Shenzhen's Cutting-Edge Designer Brand Is Outstanding.

Cultural and creative industries demand much more atmosphere than other industries, while Beijing and Shanghai almost concentrate all mainstream fashion media, entertainment stars and experienced public relations teams, even cultural activities. exhibition Also more intensive. In Beijing, a designer can come into contact with all kinds of circles, and all kinds of resources have more opportunities for Beijing and Shanghai.

If you read the schedule, you will realize that at least in the mainstream commercial brand, many brands come from Shenzhen, such as Mass Phil, Marisfrolg, Nals and Yi Hui.

Compared with the independent designers who are heated discussions today, Shenzhen's early fashion brands are more concentrated. In 1997, Zhao Huizhou opened her first family in Shenzhen. Women's wear Shop in Huaqiang North's new good shopping mall. Without any study background, starting from a crowded shop, Zhao Huizhou's company "Yi Hui" now has three brands: Yi Hui, HUI and SOFA.

If you carefully check the women's clothing brands that have started in Shenzhen, they will find that they are unusually consistent with the mature women's market. Go to the shopping mall's mature women's wear circle, and quite a few brands come from Shenzhen.

"The brands of Shenzhen are all women's clothing now, because they are all brands that were created nearly twenty years ago, and then grow as consumers mature day by day." Zhao Huizhou said yes.

In other words, there are many problems in the early stage of Shenzhen's women's clothing brand in the new market, and the brand is aging. But Zhao Huizhou found that compared with the 40 year old woman 10 years ago, the new group of 40 year old women had changed greatly in their vision and lifestyle. The situation of these brands is becoming more and more awkward.

But for the mature women's clothing, Zhao Huizhou also thinks it has its rationality. "Young people's consumption power is often lacking, and high-end consumption is still relatively mature. This group's consumption ability and consumer market are relatively mature."

However, when more and more design students are graduating from abroad, the concept of personal brand and independent designer is becoming more and more popular. After all kinds of buying shops sprang up like mushrooms, the appearance is as lively as Beijing and Shanghai. Shenzhen seems to be out of doors.

Shenzhen is not aware of this problem, so it was the first Shenzhen fashion week hosted by the Shenzhen Municipal People's government and the Shenzhen garment industry association in April this year. But the government led fashion week was changed from the original planned November to April. In the Shanghai fashion week, the fashion week in Shenzhen was not so satisfactory.

"Shanghai fashion week's positioning is very clear, that is, you can see that seventy or eighty of the new designers and independent designers released the show. This fashion week in Shenzhen also has independent designer brand, but because of its strong commercial brand, it has drowned them. " Zhao Huizhou said.

Shenzhen is not on the bustling cusp. In Zhao Huizhou's view, it is also because independent designers are clustered in relatively concentrated cities, which can not blossom everywhere because they are small. And people who want to catch up with these buyers or new designer shops are very individual people, and they are still concentrated in Beijing and Shanghai.

As one of the most active cities in China, Shenzhen's purchasing power is actually very strong. According to the data released by the National Bureau of statistics and the survey of Hurun, the annual disposable income of Shenzhen in 2014 was 40 thousand and 900 yuan, and the number of multimillionaire was around 50 thousand, and two data ranked third in Shanghai and Beijing. Cantonese are more likely to spend money on food than on clothing, but Shenzhen is an immigrant city and the proportion of Cantonese is not high.

In fact, there is no shortage of independent designer brands in Shenzhen. For example, Vmajor, founded by designer Zhu Wei te and Lin Xiao Xin, was founded in 2012. In 2006, the two graduated from the London College of Fashion dress design department and the visual communication specialty of Camberwell College of Art.

Odbo creative director and Hongkong designer Tonny Law also set up an independent brand designer Manmade Natural in Shenzhen in 2010. In addition to some overseas orders that need to be shipped in Hongkong, Manmade Natural is completed in Shenzhen from development, production to daily operation.

Tonny Law has many considerations when choosing to establish a brand in Shenzhen. He has been engaged in the garment industry in the mainland for 15 years, and is quite compatible with the Shenzhen garment factory. There are many manufacturers who represent the Ann Demeulemeester of the dark fashion brand. Tonny Law believes that, thanks to the accumulation of deep foundry history, compared with Beijing and Shanghai, Shenzhen's garment processing industry is much more mature, which may not be known to the young designer brand, but it is very important.

"You see many designer brands in Beijing, Shanghai, and their production has problems. PR is probably doing better, and this part of the production is basically not keeping up. We have an advantage in Shenzhen and Guangzhou, and the supply and demand are more flexible. " Tonny Law told reporters.

Because orders are small, independent designers often have to face factories' refuses to meet orders or fail to meet requirements. Speaking of the advantages of establishing fashion brands in Shenzhen, Zhao Huizhou also mentioned that Shenzhen's production and supply chain system, service system and channels are more perfect.

But the disadvantages are also outstanding.