Asian Fashion Brands Are Developing Into Strong Competitors For European Luxury Brands.

Liu Min, designer of high fashion brand Ms MIN

In recent years, with South Korea, China and Japan,

Rapid development, Asian consumers' support for local original brands and Europe.

Brand aesthetic fatigue and changes in consumer attitudes, Asian fashion brands are gradually becoming a strong competitor of European luxury brands.

According to statistics, Asian consumers are the largest consumer groups in the global high-end fashion market, accounting for about half of the total consumer group.

Most of them are under the age of 35, familiar with the Internet world, and are very fond of finding niche people, typed and original brands.

These brands not only enable them to stand out, but are quite different from the fashion concepts advocated by their parents, fashion executives and retailers.

Fashion experts believe that high quality is no longer the patent of Western European luxury brands. Asian fashion brands gain local manufacturing base to provide them with new opportunities to try new textile materials and fabrics. They are attracting attention.

The increasing attention of Asian fashion brands is no doubt adding to the Prada, Bottega Veneta and Tod's luxury brands.

The sluggish sales of luxury brands have long scarred them, partly due to excessive price increases and overexposure to consumers in the Chinese market.

Andrew Keith, President of Lane Crawford, said that Chinese fashion brands like Ms MIN and Comme moi are fast growing modern designer brands.

At present, the two brands are sold at Lane Crawford, and the Korean men's brand Woo Young Mi is also stationed at lac Crawford Lane Crawford, which is expected to be joined by Korean women's brands soon.

Ms MIN is the top fashion brand created by Liu Min, the famous Chinese independent fashion designer in 2010.

Liu Min graduated from the London Fashion Institute's women's wear course. After graduation, he worked as an assistant designer in Viktor &Rolf fashion house, and worked in PORTS women's clothing department.

Comme Moi is the personal brand created by Lv Yan, the first world-class model in China.

The brand opened its first boutique in Shanghai last October.

Over the past four years, Chinese brands have grown from 4 at the beginning to more than 30.

Andrew Keith, President of Lane Crawford, revealed that 20% of the Chinese design clothing purchased online is shipped outside China, mainly for Chinese consumers who want to acquire these brands.

According to statistics, the average age of mainland Chinese consumers is 25, while the average age of Hongkong consumers is 35-40.

Andrew Keith, President of Lane Crawford, said: "when you see China can develop its own creative community and emerge as a creative force, you can feel a sense of pride."

Comme Moi is the personal brand created by Lv Yan, the first world-class model in China.

{page_break}

In addition, Japanese brands are also the main brands purchased by Asian consumers, such as Sacai and Tsumori Chisato.

These brands often have longer starting time than Korean and Chinese brands.

Designer Chitose Abe founded the Sacai brand in 1999, and has worked for Junya Watanabe for 8 years.

Due to the influence of Rei Kawakubo and Junya Watanabe style, the women's dress of Sacai is exquisite and charming, without losing the light and elegant characteristics of the material.

In 2009, Sacai launched the men's wear product line.

The Tsumori Chisato brand was founded in 1990 by zinson thousand li. She was a Lssey Miyake's right hand.

In 1999, Tsumori Chisato opened its first specialized store in Japan.

In 2000, the brand launched its first fashion conference in Tokyo.

In 2003, Tsumori Chisato released the spring and summer series in Paris in 2004.

In addition to the two brands, the Japanese brand ROGGYKEI is also the fashion brand often worn by American pop singer Lady Gaga.

The brand was founded in 2006 by two Osaka Institute of design graduates, designers Hitoshi Korogi and Keiko.

Sacai, a Japanese brand, is located in a store in Hongkong.

It is noteworthy that Seoul, Tokyo and Shanghai are rapidly expanding the scale of fashion week. They are sponsored by local industry groups and show many new fashion brands.

Among them, some brands have developed to western countries, fashion shows in Milan and Paris fashion week, and set up brand stores.

Chinese designer Guo Peiyu showed up in Paris's high fashion week in January this year, and the Chinese shoe brand Stella Luna has three independent stores in Paris.

Yin Yiqing, a Chinese designer, has been sold in China, New York and Paris. She has won many European fashion awards and has been praised as one of the most promising designers in the international fashion industry.

Chao chao SJYP, which was founded by Steve Jung and Yoni Pai, is sold in Europe and the United States, including Selfridges in department store in London and Opening Ceremony in the famous chain store in New York and Losangeles.

The Korean brand SJYP was founded by a two person designer, Steve Jung and Yoni Pai, which is on sale in Europe and the United States, including Selfridges, a London department store, and Opening Ceremony, a well-known chain store in New York and Losangeles.

Chinese designer Uma Wang has graduated from the central Saint Martin Institute of art and design, and its brand is on sale in China and Europe, including l'Eclaireur, a famous buyer shop in Paris.

She also held a fashion show in Milan fashion week.

Lee Seo-hyun, President of Samsung fashion group Samsung C&T fashion department, said that many Asians believed that luxury brands should come from western countries before, but now many consumers are more interested in local designers with unique vision and style.

Samsung Group Samsung C&T is a subsidiary of Samsung Electronics Group Samsung Electronics. It is the largest business investor in Seoul fashion industry.

Every year, Samsung Group Samsung C&T appropriated $100 thousand to finance 2-3 designers to help develop their clothing series.

Since 2005, the company has invested $2 million 700 thousand in 19 design teams through the Samsung fashion and design foundation.

It has a series of brands including Korean brand Bean Pole and Belgian clothing brand Ann Demeulemeester.

Erwan Rambourg, a luxury goods analyst at HSBC, said that even though Asian brands were still small and there were no extensive distribution channels for the time being, they had quickly become a strong competitor for Western European luxury brands.

Korean cosmetics have long been the concern of Chinese consumers. The Korean TV series "you from the stars" and "the descendants of the sun", as well as the Korean pop singer Big Bang and the girlhood era, are more conducive to improving the image of Korea and making it the fashion direction of Asia as a whole.

He pointed out that Asian consumers have accepted American culture, and Korean pop culture is closer to Chinese culture.

Jin Shengzhu Sung-Joo Kim, chairman and CEO of Korean luxury group Sungjoo and MCM group, said Korean self-esteem and self-confidence were stronger by Korean culture. This is also the reason why Korea and other Asian brands are becoming more and more popular.

Jin Shengzhu Sung-Joo Kim helped develop the Gucci brand Korean business. She pointed out that Asian brands could better cater to the petite features of Asian women compared with European brands.

Joowon Park, director of Simone Fashion Company, based in Seoul, believes that the vision of "made in Asia, designed in Asia" will surely come true.

Asian brands have long been disappearing, and now they have better raw materials and manufacturing bases.

Simone Fashion Company produces products for several brands, including Coach, Michael Kors and Kate Spade.