Fast fashion brands squeeze home threshold

As more and more companies enter the fast fashion field, the fast fashion of clothing is no longer the blue ocean, and the fast fashion giants are also looking for a new blue ocean. Following Zara's introduction of the Home series to China, H&M has also introduced home products to China since January this year, and introduced home collections in six major cities including Beijing, Shanghai and Shenyang in China. A few days ago, H&M opened another flagship store in Shenzhen Huangting Square, and the H&MHOME home series opened its layout in South China.

For so many fast fashion giants to cross the border to do home brands, analysts believe that they can not only play their experience in fashion and fabric development, but also cater to consumers' "fair fashion" psychology, but whether it can be grasped, the key is still See if the company can continue to innovate and continuously meet the needs of consumers.

H&M Home Series Introduced for the First Time in South China

In general, the replacement of household items is not as fast as the replacement of clothing, and there is no obvious seasonal distinction. The market capacity is not as good as the clothing. But recently, more and more fast fashion giants in the apparel industry are optimistic about this market and accelerate its layout in the Chinese market.

On August 28th, internationally renowned fashion retailer H&M entered the “Diamond Heart” Imperial Court Plaza in Shenzhen and opened its 10th store in Shenzhen. The new store has two floors, including women's wear, men's wear, youth wear, children's wear and home collections, including clothing, accessories, denim and many more. The reporter saw on the scene that on the opening day, H&M fans arranged long queues at the door of the store, waiting for the opening ceremony.

The reporter learned that the reason why this opening event attracted so many consumers is because the world Miss Zhang Yilin personally cut the ribbon, the more important reason is that the Royal Court Plaza store introduced the H&MHOME home series in South China for the first time.

H&M Greater China brand spokesperson AmyFu told the Nanfang Daily reporter that H&MHome's autumn collection was inspired by the soft Nordic autumn light and ancient English poetry, mixing fresh style and poetic elements to create a more detailed product for each room. . Texture, contrast, abundance and warmth are the key to this H&MHome Fall collection. H&MHome is positioned in the young fashion crowd, they focus on design, materials, and price-sensitive, in line with H&M's business philosophy "providing fashion and quality at competitive prices."

She said that since the home series was officially introduced to the Chinese market in January this year, H&M has introduced home collections in related stores in Shanghai, Beijing, Suzhou, Chengdu, Shenyang and Chongqing. Guangdong Province is a key market for H&M in China, especially the livability, life rhythm and consumers' increasing characteristics of fashion household products in the South, which makes H&M confident in the prospect of Guangdong household consumption market.

Magnus Olsson, General Manager of H&M Greater China and Southeast Asia, said with pleasure: “H&M has more than 3,300 stores in 54 markets around the world, and surprisingly, Greater China is one of the strongest markets for H&M development. To further expand China In the market, H&M official shopping website will enter China in the second half of this year to provide consumers with a more convenient shopping experience. With the official opening of the Royal Court Plaza store, the new H&MHOME home series will enter Shenzhen for the first time, and H&M will enter Shenzhen from 2010. Another milestone since the market, I believe that it will be able to set off a new round of fashion frenzy."

According to reports, as of August 2014, H&M has more than 200 stores in mainland China, including 20 in Shanghai, 20 in Beijing and 25 in Guangdong.

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