Digital Marketing Research Conclusion

Shortly after the news of Forever 21's withdrawal from China, there was news of the US head office seeking bankruptcy protection. The fate of this fast fashion giant has completely exposed the difficulties and confusion of the entire industry to the public. People found that not only Forever 21 medicine stone was ineffective, ZARA's parent company Inditex2018 hit a five-year low in net profit for the whole year, H&M slowed the pace of store openings, Topshop parent company Arcadia Group also filed for bankruptcy and closed all US stores, while New Look In 2018, it lost 74.3 million pounds.

The new consumption ethics in the fashion field is shaking the foundation of fast fashion like never before:

1. "Stolen" fashion. Over the years, fast fashion has copied big names to meet the fast-tracking new iterative business model, which has long been criticized by the entire industry. Zara, Forever 21, etc. have all been accused of trademark infringement from big names such as Puma, Gucci, and Adidas after years of business. This kind of plagiarism has been tried repeatedly because in the past it was difficult for infringement to be recognized in court. For example, Zara designers are anonymous, and as long as they change designers, they can avoid legal liability. Now, the European Union has adopted a new patent system to protect designers' apparel patents. Under the new intellectual property law, Zara's parent company Inditex has finally ushered in the first loss of its plagiarism career.

2. The price of quick response. Leading fashion trends, delivering new products every week and replenishing inventory. This Quick Response Method (QR) has greatly improved the manufacturing efficiency of the apparel industry, enabling Zara to produce more than 30,000 in nearly 1,600 stores in 58 countries every year product. But its side effects are also obvious: products that are delivered quickly are often short-lived and low-quality, and need to be replaced more frequently. Consumers buy more unconsciously. In the end, excessive inventory and unfashionable clothes will appear in the garbage. Buried, and processing them will also produce no small harmful gas.

Currently, Europe has issued a ban on burning unsold clothing. As for second-hand and recycling? Give up, even the African brothers and sisters who lack clothes and wear don't want to have them. South Africa has long banned the sale of second-hand clothing, and the East African Community EAC has also put forward strict controls on second-hand clothing imported from the United States.