The Reason Behind Vetements'S Rapid Development

If there were two black horses in fashion last year, one was Gucci after Alessandro Michele took over, and the other was not France's Vetements.

Recently, on the Vogue Festival of the British edition Vogue, Vetements CEO Guram Gvasalia talked about the operation of Vetements.

Founded by Guram Gvasalia and DemnaGvasalia two brothers.

Less than 3 years after its establishment, the brand was stationed in more than 200 shops around the world. The tide was made one after another: "DHL" yellow T-shirt, Vetements raincoat, pullover and jeans displayed by fashion bloggers last week.

Next, DemnaGvasalia, the designer of Vetements, succeeded.

And became Balenciaga.

。

Demna Gvasalia believes that the reason why this brand is so attractive is that "Vetements promises to make clothes that are not complicated but reflect the reality. Consumers will be very convenient to wear and can wear when traveling."

If this is the case, there should be many brands in the world.

The truth is that Vetements has a cynical sense of humour and a material quality, which has been sought after by many young and wealthy people.

But with the support of these consumers, it has almost no cost performance, and has become the standard bursting of money.

1. go shopping at the end of each season. If you see a lot of products for sale, that means supply exceeds demand.

The selling rate of Vetements has been very high.

"We need to simply control the supply relationship.

Many people in the fashion industry ignore this basic economic common sense.

Usually, I visit shops at the end of each season. For me, if I see a lot of products for sale, this means oversupply.

So I will adjust the supply curve next.

If we think a shop is too optimistic about sales, we will reduce the supply.

The reason is very simple: someone can't buy it, but it means selling goods for the brand, but even if you keep one more, you have to discount the stock.

2., we must educate consumers. This brand is never discounted.

"Vetements has a rule: never repeat any style before production.

Because Vetements wants to educate consumers to let them know that the brand is never discounted.

According to the current situation, the bookings continue to rise, accounting for 90% of the volume of pactions in some stores.

3. adjusting the show arrangement can also guarantee the full price of the fashion.

"Many brands will spend 70% to 80% of their budgets in the early autumn and early spring series, but Vetements will spend most of the budget on the main line and then show off."

"Vetements has announced that it will not participate in the fashion week of Paris in March and October. Instead, it will arrange the show in January and June, so that the display time on the shelf will be 6 months instead of two months, and this is also a consideration for the sale of fashion at full price."

4. plan to make advanced customization.

In July this year, Vetements will take part in the French custom week. This is also the second time this new brand has been invited by the Paris high fashion Union as a guest.

Do not expect you to see any evening dress on this brand in the fashion week of the senior custom week. Vetements will show you, or those seemingly plain and simple clothes, including jeans.

"In the past 70 years, the definition of advanced customization has never changed. This is a question worth discussing."

5. personally, I will not stay in the fashion industry for a lifetime.

"You can see that many people are talking about a brand at the same time, but they will soon be tired of it.

As far as I am concerned, I will not stay in the fashion industry all my life. Maybe 10 years later, I will go to the hotel industry. "