Fast fashion Zara change our view of consumption
Posted by: admin on: September 3, 2011
“Wearing decently and you will not go bankrupt.” This is the most touching dialogue that fashion can draw over customers . However, when the first fast-fashion brand enter into China since 2006, our wardrobe is changing dramatically in five years. The number of the formal dress is reducing, the high quality and expensive suits have almost disappeared, in stead the popular single product with the mediocre quality have become the replacement.The enthusiasm for the little black Prada of Nineties in last century’s,is gradually fading.what we are most concerned about now is what new products on shelves of Topshop, Zara, H & M. The desire for a single fashion product are becoming more and more dense, while the real style was abandoned and forgotten. Is the logic of fast fashion really correct? What make us hot-headed may be those marketing strategy, while what you buy in the rush maybe just the extra 101 different items in your wardrobe.
Fast fashion’s “long tail theory”
Have you heard the famous “long tail theory” economics? Chris Anderson,the chief editor U.S magazine “Connection”,found out a rule by analyzing the digital music jukebox that the sum value of a niche market will be no less favorable than those budding favorite items. This means we also can benifit from the small produt market that at the head of demand curve.The Internet predators “Google” is a typical “long tail” companies.
The most well-known fast-fashion brand, Zara, are called Google in fashion industry. The customers it locks is the “non-prime customers”, the young people those who seek fashion but without high spending power. Those stylish and affordable products that are specially designed for them are strongly chased by the youngmen. Through this supply and demand model, Zara achieved the “long tail” effect and found the massive customers expect for the luxury crowd.
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