Encounter The "Grey Area" &Nbsp Of The Mall; Designer Brand Squeezed Into Fashion Week.

2012 spring and summer series international

Yin Mo and Wang Dongfang of Shanghai; Jin Yuan and Hong Meixuan of Fujian; AS AUGUST SILK of Zhejiang, Guo Baobao; Xinjiang's Chi Zi beauty, Sun Xiuqin...

This year's first fashion week designer brand reached 13, including foreign designer brand, the most fashionable week.

Some of these brands have been in the market for a long time, but never appeared in fashion week.

"The most potential brand in the market will be designers.

Benefit fashion week

Sales increased by 40%

The designer of the first clothing week last year, designer of the brand, said: "fashion week has improved brand awareness greatly.

Reflected in sales volume, sales increased by more than 40% over the same period last year.

There are a number of pioneer designer brands in China, such as exceptions, CABBEEN, Jifen, Mars Phil and so on.

With this precedent, designer brands who entered the fashion week this year are more active, especially in the field.

"The Yangtze River Delta, Fujian coast and the Pearl River Delta have the largest number."

Li Dangqi, vice president of the China Fashion Designers Association and President of Academy of Fine Arts, Tsinghua University, said.

"Fashion week is to occupy highlands.

This platform is more effective than the regional fashion week in Guangzhou and Shanghai.

Beijing has covered the brand of the whole country, and has also provided a window for the brand to enter the world.

Fashion week is a big competition.

Designers are facing great pressure because people are expecting more and more of them.

Li said.

Every designer has his own style. He doesn't need to curry favor with anyone, nor does he win or lose.

Designer brand

Encounter the "grey area" of shopping malls

"Because domestic marketing channels are different from foreign countries, it is much more difficult to make designer brand in China than abroad.

Foreign countries are all buying hands, but there is no grey area in China. "

Yang Jian said: "many brands" seek "to enter the mall, but department stores are not buyers, but the Ministry of investment is exercising the recruitment of brand power.

They may be just two landlords, far from the concept of buyers, causing designer brands to enter the mall extremely difficult.

"Abroad, maybe today is SHOW, the day after tomorrow is the order meeting.

The commercial buyers have not yet been formed in China, and the whole business environment is not yet mature.

If the buyer system is rolled out in China, the market will be a buyer.

Li said.

And because of too many brands, shopping centres hope that the drought and waterlogging will be guaranteed, and only mature brands should be selected to reduce operational risks.

Besides, the designer's brand background is thin, the development time is short, and the financial strength is limited. Therefore, designer brand shop has many obstacles.

"Fashion buyers are very important. They should be regarded as dealers in the future, otherwise the mall will not have the power to do the buying system."