This Summer Has Just Listed "Fast Fashion" Has Been Discounted.

Yesterday, when reporters visited several commercial centers in Shanghai, they found that "

"Or" high-end brands, "this summer just listed" short hit "summer clothing prices are generally lower than last year.

However, people in the Department Store say that clothing pricing is determined by manufacturers and brands. The low price of summer clothing is not directly related to the current department store downturn, nor is it a low price to attract popularity.

The words "the latest summer series are as low as 49 yuan" are posted before the shop of "fast fashion" brand Forever21. There are quite a few office workers wandering around the shop during lunch break, but there is no long queue.

Reporters noted that in fact, 49 yuan is not the lowest price, some of the clothing discount after the store even less than 40 yuan.

In front of the H&M store, a discount board shows from April 28th to May 9th, such as one-time purchase of 2 pieces.

It can enjoy second pieces of 50 percent off discount, which is the same as the online store. "

Reporters noted that this summer H&M pricing from 39, 49, 79, 99 yuan and so on board, at most is about 299 yuan.

The price itself is not high, but the discount area has already had the "big sale" just now. The low tide of fast fashion brand has not attracted too much popularity.

Reporters noted that

There are counters on the first and two floors of the crystal store.

There are three prices on the label of a sequin skirt, from the initial 149 yuan to 70 yuan, to the low discount to 30 yuan. The price of the harness jacket with the original price of 49.9 yuan is only 20 yuan after discount, summer jeans are reduced from 299 yuan to 100 yuan, and the final price tag is 70 yuan.

In addition, marking the "summer ex gratia, jewelry to buy two to send one" and other words of jewelry counters, there is no answer.

According to the industry, the "fast fashion" low-cost front has been launched since last year. Zara cut its price by 10% to 12% in the past year, and it will compete with H&M.

The industry pointed out that in addition to the low pricing strategy, this year, many brands such as PORTS (baozi) have changed many summer clothing products with hand washable fabrics.

"Medium and high end clothing used to be mainly dry cleaning, replacing hand washable fabrics, which is convenient to wear and easy to replace."

"Basically, from March each year, it will be listed on the market, and will be listed in April.

All summer wear products are basically on the counter. "

Insiders pointed out to reporters that with the end of the April sales, 51% reduction, full delivery and other promotional links, the market's consumption potential began to slow down after May.

"Commodity pricing is determined by producers and brands, and the collective decline of similar products is not drawn up by department stores.

Not because department stores are low, and deliberately choose to cut prices in exchange for popularity.