Hermes And UNIQLO Cooperation: Fast Fashion To Develop High-End Market, Big Brand Expand Market

Recently, there is definite news.

(Herm s) creative director Christophe Lemaire and

The cooperation series will finally reveal its true veil. It is reported that the series "Uniqlo and Lemaire" will be available in 17 stores and stores in early October, while the sale date of China will be set in October 9th.

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Luxury goods and fast fashion have their own difficulties.

The change of market and the new concept of Internet consumption have a great impact on the fashion brand dominated by retailing.

Big or fast fashion are facing their own difficulties.

Nowadays, whether it is the traditional Euramerican market or the emerging Asia Pacific market, the luxury goods, even the big local tyrants, have been pformed from the "show off mentality" to the "self consumption".

Consumers are tired of the stereotyped brand logo, and gradually turn their attention to light luxury and designer brand.

Unfortunately, times have changed so fast that light luxury brands have begun to decline after a short period of prosperity.

Take the Michael Kors, once popular in the streets, sales fell by 9.5% year-on-year by the end of June, and unprecedented price cuts were used to clean up unsalable stocks.

Not only that, the major luxury brands in 2015 were all negative, but Tiffany and Prada were all on the list.

Moreover, luxury goods and big brands have closed their stores in China due to their performance and rents.

According to the performance report, although fast fashion looks better than luxury luxury in performance, it has also seen a downward trend.

The performance of UNIQLO, Zara and H&M has maintained an increase, but the same store sales of the old fast fashion GAP7 month have fallen by 7%, far exceeding 2% of the same period last year. This is the 15 consecutive month of decline in GAP's same store sales.

Behind these figures, more or less, the crisis is revealed.

This is the era of personalized consumption, and the single brand or format of fast fashion giants can hardly meet the market demand.

The brand image of fast fashion in the eyes of consumers has been constrained by environmental protection and overcapacity. Recently, H&M announced in August 25th that it would offer 1 million euros (7 million 355 thousand and 300 yuan) bonus each year to promote the technological development of clothing recycling and reuse, in response to the outcry about "fast fashion destroying the environment".

Who helped the alliance?

As early as 2010, there has been a great deal of luxury and collective cooperation with fast fashion, and these cooperation has been very successful.

At that time, Lanvin first launched cooperation with H&M to launch parity dress, and hundreds of people queued up overnight before opening the sale. Sales in that month jumped by 8%. Valentino, once known for its advanced customization, was also reluctant to be outdone. It launched a joint series with GAP. It was designed by Valentino's creative director Maria Grazia Chiuri and Pier Paolo Picciol. After the launch of the two major fashion brands respectively, the marriage between the Pier and the company has attracted a lot of attention.

Speaking of integration, since 2004, H&M has launched 1 to 3 designer collaboration series each year.

On its list of bright designers, there are many such names as Karl Lagerfled, Versace, Jimmy Choo, and Alexander Wang's hottest new star.

This approach makes H&M and other fast fashion look closer to big brands, and successfully pition from "parity fashion" to "big parity", attracting some high-end consumers.

Fast fashion itself does not want to always be a low-end consumer business, and the cooperation with these big brands can increase the high-end blood for itself and further develop the high-end market.

For big brands, this combination can increase sales volume in the short term, attract a large number of consumers' attention and expand the clothing market.

Even in the interview this year, Bei Chang, who has always been very cold, expressed his intention to cooperate with H&M.