The Overlapping Of Fashion Week Has Caused The Shortage Of Media Buyers.

September is the fashion week, the four largest. fashion week Turn around. On the timetable, Milan and Paris coincide one day, which means that the brand of the show will encounter the possibility of the buyer and the media absent.

The status of Paris can not be shaken. Milan can only go to war with New York. New York Before. Milan believes that the fashion week starts too late, which makes it too late for buyers to place orders, and when production time is not changed, new products will be listed late, so sales will be affected.

However, this arrangement is also not considered. Let a crowd of buyer media fly away between Europe and North America, wasting time and money. After a consultation, New York and Milan agreed that the current fashion week schedule will remain unchanged for three years.

The most awkward thing in the four fashion week is London. The shortest time, only five days do not say, February autumn winter London Fashion Week collided with the Oscar prize, the top movie stars must not be able to separate from London, the media attention is also focused on Hollywood. Many foreign fashion magazines often send only assistant editors to check in, which is a reward for their assistants.

London naturally does not give up easily. They began inviting Great Britain several years ago. brand Back to London show, such as Burberry, Pringle of Scotland and other original Milan show brand return stationed, while invited Moschino Cheap And Chic and other non British brand help, coupled with London's emerging avant-garde designers, London Fashion Week is still very attractive.

London, however, is still not satisfied. It extended the men's wear day of the London Fashion Week in September to the three day, and placed it in front of men's clothing in Milan and Paris. Xander Zhou, the Chinese menswear designer, released his 2013 spring summer series on the first "London Collections: Men" in June this year.

London's move has also begun to explore whether New York wants to move. Men's wear Brands come together in advance to release in January and June. However, the United States does not have many heavy weight men's clothing brands.

Men's clothing week plus women's clothing week in four places in New York, London, Milan and Paris occupy about one and a half months in January, February, June and September. That is to say, in the six months of the two quarter of the year, the fashion week around the world can only pick time in the remaining four and a half months.

However, there will be Christmas in December, and Europeans will take long holidays in August. In May and November, they will probably be released by the four fashion week for early spring and early autumn.

Therefore, either ahead of schedule, such as Denmark Copenhagen in early August, or simply postpone to October, for example, Toronto fashion week will be held from October 22nd to 26. Or the Madrid Fashion Week in Spain from August 30th to September 4th, New York fashion week, which is close to 6 days.

　　 Asia On the other hand, the Tokyo fashion week, which is firmly in the fifth fashion capital of the world, is scheduled for October 13th to 19. The Seoul fashion week in South Korea is from October 22nd to 27, the Shanghai fashion week is from October 18th to 24th, and the Beijing international fashion week in China is from October 25th to 31.

The fashion week of East Asian three countries did not choose to hold in August, but it was held in late October. If this timetable is taken, buying orders will definitely affect the time of new products being listed, so at least China's fashion week is dominated by propaganda rather than direct business.

Since the function is reduced by half, the brand that hopes to expand the international market will choose to go out. The Japanese designer brand has been stationed in Paris fashion week for decades, and the top Korean brands have begun to enter Paris. Because of its vast domestic market, the domestic designer brand, which was founded in the early years, has also gone abroad with different opportunities. However, because it does not go for business, it has no incentive to continue to participate. Xia Zichen, from Taiwan, China, has shops in Paris, and is the only Chinese brand to attend Paris fashion week. Young designer Masha Ma took part in the Paris fashion week for the first time in March this year and will go back to fight again next month.

As for those well-known local brands that have gained a firm foothold in many countries, there is no need to participate in the fashion week either from a business point of view or from a marketing perspective, because they can not fully reflect their brand image.

This is actually the best experience abroad. During the fashion week in Paris, no matter how big the Chanel and Louis Weedon's Hermes are, the audience will be away from the game for an hour. When the show ends, they will rush to the next stage. By contrast, hosting a big show in China allows all guests to immerse themselves in the brand world all night. Not long ago, the first Chinese women's wear show held in Shanghai Exhibition Center was held by Hermes at the exhibition center of Shanghai. The exhibition was left to the audience for 1.5 hours and could be savor slowly. This is unthinkable during the fashion week.

The participation brands of China, Japan and Korea fashion week are mainly small and medium sized brands, and they only focus on promotion. This will not change for many years to come. Singapore has adjusted directly to turn fashion week from the industry to the public. On the Singapore Fashion Week in mid April, the organizers invited top star designers from Europe and the United States, such as Lady Gaga styling designer Nicola Formichetti, American designer Roland Mouret, etc. on the other hand, there were also local cutting-edge designers and local fashion brands. The series is also dominated by the season, which can directly promote sales. Of course, Singapore has focused its efforts on building. Asia The best shopping paradise is in line with its development strategy.

At the end of 10, the Shanghai fashion week did not choose Renaissance Park and the eight hundred show. Instead, it continued the show in Taiping Lake on Xintiandi in the last season. It seems to be considering spanformation from promoting trade to promoting consumption.

Ye Qizheng, master of fashion industry economics at Donghua University, founder and editor in chief of fashion network.