Milan Fashion Week: BRIC Countries Become Italy'S Brand Lifesaving Straw

Dolce &Gabbana

According to media statistics, in Italy, where 700 thousand people and 7 companies are engaged in the fashion industry, the scale of the fashion industry has accounted for 5% of Italy's gross domestic product, especially in the "

While many people are waiting for the consequences of Italy's sluggish economy in recent years, the major brands are still proving luxurious and luxurious in fashion week in Milan. "Even if the economy is depressed, Italy's fashion industry will not go downhill!"

Indeed, Mario Boselli, the chairman of the Italy Fashion Association who made this sigh, believes that the strong consumption power of wealthy people from China, Russia, India and other BRICs countries is the straw to save Italy's fashion.

BRICs become Italy brand lifesaving straw

One of the biggest features of Milan fashion week is the large number of buyers.

The British press is not shy about pointing out that Italy's luxury brands are very clear: they are in Europe.

In order to express sincerity, Milan fashion week opened a Chinese version for the first time visiting buyers and fashion people who could not show up on the official website, so that they could have a better understanding of Milan fashion week.

A top brand seller said, "the market in Italy is just as bad as the French market."

Nobody buys anything! In Europe, this is a real crisis. "

Mario Boselli, chairman of the Italy Fashion Association, gave the solution: "now it is necessary to focus on Asian markets and the US market". Non European markets, especially Russia, China, China, Hongkong and Korea, are regarded as the life-saving straw of Italy brand.

Ekaterina Moiseeva, the business director of Bosco di Ciliegi, a Russian fashion chain, thinks that compared to New York and London, Milan has a much stronger atmosphere in the commercial market. "Women in Russia are very concerned about dressing, but most of them do not wear too weird clothes. From this point of view, Milan has done very well."

As a buyer, she thinks that she should stand at the angle of ordinary customers, eliminate those clothes that are fastidious about her figure, and so on.

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Barbara Atkin, Vice Minister of fashion department of Canadian chain store Holt Renfrew, after watching the show of Dolce &Gabbana, described its efforts to foreign buyers with "Renaissance". "Decorating designers on clothes is simply artwork, which is not replicable in street fashion", and this is also the biggest reason why foreign buyers are optimistic about luxury brands in Italy.

Italy media statistics show that Italy's local fashion industry has been on the decline since the economic crisis in 2008, but they have performed well abroad, especially in the Asian market.

In the European economic downturn, Gucci and Salvatore Ferragamo have been growing rapidly in the Chinese market. Armani, Roberto Cavalli and Jil Sander have set up branches in China, and Versace has even launched a special version of "Golden Dragon pack" in China's lunar calendar in order to please the Chinese consumers.

Isabel Cavill, a luxury research expert at Planet Retail, said: "China's retail market will grow at least 14% in 2012 and 2013, while the growth rate of luxury retail will be higher, and it is expected to grow by more than 20% over the same period."

All trends start from extreme luxury.

Although many fashion critics have criticized Milan fashion week, it is undeniable that it is still the four largest.

Italy is never short of luxury. Baroque architecture and Renaissance art have inspired many designers in Italy, and they have expressed this luxury through clothing.

This season symbolizes luxurious velvet and brocade.

Military uniform is one of the most popular styles in this autumn and winter show in Milan. Similarly, military uniform is also a luxury.

The designers also used gold buttons, shoulder straps and double breasted styles together with military caps and boots, and had rich women's fans. Even the Moschino, which had a strong taste, brought gorgeous patterns of military uniform in autumn and winter this year, so that people could not help thinking of the Nutcracker.

All kinds of fur collar, gloves, super long high boots and shawls have become popular accessories in autumn and winter. The hat comes back in various forms. The South American herdsmen hat, modern fur cap, soft fur hat, the fashionable girl's favorite bell hat in the 20s and the fluffy Gothic cap are very popular.

In order to emphasize the luxurious theme of clothing and make the whole publication look more luxurious, many designers specially chose the venue for the show to be selected in Baroque architecture or the Baroque elements on the show.