After ZARA was exposed for the first time to implement a price reduction strategy, the Japanese fashion brand Uniqlo also stepped on the road to lower prices and protect the city: the original price of 499 yuan in the seasonal down jacket limited time special price 399 yuan, the original price of 199 yuan in the flannel shirt time limited special price 99 yuan, corresponding to the season hot The use of low-cost promotions for products is rare for Uniqlo. In the view of the industry, this aspect has a negative impact on the apparel industry due to the international macroeconomic background. On the other hand, domestic brands, especially online brands, have continued to exert pressure on foreign fashion brands.
Since last week, Uniqlo’s 100 flannel plaid shirts have been launched for a limited time special price of 99 yuan. According to industry insiders, Uniqlo’s move can be interpreted as the fact that traditional brand retailers have already felt the embarrassment from e-commerce, and began intentionally or unintentionally playing a price war with internet brands such as Vancom. On the other hand, Fanjia, which has a more cost-effective advantage, announced yesterday that it had reduced the original price of 99 yuan in flannel shirts to 68 yuan and faced Uniqlo's low price strategy.
A senior apparel industry source disclosed that although foreign fast fashion brands like Uniqlo and ZARA have their own pricing system, when entering overseas markets, companies will also conduct research on the local market to determine the appropriate price. "It is normal for foreign mature fast fashion brands to adjust prices according to market conditions, but it is still the first time in China."
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