Label As A Noble, Big Name, Fast Fashion Win Win

The autumn and winter series of Versace designed for H&M seems to have just dissipated. H&M took the lead in the iron and steel industry. At the end of November, it announced that it would launch products in cooperation with Italy brand Marni in spring 2012.

The big ones are slightly "leaning", and the harvest is the overwhelming concern and popularity. In the younger generation of customers, they have done their homework ahead of time.

The fashion brand of the public is also widely concerned by the media.

The price tag can be flat and the reputation must be high.

In November 17th, Versace was designed for H&M.

A few days later, H&M quickly announced that in March 28th next year, it will sell the clothing, shoes, jewelry, handbags and other accessories of the Italy fashion brand Marni founder in 260 H&M stores and networks worldwide.

Marni is famous for its African print style.

From Versace to Marni, the interval is less than half a year, and H&M's cooperation with luxury brands is becoming more frequent.

In the list of H&M luxury designers, including Karl Lagerfeld Lagerfeld, Jimmy Choo and Madonna, etc., Karl

In the first few months of the cooperation, the sales of H&M were released.

The global trend led by H&M is known as "fashionable plus parity" in the industry, and has won the market skillfully in the global economic recession today.

For cooperation, some top designers have admitted that

The cheap price has encouraged fans. In the US, a leopard sleeved Baseball Jacket costs only 129 dollars.

In Shanghai, a leather garment designed for H&M from Versace is between 2000 yuan and 3000 yuan, and the dress is less than 1000 yuan.

Although the normal price is higher than H&M, it is far lower than the Versace price.

Making money is two.

It seems that every cooperation between H&M and designer is satisfactory to both sides. Compared with hot marketing, the financial details of cooperation always remain mysterious.

Foreign media have said that in the past 5 years, H&M has doubled the remuneration of big designer designers.

In 2005, Karl Lagerfeld and Stella Macartney designed a series of H&M, and the news spread that two designer gangs earned a reward of up to 1 million dollars.

In 2007, Madonna participated in the design of a "M series". She got $4 million.

H&M's harvest is also very high. Sales of products designed by Madonna reached US $20 million.

For this reward to Donatella Versace, the industry rumors will be unchanged from other designers who worked together before, but the final amount will be directly linked to the sales performance of this series.

H&M did not disclose details of this aspect.

The fashion and parity alliance was first born in 2000. As time goes on, more and more young designers are joining in the cooperation.

A European luxury agent said: "in H&M

With the fast fashion brand attacking the city in the world and the increasingly fierce competition, this practice has been emulated by many other brands.

UNIQLO, the Japanese brand, started working with designer JilSander 3 years ago. Its design is known for its simple lines. After leaving its old PRADA, Jil Sander's +J series designed by UNIQLO lasted 3 years until the end of this year.

Although no H&M style craze has been produced, the industry still gives positive comments.

The industry commented that H&M frequently sought cooperation with big brands. The main intention was not to increase sales, but because of the purpose of taking advantage of the situation and creating momentum. For the fast fashion brands facing mass consumer groups, making continuous hot spots and creating a good image is the most important purpose of market promotion.

Every time the mass brand and luxury brand marriage, won the attention of many media.

According to statistics, after the cooperation between a second-class luxury brand in Italy and the American fashion retailing giant Target, the media reported the value equivalent to hundreds of millions of dollars in advertising.

Just imagine how much more effective it would have been five or six years ago. The Internet and the Y generation have already risen. Under the inspiration of H&M and UNIQLO, more and more luxury brands begin to understand that they can be aristocrats when they are labeled as parity labels.

Fashion niche

Recently, the cooperation between the Swedish parity fashion brand H&M and Versace (Versace) has finally vanished after the bombardment of the media.

Although I don't know how many 80 or 90% of the consumers win in the end, H&M and Versace did a very effective brand promotion against the grand occasion of queuing up all night in the Spring Festival.

It is obvious that the business model of "fast fashion brand" and "luxury brand" is being accepted by more and more Chinese consumers.

Actually, not only.

The latest example is the November Italy fashion brand HOGAN, which has just entered China.

The name "HOGAN" is not familiar to most Chinese people, but many people have heard of it when it comes to its "fellow teachers and sisters". That is the TOD 'S that has long been popular in China.

TOD 'S is famous for its feminine bean shoes and leather handbags.

HOGAN is a completely different route. It is more modern and neutral, which is very consistent with China's current national conditions.

Nowadays, young women are more and more strong and independent. Even the "vase" Fan Bingbing was called "Fan Ye". The neutral style of HOGAN in China is not worried about "objects".

It is said that the concept of "heightening inside" is also the first development of Interactive shoes from HOGAN.

Like many other niche fashion brands, one of the best ways to get into such a big market like China is to cooperate with the first tier designers.

HOGAN's boss, Mr. Andrea Della Valle, who is also chairman of the Italian team of Florence, is very intimate with Karl Lagerfeld, the fashion queen. Therefore, this time he invited him to design 2011/2012 autumn and winter products for HOGAN to enter China's strong color.

It is generally believed that in the fashion industry, you can invite master Buddha designers such as "Lord of Buddha". It is not that the brand is hard enough, but it costs a lot.

But in fact, these top designers are also very willing, and often take the initiative to cooperate with other brands.

Some people will ask: these designers do not lack fame and money, why do they have to find leisure work for themselves?

First of all, designers like Carle have their own brand names. Designing for other brands is the best publicity for their brands.

Second, top designers like Carle will be the creative director of Chanel (Chanel) and Fendi (Fendi). They will also make documentaries, write autobiographies, and run their own brands. Sorry, Wall Street investment banks will not throw money into you. All these things are for designers to pay for themselves.

Therefore, under the seemingly bright appearance, there is actually a bitter figure, and the fashion circle is no exception.

Friends who have seen Carle's documentary will remember vividly: the warrior, who has stood for decades in the crossroads and fashion, can't stand down. He has been singing and dancing in the daytime. At night, a man calmed down and painted sketches under the light, until the dawn, all the year round.

However, after all, the status of the old card is here. It is more realistic and urgent for the young designers who can not see the day before.

Like the entertainment industry and the sports world, there are many "stars" in the fashion industry. They are employed in the brand, mining the future stars through fashion shows and other channels.

Prior to Carle, HOGAN had found Thakoon, a young and cutting-edge designer who was not popular at the time, and asked him to design several products for HOGAN.

To some extent, fashion is actually very green, because it is constantly circulating.

The trend of decades ago is likely to become the trend of tomorrow.

Not long ago, the 2012 spring and summer fashion week in New York and London returned to the sport lost for many years.

Carle's 2011/2012 autumn winter series designed for HOGAN draws on the charm and feeling of Italy's sports clothes 80 years ago.

For example, the accordion black cotton coat, the faint vertical stripes, makes the firm and firm sense of lines come out, and the classical style and the street interest coexist. Who does not want to have such a Karl Lagerfeld designed clothing?

Now, it is no longer just a sport, but also a street fashion.

The HOGAN by Karl Lagerfeld is still adhering to Carle's simple style, and the total number of clothes and shoes is 20.

For a fashion designer, designing a series of more than 100 clothes and shoes for a brand does not prove how powerful you are. Instead, it shows that you don't know what you want, so the real master.

In fact, a more Karl Lagerfeld, a little more "sports and popularity", these are not important.

Fashion is the right person, the wise man sees the wisdom, the standard is not difficult to choose: like, look at the beauty, wear comfortable, and take down!