2017 Fashion Week Is Full Of Change To Seize The Millennial Consumer Group.

At the beginning of 2017, ice and snow did not freeze for the new season.

Fashion craze.

This year's debut was unveiled in London in January 6th. The famous British fashion designer Vivienne Westwood returned to London men's clothing week with the men's wear brand, and continued the youth's avant-garde design. The next is the Milan men's wear week. Giorgio Armani and Prada show the new men's wear design. The Italy brand is embracing the new changes. At the next station Paris, Balenciaga, Valentino and Herm s show the men's wear show, the show is the most complex. Finally, in New York, Hugo Boss and the s meet the end of the men's week.

At the same time, in recent years, heavyweight brands have been pulling out of men's clothing week.

London men's wear weekly lost Burberry and Milan's men's week without Gucci are more or less a sense of decline, which reflects more and more brands and designers' doubts about the weekly value of men's clothing.

In the global luxury market downturn, fashion week's return on investment is not as good as before.

As a result, a number of brands will combine men's wear and women's wear show to reduce costs by the way of men's and women's wear.

Apart from "throttling", men's clothing brands are also trying to open up the "open source" to catch the fashion hearts of the millennial generation of young people.

For example, fashion bloggers and Internet Celebrities enhance brand awareness; add youth elements and sub culture to detonate young people's circle of friends; adopt the "watch to buy" mode, and sell new products after the conference.

The fashion week of past professional attributes has attracted more and more consumers, and brands have spared no effort to explore new ways of connecting. At the same time, the fresh practice has attracted much controversy.

But it can not be denied that fashion week's pattern and value are being reshaped.

Embracing young people

In the men's fashion week, which is full of change and decline, the major problem facing traditional men's wear brands is how to attract young people's attention.

With the growth of the Internet, after 80, 90 and even after 00, designers are considering the consumption target.

There is no shortage of fresh elements in this men's show. Dolce's show is undoubtedly another bold attempt to fan the economy. The male models on the T platform, besides professional models, include young people from all over the world, fashion bloggers, social networking celebrities, "fresh meat" stars, and so on. They are flocking to Milan for cross-border performances. "Gabbana"

The "models" with their own flow attributes have expanded the brand's influence and awareness. Milan has become the starting point of numerous sports in the fashion industry. But when it comes to the diversity of T, the city is lagging behind its peers.

In New York, London and Paris, inclusiveness has been improving over the past few years, but the pace of change in Milan fashion week is very slow.

But in the men's wear series, brands lacking diversity are changing.

At the same time, there is also a view that the combined red man and star make a gimmick, but it reduces the tone of luxury brands.

Some stars who are out of shape and are not compatible with professional shows are controversial.

But it is foreseeable that the next case of luxury brands will start with traffic stars, and fans will help brands reach more consumers.

In addition to star show, the brand also adds more personalized and youthful elements to fashion.

The Dior Homme2017 winter series is inspired by carnival parties, Gabber music and youth trends.

The theme of the Techno electronic music culture is to create "Hardcore" image.

Dior also created an exclusive word "Hardior" composed of "Dior" and "Hardcore" to interpret the vitality of youth.

In addition, Dior Homme also collaborated with American street artist Dan Witz in the "collision dance" oil painting. Some of the series also used oil paintings as printing designs.

The same tribute to street culture is also the Louis Vuitton, long before the fashion week was launched, the social network has been co operated by Louis Vuitton and Chao Supreme.

The combination of Monogram pattern and Supreme classic logo will become a new trend label.

In addition, the big names also inject the mind in detail design and color development, breaking the serious stereotype of traditional men's clothing.

Pierpaolo Piccioli, the designer of Valentino, added Jamie Reid punk style embroidery to the conservative pattern jacket and jacket.

Behind Fashion Week

In the "millennial generation" and the expansion of consumer groups,

The brand also reconsiders the cost and return of men's clothing week.

One of the main features is that the "mix and match" style of men's and women's wear continues to prevail in autumn and winter.

DSquared and Dolce&Gabbana first put women's clothing in the men's wear series, joining Prada, Giorgio Armani, Moschino and Givenchy, while Bottega Veneta, Gucci and Vetements decided to show men's new products together in the women's show.

Last year, Kenzo began to combine the fashion show for men and women. After the temporary mixed fashion show in Paris in June last year, Paris men's clothing week continued its mixed strategy.

In April 2016, Gucci president and CEO Marco Bizzarri announced plans to integrate the fashion show for men and women. From 2017 onwards, her creative director Alessandro Michele will show a unified series of men's and women's clothing in every season.

Elizabeth Rose, director of men's clothing at Premier Model Management, said that although the combination of male and female performances accords with the best interests of designers, it is a disaster for men's show.

And the power of change is still growing. Many people are asking questions. With the merger, does the existence of men's wear week lose its meaning? From the current situation, this year, many large brands have withdrawn from this week's men's week. Buberry has withdrawn from London, and Gucci, Bottega Veneta, Calvin Klein and Roberto Cavalli have also withdrawn from Milan men's wear week.

It is understood that a single man fashion show may cost up to hundreds of thousands of dollars, but the impact of global sales of luxury goods is not good for the brand.

The influence of men's clothing is not as good as that of women's wear. Data show that in 2020, the annual sales of men's men's clothing is expected to reach US $40 billion, an increase of 6.8% over 2015, while the sales of women's clothing brands are expected to grow 7.7% to 75 billion US dollars over the same period.

For the Chinese market,

In a sharp decline, and the cost is still high, especially in China over the past 10 years on the rental of luxury goods or even free policy has been gradually abolished, luxury groups have been forced to restructure the store structure.

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