper, not cheaper than ADI Nike, so it is popular and sales are very colorful.

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< p > another point is that H&M has more choices in size selection, and even many of them are made for the sake of expectant mothers.

The following is a comparison of the H&M's additional size statistics in the UK and the main competitive brands in the region: < /p >

< p > therefore, it can be said that H&M and ZARA meet their customers' needs in different ways. The former is in daily wear and use, and the latter is in design.

In operation, H&M pays attention to low cost, and ZARA pays attention to product update speed.

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< p > related links: < /p >

< p > European market has been the base of Inditex SA (ITX.MC) and Hennes & Mauritz AB (HMb.ST). The main brand H&M of the latter is more than 400 in Germany alone. As of February 2014, the total number of overseas Uniqlo UNIQLO stores is nearly 534. However, as the largest single overseas market in China, the total number of stores in China has reached 325.

Another fast fashion group outside Europe, Gap Inc. (NYSE:GPS), has also been developing in the European market. So far, the total number of stores in the European market of Gap group is nearly 200. The Gap group even chooses its third brands, Old Navy, North America and Japan, to choose China.

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"P > Uniqlo UNIQLO is facing many difficulties in the European market. Besides the Inditex SA (ITX.MC) and Hennes & Mauritz AB (HMb.ST), the overall demand slowdown in the European market has also appeared in the earnings reports of Inditex SA and HMb.ST in recent quarters.

At present, the common focus of the four fast fashion groups is in the Chinese market.

In addition, Uniqlo UNIQLO in the European market and the United States market, the previous development is not smooth, have experienced a storm.

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Berndt Hauptkorn, Europe's chief executive of P Uniqlo, told Reuters that Germany was an important market while the group was equally ambitious in the European market. However, he did not disclose the medium and long-term plan of Fast Retailing in the European market.

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