UNIQLO, One Of China'S Most Successful, Has Also Slowed Down

It is not uncommon for fast fashion brands to cooperate with designers. Consumers can buy clothes with design sense and reasonable price at a low price, which can trigger a rush every time. This time, it is UNIQLO's turn to cooperate.

　 UNIQLO's partners

Recently, it is reported that UNIQLO, a Japanese fast fashion brand, may launch a co branded series with Rick Owens. The series will be released as soon as September, and the exclusive account number of the cooperative series has appeared on INS. Rick Owens, founded by the designer of the same name in 1994, is known for its dark avant-garde style. Owenscorpy, a private company based in Paris, earned more than $120 million in 2017.

So far, UNIQLO and Rick Owens have not responded to relevant news.

UNIQLO has always been able to find the right partner, and a number of CO branded series have maintained a very high level of design.

In recent years, the "outdoor wind" has become a hot topic. Just a few months ago, UNIQLO joined hands with white mountaineering, an international functional brand, to create an outdoor fashion line for countless Street players. As we all know, the price of functional brand is always high, and a single product often costs three or four thousand. UNIQLO's cooperation has reduced the price of some items by less than 100 yuan, making customers happy to spend a small sum of money to buy big brands.

UNIQLO's cross-border cooperation has achieved remarkable success. In recent years, UNIQLO has expanded its sphere of influence in the fashion circle. It has cooperated with Tomas Maier, creative director of Italian luxury brand Bottega Veneta, and J.W. Anderson, a popular young fashion designer, and kaws to launch limited edition models, UNIQLO and Lemaire exceeded their expected sales performance in less than 24 hours.

Each time, the industry will issue the voice of "it's coming, it's coming, it's coming with new products", which triggers a rush buying boom and gets a good response from the market.

When will the myth of fast fashion cooperation be broken?

With these advantages, fast fashion has held up half the sky of major shopping malls. For fast fashion brands, the past myth seems to have come to an end.

From standard department stores to the "defeated" camp, is discount, clearance and cooperation with big brands and designers a permanent panacea?

It can be predicted that even UNIQLO, which is the most successful in China, has slowed down.

With the rise of social media, INS, Weibo and xiaohongshu have evolved the fashion aesthetic power of young consumers and formed new consumption habits. It is difficult for fast fashion brands to follow up widely, and they are still marketing in the traditional way. In addition to the commonplace quality problems, version fashion design.

As a result, fast fashion has been looking for a way out, and H & M has begun to cooperate with big brands, and all of them are famous first-line designers. Including Lanvin, Alexander Wang, Karl Lagerfeld, Stella McCartney, Versace, Isabel marant, etc.

In this era of fast fashion, many consumers are willing to spend a small amount of money to buy some clothes which are similar to the quality and design of luxury brand products, and even have some edges. So now fast fashion retailers are a particularly cruel threat to emerging brands. It can be seen that the management of fashion industry is not an easy task.