Brand Designers No Longer Abide By T, Reaching The End Consumer Cheng Xinchong.

Fashion never seems to fade.

- Mercedes Benz China International Fashion Week (2016/2017 autumn winter series) arrived.

The fashionable faces of the showrooms are continuing to compete, and the compliments of the editor are still "crying and absorbing". The fashionable language of convergence is constantly supplying the nutrition of the big coffee.

Perhaps, the gifted people in the circle have gained glory, and ordinary people outside the world have been chasing stars, which has become the traditional way to open fashion week.

Following the international brands announced by Burberry, Tom Ford, Rebecca Minkoff, Thomas Tait and Mulberry announced that they want to change the fashion publishing model, the debate on "direct sale" and "fashion show" synchronous direct sale is becoming more and more intense. The fashion week camp faces more challenges.

Silent barriers to high-end industry barriers

In fact, fashion week's original purpose is to build a high-end platform in the fashion industry, so that brands and designers can show the latest works to professional fashion media, fashion coffee, high-end customers and retailers, and enhance the influence and voice of the industry.

As the brand and social network, electricity providers continue to break through the depth of integration, throwing heavy gold from traditional marketing to the core of social marketing, many industry insiders asserted that "fashion week's traditional high-end industry barriers are quietly broken."

This argument comes first from the social network. It breaks the authoritative fashion interpretation of traditional media and enables consumers to synchronize the fashion week in real time through a wide range of self media channels. Consumers can choose their favorite social language tonality by themselves.

The fashion attitude of KOL, Internet celebrities such as stars, big coffee and other social media has far more influence on consumers' purchase than elite fashion reviews and brand official interpretations.

At the same time, fashion week's consumption patterns also lag behind the contemporary "fast food culture".

Due to the fact that the show on display in fashion shows can only be reached after several months, the overexposure of celebrities and social media has long lost the freshness and interest of consumers.

The emergence of the electricity supplier has promoted the immediate sale and presale of fashion show clothing, and more and more brands and designers began to try to sell them now, thinking about the new way of communication between fashion and consumers.

In the mature brand's steady channel and famous designer's monopoly capital market all year round, the cutting-edge brand and the cutting-edge designer are also looking for ways to display their talents, such as online shops with higher rate of return on investment.

Whether it's a self show show or a retail oriented buyer's shop activity, fashion week is no longer the only choice.

More and more brands and designers began to break away from fashion week and began to focus on fashion details and consumer personalization experience.

Obviously, this fashion revolution has swept the Chinese fashion industry. This year's fashion week seems unwilling to follow the old customs.

During the China Fashion Week, Mercedes Benz China International Fashion Week (2016/2017 autumn winter series), many fashionable fashion show and public interaction mode are quietly changing the tone of fashion week.

The "COTTON USA - Cotton power theme exhibition", organized by the United States International Cotton Association and the fashion week, brings the breakthrough of public interaction thoroughly. It aims to improve the participation of non professionals, and guide them to feel the natural material "cotton" on the platform of fashion week, explore the natural, high quality, comfortable and fashionable lifestyle, and really open the entrance of fashion and life.

The "fashion publishing area" of the exhibition has opened a new chapter in the interaction between China Fashion Week and the public, enabling fashion lovers to experience and disseminate the trend of cotton.

COTTON USA certification brand Byford, Chicks, DEVIL NUT, BIB, SK8NATSU, NAUTICA, JNBY, sketching (CROQUIS), JNBY, Kark, and the whole cotton era.

Byford, a brand from Britain, has held 2016 spring and summer new product cocktail parties.

PurCotton in the cotton era, the theme of "cotton changing the world" was held during the exhibition, Sharon shared with consumers a clean, natural high quality life experience.

The exhibition is no longer just observation and static appreciation. The recent trend of changing clothes Street has refreshed the experience of the exhibition.

Visitors can have the opportunity to become the leading character of the fashion blockbuster by making an appointment with WeChat, matching and publishing their own fashion ideas, using the latest fashions of "fashion distribution zone", from street to business, from American sports to British freedom to go back to ancient times, and to deduce the unique trend of cotton fashion.

Bid farewell to T altar, directly to terminal consumers.

With the continuous improvement of consumers' aesthetic ability, consumers are more willing to dress more casually and suit their own fashions instead of blindly following the trend of fashion.

Therefore, COTTON USA has carefully developed another exhibition area "trend release area", which has made fun of the personalized experience of consumers.

As long as we have a keen sense of fashion, or have a unique and fresh view of color matching, visitors can incarnate bright and fashionable fashion personages, experience from the brand to borrow the clothes to press the shutter, and independently capture the most IN spring and summer trend.

In addition, Pop-up Store (flash shop), which combines art, creativity and fashion trends, is becoming a good idea for fashion makers.

During the theme exhibition, a number of certification brands were introduced into COTTON Pop-up Store, which not only brought the new trend of "cotton facing to consumers", but also promoted online consumption with offline experience.

Visitors can purchase their favorite clothing online through interaction and scanning of the two-dimensional code of the brand.

In the exhibition area of COTTON USA certification brand Byford, visitors can scan the two-dimensional code of the fashion show models and purchase their products at Jingdong or Tmall stores.

The certification brand Teelocker brings the American Cotton Tee customization experience. Visitors can submit the design patterns or characters on the official website and buy them with one key, so they can put on their own T-shirts, feel the texture of the skin while revealing their unique personality.

Dialogue with colleagues in the industry

The valuable platform for collision, the historic role of fashion week and T show is beyond doubt.

But in the face of more and more complex fashion consumers' demand, brand and designer show fashion to media and consumers is indeed undergoing subtle changes.

The show is losing its meaning. Fashion week is so boring that it wants to change the fashion circle. Instead of sticking to the tradition of "Carnival" under the "barrier" of the industry, it will be better to no longer defend the T altar, use the smarter way of social interaction to show the design, return to the "close look now buy" intimate dialogue mode, and explore the new fashion week model that comes directly to the end consumer.