Fashion Life: Trump Card -- Casual Wear

At present, leisure has become a trend. This year's E2 Leisure Exhibition Area The most interesting and eye - catching. Each brand has worked hard in the design of the booth, showing its own ideas through the display of personality and fashion experience, and let the audience experience the feeling of "being comfortable with me".

　　 Search for new space in market segmentation

Apart from the traditional "public leisure" brand, there are high-end leisure brands on the market. At the same time, sports brand has begun to actively explore the "sports leisure" field. In addition, some formal brands are targeting leisure wear market, and want to launch their own brand of professional casual wear series. S2 of the Shanshan Group Youngor G&Y is widely promoted. The Shandong Elia women's wear brand launched its own young outdoor brand in the leisure exhibition area. The brand leader said: "because the functional characteristics of outdoor casual wear can extend the brand women's wear product line, so as to better serve consumers and meet their diversified consumption needs."

The young fashion brand Hua Fei style has designed the booth as a flight convenience store, an air cabin with fresh fruits in its interior, which embodies the brand fashion and environmental protection concept. The theme of the costumes is creative passion, using the core design elements of Gothic aesthetics to bring the unique creative brand experience space to the audience; and the classic style casual wear brand, Breno, also designs the booth as an aerocraft, which is complementary to the main air travel series this year, showing the design and functionality of the new product.

The increasingly mature and fiercely competitive domestic leisure wear market has begun to shift from "quantity consumption" to "brand consumption", and product consumption and brand consumption are also developing towards individuation and quality. If a brand wants to occupy a place in the market, it must find new development space in its segmentation.

　　 Should we play the "fast fashion" brand?

When domestic leisure brands are moving towards "fast fashion", they will inevitably collide with these international leisure brands such as ZARA and H&M. How should Chinese brands break through the collective encirclement and suppression of internationally renowned brands? Exhibitors also have their own unique insights and countermeasures.

Xiao Bing, vice president of JIM S brand, said: "the major international brand is fast fashion, but there is no absolute advantage in the two or three tier cities. They are dominated by large stores, while the domestic leisure brand shop formats are more flexible for two or three line cities.

As the first fast fashion brand in China, Metersbonwe will present its TAGLINE, MTEE and MOOMOO debut. This is the first time Metersbonwe has assembled many brands to show people the concept of fast fashion in recent years. Metersbonwe President Wang Quangeng believes that the advantage of China's fast fashion brand is its higher cost performance.

In response to China's economy and consumption, Wang Quangeng said that the key to enhancing brand value is the added value of brand generated by management. Next, Metersbonwe will make a series of adjustments in the product mix and add some products across the season, but ultimately it will depend on the meticulous management of the terminal. The competitive strength of Chinese casual wear brands is not the popularity of fast fashion, and the most fundamental thing is to launch original Chinese design products. Therefore, the production and manufacture of casual clothing need to pay more attention to technology and technology, avoid price war, scale production and homogenization products.