"Fast Fashion" Brands Are Increasingly Being Pressed For Children'S Clothing Sales Channels.

Mothercare in Britain, Laban in Sweden, ORCHESTRA in France...

More and more foreign children's brands are pouring into China, because of the bad economic environment.

The market has been growing at a high speed.

Among all kinds of children's wear brands, "fast fashion" brands are becoming more and more.

However, under the situation that Beijing's business is generally catching up, they are facing the pressure of sales channels because of their relatively low price.

"Fast fashion" children's wear brand has many styles and quick updates.

In August 25th, a new store opened in the children's city of blue harbor, the children's clothing brand ORCHESTRA from France.

It is reported that this is also the first store opened by ORCHESTRA in Beijing.

After visiting the new mother Wang Jia Lai, I feel very good.

Her first impressions include three points: one is very fashionable; the second is that the price is very reasonable; third, there are many choices.

Since the beginning of this year, due to the poor economic environment, the overall performance of the clothing industry has been dismal. Many brands have slowed down or even cancelled the plan to open their stores in China.

ORCHESTRA at this time shop, its manager, Wang Ying, general manager of the Shanghai business limited, frankly, relies on "fast consumption, fast fashion."

She said, at present, Europe

It is also in recession, but ORCHESTRA's products are cheap and cheap, which fits the whole mass consumption and also leads to a way out.

In the previous market research, Wang Ying found that at present, some domestic brands are not strong in design, and there are three to five hundred quarters in one quarter, which has been very good.

ORCHESTRA will produce 6000 models every year, with an average of more than 100 stores a week, ensuring that there are long-lasting updates in the store. This is a very important point to attract customers.

Wang Ying said that the product updates of ORCHESTRA will change according to the shape and color of different seasons. Color is the most important. In the eyes of children, ORCHESTRA is colorful.

This is to make children look like adults, so that dressing can become a real joy.

In fact, at present, the "fast fashion" brand of the main garments, whether it is Sweden's H&M, Spain's ZARA, American GAP or Switzerland's C&A, also has children's clothing.

According to the news of the China clothing association, orders for clothing products are decreasing this year, only children's clothing is on the rise.

Jin Yuan, Minister of planning and extension of new Lufthansa MALL, said that since this year, the growth of children's articles has been very fast. Among them, children's wear is 18%, supplies are 15%, infants and young children are 19%.

"This is determined by people's changing consumption concepts and consumption patterns."

China

Liu Jia, Secretary General of the association's children's wear Committee, said that the active market of children's clothing is related to the consumption concept of "post-80s" parents.

These young parents have higher educational level and income level, stronger purchasing power and new consumption concept.

In addition, according to the current urban mainstream "4+2+1" family structure, there are 6 parents struggling to pay for a child's consumption.