The Positive And Negative Sides Of China Fashion Week

Not long ago, Mercedes Benz became the sponsor of China International Fashion week. Since October this year, it has been named the three Chinese fashion week in spring and summer for two consecutive years.

Prior to that, although there were such industries as Dongli and DHL,

Will Mercedes Benz bring change?

Why is a car company becoming China's international fashion week attracted so much attention and so much support? In fact, this is not the impulse of Mercedes Benz.

If you care about the other major fashion weeks in the world, the Mercedes Benz's LOGO has long been erected in Berlin, London, and New York's three fashion weeks. To Beijing is a continuation of its international practice.

But people's expectations for Mercedes Benz's sponsorship of China Fashion Week are not that of Beijing.

China International

However, Mercedes Benz will not fundamentally change the way of organizing China International Fashion Week, but it will promote the exchange between China and international resources [0.54 -3.57%]. The Mercedes Benz's pioneer Designer Award winner will hold a fashion show in Berlin fashion week in 2012. It will also have the opportunity to participate in European exchange projects and learn from European fashion masters. In addition to export help, sponsors will make this year's fashion week more visually internationalized, from advertising to press card, tickets, and even the layout of the scene.

In fact, many automobile companies are trying to improve their image in design through marriage with fashion and art.

For Mercedes Benz, this marketing lifestyle market strategy has been tested in many countries.

The biggest difference between luxury cars and ordinary cars is that cars are not simply a walking tool. People can experience the feeling of consumption from the car.

Men love luxury cars, and women's pursuit of classic CHANEL package is a reason.

When a buyer of Mercedes Benz SLK200 talked to me about his new car, he did not talk about its amazing car function. Instead, he talked to me about Mercedes Benz's invention in the automotive industry and innovation in the automotive industry for many years. Obviously, he had been brainwashed by 4S car sales.

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Growth is still the key word.

When Yang Jian talked about China International Fashion Week, the biggest feeling was that the word "development" appeared frequently.

It must be admitted that even with Mercedes sponsorship this year, it is still far from the first international fashion week.

This is certainly related to our youth. Compared with the fashionable fashion week with hundreds of years of history, such as Paris and Milan, the age of China Fashion Week is still a girl's age.

There are other reasons for the gap. In the decades when we lost our sense of beauty in the era of political high pressure and uniform dressing, the word "fashion" is one hundred and eight thousand miles different from ordinary people's lives. Even though a small number of Chinese designers have received international recognition today, the influence of Chinese clothing [11.33 1.16% shares research paper is still in China's manufacturing stage.

History is a short board for the internationalization of China International Fashion week. But Yang Jian recalled the original business. "No one of us knows anything. It is looking for some designers and brands.

Now I think it was really dizzy at that time. We didn't want to go abroad at all.

Yang Jian has been serving the Chinese Designers Association for 14 years. He thought of the initial stage of entrepreneurship and felt that some shortcomings were also necessary.

Impatience is useless at this time. It must be done step by step.

In fact, the need to grow is more than the organizing committee. In Yang Jian's opinion, the brand needs to be more internationalized, and the fashion critics who lack fashion nowadays are independent, objective and credible fashion critics.

In the past 10 years of development, China Fashion Week has been trying to balance all aspects of strength and assign all participants to stage and time.

Even today, in order to let the media see every show, Yang Jian and his colleagues have to work hard to arrange the work. In the early stage, such a job is more difficult, because the venue of the conference needs to be booked in advance, but the number of brands participating is unknown. At that time, what he most worried about was the breach of the hotel and how to fill the fashion conference in a limited time.

On the international fashion week, the practice is that at the same time, there will be a number of brand shows at the same time. Strong and fresh tricks will naturally attract the media and fashion buyers to see the show.

In the fashion week of New York, the designers of small groups were able to take their models out of the open space outside the conference because they lacked attention and could not afford the rent. They had no music and no lights. They could only draw attention from the design.

Comparatively speaking, China International Fashion Week is much more sincere to brands, designers, and even students of clothing colleges. They invite designers to take part in fashion week to upgrade the whole industry level, and organize design competitions to launch the cutting-edge designers. During the fashion week, they also cooperated with universities to help students of fashion design department to launch their own graduation fashion show.

China Fashion Week is an all powerful king. This mode is simply the ideal of fashion people.

But people still have a lot of criticisms about China International Fashion week. On the one hand, people think that some brands are too dominant, and designers who decide the essence of clothes are hidden behind the scenes. They don't get the flowers and applause they deserve. On the one hand, they think that the ingredients of China International Fashion Week show are more practical than those of fashion. Tony, a fashion buyer, told reporters directly that he did not know who to buy clothes after watching the brand fashion show, while the international fashion week was a platform that affected the whole industry. "Now in China, it is a carnival of people in small circles and spectators who buy tickets.

There are no buyers or even stores.

Yang Jian is also aware of these criticisms. Many people have told him that he can see the most dazzling stage on the China International Fashion Show, but the content is far from synchronous. As to why the participation of Chinese buyers is so low, he feels the responsibility is not in the fashion week itself. This is the consumer culture of an era. "Buyers are employed in shopping malls, and they decide the taste and characteristics of a shopping mall."

But at present, most shopping malls have the same goods, and they do not have a survival crisis, so they do not need to buy a hand, nor do they need to participate in fashion week.

If one day, the interests of consumers become more diversified, they may force the market to change.

At that time, buyers will naturally get more.

These problems, just hoping to be changed by a fashion designer association and a fashion week, are obviously unrealistic, and they are powerless.

Perhaps for China International Fashion Week, it is still the biggest task to continue to find the most suitable organizational development mode for China and let more professionals participate in fashion week.