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Old-fashioned clothing company have embarked on the Shanghai Fashion Week show, what do they want?
Release time：2018-10-29 Publisher：
In the past 2019 spring and summer Shanghai Fashion Week, commercial brands have become a force to be reckoned with on the show floor. This may be somewhat different from the impression left to the public in the past Shanghai Fashion Week – the spectators have become accustomed to the independence of the independent designer brand during Fashion Week.
In fact, for Shanghai Fashion Week, independent designers do have important significance.
“Supporting local designer brands has always been the original intention of Shanghai Fashion Week. I think Fashion Week should dig more young brands and designers. This is the value of Fashion Week,” said Deputy Secretary-General of Shanghai Fashion Week Organizing Committee. Lv Xiaolei told the interface news, “It is difficult for designers to directly enter the retail market and open up the situation, so they have to do the retail before they finish the show.”
According to the planning and deployment of Shanghai Fashion Week in the past two years, in addition to providing exposure plans for participating brands, Fashion Week is also trying to accelerate the commercialization of the brands. Therefore, in addition to Xintiandi, Labelhood and other different key publishing platforms, Fashion Week also has 7 commercial platforms such as MODE, TUBE and NOT. In the spring and summer of Shanghai Fashion Week 20, 110 brands released new products on the official platform, and 1032 brands participated in the trade show of the trade show, most of which were designer brands or independent and emerging commercial brands.
Compared with the single-p designer brand or the start-up commercial brand, the traditional fashion brand that is active in the fashion week is full of funds and strong anti-risk ability, and many of them rely on multi-brand and multi-business groups. With many years of operational experience, it has incomparable advantages in terms of channels and supply chains, and has accumulated a certain market reputation and customer loyalty.
“Commercial brands have their own systems, and they use the goods as their ultimate goal.” Lv Xiaolei said, “If they want, they are fully capable of doing a complete show themselves.”
Therefore, to a certain extent, the willingness of these brands to participate in Fashion Week, especially the local fashion week, has been relatively limited for a long time.
One of the important reasons for the change is that the old commercial brands have entered the stage of transformation and upgrading in recent years. They are in urgent need of a publicity window.
For example, the women's brand DOUBLOVE, which was released in the spring and summer of 2019 Shanghai Fashion Week, is a brand that has been affiliated with the Yaying Group for 9 years and is determined to shift towards a more subdivided feminization and rejuvenation. It has already released a brand new image at China International Fashion Week in March 2018 - on the one hand, it announced the change of brand name from Double Love to DOUBLOVE, and also invited the international photography team to shoot new ads and increase social media. Investment in marketing, such as artist cooperation. Then, in October, it came to Shanghai Fashion Week again.
“After ten years of development and precipitation, DOUBLOVE has begun to take shape. I hope that more people will know and understand themselves through Fashion Week. I also hope that this diversified, innovative and international platform of Fashion Week can help the brand grow. Fan Yujun, general manager of the DOUBLOVE brand, said.
IMM Yin Mo, the fashion brand of the Anzheng Group, is the first time in Shanghai Fashion Week. Previously, his other brother brand FIONA CHEN had experience in the domestic fashion week show.
In fact, for Shanghai Fashion Week, independent designers do have important significance.
“Supporting local designer brands has always been the original intention of Shanghai Fashion Week. I think Fashion Week should dig more young brands and designers. This is the value of Fashion Week,” said Deputy Secretary-General of Shanghai Fashion Week Organizing Committee. Lv Xiaolei told the interface news, “It is difficult for designers to directly enter the retail market and open up the situation, so they have to do the retail before they finish the show.”
According to the planning and deployment of Shanghai Fashion Week in the past two years, in addition to providing exposure plans for participating brands, Fashion Week is also trying to accelerate the commercialization of the brands. Therefore, in addition to Xintiandi, Labelhood and other different key publishing platforms, Fashion Week also has 7 commercial platforms such as MODE, TUBE and NOT. In the spring and summer of Shanghai Fashion Week 20, 110 brands released new products on the official platform, and 1032 brands participated in the trade show of the trade show, most of which were designer brands or independent and emerging commercial brands.
Compared with the single-p designer brand or the start-up commercial brand, the traditional fashion brand that is active in the fashion week is full of funds and strong anti-risk ability, and many of them rely on multi-brand and multi-business groups. With many years of operational experience, it has incomparable advantages in terms of channels and supply chains, and has accumulated a certain market reputation and customer loyalty.
“Commercial brands have their own systems, and they use the goods as their ultimate goal.” Lv Xiaolei said, “If they want, they are fully capable of doing a complete show themselves.”
Therefore, to a certain extent, the willingness of these brands to participate in Fashion Week, especially the local fashion week, has been relatively limited for a long time.
One of the important reasons for the change is that the old commercial brands have entered the stage of transformation and upgrading in recent years. They are in urgent need of a publicity window.
For example, the women's brand DOUBLOVE, which was released in the spring and summer of 2019 Shanghai Fashion Week, is a brand that has been affiliated with the Yaying Group for 9 years and is determined to shift towards a more subdivided feminization and rejuvenation. It has already released a brand new image at China International Fashion Week in March 2018 - on the one hand, it announced the change of brand name from Double Love to DOUBLOVE, and also invited the international photography team to shoot new ads and increase social media. Investment in marketing, such as artist cooperation. Then, in October, it came to Shanghai Fashion Week again.
“After ten years of development and precipitation, DOUBLOVE has begun to take shape. I hope that more people will know and understand themselves through Fashion Week. I also hope that this diversified, innovative and international platform of Fashion Week can help the brand grow. Fan Yujun, general manager of the DOUBLOVE brand, said.
IMM Yin Mo, the fashion brand of the Anzheng Group, is the first time in Shanghai Fashion Week. Previously, his other brother brand FIONA CHEN had experience in the domestic fashion week show.