Who can represent Chinese fashion compared to the pioneering designer?
After watching a few shows at the Xintiandi Taiping Lake venue, I went to a few showrooms for designers to dock buyers, and then found that several brands are using lace and yarn in large areas - white, black of.
Another Shanghai Fashion Week has passed. After a few days in the show, I once again feel that there is a deep gap between the “fashion†that fashion practitioners say and the public’s perception of fashion.
There is absolutely no embarrassment to say this, just as Hollywood symbolizes the great success of commercial films, but no one will deny the significance of niche literary films. There is only difference in audience. After watching a few shows at the Xintiandi Taiping Lake venue, I went to a few showrooms for designers to dock buyers, and then found that several brands are using lace and yarn in large areas - white, black of. Looking at the model wearing a fluffy veil and a lace top, I remembered the most popular age of the "Lady House."
Almost 10 years ago, this Shenzhen women's wear brand was once the main store for the mall. Popularly speaking, we can say that because Burberry has put lace in its 2017 February series, more designers have re-focused on this romantic material. But the head of a showroom told me that the direct reason why so many Chinese brands use lace and yarn is that they sell well. Lace is not a very good material to control, it will be cheesy if it is not careful. If the fabric is not good enough, it is easy to be cheap, but it is also the material that is the easiest to satisfy the girl's heart.
At Shanghai Fashion Week, you will unmistakably feel the different appeals of the two categories of brands. A group of independent designers returning from studying in the UK and the United States, their design is more conceptual, and the design language is more pioneer. From the feedback on the reports of these independent designers in the past few years, most readers will leave a message under the article “I don’t understandâ€, and doubt “Is this fashion?†and so on.
However, some readers have posted a tit-for-tat defense for independent designers. One of our readers once wrote: "Don't force yourself if you don't appreciate it. Many luxury goods don't label. You also feel ugly. Many fashion weeks. Clothes are not for you to buy, more is the designer's concept display, you don't like it, but some people like it, designers don't expect you to buy it. Many clothes worn by the public are inspired by Fashion Week." What is good looking? Dressing? The answer to this question is very subjective.
But what is the most popular dress for the public can be quantified to some extent. Just look at who is the best-selling brand. Euromonitor has provided us with some data. The clothing company with the highest market share in China is the one. You are not familiar with it. Its brands include only, vero moda and Jack&Jones, and the second is Haishu’s home. Next is UNIQLO's parent company, Fast Retailing Group. Guo Jingming once satirized only in the novel of "Little Age", and Haishu's home searched for a series of advertisements shot by Xiao Tian and Hu Jun. After a while, he could sneak up on social media. However, the feedback from the business world is not the case.
Haishu’s home, which we often say in a “Chinese marketâ€, is actually a market that is very vast and has a lot of internal differentiation. People living in different cities are affected by the information, living environment, and the nature of work. The style orientation is also diversified. In 2016, before the local clothing brand La Chapelle returned to the A-share market, we interviewed La Chapelle’s director, Mao Jian.
When talking about how they compete with ZARA and H&M, he said that brands such as ZARA and H&M have inherent advantages in first- and second-tier cities, but in third- and fourth-tier cities, the public environment is different and the public aesthetics are different. For some customers in third- and fourth-tier cities, there are some brands such as ZARA and H&M that are designed to be too bold. Only and vero moda are quite satisfactory, it is suitable for people working in government agencies or young school teachers; as for the home of Haishu, there are nine animal husbands, seven wolves, etc. Although they are really not many avant-garde, look around your surroundings, big Some uncles and dads, isn't it a polo shirt on a pair of trousers all year round, plus a belt with a metal buckle? By the way, the pants of Jiu Muwang are very good to wear, and the underarms are not tight, standing and repairing the legs. There is no half-flowering and embroidering legs. There is no advertising fee here, purely personal experience. It is precisely because of the wide gap between different customer preferences, which is why in Shanghai Fashion Week, we saw one of the reasons why brands with such different price, positioning and style differences can appear in the same week.
There are no significant differences in the income groups targeted by the brand during the four major fashion weeks – Paris Fashion Week, London Fashion Week, Milan Fashion Week, New York Fashion Week. Then again, market diversification is a good thing, meaning that everyone can get a chance to develop. So, the answer to the question back to the title is all.
Editor in charge: Wang Zhen
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