There are generally two routes for the development of first-line clothing brands. One is luxury brands, such as LV, PRADA, DIOR and so on. , transport a small amount or even a limited edition of products and culture. The other is a first-line brand with good quality, fashionable design, excellent reputation and high customer experience. Take ZARA, a famous Spanish clothing brand, as an example, its early strategy was to open a cheap clothing store in the best location in the world, thus giving people the most respectful feeling. Low price, individuality and dignity have made the company's annual sales growth rate exceed 60% since 2008. At present, the development process of "urban beauty" is also along ZARA, H&; M's civilian luxury route.