Street Fashion Trend Returns Strongly

Here world

The little editor of the net introduces the street fashion again.

Backpackers, short jackets and fishermen's hat, the street fashion trend in 1990s has returned strongly in recent years. Almost every brand is responding to its call. From Nike, Adidas and Timberland, to Brooks Brothers such traditional brands, and then to a new type of designer brand rising rapidly, they have fallen into nostalgia for street fashion, trying to excavate its aesthetic value.

The revival of street fashion is partly due to the influence of high fashion, and most of it comes from various factors, including the growth of Z generation consumers (meaning the number and importance of growth in the digital world after 95 or 00), the trend of sports equipment becoming part of daily dress, and the popularity of social media and e-commerce, so that small brands can also be distributed and distributed around the world.

The new street fashion is a collection of youth culture.

Unlike the street fashion trend twenty years ago, today's street fashion market is flooded with thousands of small and medium-sized brands. This year's sales of 2 billion to 2 billion 500 million dollars are constantly segmentations.

It no longer refers to only one style, but also includes all kinds of styles such as Gothic style, skateboarding, surfing, dress and so on, as well as Grunge, Punk and Hip-hop of [-2.23% Fund Research Report in the new century.

Thanks to social media and Internet, these underground subcultures can now be spread among the masses and accepted by the public.

This time, the resurgence of street fashion has mixed more meanings.

"What is the current street fashion? You will know it when you see it."

Aaron Levant, founder of street fashion trade show Agenda, said: "it's about the spirit of independence and the comprehensive street culture.

Not just fashion design, city culture, skateboard culture, surfing, music, graphic design and art.

It is the reflection of two words of youth today.

Kim, the principal person of The Hundreds in Losangeles, also believes that street fashion is the product of young culture.

"There is another crucial determinant, the niche and the limited distribution, which is a refutation of the public interest and the monopoly of big enterprises.

Street fashion is bottom-up, like underground music brand. "

Kim said, "every generation will have an anti culture rise to challenge cultural hegemony, and then they will become cultural hegemony itself, and be challenged and so on and on."

Kim mentioned that another reason for the widespread popularity of this fashion subculture is even the biggest reason: "the popularity of desktop printing system can print T-shirt printing with simple equipment, which reduces the entry qualification of the industry and opens the door to the novice market.

Ten years ago, children's dream was to become rappers, baseball players and movie stars. Today, they all want to have their own fashion brands or tide cards. Even famous musicians, athletes and stars want to squeeze in this industry.

You only need a two mouse click, and you get a silk screen T-shirt and baseball cap, and you get the social status in the world.

The more production and distribution channels, the better.

Analysts believe there are many reasons for the resurgence of street style. One thing is for sure: consumers of Z generation have become a consuming force with high sensitivity to information, and 91% of them often use Internet and social media.

On the surface of research data provided by The Intelligence Group, these Z generation consumers are easy to distinguish from consumers of other ages.

"They are stationed on every network platform and are constantly feeding" information - what is cool? Where can we buy cool stuff? "Said Jamie Gutfreund, chief strategist of The Intelligence Group.

In social media, the most attractive brands for Z generation consumers include mature street brands such as Stussy and Supreme; the US West Coast brands such as The Hundreds, Black Scale, Undefeated, Huf, Diamond Supply and Hundreds; the US east coast brands such as, ",", "and".

Many of them have their own stores and e-commerce providers.

Diamond Supply Co. has just opened second independent stores in San Francisco and will open third in New York later.

Founder Nick Diamond said he plans to open stores to Asia, Canada and Europe in the next few years as a supplement to the expansion in the US.

"Flagship store is a very good market tool and showroom, so that fans can experience Diamond style life."

In addition to developing the retail footprint, Diamond Supply Co., like other brands, avoids mass production of clothing and maintains a low profile to a certain extent in order to defend the brand's "cool".

They want to convey information to consumers through sales: our products are not only unique but also easily accessible to you in the mass market.

It is equally important to sell what and where to sell.

street

The distribution mode is different from the distribution pattern of ordinary fashion. More distributors are not necessarily a good thing. Street fashion brands consciously control quantity and avoid saturation, making them easy to get and not cool at all.

For example, Stussy, which controls total annual revenue at around us $fifty million, is the best way to make the brand sustainable development.

"If the order is very large, we'd rather do less," said Stussy director Frank Sinatra Jr.. "We can sell US $one hundred million a year, but then we will get out of control."

Scott Sasso, the principal brand of New York brand 10.Deep, also said that controlling distribution made the brand in good condition.

"If everyone wears our brand, it will be our nightmare."

He said, "we have been controlling output, thus locking down specific consumer groups and producing hunger marketing."

From the perspective of street fashion retailers, Gary Schoenfeld, chairman of Pacific Sunwear, gave his view: "it is important to keep up with the current trend. Our employees are street skateboards, and we get feedback from social media and market activities.

In addition, you need to know which brands in the industry really do well and keep the same pulse with them and know what they are doing.

We are looking for new brands every day, keeping abreast of new trends. Finally, we will evaluate them.

People behind. "