Judging from the distribution of Uniqlo, Gap and other brands in the past two years, fast fashion brands are accelerating their entry into third-tier and fourth-tier cities in China.

During the pandemic, the performance of fast fashion brands such as Uniqlo, Zara, H&M and Gap was hit hard, and the expected performance is still not satisfactory. Fast fashion brands actively take measures to alleviate operating pressure, such as Uniqlo selling masks, Zara layout e-commerce, and Gap’s salary cuts and layoffs.

 

It is worth mentioning that from the perspective of the distribution of Uniqlo, Gap and other brands in the past two years, fast fashion brands are accelerating their entry into third-tier and fourth-tier cities in China. Cheng Weixiong, a textile and apparel brand management expert and general manager of Shanghai Liangqi Brand Management Co., Ltd., told reporters that with the gradual stabilization of the first-tier and second-tier markets, fast fashion brands are also actively thinking about sinking investments into China’s third-tier and fourth-tier markets. Apparel industry expert Wu Shaobo also said that in the future, China will become a key development market for fast fashion brands.