A few years ago, H & M and Zara hit shopping malls with a disruptive business model, in which innovative manufacturing businesses enabled them to provide-the-
With unprecedented speed and low prices, there is an immediate trend.
So far you know what the result is: it sends most of the mid-
The world of clothing and accessories is in chaos.
Companies from Gap Inc. to J. Crew Group Inc.
City decoration company
By accepting similar supplies, we have been scrambling to become more competitive.
Chain and design strategy.
Their sales downturn is often seen as evidence that they are not acting quickly or efficiently enough to mimic these strategies.
But it\'s been a few years now.
Fashion Mania, retailers should be careful.
Some brands are showing signs of overselling.
The lessons that fast fashion has taught the industry so cruelly ---
Or at least they guided the lessons in the wrong way.
Take Vera Bradley as an example
Known for its quilting cotton handbags, the brand features bright flowers and polka dots.
At this week\'s earnings call with investors, CEO Robert Wallstrom said executives recently realized that many models of the brand have a longer shelf life than they expected.
The company has been sending patterns to the customs clearance warehouse--
Thus damaging the gross profit margin. -
When customers still pay full price for them.
Now Vera Bradley is adjusting the speed at which new styles are introduced.
It turns out that customers don\'t need a hot new thing as often as the company expects.
Similarly, FAS company of women\'s Chico
This week revealed rapid growth in strategic change
Fashion standards.
First of all, in the black market chain of the White House, Chico has more categories of goods than on weekends.
Though Hennes & Mauritz AB and other fast-
Fashion chains are booming in selling casual outfits such as maxi dresses and farmers\' shirts, which is not what White House Black Market Women Want, a label they have always trusted to provide clothing for sales negotiations and board meetings.
At the same time, in the brand of Chico, executives are in-
Store floor settings, a major reset of the item every six weeks instead of every four weeks.
It turned out that the core customers of the chain did not come to the store so often that they did not notice the difference.
As CEO Shelley Broader said on Wednesday\'s earnings call, Chico\'s company is competing with itself because shoppers are tired of it, but because it only needs to make room for the next room.
These retailers are not alone in their misconceptions about customer desires.
Banana Republic is also trying to introduce more fashionable and cheaper products with fast food
Fashion trends only allow shoppers to reject it in a major way.
There is no doubt that the fashion industry is right to reform the new era of retail.
\"Agile\" and \"agile\" supply chains are now disgusting buzzwords in the industry, and there is a good reason.
Instagram, Snapchat and other digital platforms are the catalyst for bringing a new look to the world in an instant.
This vitality is to stay.
But retailers should not let this distract them from an obvious fact: not every customer is quick --
Fashion customers.
Many women have no budget-
They realized this in a dark economic age.
They don\'t care. trends.
If a dress is pleasant and durable, they will be put on.
Athletica Inc. of lulululemon.
Company executives said Thursday that,
Sell a new design called Enlite for $98.
Yes, women pay so much for things that will eventually sweat --
Soaked in the bottom of the gym bag-
Even lulululemon offers many other sports bra styles for half the price.
But this is made with a lighter.
The weight fabric and design are different in order to provide more shape than the typical sports bra.
Because it seems to be innovative and practical, women are willing to pay for it.
At the same time, Lululemon nodded and led the trend
Conscious shoppers elsewhere in their lineup
Back Center and leggings with higher waist.
This balanced approach is an example of a peer. Mid-
Pricing retailers should not adopt fast
Fashion script.
Every store should explain it and apply it through surgery-
Only in terms of what makes sense to its specific customer base.
This could mean retailers taking advantage of its faster supply chain and not pursuing some style of Instagram
The far-reaching group is whip flo, but the purchase is more of a classic style sweater that takes off from the shelves.
Or maybe that means using testsand-
Learn how to find out which colors of a tight dress will attract the geographic market before you place a large order.
The bottom line is that it is best for many retailers to remember: you are not H & M.
Your customers don\'t want you.
Contact the author of this story: Sarah halzac, Washington, in shalack @ bloomberg.
NetTo contacted the editor in charge of the story: Mark Gongloff from mgongloff1 @ bloomberg.