Wind Rises 2005

Chapter 37
Fast fashion is also called fast fashion. This concept is called "Fast Fashion" in Europe, and it is called "Speed ​​to Market" (rapid market response) in the old Americans.

This concept was proposed in the last century, but it did not attract attention at that time.

It was not until 2006 that the International Fashion Trend Research Center re-released the concept of "fast fashion", claiming that fast fashion will become the development trend of the clothing industry in the next ten years.

This is not wrong to predict. In the next ten years, fast fashion brands will indeed become the biggest winners.

It is only 2005, and the term fast fashion has not been mentioned again, let alone become the hottest concept in the clothing industry.

This term has to wait until the era of the explosion of the mobile Internet and the explosion of information in China, and the deeds of the fast fashion giants have been reported one after another before it becomes widely known.

So don't look at Yan Bing as a practitioner in the clothing industry, she is also very unfamiliar with this word at the moment.

Ma Liang explained unhurriedly: "That's right, it's fast fashion.

An important performance of fast fashion is fast speed, which is now showing popular elements to consumers in a timely manner.

Provide customers with current popular styles and elements, characterized by low prices, large styles, and small quantities, to stimulate consumers' interest and meet consumer needs to the greatest extent. "

The concept seems simple, but there are only a handful of domestic brands that can really do it.

Even internationally, there are only a few fashion giants that can respond so quickly.

Because it requires not only strong design capabilities, but also super industrial chain support.

Relying on one company alone, even if it is an industry giant, cannot support fast fashion's rapid demand for the word "fast".

"You mean like ZARA, HM?" After all, Yan Bing is a senior designer and is very familiar with foreign clothing giants.

Ma Liang nodded, and said affirmatively: "That's right, there are also brands like GAP in the US country and Uniqlo in the neon country, these are fast fashion giants.

That is the future trend of the clothing industry, and it is also a business that can really make a lot of money. "

Since the dot-com bubble burst in 2000, the world economy has been in the Great Depression, and it was not until the end of 2002 that it began to slowly recover.

By the end of 2004 and the beginning of 2005, the world economy entered a new round of prosperity.

The so-called era of rising wind also started from this year.

Not only is the Internet booming, but the physical industry is ushering in the best golden age.The bigwigs from all walks of life made their debut on the stage, each leading the way.

What big and small horses are still two stinky younger brothers at this time, and the real bosses are all in business.

Even after more than ten years, the industrial tycoons will not be much worse than the so-called Internet tycoons, but the technology circle attracts more media attention.

Among them, fast fashion bosses are the most eye-catching. Stephen Persson, the owner of H&M, is the richest man in Sweden, and Masa Yanai, the owner of Uniqlo, has also been the richest man in the neon country for many years.

The boss of ZARA, Amancio Ortega, is even more awesome, and once snatched the throne of the world's richest man from Bill Gates.

Who said that you can only be awesome when you play with technology, and clothing bigwigs can also be proud of the world.

It's just that the fast fashion industry has just entered a period of rapid growth, and even a few fast fashion giants have only begun to deploy globally.

Especially in China, Uniqlo has only been in for two years. ZARA and H&M will not enter the mainland market until next year, so fast fashion giants are not noticed by ordinary people at the moment.

"Is there such an industrial environment in China?" Yan Bing murmured suspiciously.

Ma Liang nodded affirmatively: "No problem, since joining the WTO, the domestic garment industry has already accumulated sufficient strength."

It's no wonder that she is worried. Those fast fashion giants have been cultivating in the industry for decades and have accumulated sufficient background to have the explosive potential of today.

In the past, the domestic clothing industry had only two models, one was a small workshop and the other was a super factory.

Most of the super factories are foundry companies, providing production and processing for international sports giants such as Adidas and Nike.

Small workshops provide production support for some domestic clothing brand companies and major wholesale stalls.

There are also some medium-sized workshops and factories that specialize in foreign trade clothing, and they also earn a lot of money.

Even the prosperity of Taobao is inseparable from the prosperity of the women's clothing industry. You must know that the sales of women's clothing once contributed more than half of Taobao's GMV.

Most of the traffic is brought up by female customers, which has to be admitted.

The rise of Taobao women's clothing also benefits from the strong industrial chain support provided by countless small workshops in Hangzhou, Yangcheng and Pengcheng.

The so-called fast fashion does not require the super-large-scale production capacity of super factories, but is more inclined to the flexibility of small workshops.

ZARA, the world's largest fast fashion giant, has hundreds of small factories and small workshops around its super factory to provide industrial chain support for it, otherwise it would be impossible to support its rapid response to new products every week.

And ZARA can only do this in Europe. When it comes to the American and Asian markets, its quick response ability is much worse.

The difference lies in the degree of management and control of the industrial chain.

"Is this really possible?" Yan Bing asked suspiciously.

Ma Liang said confidently: "Sister Bing, you should study the development and layout of Uniqlo and ZARA in the past few years, and you should be able to understand the development potential of fast fashion.

In addition, you can go to Hangzhou, Yangcheng, and Pengcheng to inspect the garment industry and inspect workshop-style factories to integrate a strong supply chain.

The core of fast fashion is not mainly in the design, but in the super control over the supply chain. "

He reminded again that he was afraid that Yan Bing would fall into the designer's self-absorbed horns again.

"No, I, a designer, don't even understand this information. Where did you get to know so many professional concepts as a student?" Yan Bing stared at Ma Liang curiously.

Suddenly being asked such a question, Ma Liang was also a little dumbfounded, too much to ignore that he was just a local dog student at this time.

He could only reply perfunctorily: "Because I'm afraid of being poor, so I usually like to think about how to make money and make a fortune. I often read news and information on business and finance, and I only get a little income.

However, I can only ramble a few words in a generalized manner. If I really do something specific, I will definitely be blinded.

After all, I'm just a poor boy, how can I have such a great ability. "

This is really telling the truth. Although he knew the general direction and trend, he really let him start a fast fashion company by himself, and he didn't even know where to find someone for how to make clothes.

Yan Bing is different. As a senior designer, he has worked as a brand for two or three years, so he must have accumulated a lot of contacts and resources in the industry.

Coupled with her status as a rich woman, it will be much less difficult to transform into fast fashion.

Yan Bing's misgivings were immediately dispelled by his misfortune.In her mind, there are always geniuses who can discover the law and essence from the subtleties, and maybe Ma Liang belongs to this kind of person.

"Although I haven't done research yet, my professional intuition tells me that what you said is very reasonable.

Once you switch to fast fashion, the original brand will have to give up.Alas, it's a pity for the hard work of the previous two or three years. "Yan Bing let out a long sigh.

Her personal designer brand has also put in a lot of effort, spent countless contacts and resources, and barely gained a little fame and achievements.

Now in order to make the company go further, it is a pity that we have to give up the original brand.

In the past, she would never think about making money or not. She just did it for fun, and after decades, she might become a high-end luxury brand.

But now she has an obsession in her heart, and she is not allowed to be content with the status quo, and she must make a proof of achievement to show those people.

She Yan Bing is not just a vase, she can do it alone.

Especially the person she hates the most, the person who hurt her the most at the beginning, she wants to return all those most vicious words.

Upon hearing this, Ma Liang immediately persuaded: "Don't, sister Bing, continue to do the previous brand.

Don't just give up, I suggest you don't use the original team for fast fashion, but start another team.

After all, the business philosophy of fast fashion and designer brands is very different, and it is not easy to reverse the thinking of the previous team.

It's better to have two sets of teams at the same time, your personal designer brand plays high order to support the appearance and fame, while the fast fashion brand is to reap benefits and make quick money.

Turn back and make money, and then feed back the high-order brands, without delay, and go hand in hand.

Anyway, you are not short of this salary, why give up directly, what a pity! "

"Huh? Who's to say it's not bad?" Saying so, Yan Bing's eyes lit up instantly, looking at Ma Liang with incomparable joy, and there was a hint of unknown tenderness in it.

　I got hurt, I got up late again today, there are two more chapters to come, the update rhythm will be adjusted back tonight, thank you for your support!
　　
　
(End of this chapter)