European And American Fast Fashion Brands Enter The Cold Winter Closures

Recently, the list of the richest men on the LVMH list, ZARA is still ranked the top three in the rich list. It seems that the fashion industry is a magic weapon for getting rich. Especially the ZARA production line, known as fast fashion, has also given many man-made wonders.

However, in the competitive fashion industry, the brand replacement rate that has been discussed every year is almost faster than the year after year, and the preferences of young generation are constantly changing. Even if the main price is low, the fashionable design can no longer satisfy everyone's appetite. In addition to the parent company Inditex group of ZARA holding a leading position, which brand in your mind has successfully dominated the fashion circle?

Speaking of European and American costumes, do you only think of fast fashion brands such as ZARA, H&M and Gap?

American Eagle, the famous fashion brand in the US, announced that it would withdraw from Japan after its temporary absence from the British market in 2017. A total of 33 stores are expected to close down this year. For the brand's expectation of starting shop in Asia and the fast red and iconic Eagle pattern, I believe it is a common memory of many people. Especially when the scenery on the Tokyo ginseng road was launched 7 years ago, American Eagle became one of the brands that must visit Japan. However, today, the owner of the castle peak business has terminated the contract earlier than expected.

This also seems to be a signal, another fast fashion brand will be killed.

Here is a collection of 3 European and American brands killed in Asia and other countries. Let's take a look at the tears of American Eagle.

When it comes to the recent fashion news of the latest news of the fall of news, it is not Forever 21. It was once the favorite brand of all young people. The first year's sales revenue amounted to $700 thousand. The expansion speed of the entity store was fast and the voice on the Internet was quite high. In 2015, I remember that everyone in the street was carrying a brand yellow bag, which was like a symbol of a fashionable person. At the end of September this year, the government declared bankruptcy protection directly, or even terminated the operation of the 40 countries in the world.

Although the electricity supplier service is still in operation, it is a long way to go before the Japanese auction. According to the professional analysis of many people in the industry, the cause of Forever 21 fever is rapid fever. Besides developing the slow progress of the electricity supplier, there are also problems such as vague brand positioning and derailment of young people nowadays. But at present, the group is also redesigning the plan, and whether it will be a successful comeback is bound to be a big challenge.

TOPSHOP from the United Kingdom, compared to Forever 21, focuses on young people's market. TOPSHOP clearly distinguishes between men's and women's wear lines, and the design is more diverse, with customers ranging from college students to working groups. Although the world has more than 440 branches, it is the most successful fast fashion brand in the UK, and the texture of goods is relatively casual. The brand first attacked Japan in large numbers, and there were five large shops including Shinjuku and Harajuku. However, in 2015, there was no early warning to go out of business, and Japanese officials did not give notice in advance.

Until last August, Arcadia, a group belonging to TOPSHOP, announced that it had concluded its cooperation with mainland China ahead of schedule, withdrawing from physical stores and Tmall flagship stores. Only one store left in Hongkong, and even the UK itself, has closed more than 200 cities in recent years. This year, however, a more shocking bomb has been thrown out. The brand says that because of its declining performance and losses of tens of millions of pounds, it is sure that it will fade out of the US market and all branches will be closed. At present, the main business of TOPSHOP is placed on the major electricity supplier platforms, and other further plans are still unknown at this stage.

American Apparel is loved by many European and American celebrities. Its design is minimalist, does not follow the fashion trend, is bold and sexy. It fits the Crop Top, opens the high short swimsuit, the 100 fold mini mini skirt, and the multi City English canvas bag. It is the classic symbol of the brand. A few years ago, at a rapid pace in the UK, China and Japan, especially for Japan at that time, the distinctive brand positioning of American Apparel was very fresh, causing various rush buying spree. Although the price is a little expensive, people still pay for it because they feel the quality of the brand.

However, the brilliance lasted for a long time. After the popularity of avant-garde advertisements and comfortable clothes, American Apparel's controversy has never been less. For example, scandals such as being too naked, employing illegal workers, embezzling public funds and so on have been exposed, and the reputation of the brand has plummeted. In 2015, it filed for bankruptcy protection for the first time. In 2016, it began to close nearly 80 shops in Germany, Britain, China, Japan and so on, and officially withdrew from various countries. Finally, it was bought by Canadian brand in 2017 and evaporated into the market.

Looking back about 10 years ago, these European and American brand clothes were not available at hand, and even online shopping has not yet flourished. Most people can only purchase large quantities of goods when they go to Japan, Hongkong and other places. When brands enter Asia smoothly, they will flag in their places, or even log in to Tmall. Each of them will catch up with hot topics and create an exaggerated queuing trend. However, unlike the previous heyday, in recent years, news of brands ceasing to come out of China or Japan and other countries, how do you see such a phenomenon?

It can only be said that Feng Shui turns around and seize the opportunity to change itself rapidly with the market.