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Lomond Group, a veteran men’s clothing company and a leading player in professional wear in China, is making a bold move into the fast fashion space. Not wanting to be left behind in the wave of fast fashion sweeping the domestic apparel industry, the company has officially launched its own fast fashion model, transitioning from a traditional menswear brand to a full-fledged fast fashion brand.
This shift marks a significant evolution for Lomond, which no longer aims to be just a men's wear brand. Instead, it now encompasses a broader range of fashion, including formal wear, casual outfits, business suits, women’s attire, and more. In 2010, Lomond set its sights on becoming "China's Volkswagen of Fashion," aiming to lead the way in affordable yet stylish clothing.
Following the influence of international fast fashion giants like ZARA, Lomond has embraced the concept of rapid development, quick turnaround, and efficient logistics. According to Sheng Jingsheng, Chairman of Lomond Group, the success of global fast fashion brands lies in their product development models and logistics systems. He emphasized that Chinese companies are equally capable in these areas.
Lomond's transformation into a fast fashion brand is not about simply copying the Western model. Instead, it focuses on creating a "Chinese-style fast fashion" by integrating local market needs with innovative processes. This includes upgrading the entire supply chain—from design and production to logistics and retail management.
One of the key challenges in this transition is transforming Lomond’s large-scale, high-volume operations into something more agile and responsive. To achieve this, the company has adopted a two-pronged approach: staying aligned with fashion trends without being dictated by them, and leveraging science and technology to drive efficiency.
Sheng explained that Lomond is not merely imitating international brands but rather focusing on the core essence of fast fashion—speed, flexibility, and customer responsiveness. The company is also utilizing its strong manufacturing base in China, combining it with global design resources to create a high-speed, cost-effective system.
Lomond has introduced a unique seasonal strategy, known as "3+9" and "12+3," allowing for 25 new designs per week and a one-month delivery cycle from headquarters to clients. This ensures that new products are always available on store shelves, keeping up with the fast-paced nature of the market.
With its strong manufacturing capabilities and strategic focus on innovation, Lomond is well-positioned to redefine the fast fashion landscape in China. As it continues to evolve, the brand is setting a new standard for what it means to be a modern, dynamic, and customer-focused fashion company.