2017 Spring And Summer Shanghai Fashion Week Opening Countdown To Display New Charm

2017 spring and summer Shanghai Fashion Week Opening countdown explosive growth shows new charm

45 fashion shows, 16 children's clothing releases, 18 fashion designers' fashion demonstrations, 3 large volume fashion shows, numerous events, forums and countless independent releases and Showroom, the 2017 spring summer Shanghai fashion week, which is about to start in October 12th, has won "explosive growth" within a few seasons.

However, Lv Xiaolei, Deputy Secretary General of the Organizing Committee of fashion week in Shanghai, looks at the outbreak of outsiders as the accumulation of steady development for many years in fashion week.

What she is considering now is that the fashion week that has successfully built a professional publishing and business docking platform will continue to move forward in the next direction.

Angel Chen 2017 spring summer series to be demonstrated during the fashion week of Shanghai.

From mining to service

"First of all, what we need to do is continue to tap the best designers and continue to ensure that we can build a stable platform for them," Lv Xiaolei said.

Throughout the recent fashion week in Shanghai, almost all the hottest and most fresh young Chinese designers have gathered here. Many designers, though displaying in London and Paris, still choose Shanghai fashion week as their starting point to develop the Chinese market.

Designer Chen Anqi (Angel Chen) told BoF: in London, she did the show for the media and buyers in the industry, while Labelhood, held in Shanghai fashion week, set up an exhibition without restriction for her.

"Open to everyone, in addition to those in the industry, I can also relate to others.

The audience together feels the new spark and possibility of collision, "she said.

She also said that Shanghai fashion week was of great significance, both commercially and emotionally, during the fashion week, which created a 70% quarter sales volume and a lot of media exposure.

At the same time, she was able to plan many future cooperation opportunities with different artists, stylists, brands or organizations.

"Shanghai fashion week is a big gathering. Every day, the brain is hit by ten thousand ideas," she said.

However, behind the list of strong squad of fashion week, there is also an unknown challenge.

According to Lv Xiaolei, due to the fact that there are as many as 33 fashion weeks in China's cities, and the local government has some concessions, subsidies or other requirements for the designers involved, the Chinese designers have been split on objective reasons for the selection of the platform, and the continuity of the brand names of Shanghai fashion week needs to be strengthened.

Nevertheless, "as long as designers choose Shanghai fashion week, we promise to provide the best service and best presentation effect," she said. She hopes that in the future, through running in, she will be able to find a long-term cooperative development designer who is in line with Shanghai fashion week, the city and even the culture represented by New York, such as Marc Jacobs and Alexander Wang, Milan's Prada and Paris's Dior.

2016 in autumn and winter, Yirantian demonstrated fashion in Labelhood.

{page_break}

From complexity to subdivision

With the enhancement of Shanghai fashion Zhou Qun effect, designers and brands who apply for joining the new heaven show and Labelhood display platform are increasing. The exhibition with the core of Shanghai Mode costumes show is also growing.

Last season, the Mode exhibition has turned another famous fashion show Ontimeshow in the industry into its venue.

"If there is no Shanghai fashion week, there will be no Ontimeshow," said Gu Yeli, founder of the fashion show. She told BoF that the biggest advantage of joining the Mode sub venue is that it can operate orderly in the official framework in the media promotion, buying, media and time arrangement.

"This has greatly improved our professionalism," she said. "The fashion week in Shanghai is very cohesive. It has been a very good example from last season to this season."

This season, the The Hub exhibition, which was originally held by itself, also took the initiative to join the brands of the Chinese government, including Sibling, Emma Wallace, Cheap Monday and Rains.

The scope of the activity has been radiated to areas such as Jingan District, Xuhui District, Pudong New Area and Yangpu District.

Echo Zhuang, a senior buyer who has worked for lac Crawford, 10 Corso Como and Yoox, said: at present, because of the fact that new things happen too fast, there is more possibility for Chinese market than that of foreign countries. Therefore, it is more necessary for professional associations to organize resources better.

"Shanghai fashion week is doing a good job of adapting to the changing market and international rules, and is looking forward to seeing fashion week as a regulatory role to play a more leading role in regulating the market in this changing industry environment," she said.

Therefore, how to "big and orderly" is the second urgent problem for Lv Xiaolei and the organizing committee.

From the finest point of view, this week's fashion week has produced the official fashion show guide book, which provides designers and exhibition information for media and buyers in advance, avoiding confusion caused by busy schedules and multiple venues through pre understanding and selection.

At the same time, it also provides close cooperation to many organizers who participate in the official agenda, sharing the buyers and media resources together.

In the longer term, Lv Xiaolei believes that "subdivision" is the key to how Shanghai fashion week can go in the long run.

It will be from the previous quarter.

The separation from the release of clothes has been enlightened (due to the advent of the "two child era" policy and the exclusive platform of children's wear, this season, a lot of children's brands at home and abroad are competing to choose the Shanghai fashion week to be released), so that each piece of Shanghai fashion week is ready to create a distinct personality.

"In the show, Labelhood is a display platform for young designers. The main show is a more mature designer brand and the release of commercial brands." Lv Xiaolei said: "I hope that in the future, I will be able to find a new venue, which will be specially designed for one of the two large fashion design exhibitions in the world. The brand can create personalized images through the personalized pformation of the site."

The move coincides with the current trend of domestic brands being held in a big press conference.

"At present, our three exhibitions have not yet shown very distinctive features," she admits. "Next step by step is to rely on subdivision and go out of its own personality and style in healthy competition. The media and buyers clearly choose different exhibitions according to their positioning, and change from the current quantitative change to the future qualitative change."

"How to make a difference?" this is the problem Gu Yeli is thinking at the moment: "in the first few seasons, we built a bridge for brands and retail channels, and joined the photographer's exhibition last season. Now we find that some brands can be promoted, and at the same time, designers and creative people have been grafted through our exhibition, which has contributed to the cooperation between many designers, photographers and designers.

This season, we launched the Room Room project, invited 6 space designers to create an overall retail space including art and lifestyle, hoping to bring together more creative talents.

At the same time, she also indicated that she would also strive to extend beyond the exhibition and work hard to release online platforms.

This season's Fashion Rocks festival will also be staged in Shanghai fashion week.

From small to popular

Over the past two years, Lv Xiaolei has been paying close attention to the dynamics of the international fashion week. Her visit to Berlin fashion week and Burberry announced that the combination of men's and women's wear and "buy and sell" are very touches.

"Before, everyone thought that fashion week is T Taiwan show, and it has nothing to do with myself. From Burberry, I think the fashion week pattern has begun to change, coupled with the upgrading of Chinese consumption, it is time for consumers to truly understand fashion and fashion," she said.

In addition to a series of professional oriented forums and dialogues, the fashion week this week also launched a new version of Shanghai Fashion Weekend, which integrates popular fashion culture, facing the general public and consumers. It includes: the world famous international fashion video art exhibition, created by Diane Pernet, first came to China to show and dialogues in Heng Mountain and Shanghai. The GreenCode project, which is linked with LKF and the main theme of green environmental protection, provides services such as instant shopping, limited flash shopping and so on.

Partner Apax (Sichuan Power Planning) bought the copyright and the first "Fashion Rocks" in Asia. At that time, designers, Sanakuanz, high-end underwear and clothing brand La Perla and Italy fashion brand Dsquared will join hands with Coco Lee, Charli XCX and Usher to bring music and entertainment combined with fashion and entertainment.

"We stopped the original international brand, and tried to tap the value of its business and consumption.

Through the combination of entertainment and fashion, we found the participation and recognition of the public in fashion week, "Lv Xiaolei said. She was very grateful that the local stars in Korea were willing to design the platform for the fashion week in Seoul. She was also looking forward to being able to pmit the design of Shanghai fashion week and local designers to consumers through entertainment in China, and found the perfect balance between the Spring Festival and the masses.

After years of hard work, Lv Xiaolei feels that the environment is changing: the government leadership has changed from being unfamiliar with fashion week to active attention and support now, and in Huaihailu Road, not far from the Xintian host, but in just a few years, the retail environment has changed abrupt. From luxury goods to today's department stores, whether the change of government concept or the grim business environment is accelerating the pformation of fashion and retailing industry.

"We hope that the platform of fashion week will not only make it a leader in many fashion week in China, but also be a must for international buyers.

At the same time, there are countless small projects at different levels, such as designers, exhibitions and consumers, to support or affect the pformation of current department stores. "She told BoF that some large property or retail groups, including Bailian Group, had always wanted to try to buy a department store." if anyone can take this step, the pattern of Chinese department stores will change, "she said.

Of course, Lv Xiaolei also knows the pains and difficulties of reform, but she firmly believes that "seeds buried will germinate" - just as it led China last year.

The "Design by Shanghai" campaign that led to the exhibition in London finally led to the collaboration with designer Wang Zhi (Uma Wang) on the fashion week 1436. Just like her "ridicule", she has just been selected in the local noodle shop named "Niang face" recommended by Michelin guide. "You can be recognized as long as you stick to your standards and attitude."