How Far Is It From The Fashion Show To The Market?

Annual China International

The grand opening of the city, the bustling show, handsome men and women walking on the stage, showing the forefront of Chinese fashion.

After the end of a show, how much of the show on the show will enter the market after the excitement and excitement?

Looking at the fashion show of foreign fashion week, it is often the vane of the market. From the show to the market, it is the two site of a road, the show is the initial station, and the market is the terminal.

It is often seen that fast fashion brands take inspiration from the show, pforming them into products in the market for the first time, and achieving the sales of fast fashion brands.

As a result, every year, the famous five fashion capital of Paris, Milan, New York, London and Tokyo publish the trend of spring, summer, autumn and winter. They are very attracting the attention of the world. Not only the overseas industry is very concerned about it, but also many old fashion designers and designers in China will often go to the field, and often spend a lot of money to buy a lot of popular consulting materials.

How did these elements come to the floor and how did the brands draw the fashion trend from the show? What kind of situation is China International Fashion week? We also interviewed some brands and professionals.

When asked about the popularity of many brands on the stage of the China International Fashion Week, there are more promotional activities for enterprises, or when brands do more for the market. Cao Shengkui, chairman of the famous children's clothing brand, said: "nowadays, Chinese brands are showing up in Fashion Week show, focusing more on brand promotion.

Nowadays, China International Fashion Week has gradually made a brand from the platform, and has a good influence and reputation in the industry. The appearance of the brand on fashion week is also a good opportunity to display the brand style to the inside and outside of the industry.

Stylization, exaggeration, and artistry will be more intense than commodities that are aimed at the market. "

The head of the company also holds a similar view: "most of the companies on the fashion week are releasing the trend of the next quarter. Most of them are conceptual designs. We believe that the main purpose of the show is to promote the brand through the big platform of fashion week, and the proportion of commodities that are made for the market is relatively small."

Nowadays, online brands are becoming an indispensable part of clothing brands. Online brands also have their own perspective on the behavior of traditional brands. Online children's clothing brands, green box products executives, say: "we do not think that some brands will customize a group of clothing for fashion show, but we think that a truly excellent brand should be able to achieve the same or basically the same with large products. Especially for children's clothing brands, the quality and design level of products should be guaranteed. These two points are equally important for the show and the market."

As for the elements of the show on the market, Cao Shengkui believes that the pformation of costume into a product is bound to undergo a correction.

Because life is not a show, consumers need clothes that are suitable for their own scenes.

It is beautiful and comfortable. The most important thing is to integrate with the environment and adapt to the psychological acceptance of others.

It is important to have a good yardstick between individual style and public acceptance.

According to the relevant directors, the concept design represents the trend of fashion. If you want to integrate with the market, you need to combine the actual needs of today's consumers. Therefore, in terms of color, fabric, style and other design details, you should not only conform to brand positioning, but also conform to the trend of flow and market demand.

In view of this, in view of the landing of the show elements, Chinese brands have already had a lot of thinking.

Online brand green box product official said: "it still stems from different needs.

The show is a special environment. Lighting, stage, model, effect and so on are stacked up. There will be some differences in clothing requirements and daily wear.

But the green box feels that designers can make the same products suitable for stage and life as well.

But in the field of children's clothing brand, this difference will be relatively small. After all, the green box is to help children find themselves instead of changing them.

For the current situation of the fashion week in China, we also interviewed Yao Xiaoyun, a famous buyer expert in China.

The buyer is an important guest in the overseas show. Although this has not become the norm of the domestic fashion week, the buyer's view on the show is also something we need to pay special attention to.

Yao Xiaoyun looked at the fashion show in the domestic show. "Usually, the enterprise will make two batches of styles. The designer will develop a batch of sample clothes for the market sale, and develop another batch of sample clothes for the show.

Apart from complying with the brand style, there is not much substantive pformation between the two.

Maybe there are a few elements of the show style will be applied to the market style, but in most cases, the two are not very relevant.

Therefore, we can think that most of the walk shows on the domestic fashion week are on the promotion level of enterprises, and they are for show.

In this case, how should the products in the market come into being? In recent years, concerns about design management and commodity planning have become the driving force of brand enterprises' continuous progress and the key link of market sales.

In the interview, all brands expressed consistent recognition and importance for commodity planning.

Cao Shengkui said: "every year, the design of water boy is first redesigned and redesigned.

In the planning process, we will also analyze the past sales data.

After analyzing the SKU, the sold out rate and the product life cycle, we will adjust the commodity structure of the new product.

But the new product development of water boy is free to play and change under the control of brand style.

We will learn from the trend of fashion every year, but in the total new product composition, the proportion of the products with high popularity and fashion is not more than 30%, and the main body is the continuation of the classic style.

Nochi relevant responsible person said, Nochi advanced member database marketing mode for commodity planning provides good conditions.

According to the analysis of the structure and consumption behavior of the members, each year, the group will divide them into several market segments, and submit a complete report on the demand analysis of the member products for the company's product planning department based on the analysis of the competitive brand market, the fashion trend forecast and the terminal product display planning.

On the basis of the information collected by the popular information collection centre set up in Milan, London, Paris and Tokyo, the product planning department will further design the commodity plan for the quarter.

There is no difference between online shopping and online shopping. "Green box" is very important for green boxes.

Fashion design is not the designer's personal creativity, but the integration of sensibility and rationality.

The brand must combine the market feedback of the previous year or the previous season, the latest fashion trend, and so on, and design suitable products for the season.

Although rational planning is very important, creativity is indispensable to the uniqueness of a brand in the market.

Designers as a perceptual crowd, how to combine creativity with the market is a problem that every brand must solve, and the quality of the brand determines the brand's performance in the market and its image in the eyes of consumers.

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"Water kids always think that designers' creative power is not to be obliterated.

But a truly good designer is able to penetrate into the taste of consumer life, he can read the needs of consumers, so his design even leads the trend, and it is also like selling well and selling well.

Water boy designer has his own space to play, but this play is free under the framework of brand style.

Designers of water babies often go to the first-line market, experience the sales process, and often go to the fashion capital at home and abroad to experience the trend of lifestyle.

Combining their years of design experience with the social hot spots, they will take the lead in the mainstream fashion, lose the market without exaggerating their personalities, and do not go too far with the consumers and lose their originality.

Chairman Cao Shengkui said so.

The green box leader thinks that the Chinese market is very large. The children's clothing market in China is considered to have 7 billion cakes waiting to be shared by all brands. Therefore, the green box believes that as long as we have our own characteristics and creativity, we will surely have a market if we do our best to make products.

The insisting design idea is not to please the consumers, but to stick to their own characteristics.

The green box believes that the brand has its own positioning and characteristics, so that consumers can remember the brand to have a very distinctive and distinctive impression. Such a commodity will surely have a market, so the creativity of the designer is not contradictory to the product market sale itself.

As a buyer expert, Yao Xiaoyun believes that commodity planning is indeed indispensable to brand enterprises. She said: "of course, a more scientific method is to first put forward commodity planning according to the objective needs of the market, and then carry out targeted development and design.

The product design of market oriented clothing brand is not artistic creation. Commodity planning plays a role in grasping the style and category structure of the goods as a whole, and even putting forward the planning for goods in different seasons and regions. It is a sort of product development from the perspective of business operation.

When it comes to how the designer's creativity and the marketization of products should be coordinated, and how to mobilize the designer's creativity and make the product conform to the market sales, Yao Xiaoyun thinks that this involves the category of design management, and the design management is mainly embodied in two aspects.

From the management process, it should be initiated by the design director or product director, through the collection of market information, sales data analysis, consumer research and a series of steps, so that designers can continue to learn the market and learn customers. In the development process, through the process of multiple selection and modification of the sample by sales staff, the products will be more in line with the needs of the market. From the management tools, enterprises can effectively pform the designer's original power into a commodity with market value through specific tools such as commodity planning, thereby avoiding the risk of instability or overpersonalization of the designer.

Fashion comes and goes, only style stays.

As the brand wants to leave a deep impression on the consumer's mind, brand style is the key.

Nowadays, brands also attach great importance to their own style. Cao Shengkui, chairman of water boy, said: "the style of a brand is the whole concept.

It is embodied through clothing design, brand VI, marketing tactics, promotion strategy and so on.

Just like a person's style, it is embodied through clothing, accessories, make-up, conversation, hobbies, learning, even friends and family.

In the narrow sense of clothing design, brand style is also a grasp of the overall style, not just the design of the concept.

Conceptual factors, or seasonal factors, are closely related to effectiveness. Brand style is a continuation of temperament.

But the popularity of the season and the brand style are not indifferent. It reflects the brand's concern for consumers. It has excavated the deep yearning of consumers.

If the brand style is the sea, the current season is the spray, and the sea without the waves is not attractive, and the waves continue to lack the sense of security.

Yao Xiaoyun used the buyer's perspective to explain the style setting up: "alternant fashion, style forever", a brilliant summary of a brand's strategy for the popularity and style of its own.

There must be a reasonable proportion of the season's fashionable products in a plate of goods. Every season this trend of goods should be constantly updated.

To grasp the style, we can renovate the classic style and continue to design the classic elements, and always tell the customers what the brand is insisting on.

Although the development of China's clothing brand has not yet had the history of those famous international brands, it has been keeping pace with the international brand in the overall sense. Perhaps we can expect that we will eventually surpass the international brand day.

Some people say that fashion is related to blood and geography.

So what is the relationship between the show and the product for designers from the fashion capital? We interviewed Deborah Ziemba, the chief designer of the famous brand of Shu Lang, from Milan.

Reporter: do you think that many fashion shows are popular at the stage of promotion or publicity, or are there more brands for the market?

Bona Sinbad: whether enterprise promotion or marketing, the two levels will be covered.

This series of works shows many exaggerated and design elements to create an impressive image for the brand, but there will also be a large number of simpler styles that are more suitable for consumers to wear.

Reporter: what changes will happen when the clothes on the show turn into brand products? Why is there such a change?

Bona Sinbad: there will be some difference between the products of the show and the products on the market. The clothes chosen by the show are designed or classic, and the model of the walking show is generally tall and thin, so as to highlight the feeling of the costume.

The products sold in the shops should be modified to make some changes, so that they are suitable for the general public. Some exaggerated styles are designed to meet the needs of specific populations, but the proportion will be very low.

Reporter: will he first put forward a product plan and then design it? Will he analyze the past sales data in the process of product planning?

Bona Ziemba Di: first, we must plan and design again. During the planning process, we will do data analysis. Every year, on the basis of maintaining the customary style, we will adjust the plan according to the fashion trend of the year and adjust appropriately according to the brand trend.

Reporter: how do you think the designer's creativity and the marketization of products should be coordinated? How should a good brand mobilize the creativity of the designer and make the product conform to the market sales?

Bona Ziemba Di: if we take care of the market operation of commodities, we need to understand the style of our brands and the style that customers want. We must think from the perspective of the customer base, understand what type of customers the market is, and then integrate into the works of our own design. This requires a process of coordination and understanding. After the understanding and feeling of designers and brand styles and customer groups, and then draw it out and produce finished products, we can better meet the needs of the market.

Reporter: how do you think a brand's style is expressed? Is it through conceptual design or overall style, or other factors?

Bona Ziemba Di: according to the brand image of the company, if the style is designed, there will be some distinctive clothes.

On the whole, it depends on the lifestyle that the brand wants to pursue. What kind of ideal state do you want to achieve, what kind of customers are you going to do, positioning in the domestic market or the European market or other, the body shape of each market is different, the concept is different, the hobby is not the same, what is the market positioning and brand positioning? Around these factors, the brand is specially designed, highlighting the different brands, and integrating the essence of the connotation to express the brand style.

Brand represents a cultural symbol. It will have a continuity of things to inherit and develop. It will not change with the previous year's product 360 degrees, nor will it completely change the style to cater to the trend of the season.