Taobao Original Fashion Brand Debut Shanghai Fashion Week

The 800 Xiu main show on Changde road is full of popularity. 6 original brands from Taobao appeared on the T stage of Shanghai fashion week. For the fashion industry, these original design clusters, which are rapidly aggregating on Taobao, are becoming new forces that can not be ignored, affecting the current fashion trends.

Shanghai fashion week Launched in the 800 Show. Tao Shang show The work is published to integrate Taobao's original brand of original designer. It combines the official image of the official website, "Amoy Doll", and interspersed with multimedia art techniques, presenting the design trend and design concept of autumn and winter. Explore the innovative business promotion mode of e-commerce sales and offline publication linkage.

"Local design" has been a hot topic in recent years. As many industry people still have doubts about their business mode, a new generation of young designers and consumers who are keen on online shopping will not take into account so much.

Come from TaoBao The data is amazing. From 2009 to 2011, local original brands quickly occupied the market share of Taobao's women's clothing. Compared to the same period in 2009 and 2011, the turnover has jumped from 13% of Taobao's total market share to 40%. Shangguan Zhe, BABYGHOST, MsMin... More and more young designers are choosing a route that has never been developed before. They try to create their dreams through Taobao's more free platform.

　 Post 80s Internet entrepreneurs only adhere to the most self expression.

Starting from its own online shop, it may seem unthinkable for the designers of the previous generation, but it is naturally accepted by a new generation of designers. "Freedom, no fixed frame constraint" and "doing what one likes" has become the consensus of independent designers on Taobao.

"We have a total of five like-minded members, who have worked in major garment Brand Company, facing the dream and reality that is going away. With a stubborn belief that one's own power can build up a utopia that belongs to one's dream. We hope to enjoy the pleasures of life and create joy with curiosity. This fashion week's Cherm menswear brand describes the original intention of creating a brand, which is natural, practical, unique and expressive without losing its steady style, and has won a large number of loyal online shopper groups for them.

The inclusive and low starting threshold of the Internet platform means more possibilities for young people who dream of their dreams. Apart from MS.Min, Cher M., VEGA ZAISHI WANG, and so on, designers of "Ben ban" came from home, and many of them worked hard to make their own brand of young designers based on their interest and talent in clothes.

Shangguan Zhe, born in 1984, is the leader of the new generation of designers. He graduated from Xiamen University in 2003, and has two degrees in visual communication and advertising, which is not related to the clothing industry. SANKUANZ brand was founded in 2006 and has been sold in Taobao since 2007. "Choose the main channel of network sales, on the one hand, e-commerce is a fresh sales mode, and also the biggest market in the future. Therefore, we hope to grasp the market opportunity early in this field. On the other hand, consumers of SANKUANZ consumption and e-commerce users also have a certain degree of coincidence." Shangguan zhe once said in an interview.

And this fashion week, another woman dress brand aka, designer originally studied in a university in Hangzhou and clothing completely unrelated professional, she frankly, she is from a big skirt desire, has been doing the Taobao ladies category TOP10. "There will be Artka, because in the summer of 2005, aka wanted to make a beautiful big skirt for himself, just want to let his own repressed passion have an outlet, so I can't get rid of it."

　 Doing the design that you like means more affinity.

Before the Internet age, the choices that fashion designers could choose included, belonging to a traditional brand, looking for investors to open offline stores and studios, and buying stores to sell. For young designers, opening an online shop will get some design autonomy before any mode. At the same time, giving more personal characteristics also means more affinity.

"Heavy manual labor is sometimes hard for girls. 7 boxes, three of them are almost the same weight, I really can't move", "began to make new products of autumn and winter, every day the fabric market", "recently and factory reminder, check the goods, contact logistics, modify prenatal samples, suffered a lot of grievances, but the new product to do the whole moment, I suddenly will sing like a fool, jump up"...... Micro-blog, an independent designer in Beijing, records all the joys and sorrows of Kiko.c. "Shop owner" and "fashion designer" are two labels in micro-blog. From raw materials, design, processing factory production to delivery, she is meticulous in the whole process of participation. Gao Yuanyuan's Kiko.c red shirt and grey T-shirt on the fashion week of Milan are from her handwriting.

"It's not everyone's interest to open shop online, but it's really hard. We have to control the costumes and do a lot of things for the whole design and production process of clothing. Friends and people who appreciate our works are the motive force that we insist on. An original designer from Taobao told reporters.

While making more efforts, through the way of online store, the most direct feedback from consumers makes these designers feel the joy of sharing. "Nothing really makes us proud and happy to wear BABYGHOST every day in real life! The BABYGHOST brand's main designer sighs in his micro-blog.

　 Original brand has become a cluster online shopping to break through traditional thinking.

From 2009 to 2011, the turnover of local original brands has jumped from 13% of the total market share of Taobao women's clothing to 40%. Taobao is developing an astonishing original design cluster. For these new "new" people who are "picky" after 80 and 90, these original brands are full of imagination and personal style, and have a keen response to fashion trends. More importantly, they are rich and diverse, so that the younger generation of consumers can get more possibilities.

At present, almost all of Taobao's ladies' TOP10 is occupied by original brands, including rash and silk, Angel City, OSA, aka, seven grid, my one percent, pink dolls and so on.

If you don't want to be so popular, Fan Bingbing likes the independent designer VEGA ZAISHIWANG, Gao Yuanyuan's Kiko.c red shirt and grey T-shirt on the Milan fashion week, Liu Wen's favorite BABYGHOST, fashion designer Xiaoxi Nancy favorite random door and wind wave skirt. These independent designer led clothing brands have their own shops on Taobao.

Or, consumers who don't catch cold with the key words such as "star share" can also find works of taste suitable for Taobao, from minimalism, high street, psychedelic, female, futuristic, pastoral, ethnic to different vintage styles. I always find my hobbies.

There are people in the industry who believe that this cluster phenomenon has even brought about the subtle influence of the whole garment design ecosystem. Internet sales mode is changing the traditional way of thinking that I design and I lead fashion. Fashion is no longer simply a pyramidal downward idea, but a product of inspiration after designers and fashion consumers. A traditional and more vigorous and creative grassroots fashion is growing in scale.