What is the "super fast fashion" mode that is faster than Zara?

Fast fashion brands such as Zara and H&M have filled the gaps in China's affordable fast fashion market, and their fast-paced supply chain model has expanded rapidly around the world. For a time, fast fashion brands are infinite.

However, I always believe that technology can't be a permanent barrier. Only culture can make a brand last.

You are fast, I am improving the technology, faster than you. This kind of competition will have no end.

This is not the case. The following companies are all on the road of "fast", and they are getting more and more refined. They have even compared Zara, which is fast-known.

Boohoo.com

Recently, Boohoo is definitely one of the best in the fast fashion brand.

In March 2017, the British fast fashion e-commerce Boohoo.com PLC updated its performance report, saying that since the release of the holiday season report on January 10, the Group's business continued to be strong, and it is expected that the revenue of the 2017 fiscal year ending February 28, 2017 will increase. 50%, higher than the previous forecast of 46-48%, which is also the sixth full-year performance forecast of the group in the first half of the year.

Subsequently, Boohoo.com PLC issued a separate statement that the company has completed the acquisition of Nasty Gal Inc., a US bankrupt e-commerce company, with a $20 million transaction for a new bank loan, including Nasty Gal Inc. , databases, and assets.

In April of the same year, the financial report showed that the revenue increased from 195.4 million pounds in 2016 fiscal year to 294.6 million pounds. The pre-tax profit nearly doubled to 30.945 million pounds, which is better than the market expectation of 28.7 million pounds. The year of £15.674 million surged 97.4%.

According to the World Apparel and Footwear Network, Boohoo.com's entire supply chain is less than two weeks efficient. BNP Paribas retail analyst Simon Bowler also pointed out that the delivery of 100 new Boohoo.com PLCs per week is only 1-2 weeks. It is twice as fast as Zara.

This is because even if Zara is a vertically integrated production model, the new design is designed to produce a certain amount of each code, and then each store is put on shelves, and then each type of data that is favored by consumers can be received.

However, Boohoo.com uses a “test-repeating” sales and purchasing model. The new model will only produce a small number of products, and most of them are made in the UK. They are placed online and can be quickly judged by web page views and order quantities. Which styles are more popular, and then a large-scale follow-up.

And Boohoo.com, in the design process, with the power of social media, can quickly absorb the most popular elements and put them into the product. As a result, Boohoo.com's new efficiency has also been greatly improved.

According to the world clothing and footwear network, Boohoo is a famous online retailer in the UK. It was established in 2006 and mainly sells clothing, shoes, bags, jewelry, watches and glasses. In 2007, Boohoo was named one of the top ten e-commerce companies in the UK. The purpose of the website is to provide affordable and affordable clothing for the beauty.

As of February 28, 2017, the Boohoo platform had 5.2 million active users, up 29% year-on-year. Orders increased 33% to 11 million, and customer unit prices rose 12.4% to 37.76. The conversion rate increased from 4.0% in FY2016. To 4.4%. The number of active users of PrettyLittleThing also reached 1.3 million. Boohoo.com continues to expand its category, and has recently launched a series of children's wear, maternity wear and marriage.

The UK's highest-value pure e-commerce fast fashion brand ASOS

What we just said is the fast-growing Boohoo, which has a market capitalization of about 2.1 billion pounds. The UK's largest fast-moving e-commerce brand is ASOS, which currently has a market capitalization of about 4.7 billion pounds.

Although for various reasons, ASOS has already withdrawn from the Chinese mainland market in mid-2016, we can see from its latest earnings report that its development is still quite rapid.

According to the first half of 2017 earnings report released by ASOS in April 2017, its retail sales increased 31% to 889 million pounds compared with the same period of the previous year in the six months ended February 28, while gross profit was compared with last year. It rose 36% to 444 million pounds, with a gross margin of 47% and a profit before tax of 14% to 27.3 million.

It can also be seen from this picture that Boohoo and ASOS in the UK are the dark horses of fast fashion brands, which are growing rapidly, surpassing the brands Zara and H&M.

Similar to the Boohoo business model, and because of the early establishment of ASOS, it has more users to accumulate, and the new style is also more abundant every week.

However, according to my observation, Boohoo's commodity parity is more, and it is a low-end route. ASOS's commodity price is higher and it is not a completely competitive relationship.

According to the World Apparel and Footwear Network, ASOS, which was established in 2000, is currently the UK's largest fashion e-commerce company. After its profit in 2004, its business has covered the world, including Russia, the United States, Germany and France. As of now, ASOS has more than 14 million active users last year, an average of 4,500 new products per week, which is 10% faster than the 2015 update. A total of 85,000 different styles of products are on sale, and about 62% to 65% are ASOS. There are products, and the rest are from 1000 brands selected by ASOS.

In addition to the above two British ultra-fast fashion brands, the supply chain efficiency is as high, and the price-performance is staggering is the British old-fashion clothing brand Primark.