H&: M is going to give a thousand yuan high-end brand. Will you buy it?

The audience, friends, everybody,

Welcome to this issue of "Thirteen aunts":

- topic of the current period -

Plainly,

H M thousand yuan high-end brand,

You did it for him

April this year, H M group announced the first quarter of 2017 earnings, net profit fell 3%, the lowest level in five years.

Announce simultaneously:

This fall will usher in the eighth new brand - Arket.

This fall will usher in the eighth new brand - Arket.

The brand, the first storefront in Regent Street in London, has recently opened a media preview:

At first sight of the big letters on the street (or temporary shop cards), or simple and straightforward, but rich, fast fashion sense.

You

When you enter the store, you suddenly enter a minimalist lifestyle space with a light music, a perfumed fragrance, a shop assistant, a plain, low ponytail, and ready to serve you a cup of hot coffee.

(pure ignorant mood as above)

One

The fast fashion high-end brand products:

It's an anti fast fashion

Arket is H M's third high-end brands, flagship version, quality.

So, first of all, hard work on the fabric:

The technology of the vintage clothing, please carefully woven knitted craftsmen internal custom routines, with the Japanese fabric company technology reached a long-term cooperation".

Just for clothes to have a longer life.

What's more, the same design can be made of different materials to suit the temperature in different seasons.

Design style is hard work:

The team spent two years summarizing the popular foundation in the last 20 years, refining the existing money and calling itself the classic route.

T-shirts, shirts, dresses, are basic or basic improvements, very good control.

You

H M as a fast fashion brand, the new fast, many styles, cheap, lost, do not feel bad. Consumers are used to do entry collocation, but the market is not only entry-level users, so it will open high-end lines, to attract high - level users.

The Arket this time, the fabric for long, good style control, with the four seasons can be, from the beginning to it engraved "classic" label.

To put it plainly, this is a fast fashion brand's high-end brand, in fact, in the anti fast fashion.

"Fast, discarded, meet the consumption patterns of fast fashion is again heavy profits, match up, reflected the reckless, but also consumers without restraint. But customers who have experienced excessive consumption will gradually become tired of this way, and the market will have its own choice. "

Therefore, as a fast fashion brand H M, this "anti fast fashion" move, in fact, is also the choice of the market and consumers.

Two

Seemingly "anti fast fashion""

In fact, it is still a quick choice for consumers

H M, general manager, said that the main purpose of Arket is to:

"It provides a convenient place for more and more busy consumers to find simple, fashionable, good quality and not easily outdated products.". "

So the design is mostly based:

Each garment is encoded, and by scanning the code, you can find all the same, different colors, different fabrics of the product, in the shop in the specific location. Removed from the trouble of finding shop assistants.

The basic section saves some selection steps.

Whoever wears it is nothing like his own style. A garment is worn on the upper part of the body and remains at its lowest level of functional satisfaction.

Coding eliminates the need to find details about shop assistants communicating details.

Humanized technology design will make people's hearts more inhuman. A thousand yuan clothes, but also can not save the details of the exchange steps. But now the spirit of "all for you" mind, written procedures, as long as the scan code, under control, directly into a self-service shop.

We both save time and trouble.

Speaking on the mouth to create a classic, in fact, in fashion, this thing, to help consumers lazy, trying to use their own aesthetic to replace the consumer's aesthetic.

Even if it is made high-end brand, but also a "fast high-end."". This product must also be purchased by consumers, because they want to fashion, but lazy, and there is no independent aesthetic.

Three

Not so high-end brands,

It's better to get together and start a lifestyle shop

New brand stores, in addition to selling their own brands, also has the function of buyers shop, introduce other brands. Adidas sports wind, VEJA shoes, Peugeot sauce cans will be introduced.

You

Also provide some Home Furnishing products, and can buy a home by the tableware, including a built-in Arket caf...

This is the unprecedented pattern of H M, Arket more attention to consumer experience. Therefore, the integration of the buyer's shop, home, cafe, to provide consumers with more choice.

At the same time, they are also spreading their DNA widely to consumers, forming a consumer product of the hottest lifestyle, with the aim of enhancing and consumer stickiness.

Yes, H M are very smart. Originally, this lifestyle integrated store should be the short board of these fast fashion brands. But TA are good at learning, can seize the market trends, take aim at the momentum is wrong, what fire on what, so immediately got up with this new model.

Although H M this high-end brand, anti fast fashion, lifestyle style, seemingly from the fast fashion identity.

But this is indeed a choice between consumers and the market.

H M is still being led by consumers and markets, without any lead.

This means that it will always change, always will consumers pay for it, but whether or not the brand, product, and spread forever.

The Arket London store opened in late August

The Asian market is still under consideration...

What do you want?

Text: Thirteen aunt | pictures: Network

Related labels:

fashion

Kungfu Online

London

Adidas