Yang Kuntian Talks About Mark Ed Faye'S "Fifth Space"

International brands are becoming more and more serious about Chinese consumers, and consumer demand for aesthetics is further maturing. Influenced by these factors, the brand pformation of Chinese fashion industry in the first ten years is very fast, especially in the past five years.

Yang Kuntian: FJ

It has been the thirteenth year since the founding of the 2002. We have created a romantic, comfortable and relaxed life style for Chinese young men.

In the past twelve years, the romantic lifestyle of FJ menswear has been enjoyed and recognized by fans. CHIC has made many new changes compared with the past. It also provides a good opportunity for FJ to display.

This time, our theme is "the art of time", hoping that fans will feel the brand's vigorous creativity and more fashionable and artistic brand image.

Yang Kuntian: exploring beauty is art and

Similarities.

As an original design brand, after more than ten years of development, art has been integrated with FJ brand and become the brand gene of FJ.

The concept of "time art" is used to review the development of FJ in the past twelve years with the creative attitude and expressive power of art. This gives everyone a unique visual enjoyment, so that you can feel the artistic charm of the brand.

Reporter: what cross-border elements do FJ "fifth spaces" combine? What do you think of the terminal trend of "open shop and experience"?

Yang Kuntian: in my mind, FJ "fifth space" is "art gallery without walls". It is the result of the brand playing the ultimate role of the brand gene outside the fashion, and the overall design is also the design concept centered on "artist's home".

In terms of clothing, apart from the well-known brands, we also collaborate with well-known original designers for deep cross-border cooperation, including the joint series with cross border cooperation between Chao DEBRAND and Kenji Wu.

FJ "fifth space" advocates consumers to be "artists of life", providing excellent life art for consumers, inviting artists from different fields to cross border, creating cross-border works for consumers, such as soft carving artist D, and Taiwan handmade fabric artist NICOLE.

Diversified commodity structure makes the "fifth space" become the strategic landing of FJ men's fashion lifestyle.

Over the past few years, we have been thinking that fashion itself should not be confined to fashion, but rather a self discovery art.

Therefore, I hope that FJ's "fifth space" can explain the relationship between life and art with the expression of artistic expression of life.

Reporter: what is the biggest driving force to drive these trends? Is it a change from consumers?

Yang Kuntian: the change of Chinese male consumers has been very fast. From the past, we have been blindly pursuing the explosion to the present, and like the female consumers, male consumers have received more and more guidance on dressing. This is a big change in the environment of China's fashion industry.

Although the potential of China's fashion market is huge, the gap between consumption areas is also very obvious.

We are now paying special attention to the sales survey of the first and second tier markets, analyzing the consumption trend of consumers, and bringing the trend into other markets.

Reporter: please talk about FJ men's wear and singer Kenji Wu's cross-border cooperation, for FJ men, what is the nature of the cross boundary?

Yang Kuntian: FJ men's clothing and Kenji Wu's DEBRAND are two brands with distinct personality. They have similarities and differences.

FJ menswear is fashionable and casual style. Art, modern, retro and colorful are the brand labels of FJ men's wear. Kenji Wu's DEBRAND is street style design style, which encourages young people to pursue their unique personality.

We hope that through cross-border cooperation, we can integrate and innovate, make the two brands complement each other in style, provide consumers with third choices, bring new design and dress experience.

At present, there are a lot of cross boundary cooperation between clothing brands and entertainment circles and art circles. I believe that the foundation of such cooperation is the integration of the two concepts and values, rather than just paying attention to celebrities' popularity and what topics they can create for the brand.

Cross border cooperation is primarily pluralistic, so strictly speaking, we are not working with Kenji Wu, but with his tide brand DEBRAND.

Now, we are facing a problem: how can we communicate better with consumers on the premise of product display and sales? FJ men's clothing has just created the stamp, cowboy, rock and roll elements to show their individuality. But now we have to pform into a brand that creates a lifestyle. The experience shop like FJ fifth space can meet these needs.