【服饰服装报告】麦肯锡-什么是快时尚？（英）.docx

McKinsey&CompanyMcKinseyExplainersWhatisfastfashion?Fastfashionretailershavespeduptheirproductionprocesses,gettingnewstylestocustomersatarecordpace-andcreatingsignificantenvironmentalandsocialchallenges.December2023Fashionisfun.Ifyou,veeverseenamakeovermontageinan,80smovie,you,rewellfamiliar.Tryingon,buying,andkeepingclothestoreflectourvariousmoodsfulfillscomplexhumanneedsforcomfortandindividualexpressionaswellasforconsumption.Fashionisalsoseriousbusiness.In2023,theglobalindustrywasestimatedtobeworth$1.7trillion.Andmorethan300millionpeopleallovertheworldworkonclothes,somewherealongthevaluechain.From2000to2014,clothingproductiondoubledandthenumberOfgarmentspurchasedpercapitaincreasedbyabout60percent.Thisisdue,inpart,totheriseoffastfashion.Fastfashionretailersmove,well,fasterthantheirtraditionalcounterparts.Thismeansthattheycompressproductioncyclesandturnoutup-to-the-minutedesigns,enablingshopperstonotonlyexpandtheirwardrobesbutalsorefreshthemquickly-andcheaply.Andshoppers,itturnsout,loveanewlook:accordingtotherecentTheStateofFashion2024report,publishedbyBusinessofFashionandMcKinsey,40percentofUSconsumersand26percentofUKconsumershaveshoppedatfastfashiongiantsSheinorTemuinthepast12months.Ifyouincludeotherfastfashionretailers,thenumberwouldlikelybemuchlarger.Forallthegrowthitgenerates,thefastfashionindustryisalsoresponsibleforconsiderablewaste.Fastfashionconsumersarequicktothrowclothesaway：someestimatessuggestthatconsumerstreatthelowest-pricedgarmentsasnearlydisposable,discardingthemafteronlysevenwears.Foreveryfivegarmentsproduced,theequivalentofthreeendupinalandfillorareincineratedeachyear.Andtotalgreenhousegasemissionsfromtextilesproductionclockinat1.2billiontonsayearthat,smoreemissionsthanthoseemittedbyallinternationalflightsandmaritimeshipscombined.Reportsalsoindicatethatsomeclothingfactoryworkersareunderpaidandexposedtounsafeworkplaceconditions.Thetruecostsoffastfashionarecomingintofocus,especiallyformillennialsandGenZ.Youngpeoplearebecomingmoremindfulofsustainabilitywithrespecttohowtheyconsume.They'realsokeenlyawarethatthefashionindustryisamajorcontributortoglobalwarming.Andthey,rewalkingthetalktoo:halfofGenZshoppersinChina,accordingtoarecentsurveyaboutsustainableconsumption,saidtheyaimedtobuylessfastfashion.Howcanthefastfashionindustrygiveitselfasustainabilitymakeover?Readontofindout.1.earnmoreaboutMcKinsey,sRetailandSustainabilityPractices.Whatisultrafastfashion?Iffastfashionretailersspeeduptraditionalproductcycles,ultrafastfashionmovesevenfaster.Backinthe1990s,theSpanishretailerZarawasoneofthefirstfastfashionretailerstobreakthemold,offeringhundredsofnewitemsperweek.Asof2023,theChineseultrafastfashionretailerSheinconsistentlychurnsoutupto10,000newdesignsaday.AndShein,sproductsarezonaverage,significantlylessexpensiverelativetothecompany'smoreestablishedfastfashioncounterparts:Shein,saverageSKUpriceis$14,comparedwith$26atfastfashionretailerH&Mand$34atZara.Sheingrewdramaticallyduringthepandemic.Dueinparttoasurgeinonlinesalesanddigitaladoptionrates,thecompanymorethandoubleditsmarketshareintheUnitedStatesduringthattime;itsnowthesecond-most-popularshoppingwebsiteamongAmerica'sGenZ(afterAmazon).Ina2022fundinground,Shein,svaluewassetat$100billion(in2023,itreportedlydroppedto$66billion,likelyinanticipationofincreasedregulation).Howarefastfashioncompaniesevolvingthebusinessmodel?Ultralowpricesarecriticaltothesuccessofthefastfashionbusinessmodel,asarecondensedturnaroundtimes.UpstartfastfashionretailerssuchasSheinandTemuareupdatingthemodelinthefollowingways:Agile,scalablemanufacturer-to-consumersupplychains.Somenext-generationfastfashioncompanieshavedevelopedlargenetworksofsupplierswhooftenmanufactureexclusivelyforthesecompanies.Data-drivenproductdesignandtesting.Shein,forinstance,usesdemand-driventrendmodelingtodesignandselectitsproducts.Thisincludesarangeofdatainputsfromcurrenttrendstoviralproductstocustomerperception.1.oyalandgrowingcustomerbases.Thesearefedbyaffiliatemarketinginfluencerprogramsandorganicsocialcommunitybuildingfwhichlowercustomeracquisitioncosts.Highappadoptionratesandengagementtactics.Companieshavegamifiedtheirappexperiences,allowingcustomerstoearnloyaltypointsbysettingupaccounts,leavingreviews,watchinglivestreams,andmore.HowarefastfashionorganizationsaddressingsustainabilityconcernsintheirC-suites?Onewayfashioncompanies,fastandotherwise,arepreparingforthesustainabilitychallengesaheadisbyrestructuringtheirC-suites.AccordingtoMcKinseyzSStateofFashion2024report,theC-suiteteamsatalmostallofEurope,s25biggestfashioncompaniesincludeatleastoneexecutivewithenvironmental,social,andgovernanceexperience.Theseexecutivesoverseeaseriesofsustainabilitystrategies,fromshrinkingtheircompanies,carbonfootprintstoreducingwastetoimprovinglaborrelations.Thebrandsthatexecutesustainabilitystrategiesmostsuccessfullyincorporatesustainabilitycomponentsintoexistingrolesratherthancreateentirelynewones.Forexample,theUK-basedfastfashionretailerPrimarkputMichelle