Designer Brand Turn From Good To Good

From the first generation of Chinese designers who rely on Chinese elements in the world fashion industry to the new generation of Chinese designers frequently appearing in the world's mainstream fashion week, the style of the domestic designer brand has moved from the high-end high-end customization to the real wear series.

The pformation of design style is not only a different era.

The change of design concept is also a microcosm of the change of Chinese fashion consumption psychology.

Designer brands gather in department stores

Those domestic designer brands who once hid in BNC or Nanluogu Lane shops in Sanlitun have begun to get together and settle down in department stores.

The small kingdom hidden in a corner moved from behind the scenes to the stage.

The whole four floor of Beijing's old Buddha has become an independent brand area.

Nearly 20 domestic brands, including Liu Qingyang Chictopia, have just been opened.

Fiona Chen; renowned overseas designer fan ran and Qiu Hao's brand name Ran Fan, Qiu Hao; Beijing Institute Of Fashion Technology integrates young designers' works collection brand Bift Collection.

Reporters found that some of these brands are independent shops, and some other brand collection sales.

Apart from domestic brands, the Department also has many overseas small and medium-sized clothing brands.

South Korea's brands are concentrated in the Korean Designer area. Brands from the United States, Britain, France, Italy, Spain, Denmark and so on are numerous.

However, these developing brands from all over the world are not yet famous in China, and are rarely known to domestic consumers.

Independent designers have gained more and more development platform and exhibition space under market cultivation.

Independent brands are difficult to stand alone.

"The independent designer brand is only a stage of brand development. In a certain period of time, the division of labor will take place and a commercial framework will be formed."

Just got the 2014/15 International Wool symbol competition Asian regional women's clothing champion Vmajor independent design brand founder Qiu Wei te said to the media.

Xu Bin, a clothing industry expert, told reporters: "now the domestic clothing market has developed relatively mature, and the threshold of new brand establishment is relatively high. One person always has limited resources to make brand, and later development of the brand can hardly be further developed without funds and operation team support."

He also said that as early as 20 years ago, when the Chinese clothing market just started to flourish, the clothing traders basically took the wholesale and doing business mode, and the clothing business could start from the bottom.

But 20 years later, a large number of designers who have professional design background, such as "post-80s" or "post-90s", are constantly emerging. They are the generation who really grew up in the international fashion atmosphere, most of them have the experience of studying abroad.

The development of China's garment industry is no longer the same.

In the ascendant independent designer market, fierce competition has not been faced by designers alone.

Analysts believe that the brand should be bigger and stronger, either by providing resources or channels support from the resource rich clothing listed group, or by jointly distributing shares with department stores.

Therefore, the development and expansion of independent designer brand is not alone.

Chen Jingjing, designer of the independent brand of Fiona Chen, told the Beijing Commercial Daily: "if there are like-minded collaborators who do not interfere with my designs and respect my self expression in design, I am willing to consider such cooperation."

From high to real

In the Department of Lafayette department store, the independent designer Fiona Chen, the first store in the country, has become the runner up of the whole four tier independent designer brand area in less than a month. It is second only to the prestige designer chictopia (Liu Qingyang).

Such a market performance not only reflects consumers' recognition and love of brand design style, but also shows that today's fashion consumers are not captured by "big brands" and by reputation.

The reporter learned from the store of Fiona Chen that the design style of the brand is full of fun and innocence, rich and bright colors, full of attitude, and full of fashion.

In Chen Jingjing's words, Fioan Chen will adhere to the interpretation of customer needs, create natural beauty and fashion beauty, and make brands that realize the needs of people's lifestyle.

Not only is the hot Fiona Chen, but the reporter has investigated many brands of BNC in the department store and the famous designer collection store. The independent designer brands are priced at the right price. They fully meet the international trend and satisfy consumers' daily wear needs on many occasions.

Recall the development process of the domestic designer brand, and the early well-known designers mostly went on the route of advanced customization, such as Guo Pei and Zhang Zhifeng, who were famous at home and abroad.

Their works are more high-end and luxurious, and the price is relatively high, about 30 thousand -10 yuan.

However, nowadays, with the emergence of a large number of independent designers of post-80s and post-90s, their growth experience, educational background, international experience and consumer demand have brought the design concept and aesthetic orientation of young Chinese designers to a natural and refreshing routine.

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One of the most important reasons is the change in the psychology of Chinese fashion consumers.

It is easy to see from Fiona Chen that the new brand has become a marketing myth for less than a month. Nowadays, consumers value the brand attitude of personality, fashion and daily needs. The beauty of natural beauty is the real beauty.

It is hard to resist today's fashion consumers, especially young people, who refuse to be too large and pose too high a gesture.

Even celebrities and celebrities have chosen young independent designers to attend important occasions.

The modern consumers who constantly pursue spiritual freedom, thinking personality and independent aesthetics have their own judgement and opinions on fashion and trend. The so-called Chinese leaders who are increasingly mature in their consumption psychology are hard to buy.

From the high to the actual wear, designers are the actual direction of change, but also the epitome of China's fashion consumption process.