"Fast fashion" clothing brand popular in Tianjin clothing market

"New style, cheap price, wearing a face," this is the "fast fashion" clothing brand gives consumers the deepest feeling. It is precisely because of this that the "fast fashion" apparel brand attracts a considerable number of young consumers. With a few tens of dollars, you can buy a T-shirt. You can buy a faux-leather jacket for a few hundred dollars, and the brand is still international. This temptation makes it hard for Amy to resist.

Ms. Li, a company that likes to shop in the “Fast Fashion” store, tells the author: “I often buy various designs of T-shirts in Uniqlo and H&M stores. The prices of 99 yuan and 59 yuan are very cheap. When I buy, I think the price is not expensive. Every time I couldn't help but buy two more, but after a few times I would find that I had bought too much and I felt a little change.”

In the interview, the author found that many consumers have the same feelings as Ms. Li. The "fast fashion" style is updated quickly, and discount promotions are available almost at any time. This temptation hollowed out the wallet of many impulsive consumers. In particular, the "quick fashion" clothing store in the crowd buying scenes, as well as merchants sales of limited edition fashion, limited supply of the sales strategy, but also make many consumers easy to produce "grab is to make," the consumer satisfaction. In fact, many consumers buy in the process of buying is a lot of clothes that do not need to buy and not within the procurement plan. Ms. Dong is also a "fast fashion" loyal consumer, she said: "In the past, some big brands of clothes, always feel that the price is too expensive, once bought is not popular, put it in the cupboard is a waste. But now found ' Although fast-fashion clothes are not expensive, they are always easy to buy. When buying a few hundred pieces, it's not expensive, but at the end of the month, you find yourself spending more on clothing than before. The clothes were bought, and some of them weren't able to get new ones. They felt quite distressed."

Everyone has a beauty-loving heart. The idea of ​​“fast fashion” allows consumers to spend less on clothing that is full of fashion sense. This is a good thing in itself. However, due to the lack of planning when many young people spend, the consumption of “fast fashion” has changed somewhat. Even in some consumers’ lives, “fast fashion” consumption is becoming an over-consumption. A survey of 18 to 35-year-old women in coastal areas in China showed that more than half of the women purchased unplanned items because of discounts; 40% of women purchased for various forms of in-store merchandising activities. This shows a current trend of urban consumption. People are no longer spending on a planned basis and are beginning to enter a period of arbitrary consumption. So, is the idle waste caused by the mass purchase of clothes in pursuit of the trend? Should it also arouse our vigilance? It is also known that the world currently produces about 800 billion garments per year, which is equivalent to 11 garments per person per year on Earth. This figure is due to the rise of the “fast fashion” trend. This is not a big pressure on the natural environment, but also all consumers need to pay attention.