Fashion Week Close Observation: Where Is Milan'S Success?

"Milan fashion week is a natural course." Zhang Qinghui, vice president and Secretary General of the China Fashion Designers Association, said from the inspection of fashion week in Milan. In his view, the success of the fashion week in Milan is bound up with the complete fashion industry chain in Italy.

From the 2015 spring summer release season of Milan fashion week in from September 17th to 22nd, according to the official schedule, 67 major press conferences were held, and dozens of other exhibitions, orders, promotions and gatherings were held in other industries. During the fashion week in Milan, a large number of buyers gathered in different brands and SHOWROOM. The Italy buyers association provides such a group of data: in Italy, there are about 5000 SHOWROOM, 20000 buyer shops, each buyer shop integrates about 8-10 designer brands, and 90% is the designer brand of Italy. In Italy, the designer who signed an agreement with SHOWROOM has designed his product series. SHOWROOM will give the designer a commercial correction proposal to find the corresponding supply chain for them, and the designer's process of making his own brand becomes simple.

Zhang Qinghui said: "the biggest inspiration for Milan trip is that a comprehensive industrial chain can provide the best opportunities for development in all aspects of the chain." In his view, Milan fashion week as a link in the fashion industry chain of Italy plays a very important role. It is not only a platform for the dissemination of brand and design, but also an important window for the fashion discourse in Milan and Italy.

At present, China's traditional clothing industry is transforming into a modern fashion industry. Zhang Qinghui believes that China has a relatively complete fashion industry, but compared with the fashion industry like Italy, its development is still at an early stage. The modern fashion industry, especially the service oriented fashion industry represented by Italy, takes design as the precursor and forms a system that can mobilize the whole industry function. "This service oriented fashion industry in Italy is allocated resources and synergy in accordance with social division of labor among all sectors and departments. With such a complete industrial chain, the success of Milan fashion week can be said to be natural. He said.

According to the latest analysis released by Milan fashion week organizer Italy Fashion Association, the turnover of Italy fashion industry (including textiles, clothing, leather goods and footwear) in 2014 will reach 62 billion euros (about 489 billion 100 million yuan), an increase of 4.2% over last year, and exports will exceed 47 billion euros (370 billion 800 million yuan), an increase of 4.8%.

Zhang Qinghui said: "the successful experience of Milan fashion week is very worthy of our consideration. The Mercedes Benz China International Fashion Week, which was held in October this year, has been greatly improved regardless of the number of releases or concerns. In the wake of this promotion, we find ourselves inadequate and find new strength.

Before the Milan fashion week, Zhang Qinghui visited New York. Summing up the four international fashion week, he said: the success of New York fashion week is based on the highly developed market system in the United States. It is a fully commercialized operation. The success of Milan fashion week has a very strong fashion industry system behind it. The fashion week in Paris and London also has its own characteristics. The characteristics of these fashion week are worthy of learning and drawing lessons from the organizers of China fashion week. The future development orientation of China fashion week should be based on New York and Milan.

In October this year, the first DHUB design remittance will be held in from October 27th to 30th on Mercedes Benz China International Fashion Week 2015 spring and summer series. DHUB design sinks, as a new business platform, is an extension of the function of China International Fashion week.

Zhang Qinghui said that the reason why the China Fashion Designers Association established DHUB design sinks is to consider from the perspective of industrial development and demand, and provide a platform for designers to build a bridge between designers, business and consumption. DHUB design sinks as the first attempt, the association hopes to play a leading role in the industry. Besides, more complementary services will be included in the DHUB design to form a complete fashion industry chain.

Zhang Qinghui said: "through our efforts to integrate more resources, make DHUB design to play an exemplary role, so that more people are concerned about the designer group, into the design services for the transformation and upgrading of industrial services. Only more and more social resources and industry resources are involved in such platforms as China Fashion Week and DHUB design exchange, so that the leading role of the market can really play a role in accelerating the growth and maturity of China's fashion industry.