Home >

Is It Hard To Design An International Brand Designer?

2012/2/24 11:46:00 22

??? 日本語 Fran?ais English 中文

For a month, the four women's wear week began again, and New York, London, Milan and Paris bloomed in turn. Fashion week is a big business. The New York fashion week of two seasons a year brings 865 million dollars to New York. This is not the four largest. fashion week For a long time to fight for the holding time, a truce plan for the next two years has only recently been set.

New York Mayor Bloomberg attaches great importance to it, and puts forward several new initiatives to further strengthen New York's leading role in the world fashion industry. We should know that New York's clothing industry accounts for 5% of New York's GDP, and has contributed 2 billion dollars to New York's tax revenue and about 100000 of its direct employees.

The show in New York is the largest in the four fashion week. However, the heavyweight show is not much, and it is basically held at the Lincoln Center, the official location of the sponsor IMG. How did it create such amazing income? Here we have to mention the countless contracts that designers need to sign for this show.

The first is the $16500-65000 site fee contract. Price We must not abide by the provisions of the organizer. For example, a designer can have his own sponsor, but he can't clash with sponsor sponsors. He can't use Costa if he has Starbucks. The model shows how to use the photo brand in the future, and how long it takes to write it down, usually in half a year. Show music is also licensed by the record company. The advantage of the show is that IMG has signed an agreement with the American composers, writers and Publishers Association, so that designers do not have to worry about copyright issues. If the designer chooses to find a place to run a show, then the problem is usually handed over to DJ. It is important for DJ to sign a music agreement with the record company and find a reliable DJ.

I didn't expect to pay for a show and play music, but the total cost of these 00 total protection for copyright only made $865 million for the entire New York fashion week. income 。 In this way, it is much more difficult to create designer brand in the United States than in China. Recently, there was an article on WWD devoted to this account.

The article says an American designer. brand If sales amount to $25 million, it means a step. However, the cost of garment production and logistics is about $15 million, and sales, administration, management and finance cost about $6 million 250 thousand, and 1 million 500 thousand dollars in the two quarter of the Lincoln Center. The final profit is $750 thousand. This is a bit more terrifying than the accounts. The profit margin is only 3%, and the initial investment is not enough.

Of course, if you have the ability. Sales volume Up to 25 million, income does not necessarily depend on clothing sales. It can talk with perfume companies, or talk with big retailers about low price crossover series for the mass market. Of course, this is the problem of chicken laying hens. If sales amount is only 10 million dollars, there will be no chance to think of it.

To go up to a higher level, we need sales volume of US $60 million, which indicates that the brand has loyal customers, and the brand also has the opportunity to get support in the capital market.

Speaking of the capital market, the stock market developed in the US for one hundred years is not worth our 20 years. In fact, we have many clothing companies in A shares, small and medium sized boards and gem, but we don't know much about these brands. It is said that there are still many queues waiting for this year. Not only in the domestic capital market, but foreigners are also very optimistic about it. LVMH group's L Capital has invested continuously in Zhuo Ya and Ou Shi Li, and also Investment amount Both are large.

In this way, there is still a chance to make designer brand in China. Although we have no attractive fashion week, there is no mature trade agent or retailer who links creative with sales. But who knows the future is definitely not. It is said that in the second half of the year, JOYCE will set up a special support for domestic designers in Beijing. Hong Huang will introduce more and more local designer brands to the world in the weekly column. For designers, as long as they work hard to design, at least there is no need to worry about putting a Adele song to a lawyer's letter.