H&M And Other Fast Fashion Brands Winter Clothing Xiaoshan "Local Pricing"?

Some netizens reported that when visiting the shop on the first floor of Sunshine City Life Plaza in California recently, they found several Fast fashion The brand seems to have made an appointment in advance to reduce the price of new clothes. The price is not "international" at all. H&M's winter coat is generally only 499 yuan or 599 yuan. In addition, Xiaoshan's store is different from Hangzhou's. The clothes of fast fashion brands in many shopping malls in Hangzhou are out of size, while those in Xiaoshan are full size.

When the reporter came to the city life square, he found that several big brands started immediately after the winter clothes came on the market sales promotion 。 The reporter saw the promotion activity of "designated T-shirt of 79 yuan" at the entrance of Uniqlo's store. When he entered the store, the reporter found that many knitwear and woolen sweaters were within 200 yuan; Loyal customers find that, H&M Similarly, the price of new products has also been lowered quietly. The price of sweaters in previous years was 299 yuan/piece. Now, the price of new winter clothes is 199 yuan/piece. The price of women's coats is only 300 yuan. The price of other new products is not too expensive; At the ZARA store, the customer, Ms. Zhou, said, "It used to cost 899 yuan to buy a long coat in other places. This year, it will cost 699 yuan in Xiaoshan, including the STR, Oysho, PB and Bershka owned by ZARA. I feel that the price of new winter clothes is much cheaper than before. Is it possible that these winter clothes are" priced locally "in Xiaoshan?"?

The reporter found that winter clothing of fast fashion brands such as ZARA, H&M and Uniqlo was not priced locally in Xiaoshan. "In fact, this is the first time that fast fashion brands have lowered the price of new models since they entered the Chinese market," said an insider, "The fall in price of new winter products this year is mainly affected by the exchange rate, brand strategy and the economic environment. ZARA is a European brand, and the change in the exchange rate between the RMB and the euro is one of the factors affecting ZARA's pricing in China. In addition, more importantly, due to the impact of the global economic downturn this year, the company's brand market strategy has also been adjusted accordingly, and this price adjustment is also intended to lower the impact of competition The price difference of the hand. "

According to the reporter's survey, many brands in the past increased their prices while pushing new models. This is the first time that such an initiative to reduce prices has taken place in recent years. This time, fast fashion brands collectively cut prices. The enterprise has its own market strategy, not like Chanel and LV, which target middle-aged people and pursue quality. Fast fashion brands pursue quality and style, which are suitable for young people, However, once the sales growth rate fails to meet the expectation, fast fashion brands that are fast growing in terms of style, production and sales are also facing inventory risk, and can only lower the price to compete for the market and use the cost advantage to occupy the market of other brands. In addition, this year's situation is more special. Many clothing domestic and export enterprises are facing the pressure of rising prices of raw materials, manpower, etc. The recession of the entire clothing industry and the decline of the economic environment are also important drivers.