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Lomond Group, a veteran in the men's clothing industry and a leading name in professional wear, is stepping into the fast fashion arena. No longer content to remain isolated from the trend, the company has officially launched its fast fashion model, transitioning from a traditional menswear brand to a full-fledged fast fashion brand.
In the coming years, Lomond will expand beyond traditional menswear to include formal and casual wear for men, women’s professional attire, and more. In 2010, the company set its goal to become “China’s Volkswagen of Fashion,†aiming to lead the popular fashion market with a unique Chinese-style approach.
With the influence of global fast fashion giants like ZARA, the domestic apparel industry has seen a shift toward rapid development, quick shipping cycles, and efficient logistics. Lomond has embraced this change, becoming one of the pioneers in China's fast fashion transformation.
According to Sheng Jingsheng, Chairman of Lomond Group, the success of international fast fashion brands lies in their product development models and logistics systems. He emphasized that Chinese enterprises are equally capable in these areas. The transformation into a "Chinese-style fast fashion" brand involves upgrading every process—from R&D, production, and logistics to marketing and retail management.
Lomond has introduced management software to streamline operations, standardize processes, and enhance control. This allows the company to open new stores daily, launch new products weekly, and introduce monthly collections. Unlike many domestic brands that adopt foreign labels or create new ones, Lomond is redefining the fast fashion model from within.
The challenge lies in transforming Lomond’s large-scale, high-volume operations into a faster, more agile system. Sheng explained that the company follows two key principles: not opposing fashion and not resisting innovation. Fast fashion isn’t about copying international models—it’s about adapting their essence to meet the needs of the Chinese market.
What defines "Chinese characteristics"? It means leveraging the country’s strong manufacturing capabilities and flexible production systems. Lomond integrates local expertise with international design teams, creating a high-speed core for its fast fashion operations. By optimizing fabric development and collaborating with top designers, the company ensures speed from concept to customer.
Additionally, Lomond has implemented a "3+9" seasonal model, with 25 new designs released weekly. Its logistics system ensures that products reach clients within a month. This final link in the fast fashion chain is crucial to maintaining speed and efficiency.
With its deep understanding of the domestic market and strong manufacturing base, Lomond is well-positioned to lead the next wave of fast fashion in China. Its journey represents a bold step forward for traditional apparel companies looking to stay relevant in an evolving industry.