Fast Luxury Brand UR Has Been Honored As "China Version ZARA".

After Hai Lan's home, bryin also looked at the fashion brand UR called the "Chinese version of ZARA" (the full name of "URBAN REVIVO"), but compared with the propaganda of Hai Lan's home before investing in UR, it was rather low-key than bryin.

In fact, in December of last year, in December last year, the company made a 3 million 682 thousand stake in the UR group (fast fashion fashion (Guangzhou) Limited) with a subsidiary company, namely, the equity company (limited partnership).

Recently, some investors have put forward the reasons behind the UR group's participation in the investment interactive platform, and whether they will continue to increase capital and so on. This has led to the close attention of the industry's contrast group to the shareholders of UR group.

In this regard, Mr bryin said that the UR group can form a brand complementary relationship with its existing businesses, and has strategic synergy and integration of industry resource effects. As to whether UR will be added to capital, Mr Bruin said that in the future, Bruin will take the "capital layout, Industrial Synergy and intelligent technology" as the direction of development, and improve the layout of the group industry from the aspects of brand, category and channel.

As a fast fashion brand in recent years, UR has been influenced by Zara at the beginning of its founding. Li Mingguang, founder of UR, was inspired by the Zara store in Japan and founded Urban Revivo in 2006.

Li Mingguang once said that UR is a student of Zara. From the very beginning, UR was operated according to the Zara mode. Follow a small number of new principles, and quickly adjust product fabric, cutting, color and pricing through timely tracking and feedback from terminal store data. From factory production to terminal sales, the time required in the middle is very short, which is superior to that of the traditional clothing brand.

However, as the popularity of fast fashion in the market gradually declined, UR quickly discovered this change. In 2015, it repositioned the brand, launched the concept of "fast luxury" fashion, and found a balance between fast fashion and light luxury.

At present, UR mainly expands the channel through the "direct battalion" mode, and accounts for about 60% of the franchising channels. The franchising channel is still controlled by the UR store manager to control the store image design and store operation. The storefront team analyzes the data of each store daily, and puts forward arrangements such as the return order, the extension design and the transfer of goods, so as to adjust the purchase and supply chain timely, adjust the production arrangement and designer timely. Timely lay down a solid foundation for systematic work based on consumer preferences, such as adjusting the design style.

According to the relevant industry, UR, which adopts the direct camp mode, is in a period of rapid growth. It is stronger than fashion design R & D and terminal rapid response, and UR brand style is distinct. The product has many brands, fast fashion, high cost performance characteristics, and better influence. After being able to share shares, the two sides can share in design, channel, supply chain and other resources, and complement each other and form a synergy. Same. On the one hand, we should further improve the market share of Bibl, and on the other hand help Bibl to speed up the layout of the fashion consumption industry, cultivate new profit growth points and consolidate the leading position.

We can see that the potential of UR in the market is still enormous because of the favor of UR and the home of Hai Lan.