The ability of clothing designers to capture runway styles and quickly reproduce catwalk fashion trends at reasonable prices is called “Fast Fashion.”
According to the modern oracle of knowledge, Wikipedia, “Fast fashion clothing collections are based on the most recent trends presented at Fashion Week (Paris, New York, London) in both the spring and the autumn of every year. These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers . . . such as H&M.”
Fast fashion retail stores providing customers with high style at a good price are where today’s dollars are being spent by today’s clothing consumers, especially the young.
This trend is an increasingly important part of the retail marketplace, including here in Fairfield. H&M, the iconic fast “value” fashion international retailer, announced it will open a 23,630-square-foot, two-level store at Solano Town Center mall this fall. H&M will be located between the Dining Court mall entrance and Center Court (near Sears), but will also have a separate store entrance off the parking lot near the Forever 21 mall entrance.
The store will also have an escalator and passenger elevator. H&M is planning improvements to the exterior mall facade of their store as well.
H&M, which stands for Hennes & Mauritz AB, operates approximately 2,800 stores all over the world under several brands. H&M is the flagship line, but other brands include Cheap Monday, COS and Monki; all known for affordable, fun fashion.
The Fairfield store will provide access to quality collections for the whole family. The store will include clothing for women, men, young women and young men, with separate store-within-a-store sections for accessories, lingerie and sports apparel. The new store will also feature clothing for children ages newborn to 14.
Fast fashion is what makes H&M inviting, exciting and constantly able to surprise the customer. New products are always arriving at H&M, and fashion with quality at the best price gives H&M a strong position in the marketplace.
H&M has certainly been growing rapidly. From its original base in Sweden, the company began expanding in continental Europe in the late 1980s, then opening its first U.S. store in New York in 2000. Visitors to San Francisco can’t miss the new West Coast stores in the Union Square shopping district.
It is a major coup for Solano Town Center to land an H&M store.
H&M will complement and provide synergy for other soft goods and fast fashion retailers that have opened stores in Fairfield. The city’s economic development team has been sending business recruitment information to H&M regularly since 2008 because of its worldwide appeal and broad range of fashion choices for women, men and children.
With Forever 21, Charlotte Russe, rue21 and the upcoming H&M, Solano Town Center is certainly developing a strong focus on affordable, high-quality fashion.
Not all that long ago, the bankrupt soft goods retailer Mervyn’s closed its store at Solano Town Center, leaving a major anchor space empty. The future of the mall required finding new users for this large, centrally located space. Happily, the mall’s management succeeded in finding solutions that strengthen the overall attractiveness of the facility.
Leasing the top floor of the former Mervyn’s space to Forever 21 was key to Solano Town Center’s ability to also attract H&M to Fairfield. It’s no secret that fashion retailers want to locate near other clothing stores that attract customers.
The other qualifier for landing H&M is, of course, having suitable space for the store. The Solano mall was able to successfully reconfigure its store space; several stores were relocated in the mall to make room for the new two-story storefront.
Fairfield Fast Fashion. It has a nice ring to it!
Economic Notes is an update from Fairfield City Hall written by Brian Miller and Karl Dumas of the Fairfield Planning and Development Department. Reach them at 428-7461 or email at email@example.com or firstname.lastname@example.org.