Is it Gucci or Forever 21, really stupid

Recently, Forever 21 has applied again to the court to revoke the patent for the replica Gucci bags uk striped trademark.

The dispute about the fast fashion and luxury brands has to be told in December last year. replica Gucci bags uk has 16 years and 17 years in December 1, February, respectively, to Forever 21 issued three lawyer's letter, ask to stop the sale of a "blue red blue" and "red green" stripe three bomber jackets, a sweater and a necklace.

replica Gucci online uk insists that this is its own exclusive stripes designed for trademark protection as early as 1979 and 1988.

/ left is replica Gucci bags uk, right Forever 21

But the replica Gucci online uk has not formally charged until June this year, Forever 21 is the first filed a lawsuit to the court, for the cancellation of Gucci "fringe" trademark, claiming that these designs have been widely used in many brands, is no longer popular elements Gucci exclusive, and said it would not have consumers think he is from Gucci. in Forever 21 buy product

Then replica Gucci bags uk made it easy to formally sue Forever 21 in August, saying that it embezzled the brand logo design pattern.

Is it Gucci or Forever 21, is the consumer really stupid?

Finally, the US court said that Forever 21 could not make strong evidence within the prescribed period, and rejected the application.

But Forever 21 is still unwilling to lose heart. They recently collected more than 40 brands of stripes design cases and submitted them to the court, and again filed a request for the Gucci stripes patent application to the court.

Forever / 212016 years early autumn series

On the other hand, it relies on brand auras to sell a T-shirt to 5000 yuan high luxury brand, on the other hand, it is pricing fast and low fashion. In this polarized entanglement, no matter who the outcome will win or lose, it will be useless for the long-term development of the market.

Moreover, for Forever 21, who is facing double difficulties in maintaining and turning over, how can we save ourselves from plagiarism? Is it much more important than taking the initiative to bring others to court? This can not help but arouse the deep thought of F.

Close the store last year, this year, it was deeply trapped in the plagiarism

What happened to the former American fast fashion giant?

Fast fashion price war

"The price" and "new speed" has always been a key tool to determine the fast fashion brand to win.

Since 2015, Muji started on more than 260 categories of goods price, rate of 20%; in 2016, Mango claimed that in order to let young people can afford to buy high quality and fashionable products, decided to "NewPrices" series of young prices are down 15%; Topshop and UNIQLO also take the price strategy obviously,... These fast fashion brands are trying to with a price advantage to further expand consumption.

Of course, the price has always been lower than that of Zara, H M and Topshop Forever 21, which has not yet avoided the price war of fast fashion. The brand side plans to expand the sub line brand F21 Red that is more parity than the main line, so as to seize more market share and increase the number of consumers.

F21 Red

It was a comprehensive store launched by Forever 21 in 2014 and its product price range is between $1.9~7.9. Forever 21 indicates that F21 Red is expected to develop in the future, and it is expected to add more than 40 additional stores in the United States.

Forever 21 is obviously different from the increasingly slow H M. Whether it is the notable cross-border cooperation fund or COS, Arket and other high-end brand lines, H M tries to retain consumers by quality and cost performance.

/ Arket brand Lookbook

Where is the minimum limit for the fast fashion price war? How low is the price of F21 Red to win more consumers? This may be difficult to define from the specific figures, but one thing is clear, when consumers for just $5 or even less than 5 knife T-shirt began on the discount It is quite common for, and fast fashion promotion numb, it means that they will be very difficult to accept more expensive clothes, so fast fashion price will enter a cycle of death, living forced himself on a blind alley.

New speed supply chain

Whether fast fashion can become faster, and whether it can meet the needs of consumers depends greatly on the supply chain.

Compared with the traditional retailer's 6 months' production cycle, every time hundreds of new products are new, from design to product shelf takes only 5 or 6 weeks. It used to be the pride of fast fashion brand such as Forever 21, Zara and so on. But this is different from the past, a new generation of "fast fashion" (Ultra-Fashion) significantly accelerated the pace of retail business, such as the British brand Boohoo, Missguided and ASOS, their production cycle for about 2~3 weeks, and the new Boohoo number of days reach about 200.

/ Missguided official website: www.missguidedus.com

Bangladesh and Kampuchea can provide cheaper labor for Forever 21 and Zara, but manufacturers near home can provide faster delivery speed for "super fast fashion", which also ensures the flexibility of the "ultra fast fashion" supply chain. Each single item is initially produced in a small batch. After the shelves are sold, they will decide whether to replenish the goods according to the sales feedback, which avoids the problems of price reduction, profit decline and excessive environmental pollution caused by insufficient supply or overstock.

In the part of the fast fashion brand has been aware of the problem, the UNIQLO parent company plan to shorten the production cycle time, H M also decided to focus on the optimization of the supply chain, will shift production to Europe, Turkey and other regions, in order to improve the supply efficiency, but Forever 21 is still completely indifferent.

Plagiarism - loss of style

In order to cater to the trend of fast fashion show, copy, copy the big, we already got. But if a brand can be loaded into the fashion history by plagiarism, it should be Forever 21.

This year, Forever 21 is accused of being in the US court in April because of the dispute with Gucci, and in April it was accused of plagiarizing the Fenty by Puma series of cooperation between Puma and Rihanna.

/ left is Puma, right Forever 21

In July, Adidas once again accused Forever 21 of copying its "three bar" series of clothing and sports shoes, and said that the "second-hand Adidas" sold on Forever 21 website was fake.

/ left is Adidas, right Forever 21

In September, Forever 21 plagiarism a Planned Parenthood Federation of America for fundraising T-shirt and caused a controversy in the Internet, this T-shirt is designed by Losangeles brand Word Agency T-shirt above in a different language, font wrote "female" two words, Word Agency said: "this is a meaningful T-shirt and it expresses any racial, cultural and economic background, women enjoy the same medical security", but still no error copy Forever 21.

/ left is Word Agency, right Forever 21

/ immediately attracted users dissatisfaction: "crazy is not only that they stole her ideas, they also put out the culture. "

Yiboweiping another Forever at the beginning of November 21 and broke the New York independent designer Sandy Liang copied the winter coat, Forever 21 this year about the legal team is a group of people court fashion played most frequently.

/ left is Sandy Liang, right Forever 21

Not only plagiarize big brands and designer brands, but also Forever 21 even plagiarize similar brands, which is more puzzling. And this plagiarism not only affects brand image, but also forget its own style.

/ left is H M, right Forever 21

The young and lively image of Forever 21 has been replaced by the same kind of high street brand. The brand Pixie Market from New York is also dominated by young girls' fresh style. In 2007, it started the globalization of electric business. The brand attracted many spectators based on the price of young designers and people.

/ Pixie Market brand Lookbook

Miami brand Style Mafia, founded by fashion blogger Simonett Pereira in 2013, has unique style and reasonable price. In recent years, nearly 50 retailers have been opened in the US and Latin America, and become a rising star.

/ Style Mafia brand Lookbook

"Evil boss" - moral environment crisis

It is no secret that fast fashion brands are polluting production and labor costs and improving their supply efficiency. But in recent years, some brands have taken positive strategies, such as M, UNIQLO and H promote employee training mechanism, the development of environmental protection technology, to a certain extent, and strengthen the brand awareness of environmental protection.

However, Forever 21 is still being sent all the headlines, "Forever environmental statement 21 is a fast fashion brand inside the shortest, or only one has not signed the agreement of Bangladesh fire safety" Forever "brand; 21 used sweated labour, paid only $4" negative news Everfount, brand image in jeopardy.

/ against Forever 21 parade organization using sweaty labour

"Made in LA"

It was a documentary about 3 female workers who accused Forever 21 of the use of sweaty workers, which won the twenty-ninth Emmy Awards in 2008.

Not only the outside world condemning constantly, but also the problem of internal.

At the end of last year, Forever 21 was also regarded as the "worst employer" in the United States. Under the premise of 5 points, Forever 21 scored a total score of 2.5, and more than 30 thousand employees from the company had only 30% of CEO Do Won Chang.

There is no obvious advantage in price and supply chain, even the style, the quality of the products is also worth mentioning that on the back of the stigma in violation of business ethics, the destruction of the environment, it is not in the position to push themselves to the besieged on all sides?

Entity shop - E-Commerce

Because of their own problems, coupled with the sluggish performance, rent increase, Forever 21 earlier this year to shut down the Tongluowan flagship store is located in Hongkong; the beginning of the October, foreign media reported Forever 21 coming out of the Australian market news; then in October 15th, the first flagship store in Japan 21 Forever Tokyo official business.

In addition China in the mainland market, Forever 21 in first-tier cities were the enemy but Zara, M and H, UNIQLO, style, size, quality can not meet the China consumer demand, resulting in passenger flow was significantly reduced.

/ an old Forever 21 store

Fast fashion, a large number of physical stores has become the burden of brands, and on the other hand, Amazon, including the increasingly fast and lighter business operators, is approaching step by step.

According to the latest data from Instinet, "the total sales volume of Amazon is expected to reach 176 billion 670 million dollars this year, and it will reach 224 billion 840 million dollars in 2018, of which the contribution of clothing category is about 10% to 20%". Amazon also launched a beta version of Prime Wardrobe this year, that is, the "trial and buy" service, which repaired the short board that the electricity supplier could not try on, and further improved the shopping experience. In addition, the electric business does not need to guarantee the stock of the entity stores, which will help to provide consumers with more rich products.

Development of sideline

The dangerous Forever 21 is really time to think about how to save yourself.

In May this year, Forever launched its 21 beauty shop set Riley Rose. store not only sell their own brand products, but also the sale of E.l.f. Beauty, NYX Stila, Too Cool, For School and PONY color cosmetics brand, product categories include cosmetics, skin care, hair care, Manicure and beauty tools etc.. Forever 21 said it was planning to take the lead in opening 10 Riley Rose attempts in the United States. If the market reacted well, it would open 10 more by March 2018.

Anyway, the beauty of this sideline can be Forever 21 to retrieve consumers, we give the market and time to judge.

Once because of "gossip girl" "Big Bang" and other American TV fame, stores open to each big city in the world; brand shopping bag was also tied together with yellow taxi, is called the yellow marks the most common American street.

And now...

Are you still willing to pay for Forever 21?

End