Activating Fashion Fashion Experience: Face Recognition + Private Customization

As the saying goes, "dress knows taste".

A person's clothing matching is a fashion, and it is also a recent life art for everyone.

Among them, the most recent fashion for the public and fashion is undoubtedly all kinds of "fast fashion" clothing and consumer brands.

From Spain's "fast fashion" brand ZARA, GAP of the United States to the dream of Sino US cooperation, bazaar relies on the international design team to pform the forefront of the fashion concept of "product concept" into consumer goods, so that ordinary people do not have to buy luxury brands, but also can get close to fashion.

In the mobile Internet era, more "tide makers" are eager to tide over the Internet.

However, the fashionable feeling of online shopping is often far from the feeling of traditional shopping, which makes people constantly feel the "great contrast between virtual world and reality".

Last weekend, with the famous "fast fashion" online shopping platform, bazaar's second experiential shops opened in Nanjing West Road, Shanghai, China's fashion capital. It seems to have sent a signal to the fashion industry: a new marketing campaign for fast fashion brands has quietly started, regardless of whether the industry giant or the later show are aiming at experiential marketing.

At the same time, the major "fast fashion" brands have also launched new digital experience tools, such as Gap promoting the "online booking store" and Zara putting forward the concept of "big digital operation".

A storm of online interaction with offline experience is coming.

Internationalized designers redefine "fast fashion"

Fast fashion is not cheap and fast food.

Designers capture fashionable messages from the most popular fashion week and T stage, and turn the trend into products. It takes several months to go to stores and counters, and even high-end brands need half a year.

But according to the concept of "fast fashion", the product concept is often converted into consumer goods in a very short time. The initial process takes about 50 days.

In today's information age, the "fast fashion" brand favored by some urbanites shorten the process to 20 days or even shorter, or even "new products around the week".

"Fast fashion is definitely not a fast food product."

Design director Miao Anqi said.

The fashion industry often uses "fast, accurate and ruthless" to locate "fast fashion". Its core element is to use the popular elements of internationalization to guide customers' consumption concept.

In Miao Anqi's view, "fast fashion is by no means cheap. The core of it is to create a fashion that mainstream consumers can afford."

She hopes to guide consumers in her own design, so that everyone can discover herself and find a definition that suits her own fashion, rather than blindly pursuing high-end brands.

Born in Taiwan, she grew up in Vienna and grew up with a diploma in ESMOD underwear designer in Paris University.

In the winter of 2004, she chose to return to mainland China and live in Shanghai.

For more than ten years, she has successively joined underwear brand Ordifen and dream bazaar, so that she can learn underwear in Europe.

"Take root" at home.

She tried to integrate the popular elements of the French lingerie exhibition into her own design, and constantly integrated the western fashion design concept into the local context of Chinese culture, creating a series of underwear such as "China year" red series and auspicious colors such as peacock's opening screen, and gradually injected a spirit of modern women's "vigor and health" into the design of underwear.

"Fast fashion" requires designers to constantly brainstorm and create new fashion elements quickly, which has brought many challenges to many designers.

Miao Anqi has a motto: "inspiration comes from life."

She said that as a designer, she must maintain her love for life, and her identity across the border and national boundaries is a source of inspiration for her.

"Fashion is changing all the time. Designers must have a new sense of life to discover.

My childhood home in Vienna, lived in Paris during the youth, and now lives in Shanghai.

Every year, I will be able to live and live in these places. Every time I return to these different homes, new feelings will give me inspiration.

Activating fashion experience

Face recognition + private customization

In the era of mobile Internet, "Scene" and "experience" become very important elements.

The traditional physical store sales mode is being disintegrated, and the fashion sense that has been experienced in large department stores and famous brand shops is being replaced by an online fashion scene.

People have had a ticklish taxi ride, and there is public comment on eating. In fashion consumption, the traditional brand is also facing a "Scene" revolution.

Many "fast fashion" brands are eager to try their best.

The "fast fashion" brand Zara put forward the concept of "big data operation", and production and operation are always adjusted through sales data.

UNIQLO (thematic reading) took the lead in introducing virtual fitting system to online stores: choosing a model similar to its own body on mobile phones or websites, changing clothes of different styles, and experiencing fashion in the "fitting mirror".

The dream bazaar fashion digital experience shop in Nanjing West Road, Shanghai, creates a fashion sense of interaction between online virtual and offline experience.

As the "fast fashion" brand which is the main body of online sales in China, the dream bazaar plan will set up offline experience stores in 30 cities across the country. Why is it pferred from the online to offline? In the view of the industry, today's virtual fashion experience still needs to be linked to the real fashion experience.

Let's take a look at the appearance of the new generation fast fashion experience store: the dream bazaar digital experience store in Shanghai has 3 floors and an area of more than 1000 square meters.

There are scan yards, self zone, fitting area, and online and offline interactive payment area.

The store provides high-speed WiFi environment and cozy coffee, and there are a large number of public tablets for customers to use.

This is no longer a confusing selling sense. Customers drink coffee and log on to dream bazaar APP to buy goods. They can also choose to deliver goods after APP orders.

Many young customers are free to mix and match products on the electronic screen of the store, and then confirm their own fashion imagination through physical comparison in the physical store.

There is no need to line up for payment, just sweep the two-dimensional code.

All this really satisfies the tide of people's eagerness for fresh hope.

What is more interesting is that in the future, bazaar will launch the technology of "face recognition + private customization".

The face recognition program will record people's traffic through the face recognition technology.

Deployment through technical means

Staff follow up services to solve the blind corner of services.

It will also introduce the "private custom" service, using the convenience advantages of domestic WeChat to provide personalized fashion customization for users.

Designers from the United States make the best use of the two major advantages of China and the United States. They only have to think and do nothing. They are all "people-centered". They must feel the new trend of digital fashion, and they should "discover themselves" in the physical store.

Cross border electricity suppliers and cross border designers

Fast fashion international "global village"

Ms. Tu, who lives in a central city, received a parcel from a phipment company from the other side of the ocean. She bought two pairs of sneakers for her six year old daughter on a website in America half a month ago.

"These shoes are more than seven hundred or eight hundred in the country, and in the United States, Amazon is bought for more than 30 dollars. Every time you buy it, it's quite suitable!"

In China, more and more people join the army.

Taking the data in 2012 as an example, the amount of goods purchased by China's online shopping consumers from the United States and Japan is 286 billion 800 million yen. The amount of goods purchased by the United States from China and Japan is 75 billion 700 million yen, and the amount that Japanese buys from China and the United States is 15 billion 500 million yen.

Insiders predict that if 2014 is the first year of cross-border electricity supplier, then 2015 will be the reshuffle year.

In May this year, Tmall International announced its exclusive strategic cooperation with the world's nine supermarket groups.

The French Pavilion, the Korean Pavilion and the Japanese pavilion of a famous electricity supplier have been opened.

In December 2014, American bazaar group's online selling platform Meng bausa started working with the American Apparel Association, and a number of us brand exclusive partners with dream bazaar entered the Chinese market.

In February this year, dream bazaar launched its first international business channel, "the US Pavilion", which sold 6 US brands synchronously with the US high-end department store NORDSTROM.

Whether in Shanghai Nanjing road or Guangzhou Pacific, the fashionable message of City tide people is often in sync with New York, Paris and London.

Janet (JanetChung) is a famous American fashion.

This time, she and her husband came to China with two young girls and children's wear brands to join the dream bazaar platform.

Janet is a Korean American who grew up in the United States. She started from the bottom step by step and became a famous fashion designer in the United States in more than 20 years.

In 2001, she was in love with and acquainted with her husband Steven (Steven) in New York. The two eventually established their own fashion brand.

Steven is a famous composer and singer in the United States. His wife often finds inspiration in his music creation, especially in some lyrics.

"I will not consider whether the product is designed for the United States or for Chinese customers. In my view, my design comes from life, and it can cross national boundaries or cultural differences."

Janet said.

Gep (JEO) is a famous fashion figure in the United States. He founded a surfing costumes and clothing brand in the United States. He also brought his brand to China and brought his own fashion ideas.

His understanding of fashion originates from life and sports. He is a lover of surfing, and he inject his feelings of surfing for more than 20 years into brand design.

"Only people and sea in surfing are very lonely and very free. Surfing is my constant inspiration. It's the soul of my design."

One of the charms of "fast fashion" is to break the boundaries between work clothes and leisure life in the design. Urban white-collar workers can wear these "fast fashion" clothes, shuttle between work and leisure activities beyond 8 hours. It adapts to the tense, fast and simple life needs of urban people.

In the men's costume designed by GEO, the sport spirit of surfing and skateboarding is not sportswear. People can wear them and wear them in their daily life.

In today's "fast fashion" era, how far can designers lead the fashion concept of ordinary people? Xia Yanxiang, a Post-80 designer, usually lives in Guangzhou. She said that designers must be a creator who is good at discovering fashion elements in life.

"My inspiration often comes from street art, film or painting."

In her opinion, a designer designs a dress just as a painter completes a painting.

When people wear designer inspired works, the fashion sense conveys is three-dimensional. "Fast fashion" should be a three-dimensional art.

In today's global information network, no matter where we live, the idea of fashion and life is gradually converging. Just like the "global village" proposed by Mcluhan, a famous media scholar, the rapid development of modern technology has reduced the space-time distance on the earth, and the whole ball is like a small village in the vast universe.

In today's highly developed information, people seem to live in a fashionable "global village".

The team of fashion designers from across borders and regions will undoubtedly be the core fashion inspiration Laboratory of all kinds of fast fashion brands. Here, designers of different nationalities will be exposed to different sparks in their understanding of life and fashion, and activate the general public's keen sense of fashion.