In Europe, Men'S Zhou Zheng Is Facing A Crisis Of Falling T.

According to the tradition of fashion industry over the past few years, men's clothing has been on the T stage earlier than women's wear, but nowadays more and more brands are coming from the brand.

The calendar is eliminated and merged into the dress calendar. Men's week is almost an accessory now.

Milan's 2017 spring and summer men's show is in progress. This is also the recent surge in popularity.

Gucci last season single men's wear show.

This year, at least 10 designers decided not to display their men's wear series, including CalvinKlein, Brioni and BottegaVeneta.

Other brands including Burberry, Gucci and TomFord announced in the past few months that they plan to merge the fashion show between men and women in the future, while the exit of men's leading brand Dunhill and Ermenegildo Zegna has made the industry feel that the men's wear week is crumbling.

Some industry insiders and analysts say that the separation of men's fashion show may cost hundreds of thousands of dollars, and this investment is no longer valuable for luxury brands in the context of the global economic slowdown and the sluggish fashion retailing.

Men's wear week can drive sales far less than women's clothing, and the global influence of men's fashion show is far less than that of women's clothing.

Bernstein analyst Mario Ortelli admits: "the brand is now concentrating on getting higher return on investment."

The women's fashion show invites many first-line stars to sit in the front row seats to attract crowds of news photographers, fashion reporters and social media's eyeballs. On the contrary, men's wear shows can't do this because their customers are relatively low-key. In recent years, men's wear week's media are also decreasing.

Some analysts have pointed out that more investment in luxury clothing brands may further widen the gap between global women's wear and men's wear sales.

According to Euromonitor International data, designer men's clothing turnover is expected to reach more than $40 billion in 2020, an increase of 6.8% compared to 2015, while women's clothing turnover is expected to increase by 7.7% and exceed 75 billion dollars.

Four months ago, the alarm clock of men's wear week began to ring. Burberry and TomFord said they would merge men's and women's fashion show. Italy luxury brand Gucci issued a notice in April, saying it would start merging two series of fashion shows next year.

BottegaVeneta also said it would integrate two men and women in the 50th anniversary celebration, although it has not yet confirmed whether this practice will continue.

Vick Mihaci, President of Elite Management, a model brokerage firm, said: "although men's week has gained a high reputation in the past few years, women's wear show is still the most important business of luxury brands, because most brands focus on the design and production and sale of women's clothing."

Today's fashion show is all about direct contact with consumers, rather than passively waiting for customers to shop.

As for the shrinking of men's wear week, industry experts explained that the investment in fashion show was not as cost-effective as before. With the global demand for luxury goods weakened, the luxury industry paid more attention to return on investment.

In addition, social media is having a major impact on the fashion industry, making it more urgent for new products and making it easier for luxury brands to reach potential consumers.

Since the emergence of social media, every consumer can instantly see the desired products on the Internet. Social media has already left the development and discourse power of the fashion industry. The American hall designer Oscar de la trenda even thought that a big show was a waste. The founder of New York fashion brand digital research think tank L2 also said that the traditional value of fashion week was evaporating and became a "self Carnival" without any reward.

Elizabeth Rose, director of men's clothing department of Premier Model Management, said that although the combination of men's and women's clothing series could better display the designer's work, it was a disaster for male models. The 50 year old model John Pearson put forth a philosophy: "ultimately women's leading fashion, and men will always follow."