Fast Fashion Begins To Occupy The Sporting Brand Territory.

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< p > recently, H&M announced that its H&M Sport series (H&M Sports Series) will be unveiled in January 2014.

It is reported that as the Swedish sports team in 2014 Sochi Winter Olympic Games and Paralympic Games and 2016 Rio De Janeiro Summer Olympic Games and Paralympic Games "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "sponsors, its brand-new H&M Sport series has asked the Swedish Olympic team world-class professional athlete's opinion in the design, not only focuses on the movement performance, but also has the fashion degree.

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< p > the trumpet of fast fashion conquered the brand territory has long been sounded, but now people are beginning to focus on sports products' devotion to professional performance, and they are not reluctant to indicate "tremor, sports brand".

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< p > "the new H&M Sport sports series to be launched is a comprehensive expansion of the existing sports series, which confirms the H&M's long-term investment in H&M Sport and its rapid penetration into the sports industry."

H&M China spokesman and public relations manager Fu Xiarong said to Chinese entrepreneurs.

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< p > H&M sports series has always been a branch of men's wear and women's wear department.

In store display, the sports items will be differentiated according to gender and displayed in men's clothing and women's clothing department respectively.

Chinese consumers are not very aware of the sportswear sold by H&M, which is also related to the low product volume and less promotion in the Chinese market.

With the launch of the new sports series, there will be a larger sales area in H&M's online stores and some stores, which will give consumers more exposure to these products.

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< p > however, fast fashion is not a professional sport area, but a broader sports fashion area for consumer groups.

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< p > for Chinese consumers, sports < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > is not regarded as sports equipment. Sportswear is often compared with casual wear.

Despite the increasing awareness of consumer sports and fitness in recent years, but in terms of product demand, it is not harsh for ordinary consumers to meet the professional needs of products in terms of "a target=" _blank "href=" //www.sjfzxm.com/ "shoes less than /a".

Faced with this part of the consumer group, sports brand "professional barriers" have been greatly reduced.

So when fast fashion hits, consumers quickly turn around.

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< p > in order to attract sports fans, fast fashion brands have no doubt about starting sports marketing.

In 2013 Wimbledon Tennis Championships, H&M and Uniqlo (UNIQLO) logo appeared on the famous players Djokovic and Bertie's robes.

The two people wear fast fashion, a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing "/a", and the matching of pedal shoes with Adidas shoes, showing the sporting ambition of fast fashion brands.

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Besides P and product and marketing, competition between fast fashion brands and sports brands has also spread to channels.

The wider consumer groups, the fast turnover speed of goods, and the more effective flat effect make the fast fashion brand strong in department stores and shopping center owners. It is not surprising that they replace the sports brand store.

In the middle of this year, Nike's first flagship store in China was located at the shopping center of Beijing APM in Wangfujing street, Beijing. After the lease expired, it replaced H&M.

Prior to that, Nike's store in Tongzhou had been replaced by UNIQLO.

We have reason to believe that in the future, with the further sinking of the two sides, their competition will continue to the three or four tier cities.

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Less than P, a moving price is also a powerful tool for fast fashion and sports brands to compete for consumers.

In the brand new H&M Sport series, women's clothing prices are from 99RMB (Wen Xiong) to 349RMB (coat); men's wear in 99RMB (T - shirt) to 749RMB (coat).

"H&M's business philosophy is to provide fashion and quality at a favorable price. This is also reflected in the new campaign series, which has made breakthroughs in material, fabric and design, which makes our new series very competitive."

Fu Xiarong is clearly aware of this.

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Less than P, however, not all fast fashion brands are swagger, and ZARA, a fast fashion brand, insists on its pace.

A senior manager at ZARA headquarters told the media that sport and fashion are two very different industries in their view. Nowadays young people are keen on some more fashionable sports clothing, and the NBA theme t-shirt design and distribution agent obtained by ZARA, "just put such signs on T-shirts. Maybe this is something that meets customer needs, not that ZARA is going to do sports clothes."

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< p > but the confrontation between fast fashion and sports brand is inevitable. In the face of the enemy, sports brands will not surrender.

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< p > in fact, before fast fashion crossover, Kappa, Puma, Adidas and other sports brands have begun to try to integrate fashion elements into their products.

The most successful one is Adidas. At present, it has sports fashion series Y - 3, adidasSLVR, Adidas NEO Label.

Gao Jiali, managing director of Adidas group Greater China, clearly stated that sports fashion can bring growth to Adidas.

In order to counter the fast fashion brand, in 2013, the sports giant even made a high-profile dig from H&M and ZARA, with a view to improving its product design and speed.

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< p > sports brand to fast fashion learning to establish a powerful fast supply chain, not overnight, but for fast fashion brands, sports series is just adding a category.

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