Minority Interest Should Also Be Linked To "Local Atmosphere".

In October, at the 751 D-PARK new tank site, " CHIC-YOUNGBLOOD "Let the people who love the fashion culture once again experience a" Carnival ". This year's "CHIC-YOUNGBLOOD" pays more attention to the integration of fashion and business opportunities, provides business platform for brands, and investment institutions, buyers, media and supply chains have come to the scene, which also provides opportunities for designers to change their design concepts.

　 Tide brand, designer brand's alternative survival

In the interview, we found that in addition to the tide of concern, there appeared a large number of designer brands on the "CHIC-YOUNGBLOOD". As for why they choose to participate in the exhibition with Chao brand, many designer brands say: "first, the exhibition will be selected in the 798 Art District, which is different from the general exhibition. Secondly, exhibiting with Chao brand is also in line with the characteristics of designer's brand niche and individuation. Moreover, it is hoped that the exhibition will be held specifically for designer brands, increasing the chance for designers to promote cooperation in the market.

And world famous high-end Clothing brand Compared with Chao brand, designer brand is more diversified and style is not limited. How big is their future development in China?

Zhou Yiqi, Deputy Secretary General of China Fashion Association, said: "we use the platform of" CHIC-YOUNGBLOOD "as a professional exhibition to promote and promote their business, so that there is a better environment for growing brands and tide brands. These brands need help, including designer brand, and they have strong R & D and innovation capability. To be more precise, we have created a free space for them. They are not large-scale brands. In terms of industry, many large and large brands are industrialized brands. They still belong to the small lifestyle brand, or small design brand, which is closer to everyone's life and is closer to the concept of life style.

And for the exhibition brand setting threshold, Zhou Yiqi introduced: "for the tide card, first of all, there should be tidal symbols, no tidal notation is not the trend of the thing, second must have good growth, and the third is to be able to influence, interact with each other, in short, it should be such a standard."

There is no need for any brand without commercial value, and tide brand is also faced with sales performance and other issues. When asked whether China's tide brand market will be bigger, Monday Qi said: "this year's special launch of the THE SHARE STATION" multi brand shop conference is to let multi brand stores, fashion shopping malls and other new channels, and brand face to face together to explore the way of future development. In the past few years, many famous commercial stores have encountered fierce competition. On the one hand, they are the influence of the electricity supplier, and on the other hand, they are too homogeneous. As for them, it is the easiest way to solve the problem by putting different styles of multi brand stores into account on the basis of the original positioning and not changing in a large scale. Moreover, the advantage of multi brand stores is that those who run multi brand stores are good at introducing brands to China, not only the problem of entering stores, but also the problems of customs, inspection, and all problems that they can help solve. Originally these retailers were irrelevant, so we are doing the first " CHIC-YOUNGBLOOD "The biggest confusion is that when the brand comes, it will not know how to survive. But in the past two years, many brand stores have sprung up, especially in Shanghai. There are about more than 20 brand stores in the exhibition, and these multi brand stores are between brands and retailers. After the existence of this group, the trend brands will have the soil for survival. {page_break}

　　 Minority interest also emphasizes "commerce".

As I said on Monday, by returning to the essence of the exhibition, commerce and trade can be restored by playing different ways with the young tide card. This year, in the "CHIC-YOUNGBLOOD" Pavilion center, a "Y" T stage, the main fashion is not the same fashion show - Fashion Dress remittance, it does not take any shadow of FASHION SHOW, do not go the way of traditional T. For such an arrangement, the exhibitors are very much in favor of the brand.

Germany K&T GmbH company With nat-2 and P1 Footwear two shoes tide brand shine. For shoes fans, nat-2's name is like thunder, it is a magic changeable shoe, and its creativity comes from the animated cartoon Transformers in 1980s. At first glance, it is just an ordinary canvas shoe, but in fact, only by changing the zipper, it can transform into different styles in a few seconds and have different functions. The upper part of canvas shoes can be easily folded and put into the bag. The idea that nat-2 shoes combine into one is very unique. It enables people to dress properly according to the specific circumstances and enjoy the comfort of shoes. The bottom part of a shoe can be arbitrarily matched with the upper part, so that when traveling, it can reduce weight and save space. The price of the brand is between 150 euros ~350 euros, and its first order in China has been booked up by Beijing's Lafayette department store in Xidan square, Beijing in September. In addition to looking for the Chinese distributor, he also hopes to cooperate with IT, lac Crawford and other brand integration shops.

Another example is HOZ (back street), which was born in Florida, USA in 1943. It has a history of more than 60 years, and has established the unique brand spirit and brand spirit "Honesty of self". In recent years, HOZ has officially entered the Chinese market, set up a company and R & D center, and positioned the main products as casual fashion clothes. It has always adhered to minority interests and public prices. Besides wanting to promote the brand with the help of exhibitions, it also wants to continue to expand franchisees.

In the exhibition hall, the South American style Brazil brand attracted many people to stop. There were many people joining the agency. This is the brand of Triya, UMA, Sinesia Karol, Cecilia Prado and Brigitte brought by the Brazil Designers Association. These brands have said in an interview with reporters: "they have decades of history in Brazil, have considerable popularity in Brazil, and always adhere to" Brazil manufacturing ", and are committed to opening up the market in the world. This year, we are concerned about the Chinese market. For the time being, we do not consider the way of agency or joining. We hope to promote Brazil brand through brand integration store and concept store.

Also like the men's wear designer brand DEPOT 3, with unique brand design and shop, the market and media attention. As from 2012, we have opened a number of brand stores in the first tier business circles in Guangzhou, Wuhan, Chongqing and Nanning. The development of DEPOT 3 does not pursue quantity and speed. The steady development of planned and quality is the development strategy of the company. DEPOT3 strives to balance the design concept and practicality. It pays attention to original design, pays attention to fabric selection, pays attention to the comfort of clothes, and integrates the retro elements with the street sports elements. At the same time, it advocates Mix&Match's dress proposition.

Another continuous exhibition. Dress designer The brand M.CIN has just moved the design studio to the 798 Art District. The designer has both professional design background and many years of market management experience, but still hopes to concentrate on the design and get acquainted with the partners who like his design style with the help of exhibitions.

Although each brand has different demands for exhibitors, they are all choosing the right direction for their development. {page_break}

　　 Stars help tide show

During the exhibition, there is another phenomenon that can not be ignored. The trend of celebrities is also affecting the tide card, because they have designed a tidal wave of clothing has become a new force in the consumer market, and rapid development. Taiwan street sign, surrounded by loyal fans. STAYREAL Designer Liang Liang Liang has brought the theme of "crossover and art" to the theme; Li Chao Chen, chaired by Subcrew from Hongkong, has been interacting with the audience with "skateboard STREET FASHION". There are many famous street brand Mishka designers and illustrator Lamour Supreme from New York, USA, who have deconstructed the trend culture definition in the fashion relay talk, and show and share the creative ideas and stories behind the brand.

For example, MISHKA, with its unique and harsh eyeball logo and diverse designs, runs through the trend of the world. Its style is inspired by many varieties. Mishka designer and illustrator Lamour Supreme, who works on CHIC-YOUNG BLOOD, has attracted many attendees.

They have their own understanding of the definition of tide brand, whether they are star directors or sponsors. Taiwan Street brand, representing STAYREAL designer, believes that "Chao" is the process of knowing oneself. For the limited edition of the brand, he also has his own unique view: "special things done at special times, if not understood, do many limited editions which are harmful to consumers. I do brand discovery, limited edition of this thing must be careful to use. It's not good for consumers and brands to wake up at home and wake up after buying something expensive at impulse. "

Li Canchen said: "we don't talk about tides. I think it's cool to be cool. You can do something at least to wear it out. It's" tide "in the country. I heard it describe people like us, but in my mind, it's more direct.

　　 Zhou Yi Qi He said: "when we study the brand structure, we draw a Pyramid, Pyramid's Pinnacle is a niche brand, because luxury brands and tide brands belong to the minority group, and then go down is the vast number of brand groups."