How To Deal With Fast Fashion Outsiders In Hangzhou'S Three Women'S Clothing Brands

Tens of dollars can be bought for the season. Popular The ocean wind T-shirt, 200 yuan can find the most popular land in Hollywood. Dress 500 yuan will be able to pick up the latest T line. Fast abroad Fashion brand We are rapidly surrounded by ZARA, H&M and UNIQLO, and the US GAP is also preparing to enter Hangzhou. Because of many styles, new prices, low prices and comfortable shopping environment, these collectively referred to as "fast fashion" outsiders have accumulated a large number of loyal fans in Hangzhou. Latest fashion Brand is facing unprecedented challenges.

To this end, we interviewed three local clothing brand designers in Hangzhou to see how they deal with foreign "wolves".

In the RAPA shop outside the Hangzhou Tower, from the overall style, detail design to style matching of clothing, there is quite a sense of guiding the trend of men's clothing. It will not make you think of this local brand in Hangzhou. It also comes from the "romantic life" of Hangzhou women's wear.

Unlike traditional hang style women's clothing, an international design team was set up at the beginning of its creation, and Mikhail, Lssey Miyake's menswear designer, was invited to control the brand style and positioning. The Greek designer is still flying in Japan and Hangzhou, and has a fixed time to work in Hangzhou every month. In addition to communicating with the design team outside the park and looking at market research, he will also shop in person.

Mikhail, director of external design, native place Greece, once worked in the Lssey Miyake Tokyo design studio for men's wear design:

Surrounded by fast fashion brands, we need more precise positioning. Traditional men's wear is tough, and we will add soft lines to emphasize men's sense of outline and line. RAPA can be regarded as a brand that does not follow the trend. We only provide urban men with a sense of design, self-cultivation and distinctive style for the pursuit of style.

Personally, I do not like to stick to a certain style, but rather like constantly changing and trying. It can be said that my design style is the fusion of various non-traditional Arts in the same period. Now, the life of Tokyo and Hangzhou has brought new insights into my design. In Hangzhou, I especially like West Lake, and its beauty of tranquility will enlighten me every time.

Recommended for readers: a white T-shirt that looks simple but wears very special. The collar is a small stand collar, with a looming print pattern on it.

JNBY has been keeping a low profile mystery for many years, and even the conference has never been opened to the public. In April this year, in the Mixc, the brand was released for the first time and actively interacted with visitors. The venue was invited from New York to perform as a popular DJ. The exhibition area also conveyed the brand concept to visitors through iPad, LED touch screen and other props. Perhaps this can be seen as a notable feature of the JNBY spanformation, that is, it is more open, and actively absorb all kinds of art nourishment, and imperceptibly change the original style of Jiangnan little women.

In the past, domestic designers were always lacking in self-confidence, and felt that things abroad were better than us, but now we have found confidence. These "fast" fashion brands abroad may be buyers in the form of operation, so the style update is very fast. And our strength is to focus on making design. Every season we plan several complete themes. Designers focus on this theme, not just selling them, but integrating their emotions, ideas and understanding of life. At the same time, we are more open than ever, constantly collaborating with artists to bring fresh feelings to brands. And I believe that whenever it comes to the designer's emotional clothes, it will be more touching.

A single product recommended to readers: oil painting long T-shirt, this year's cooperation with the Central Academy of fine arts artist Wang Yuping, the thinking and mood in his works are very compatible with the theme of the brand.

Zhao Wei's shrugged white coat, Fan Bingbing's bubble sleeves dress at Cannes Film Festival, black dress such as Huang's award, and so on, these very fashionable international fashion brands come from Hangzhou's local brand, the advanced series of coconi.

COCOON, which has always maintained the modern Bobbi style, has launched advanced customization since 2008. It originally aimed at VIP customers and celebrities, but was quickly praised by the fashion industry. It was closely watched by the domestic fashion magazines. VOGUE, fashion COSMO and BAZZAR launched a special report this year.

Should be Cui Jian (the founder of COCOON brand, the top ten fashion designers in China):

Advanced customization is the ideal of every designer, because some of your design ideas need expensive fabrics and complex handwork. Only advanced customization can be achieved. The brand has been established for nearly ten years, and this ideal is also gradually becoming a reality.

At the same time, urban women now pay more and more attention to their hearts and quality. There are many occasions for them to dress up. The so-called fast fashion brands obviously can not satisfy their needs. Our initial launch of tailor-made for a small group of people, now launched the black label (Advanced limit) series is to meet the needs of more customers, the market response is very good, fashion editor is also very fond of, every month there will be fashion media to borrow fashion samples.