CHIC: Original design is "just needed"

With the rise of consumption power after the 1990s, the e-commerce platform to further absorb the original design, and the upgrading of concepts such as “experience economy”, “new retail” and “personalized consumption”, the market opportunities of Chinese designer brands are gradually emerging. .

Just after the end of the China International Apparel & Accessories Fair 2017 (spring), from the perspective of commercial appeals, the purpose of the original design brand of the exhibition is very clear, some of them generally seek to join the agent, and the other part clearly points to Dongliang, hive showroom, Lane Crawford, etc. Hand platform, as well as domestic e-commerce giants such as Tmall and Jingdong. From the perspective of commercial value, exhibiting brands generally have rich practical experience and have a mature foundation in sales and channels.

Buyers are more demanding

With the buying store and the buying system entering the “golden file”, the original design brand continues to break out, but the standards for buyers to select brands and product lines are also rising.

Shanzi, the original women's brand with the main knitting technology, accumulated thousands of buyers and agents last year. This year, with the new series “Chasing Fish”. In the eyes of outsiders, the status of "designer" is very high. For an independent designer, there are many challenges that are not known. The current designers must not only understand creativity, design, painting, and display, but also have good taste and good image. Shanzi believes that participating in the exhibition is very helpful for independent designers, because every link must be personally mastered, and they are all familiar with the clothing industry chain.

Last year's CHIC2016 (autumn), the crowded scene is especially in front of us; this year, everyone feels that the obvious signal is that the buyer has higher requirements on the design style and trend of the product. Although the industry's growth soil is getting better and better, the development of original designer brands still needs to face changes in the market environment, especially facing the market background of increasing consumption power after the 1990s.

Style must be "derailed"

In the world of design, there is no rule that is customary. In the design strength exhibition area, there are both rookies and big coffee. At this exhibition, Shi Jie, China's top ten designer, once again brought his original collection platform to the scene. On the one hand, he hopes to further open up the market and harvest effective commercial resources, especially the cross-border resources of cultural and art commercials; On the one hand, the designer himself also “seek” in the exhibition site to understand the market and observe the trend. It has already opened more than 20 sales outlets in China, and this year brought a new brand “Poetry Jane Jane”, which is highly sought after in the art commercial and multi-brand collection stores with a fluent and consistent oriental ink art style. .

Another of China's top ten designers, Wan Ming, took the Jack One original designer brand twice and used a variety of performance art to attract a large number of buyers. Wan Mingxiao said that last year only he and Shi Jie two "old faces", this year many old friends in the fashion industry have come. Perhaps, in the fashion world, the only rule is to "continue to break the rules."

This year, Wan Mingliang invited the old friends of the artist to improvise, and used the watercolor “splashing ink” on the costumes he wore. Wan Mingliang said that for men's clothing customization for so many years, it is inevitable to encounter creative bottlenecks, but the current business environment actually encourages designers to be eclectic in style. “After the last exhibition, I received a lot of attention from customers and the effect was very good. In addition, the exhibition actually helped me find new ideas.” Wan Ming said that all the fabrics he used were co-developed with calligraphers in the market. The one is unique. "I will participate in the fabric exhibition next year."

Also choose "return", there is also Butterfly Network. Different from last autumn's exhibition, the company's participation in the exhibition reached 700 square meters. The exhibition also added a display of designer brands. In addition, the functional robots at the entrance of the exhibition also serve as a function of reception, explanation and guidance. The Internet platform, which focuses on trend consulting, fashion education and resource docking, is more futuristic.

Multiple factors are good

When the traditional industry enters the reshuffle period, the more talented people are actually more likely to be discovered, which is why the original designer brand should actively enter the market and increase the exposure rate. For example, the designer casually approached nearly a thousand professional visitors from the shop and the collection store; the emerging models such as tudoo, post-mortem, three bio-living halls, and Baiyifu designer lifestyle store were also riding the experience. The new style of retail has become a close concern of buyers.

At the moment of entering the fashion brand and the original design brand, from the exhibition, the exhibitors and brands of design strength have rich commercial experience, brand style, online and offline marketing strategy, sales platform, product supply chain, etc. The links are quite mature; from the perspective of the re-exhibition rate, the business objectives of the original design brand can be easily realized; the local buyers have a large demand for the collection brand and the new exhibition platform is strong; the local market is highly eager for the mature commercialized original brand.

More exciting reports, please pay attention to the world clothing shoes and hats network.