Light Luxury Has Become The New Favorite Of Fashion Industry.

< p > fast fashion: the fast fashion of fashion industry characterized by "fast, ruthless and accurate" has springing up rapidly, driving the global fashion trend. Fashion representative: ZARA. < /p >
< p > light luxury goods have two meanings, that is, original design and high quality fabric technology. It is a relatively small consumer goods, which is different from the popularity of fast fashion brands. In pursuit of quality, the biggest distinction between luxury brands and international brands lies in the price, positioning is generally high-end. Fashion representative: Moonsa. < /p >
< p > < strong > fashion brand dynamics < /strong > < /p >
< p > when H&M, MANGO and a number of fashion brands enter the newly established department stores in Zhongshan, fast fashion consumption is surging around the world. At the end of 2012, when H&M came into full swing next spring, the news of its new brand &Other Story came to light, and some "light luxury" brands, which are different from "fast fashion", have quietly entered the large department stores in the city. < /p >
In the second half of 2012, the new department stores in Zhongshan, including Li and Plaza, have made large or small adjustments to the traditional distribution. There are some commercial square investors who are positioning the future high-end consumer circle. All signs seem to indicate that when the "fast fashion" is still in Zhongshan, another high-end consumer demand has been discovered and excavated. "Light luxury" has already thrown an olive branch to the new department store in the city. < /p >
< p > < strong > new wind direction < /strong > /p >
< p > < strong > in the luxury and "fast fashion" to find the taste of "/strong > < /p >.
Less than P, the department store industry in Zhongshan city has been frequently criticized for its duplication and simplicity. Some media believe that there is no real high-end department store in Zhongshan. Most consumers who have this part of the appeal go to a href= "http://www.91se91.com/news/index_p.asp" > Guangzhou < /a > Shenzhen, Hongkong and Macao shopping. But recently, the gap between mid and upper consumption is being filled. Many brands have noticed the gap between "fast fashion" and luxury goods, and began to plan their layout under the concept of "light luxury". < /p >
"P" international "light luxury" consumption has emerged from the beginning of 1990s, and has been introduced into mainland China in recent years. Zhongshan is just beginning to get in touch with this consumption orientation. < /p >
< p > analysis of a marketing director of Xing Hui Wan real estate company believes that there is a general view now that there are a large number of consumer groups between street goods and luxury goods, such as white collar with high income. They want to have textured and high quality products, but they can't be priced like international luxury goods. From the present point of view, the consumption orientation in this area of Zhongshan's urban area is almost just beginning, and it is believed that this is one of the breakthroughs in many new department stores. < /p >
< p > at present, the high-end brand area of the Plaza has set up the "light luxury" brand which is more concentrated in the city. The commodities are mainly concentrated in clothing, handbags and other fields, and there are increasing trends in kinds and brands. Wu Jing, the operator of a decoration company in eastern area, said that the international luxury brands are too expensive to be my normal consumption. In general, fashion brands also have disadvantages such as bumping shirts, rough designs, and sometimes they do not match their positioning. Consumer goods between these two prices just solve our shopping needs. < /p >
< p > < strong > new demands < /strong > < /p >
< p > < strong > focus on original "personality" label best value < /strong > < /p >.
< p > People's enthusiasm for "fast fashion" has subsided. One of the main reasons is that rough imitation of big brands has greatly hit consumers who pursue quality and details. < /p >
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< p > last December, an authoritative fashion website survey showed that 26 thousand and 500 of netizens thought that the most important consumer embarrassment was < a href= "http://www.91se91.com/news/index_h.asp" > crash dress < /a >, accounting for 89% of the total number of votes. It can be seen that young white-collar workers with higher incomes have higher requirements for the quality of consumer goods. < /p >
< p > Wu Jing has a deep understanding of the trend of "light luxury" in Zhongshan. The new shopping mall's attention to these brands is changing the habit of shopping in Hong Kong. "For example, taking part in the annual meeting of the company is likely to be a hit with people, because there are several high-end department stores in Zhongshan. But if you buy it in a luxury brand store, this is rare. Because many styles are limited, and the probability of repetition with people is much smaller. " < /p >
< p > except for department stores, the active domestic designers or clothing Studios on the website are also important camps for white collar "light luxury" consumption. These designers or clothing studios will choose materials based on the needs of customers, and tailor them according to the size of the customers. Some studios and designers have already formed some brand effects and have gained popularity in the Internet. The workmanship and design of these < a href= "http://www.91se91.com/news/index_c.asp" > dress < /a > are no worse than those of the international second line brands. < /p >
< p > in the "light luxury" shopping trend, regardless of the network marketing and entity store marketing, the department stores in Zhongshan City smell new breath. In the "fast fashion" trend of decline, in the affordable Street goods and unreachable international first-line brands, the "moderate luxury" of mid-range prices is becoming the next strong wind vane of urban department stores. < /p >