Beijing Fashion Week VS Shanghai Fashion Week - Positioning Is The Key.

Shanghai fashion week has been playing the international brand; Beijing China. international Fashion week is the longest fashion week in China. It has gathered many famous designers in China, and its status is self-evident. The two fashion week is competing for the most Chinese and international fashion week. Today we are going to discuss the fashion week of Shanghai and Beijing, and whether they have found their own focus. Who can represent China is not the most important issue.

At the end of October and early November, Fashion Week held in Shanghai and Beijing began. Shanghai fashion week has always been the main international brand. The China International Fashion Week in Beijing is the longest fashion week in China. It has gathered many famous designers in China. The two fashion week is competing for the most Chinese and international fashion week. Today we are going to discuss the fashion week of Shanghai and Beijing, and whether they have found their own focus. Who can represent China is not the most important issue.

Shuangcheng in Fashion Week

The four fashion week seems to have come to a close. The fashion week of Shanghai and China Fashion Week are scrambling. What's interesting is that Mercedes Benz just announced the sponsorship of China International Fashion week from this year. In Shanghai fashion week, another car company Cadillac came to help. No matter how the main committee considers it, the international brand name is a good thing after all. Beijing and Shanghai, both of which are almost at the same time, how do designers choose? The industry also has such a view: foreign brands enter China, new brands or designers want to be sharp, choose Shanghai fashion week to play outposts, designers want fame. domestic Full coverage and firm foothold, China International Fashion Week is the first choice.

Fashion week, as an imported product, has drawn lessons from our fashion consumption and dressing up, but it is inevitable that there will be "no innovation" in the long years of development. The recurring fashion week, the recurring topic, the China fashion week two times a year has become a virtual scenario when everyone starts to discuss when it can be changed from "made in China" to "made in China". This proposition is too big, and there is no perfect solution yet. We are going to talk about Shanghai, Beijing and the two fashion sanctuary. Almost the same fashion week has been found. What is the key point? Who can represent China is not the most important issue. How to find the right position is the top priority.

Shanghai: the main international brand

Today, with the flourishing development of fashion industry, whether a city's fashionable atmosphere is strong or not shows people's consumption state, life style and happiness index from the other side. Fashion is becoming another index of the degree of urban modernization besides the many factors of economy and culture.

Whether for media people, young designers or ordinary spectators, the four major international garment weeks are still very far away. From TV magazines, we can see the trend of lively learning, but its position is just like that of a big star and the common people. Shanghai fashion week and China Fashion Week are at least around us.

Shanghai fashion week, which is just 10 years old, has been playing the international brand since its opening. The designers and brands of France, Sweden, Holland, Mexico, Australia, Japan, and China's Hongkong and Taiwan are all making show, though most of them are still there, but the direction of operation is quite clear.

Although overseas famous brands and designer designers only occasionally appear, their influence is limited. However, the smart Shanghai people have many practical ways to operate, such as the establishment of the Exhibition Center for designers, and the cooperation between designers and brands. China International Fashion Week is worth the affirmation of the appeal and influence of garment industry in various regions of China. However, the phenomenon of pattern and stylization is rather serious, so it is urgent to improve themselves through innovation in the form of activities.

Beijing: clear-cut and encouraging originality

A media colleague once expressed his feelings about China's fashion week. "With the traffic congestion in Beijing, watching the show between Beijing Hotel and 798 every day is definitely not a pleasant thing. However, what is even more difficult is that every year's show is very similar. It also requires the media to make innovative reports every year. The media colleagues have been in the rain and rain for 6 years, and have been familiar with the China fashion week.

Many people do not understand why Mercedes Benz chooses at the beginning. Sponsor China Fashion Week is actually a normal strategic move from the perspective of Mercedes Benz's own marketing, but it is of great significance to the organizing committee that has long explored the fashion week. The two international fashion week "New York Fashion Week" and "Berlin Fashion Week" have been sponsored by Mercedes Benz.

With many practical experience in sponsoring the international fashion week, Mercedes Benz has taken a clear-cut stand in its cooperation with China fashion week. It supports China's avant-garde design and encourages originality. It not only sponsored the avant-garde Designer Awards, but also provided the winners with the opportunity to launch a special fashion show next year in Berlin fashion week. Mercedes Benz's little action is the key to breaking the plight of Chinese fashion week. Although China's international fashion week is not equal to New York and Berlin fashion week because of Mercedes Benz's sponsorship at the same time, it has proved the direction for China's international fashion week, which has not been able to break through for many years.

Breaking through design

In the first half of this year, in the face of the sluggish fashion week in Shanghai and Beijing, both the industry and ordinary fashion lovers sent out a feeling of "chicken ribs". After experiencing the two extremes of domestic brand grab conference and strongly inviting the international fashion brand show, the development of Chinese fashion week has entered a predicament. Once many Chinese clothing brands scrambled to show their strength in the fashion week of China, but the empty design and the concept of no soul made this show a replica of the brand order meeting. In order to enhance the ability of fashion week to integrate with the world, the organizing committee has also strongly invited international brand moving show to China. Although there are strong brands to support this, they are all copied from the original market, with no novelty and ostentation and creativity. This time, the naming merchant called the roll to support the design, support the original, and also wake up the Chinese fashion week, which has been seeking breakthroughs.

Whether in Shanghai or Beijing, many people think that the biggest problem in China's fashion week is not enough power to attract big players to come. In fact, the influence of fashion week, besides the big press conference on the facade, needs a broad industry foundation. The survival environment of designers, the vigorous development of local brands, the level and scale of upstream industries such as fabric design, the maturity of distributors, the consumptive capacity and aesthetic habits of consumers, and the educational development of the design industry, all together, will finally lead to the boundless activity of the fashion industry.

Fashion is the core of cultural design.

Fashion is culture, this proposition is not questioned, but in the past China The fashion week's interpretation is too simple. Several domestic brands that can afford to pay money, plus several designers who make big evening dresses, arrange two shows to walk very lively, but without soul.

Having the largest fashion consumer group in the world, and also having the most fashionable fashion consumer market, many people can not help asking: "where is China's fashion culture?" design is the soul of fashion. After experiencing too much discussion about "independent brand establishment" and "consumption culture", perhaps from the design of fashion source, respecting this cultural phenomenon can promote Chinese fashion to go faster. Chinese design has got rid of the magnification of the original big red, green or simple symbols. We hope that China Fashion Week can enter the ranks of the world's attention and hope that China has its own unique fashion culture. Maybe this time, with the affirmation of the naming business, we should pay enough attention to the design, and really turn the stage and the exhibition space to those designers with real talent.

Industry perspective

Zhang Mei Jian [China Textile News reporter]

Fashion week needs to "play big cards".

There is a statistics that China International Fashion Week has held 510 dynamic fashion shows for more than ten years. Some Chinese and foreign designers and more than 290 brands from China, Japan, Korea, Singapore, France, Italy, the United States and other countries have been released. As time goes on, she has more and more influence in China and even in the world fashion industry.

But it is undeniable that in recent years, the international flavor of China International Fashion Week has become more and more pale. This year's fashion week, on the T stage, can hardly see a big international brand show, so that photographers who are photographing all year round can't afford to take the lead. Many of the "old records" that have been photographing fashion week for more than ten years are not very popular now. The lack of attractive international brands and world famous models is an important reason for their gradual departure. It is Shanghai fashion week, although not with "international" two words, but from France, Sweden, Holland, Mexico, Australia, Japan, designers and brands have come to show. Although most of them are only so far, there is no big Beijing fashion week, but the intention of Shanghai fashion week's international brand is obvious. No wonder the media asked whether the sixth largest fashion capital in the world is Beijing or Shanghai.

Yin Hongsheng, a famous menswear designer, is currently studying in the United States. He believes that Chinese men's clothing should be focused on brand marketing if they want to go international. "In fact, the earliest fashion week is only open to customers and manufacturers. Your fashion distribution will eventually be connected with customers and the next generation." Yin Hongsheng said. Each of the world's four fashion week has its own style of fashion: New York Fashion Week - leisure sports; London Fashion Week - Pioneer avantgarde; Milan Fashion Week - fashionable fashion; Paris Fashion Week - top luxury. What about the fashion week in Beijing?

The international fashion week needs big names and famous models to support the table. Otherwise, its attractiveness will drop. The author believes that our fashion week should learn from the essence of foreign fashion week and build a platform for the docking of Chinese clothing brands with foreign garment distributors, so as to bridge and pave the way for fashion economy.

Wang Qing, chairman of the China Fashion Designers Association, left the post on the shoulders of the Chinese Fashion Designers Association chairman Su Baoyan. Which direction does China International Fashion Week develop? Is it to stick to the Chinese fashion stage, focus on training Chinese fashion designers, or introduce the market clothing distribution mode, establish a buyer's shop (or multi brand management shop) and broker system, attract many international senior buyers to see and issue orders during fashion week? Or is it both?

Ye Qizheng [founder and editor in chief]

"Brand is concentrated in Shanghai media concentrated in Beijing".

Q: according to international practice, Shanghai fashion week is also held two times a year. But the form, content and scale of spring and summer fashion week and autumn winter fashion week seem to be different, and there is no fixed site selection. Why is that?

A: actually, there are historical reasons. Shanghai fashion week is held two times a year or in recent years. In the 03 year, Shanghai fashion week began as a separate activity in the second half of the year. The Shanghai fashion week in the first half of the year is a sub activity of the Shanghai international dress Culture Festival held annually. Shanghai International Garment Culture Festival has been held for nearly twenty years. It can be imagined that the activity started in 90s is to popularize fashion to the public, and it also includes clothing forum, costume design competition and other related activities.

Therefore, a few years ago, the Shanghai fashion week was held in a newly built Creative Park in the first half of the year, in cooperation with the Shanghai International Fashion Culture Festival.

Q: when and where did you first attend the fashion week in Shanghai? Which one impressed you most?

A: for the first time, the event was held in the name of "Shanghai Fashion Week". It was held in Binjiang Avenue, Pudong, in October 2003. There were many famous shows, including Ferragamo, Lanvin, Vivienne Westwood and so on. In the following years, famous brands in Shanghai Fashion Week show Nina Ricci, Karl Lagerfeld Gallery, Jean Paul Gaultier and so on. In 2006, the French High Fashion Association brought 6 new French designers, the designers of that time and Julien MacDonald, Unconditional and Manish Arora in India.

But what impressed me most was the Shanghai fashion week in the first half of 2009, because with the support of the organizing committee, many local young designers were involved.

As for the most popular show, it should be last year's Ann-Sofie Back. The show ended up with the audience sitting on the ground in front of the first row, making front row the second row.

Q: according to past experience in Shanghai fashion week, what successes or failures have you noticed and what need to be improved?

A: it is very noticeable to invite many big names to come to the show in the early days of Shanghai fashion week, but this way can not last. Because big brands do not necessarily have to take part in the Shanghai fashion week if they want to promote themselves, it will be better to organize a big event by themselves. Therefore, in the last few years, the attractiveness of Shanghai fashion week has been affected by the lack of big brands.

It has to be far away from here. Most of the big cities around the world have their own fashion week, but most of them are local activities. A truly sustainable and influential fashion week must be a fashion week that can bring business to show brands. Otherwise, it is hard for brands to insist on a permanent participation in a city, because if they are only playing the role of media promotion, brands can choose different cities to cover the biggest crowd.

For example, Losangeles fashion week has to be closed after several years of insisting. Losangeles is a big city on the west coast of the United States. The IMG group, which runs fashion week, has both experience and strength. But Losangeles local fashion brands are not enthusiastic about it. Instead, they are willing to go to New York to install the week. In contrast, the Miami swimsuit week, which was held by IMG, is not very active, but it is quite hot.

Q: in your opinion, the fashion and experience of the famous fashion week in the world are most worthy of reference from Shanghai fashion week?

A: the four fashion weeks in Paris, Milan, London and New York are different. Paris can not surpass and Milan has big brands. The two fashion week brands are very important, so that men's wear and women's wear are separated for a month. Although London converged on the cutting-edge avant-garde designers, London Fashion Week has the least influence in the four fashion week. One of the most common features of the three fashion week in Paris, Milan and London is export oriented, that is, the purpose of these brands is to let retailers from all over the world place orders. Compared with the New York fashion week, it is more similar to the Chinese market. In fact, the number of fashion shows in New York fashion week is the largest. The reason is that the United States has a huge local market.

In recent years, domestic consumption and retail sales have increased rapidly. The fashion week in Shanghai should serve the trend. Whether it wants to enter foreign brands in China or to expand local brands in the domestic market, it needs a cost-effective platform. Therefore, I think Shanghai fashion week should learn from the fashion week of New York.

If you want to become an influential fashion week around the world, there is a definite time to be very important. The date of the Paris fashion week will be set down next year before the Paris women's wear week begins in autumn and winter. The fashion industry has its working cycle, and a definite date can be moved to the relevant brands, retailers, media and so on to add activities to the timetable. For example, the editor in chief of the American version of Vogue Anna Wintour has to fly in Milan women's clothing week to win the Oscar prize. Which brand can arrange the show on that day can not be invited to the devil.

The four major fashion week schedules are the result of consultations between the parties. The London Fashion Week has been pushed to the New York fashion week before being squeezed by New York and Milan. However, this arrangement makes it inconvenient for everyone to go to the UK first, then to New York and back to Europe.

The current schedule is New York, London, Milan and Paris fashion week from February 9th to March 9th for a month, other city fashion week can only be arranged before or after, for example, Berlin, Copenhagen and Stockholm are arranged from the end of January to the beginning of February. Copenhagen and Stockholm are arranged before and after it to facilitate the participation of two events.

Q: you have written a comparison of fashion week between Shanghai and Beijing. The former is "imported" and the latter is "going out". In the long run, whose influence will be stronger? Which city has the potential to become a "fashion capital"?

A: in the long run, who has more influence depends on the positioning and efforts of all parties, and who can bring more business and fame to the brand. As for which city has the potential to become a "fashion capital", it's hard to say that most brands are concentrated in Shanghai, while the media are concentrated in Beijing, Fendi in Beijing the Great Wall, Chanel in Shanghai the Bund, Prada in Beijing Central Academy of fine arts, Chloe in Shanghai Expo Performing Arts center. Maybe Shanghai and Beijing can become Shuangcheng!