NEW LOOK Takes The Lead In Expansion, New Fashion, Fast Fashion And Brand Ambition.

Reporters at the NEW LOOK store in Beijing state Rui Shopping Center learned that this brand of 300 square meters is the first store in Beijing, and the unit price of products sold is rarely more than 400 yuan.

At the same time, the percentage of shoes and accessories accounted for more than H&M and ZARA.

Store staff told the Beijing Commercial Daily reporter that the proportion of accessories in NEW LOOK can reach 20%, while the brand buyer team is mainly made up of Chinese people, so the products sold by the brand in China have a strong localization strategy.

The average price of Top Shop is also higher than that of H&M.

And other fast fashion brands are slightly higher, but the industry generally believes that brand trends and design sense are better.

Old Navy, as a low line brand of GAP, contends with H&M and ZARA at a more popular price.

A second tier city in the Red Sea

In terms of market, NEW LOOK and other new fast fashion brand representatives have sought a differentiated development path.

As a fast fashion brand with more than 1100 stores all over the world, NEW LOOK has said in the early years of its entry into China that it will open 250 stores in China in the next four years.

Even 5 stores open, and the 2015 fiscal year will continue to expand the scope of opening stores.

In addition, paying attention to online channels is also the consensus of new fast fashion brands.

Ke Weijie Jeff Kirwan, President of Old Navy, the Greater China group of GAP group, also said that the brand will implement a full channel sales strategy in China.

Last year, Old Navy opened its own store in China, and also operated an e-commerce platform.

Top Shop also opened the Chinese market by way of domestic e-commerce platform.

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British well-known fast fashion brand NEW LOOK has recently been exposed by foreign media has hired JP Morgan Morgan chase to prepare for the listing, investment bank Goldman Sachs Goldman seeks LOOK or LOOK for NEW LOOK.

NEW LOOK group also announced that it will further accelerate the expansion of China and plan to deploy 70 Chinese stores before the end of fiscal 2015, making China the second largest market in the group.

While NEW LOOK is actively seeking opportunities for China's market development, the fast fashion market of domestic first tier cities has changed quietly.

Looking at the fast fashion market in China, H&M, ZARA, UNIQLO, GAP and other brands that entered China early, as the first tier of global fast fashion brands in China, have been significantly slower in China than in the previous two years, and the growth rate of opening stores is 20% lower than that in 2013.

According to the statistics of the joint venture network, only in the second half of 2014, UNIQLO opened 42 stores in China, opened 36 stores in H&M, opened 9 stores in ZARA, opened 6 stores in GAP, and opened 4 stores in C&A.

Among them, the number of new outlets in the two or three tier cities is more than 3 times that of the first tier cities, while the number of new outlets in the three tier cities is the highest among them.

It can be seen that the development of the first tier city market has come to an end with the five old brand fast fashion brands, and the three tier cities have already surpassed the second tier cities to become the new battleground for their expansion.

In such a situation, when consumers in the first tier cities are tired of the fast fashion "old generation", in 2014, Top Shop, NEW LOOK, Old Navy and other fast fashion brands poured into the domestic market and became the "second echelon" in the fast fashion market in China.

Among the new fast fashion representatives, NEW LOOK is the first to take the lead in the 19 tier business and become the leader in the second tier.

In addition, Old Navy opened 5 stores, and Forever 21 opened 8 stores.