Labbrand Presents at Fast Fashion Event in Shanghai, China

May 7, 2010 - PRLog -- By looking at case studies and calling on experts in retail and branding, the conference discussed how both international and local Chinese brands can realize success in the fast fashion market in China.
Fast fashion is a term used to describe clothing collections based on the most recent fashion trends presented at fashion week in both the spring and the autumn of every year. Clothing lines are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current styles at lower prices.  Popular international fast fashion brands include H&M and ZARA as well as local brands such as ASOBIO and HOTWIND.
After the economic crisis in 2008, companies found consumers in many parts of the world were restricting their retail spending. In China, however, there was still a great deal of untapped consumer buying power. This prompted many retailers to enter the Chinese market in hopes of realizing increased profits. Some fast fashion brands have been very successful thus far, but the CER conference was a timely reminder of the need to revisit brand strategy in a highly competitive market.  Amanda Liu’s presentation focused on how brands can actually build their equity in China rather than only focus on short term and expensive promotional tactics. The conference attendees responded very positively to Labbrand’s contribution.

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Labbrand is an innovative agency that provides market and consumer research, brand strategy, and creative services for brand equity enhancement.