"Fans Realisation" Is Actually A False Proposition. Where Is The Future Of The Trend Brand?

Even hoodies, sweaters, sneakers, oversized windbreaker and assault clothes.

At the moment, Streetwear, the street fashion, originated in the United States.

Relying on the vigorous development of sports such as basketball and skateboarding in the past seventy years, it has interwoven with the entertainment industry such as culture, art, fashion, film and television, and has become a comprehensive industry representing the global pop culture.

It was born in the streets and streets, but now it has entered the mainstream culture. The cooperation between Supreme and Louis Vuitton has achieved the most significant milestone this year.

"Fashion" originated from sub culture and became popular culture.

The popularity of culture in contemporary cities is not the depth of the public's understanding. It is more important to start learning opportunities than to go deep into the future.

"Fans realisation" is also a false proposition.

Fans are not stupid, otherwise why are so many idols losing money?

About twenty years ago, the trend culture spread to China through Europe, Japan and Korea and Hongkong.

Today, it has grown into a big business spanning many fields such as fashion, culture, sports and so on. There were investment banks according to the annual sales volume of brands such as Adidas Originals, Nike Sportwear and Vans, and the volume of commercial volume in China's tidal market was estimated at 500 billion yuan scale.

But this is not important.

The most attractive part of the tidal current industry is the consumption iteration, which is the new generation from 95 to 05.

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Who dares not respect the future?

The only preacher of "culture" is the idol.

From Michael Jordan to create Air Jordan, Kubozuka Yousuke brought red Supreme, Takuya Kimura dressed in red Bape, Goro s, Kanye West to create Yeezy - the initiator of the trend is always deified individual.

The deduction of the idols in personal dress and lifestyle has been amplified and spread through various media channels, and then a great wave has surged in the commercial world.

"Fashion culture" has played this trick to the extreme.

Edison Chan, the first Chinese fashion icon to create his own brand, is still one of the most influential people in China.

In 2003, Edison Chan and Pan Shiheng founded CLOT together.

Three years later, he opened it to Shanghai, and the ACU of the trend integration store opened in Changle Road, directly driving the monthly rent of the shops along the street from Changle Road to over 20 thousand yuan from 6000 yuan. After that, Sam Lee's Subcrew, May's day's Stayreal, Shawn Yue's Madness, Show Luo's

Wait for a crowd to pour into...

To this day, the "original trend brand" is still the idol's fastest fan realizable channel, including today's net red model represented by Zhang Dayi.

Li Chen, the former host of Channel V in China, started a new business with her artiste friend Willber Pan 7 years ago at the ACU site in Changle Road, and opened the N.P.C (New Project Center) trend integration store.

He did not like today's "fans realisation".

At first, his mind was very simple, not even business investment.

He recalled that it cost 2 million yuan to open a shop.

"I know today, just one million is enough to open this store.

But I don't regret it. "

In 2016, N.P.C's annual sales volume was nearly one hundred million yuan.

It has been a very good achievement, and the overwhelming majority of the idols are more famous than the real ones.

Constrained by the backward production capacity of China's entertainment industry, the star trained by the pipeline can not undertake the comprehensive ability of building a brand, such as commercial operation and brand design.

If Edison Chan had been developing in accordance with the road set by the company, there would not be CLOT's annual profit of 10 million dollars.

With the Internet opening wider media, personal KOL is also rising rapidly.

They showed higher integration ability on the Internet - everything seemed to work.

Yan Sishi, micro-blog's name "Fil Xiao Bai", sits on 1 million 100 thousand micro-blog fans, serves as the cover modeling director of Yoho! Girl magazine, and manages stars for Victoria Song, Song Jia and other stars.

"You can't just match his clothes. What I do for them is head to toe and all-round image management."

A good image can make a difference and enhance the commercial value of stars.

This 90 year Pisces girl started from Chengdu and took part in the street shooting competition. She signed a travel satellite TV as a stylist.

At the same time, the social platform is not particularly careful in managing itself.

"In 2012, when micro-blog was just on line, I made my own collocation every day.

Until the stage of street shooting competition.

It's going to be very fast. "

Yan Si Shi uses "special luck" to describe herself.

When she was young, she dreamed of watching a Vivienne Westwood show, and he had already fulfilled her wish in Paris before she entered.

In February of this year's fashion week in Milan, Dolce & Gabbana invited all the Internet models to become models. Yan Shi was dressed in a green velvet suit. She changed from audience to model and from star to star.

KOL, an individual unit, presents more complex multiple identities, not just Fil, but also other famous fashion KOL such as Ye Si Gogoboi and Freshboy. They not only produce content, but also sell content; they not only report others, but also be reported by others; not only spend money on brands, but also work for brands.

In addition, her other major project is to cooperate with Taiping bird men's clothing to create a reality show for a male group.

Traditional division of labor is highly integrated today, and multiple identities nourish each other.

On them, the boundary between production and consumption is blurred - no matter from top to bottom, fans are realized, or from bottom to top, fans gather - the value chain is reshaped, production factors are decreasing, culture is the content, business is expanding, and the relationship among brands, idols, media and consumers is re combed.

The trend of the future idols will integrate the two levels of production and consumption of cultural content into mutual pformation and penetration.

They advocated the greatest personal freedom to make the life of plain life artistic and aesthetical.

The public's boredom has become the source of their self-image.

These idols, like Don Quixote, should be appreciated by all the modern consumer business owners. Without them, they would be in the forefront of the trend and strive for themselves and constantly change their plans.

For more information, please pay attention to the world clothing shoes and hats net report.