Current Market Conditions of Fast Fashion

                                        
Online & offline consumption channels 

Online and offline consumption is both popular channels for consumers at present. Personal preferences, shopping convenience are the key factors that affect consumer behavior. 

However, many of the online and offline fast fashion brands are in relative isolation relationship up to now. The current situation determines that their consumer orientations are in a competitive status but not a complementary one. 


Study & compare products online

According to statistics, about 40% of the physical store visitors will check the products online at first. The convenience of online information makes it become the most important source of getting consumers. It leads the consumers to do research and comparison, so as to ensure that they can buy their favorite products at reasonable prices.  

Online consumption is highly relevant to that of offline in the phase of making shopping decisions. Around 75% of the consumers will go to the physical stores after they search the product information online, while about 40% of them will do study and comparison from both online and offline. 

It can be concluded that the variety of online products reduces the brand loyalty of consumers.  


Favorable offline shopping

Despite the fact that the customer flow in physical stores is less than that online, its trading volume and success rate are higher. 

Apart from this, if a franchise brand which does not own its online shops, the offline purchase rate will be enhanced further, up to about 80% to 85%. 

To conclude, it remains constant for consumers to touch and feel the real products. They prefer to choose physical stores to try and experience. Physical stores can also avoid the troubles caused by the product exchange and return.