The Combination Of Sports And Tidal Currents, Current Situation And Future Geometry

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Our new goal is to conform.

What is the aesthetics of the sportswear sportswear? What did the market look like before? How did the movement start? What is the current situation for the sports brand? What does it look like for the fashion brand? What is the significance for creating a brand? What is the meaning of the fashion brand or the sports brand? How should we follow the trend?

To address this problem, the CEO and co founder of GrandStudio, Mr. PatrickPeritz, Japan's top multi brand buyer shop, BEAMS, the godfather of KeiHirosawa, a popular sports buyer, and MS. HaysunHahn, an influential consumer expert consultant in New York, have combined with their experience and unique vision to make a wonderful sharing of the status quo and the future of the combination of sports and fashion.

PatrickPeritz: many years ago, the fashion industry and sports industry merged together. As a result, sports brands began to pay attention to the fashion crowd, and for fashion brands, they were also willing to pay attention to sports brand products.

And production process.

Two extremes in dress

The phenomenon we saw before is very simple. The dress is divided into two extremes, or a very athletic person. When wearing a professional sportswear, he is dressed casually when he is not exercising.

About five years ago or earlier, fashion people began to pay attention to health and exercise, but they were also very fashionable in sports, so they would carefully select some fashionable sportswear to match.

Fashion brands are also starting to pay attention to sports elements.

With the popularity of mobile social networking, people will begin to show their good sports wear on social networks, and these information and trends are spreading more and more widely on the Internet.

Meanwhile, in 2010, Nike began to consciously cooperate with Japanese fashion brands and launched a running series.

As well as Nike and SACAI cooperation ladies dress series is also very famous, as well as Puma and RIHANNA cooperation.

For fashion brands, they have some actions to show their determination to sports products. For example, we are more familiar with GAP, H&M, and UNIQLO, which also have subcategories for sports products. Big brands such as GUCCI's main design and Nike have also worked together to launch a new product line.

But for fashion brands, they are more concerned about the production and design process of sportswear because of the different design and production procedures.

They will also be very particular about the function of sportswear. They must match the fashion theme of the whole season with one hundred percent, and choose the correct function and technology to achieve it.

Sports brands are very experienced in designing and producing functional clothing. What they need is to extract the elements that they really need in fashion trends, and then apply them more accurately.

KeiHirosawa: in 70s, the outdoor trend began to appear on the fashion stage in Japan. For example, a number of representative trend magazines, fashion magazine POPEYE, talked about life style.

Outdoor sports trend

There are more and more Japanese outdoor sports brand products in men's fashion modeling, such as daily leisure, outdoor single items such as watches, or a combination of business and leisure activities to increase outdoor single products.

The trend of outdoor sports in Japan was not at the same time. It started with the popularity of backpackers and fishing in the first 70 and 80s. Now it has entered a trend of skiing sports.

Storytelling design

Many brands are also developing with the outdoor trend, incorporating more story design into the product.

In addition, from the display of shops, behind is the display of bags, single products, the whole is in front, there are stories, and different combinations are displayed according to the collocation of scenes.

Generally, outdoor fashion brands are on the display with high density. In recent years, the popularity of the brand is the combination of story and composition on the overall display. This is also the direction now.

Some Japanese brands use outdoor technology to make fashion elements. In recent years, fashion brands use outdoor special fabrics to make single products, and then choose to enter exhibitions like ISPO.

Fashion and outdoor trend combination

The combination of fashion brands and outdoor trend products is a relatively good expression for Japanese brands.

In the shops of Beams, we have magazines for mountaineering and surfing.

There is a matching pattern we recommend in the window.

The scene and storytelling in the whole connotation will show the combination of single product better.

Mountaineering things, military clothes and wind things will not be presented in the way of mountaineering, but will be dressed up with single fashions of fashion.

Another shop in Beams is the American style in 50 and 60s.

The shop is also our fashion item, and the shirt series is outdoor sports shoes.

In the process of product development, such as developing with SPECTRA, this is a series of cross-border activities. Apart from Beams's cross boundary cooperation with famous outdoor sports brands, we will publish these contents from the form of production.

This is the magazine produced by Beams, which is interviewed by different outdoor brand companies.

HaysunHahn: now the collection of fashion and sports is becoming more and more close. Especially, Nike has already had a large number of fashion products and sports products.

What we are focusing on now is the trend of sports development and the trend of development in the next five or 20 years.

Now some functional fabrics, the whole popular life cycle is probably about 15 years.

I think there is a time difference between the research and market application of the school. This is something we need to consider.

Now some of the technology in school research may be a little ahead, but the market is not fully accepted, so the application of technology to the market may take some time.

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There is still much room for sports apparel market.

Now the world's textile and clothing market, including clothes and shoes, has reached $30 trillion, a very large number, about 62 billion 100 million dollars for women's clothes.

In 2015, the market was around $300 billion, and the market for sports shoes was about $90 billion 400 million. It is estimated that the total sports wear and accessories will reach the market share of 16 billion 500 million dollars in 2017.

While Nike and some big brands account for only about 5% of the total market share, there is still much room for the whole sports apparel market.

Most sports brands nowadays advocate a lifestyle and no longer emphasize the functionality of a single garment product. Instead, they reflect the inspiration and desire of a designer. He combines technology with fashion, so the expression is a combination of fashion sense and functionality. If they are traditional outdoors clothing, the price will be around 500 dollars, and the price will be around 2000 dollars after adding a lot of fashion elements.

Three levels of brand

The three levels of brand are basically divided into three levels. The first level is the combination of fashion and function, and the price is very high.

At the other extreme, functionality and price are very low. The middle is the brand direction, function and fashion design that we can all consider, which has provided us with great development.

The development trend of 2020 is very important about sports and fashion. We have become a new definition and new concept.

Two very important concepts, one is the concept of virtual, and how does our brand form this image and visual effect.

Another is the real clothes. What kind of functions do we show?

Another, if we want to show its performance, I hope you will pay more attention to its color. The appearance of the garment must have a good stability. About five years ago, we launched the summer sportswear, and in the process, we think the summer sports clothing will be a big trend.

At the same time, the proportion of women's clothing will be a big increase.

And by 2020, women's demand for yoga clothing will be a big market space.

Our products now have large and wide range of products and become more and more specialized textiles.

Now in the United States, young people under 30 are increasingly taking part in club activities. This club is increasingly focused on sports, such as playing golf and playing table tennis. All of them need specialized sportswear, so we need more and more of them.

Respect for innovation and technology revolution

Now if we are concerned about sports development in 2020, we now feel that clothing is becoming more and more concerned with the design of some functions.

Therefore, we need to know that the special needs of special campaigns require us to consider these needs in our costume design.

So you must respect innovation and technology revolution and apply these things to your product design.

So if you respect technology and innovation, future products will also show respect for you.

Here is a final reminder that fashion is following you and not blindly pursuing fashion.