What Is The Difference Between 2017/18AW Show NEAR WHITE And Other White Shirts?

In March 30, 2017, it was founded for one year.

At the Golden Hall of Beijing Hotel, China International Fashion week.

Except for "white shirts".

In addition to the series, two other co signing designers participated in the show. They launched NEAR WHITE X TIMFORMATION, NEAR WHITE X Azrael.YM two series respectively. Wang Xiaoshi, the design director, was responsible for the tacit integration of the "NEAR WHITE white shirt" style on the basis of maximally retaining different designer styles.

2017AW China International Fashion Week NEAR WHITE special conference curtain call

"NEAR WHITE white shirt" was established at the beginning of its establishment.

The "fast fashion" positioning in the field has since been launched in the first quarter of the Beijing international fashion week in October 2016 with the 60 set of look.

How to achieve high design and technology?

"NEAR WHITE white shirt" is an open designer integration platform besides having its own fixed designer.

Since its establishment a year ago, the platform has been working with more than 20 designers, including Yang Mei, Xu Muhui, a young designer who travels in Japan, Korea and Germany. He has won the Esmode Gold Award and is the young designer Wang Yixiang who started the China fashion week. He also graduated from the top Design Institute of New York, Guo Ru, the designer from France, Arnaud Marquoin-Seignolles Campan de Lanet, etc. in the Parsons.

These designers have a very clear personal style and stable design quality. Their combination with NEAR WHITE white shirt is the process of redefining the concept of white shirt accepting different styles of designers. The result of this fusion will produce 2017 three series and 200 sets of look, which respectively explain the three different directions of this season, including healthy rhythm, fashionable freshness and real style.

On the basis of a number of designers who are responsible for different styles of white shirts, the selection of white shirts for fabrics is very harsh. Different series of white shirts will be applied by hand embroidery, stitching and other complex processes.

In addition to the commonly used pure cotton and silk fabrics such as NEAR WHITE, mixing with cashmere, wool, leather, knitting and other elements will greatly enhance the sense of superiority and style recognition of "NEAR WHITE white shirt", and at the same time, greatly increase the processing difficulty and manufacturing cost.

White shirt co founder Marry Ma said: white shirt is my personal favorite single product, and the white shirt as a favorite personal style and the main choice of clothing consumers are fastidious and high grade, we hope that by grasping the potential demand of these consumers, the white shirt is better expressed in the romantic, changeable, pluralistic, exquisite style into the design of each season of white shirt, get consumers loyal and happy support.

2017AW NEAR WHITE white shirt design director Wang Xiaoshi "white shirt dress" series of works, pure cotton, silk and leather fusion, very bold.

2017AW NEAR WHITE X TIMFORMATION, a series of works of "fetters", designed by Wang Yi Xiang of the designer, and the overlapping of white shirts and black leather lads expand the public's imagination boundary for men's white shirts.

2017AW NEAR WHITE X Azrael.YM, from the designer Yang Mei and Xu Muhui's "My little boy" theme series, the combination of white shirt and leather waist seal adds strength and openness to women.

How to play the crossover of "NEAR WHITE white shirt"?

"Cross-border" is an important marketing tool to increase brand vitality and attract consumers' attention.

The two season styles of "NEAR WHITE white shirt" launched in the first year have decided the orientation of the young people who are more fashionable and dynamic, and the positioning of the elite business people who are more interested in quality and design. Since the end of 2016, NEAR WHITE has vigorously pushed the "crossover" strategy under the overall grasp of the overall positioning and tonality.

At the beginning of 2017, NEAR WHITE white shirt and cross-border exhibition of fans and fans all over the world and micro-blog fans, who had already broken millions of blockbuster artists Tango, launched the 8 joint lovers series products in New York, Brussels and other countries.

Tango illustration style is simple, unique, creative and humorous and realistic, and fans are dominated by young and fashionable people, while white shirts emphasize variety and creativity.

Therefore, the combination of the two is achieved under the scrutiny of the inspiration and romantic feelings.

This series of cross-border products, from idea to product launch, lasted for 6 months.

In February 2017, this series officially launched on-line sales, and young fans responded enthusiastically.

Next, the "NEAR WHITE white shirt" has already reserved more cross boundary cooperation resources that can produce artistic and cultural orientation.

For example, cross border cooperation with Nanjing brocade has been put on the agenda. NEAR WHITE will use more authentic products and more internationalized design language to realize the desire to inherit and innovate Chinese traditional crafts, and the new series under this crossover will emphasize more "refined quality" and "light luxury visual language".

Performance and consumers are decisive factors.

Last year, the small white shoes at home and abroad, oversize's hooded sweater and so on, proved that the consumer's dressing concept has produced unexpected changes. The Internet era has also played a very important role in promoting the production of explosive products, and the exploding performance of these explosions also hints that the unique vertical positioning products will have a very optimistic imagination.

The market positioning and performance of "NEAR WHITE white shirt" has been considered a promising trend in the past year.

After having the concept and quality, the long-term vitality of the brand is determined by the sales performance.

Xu Lu, a company of NEAR WHITE white shirts, said that a more important task in 2017 is to further reduce the high cost by expanding sales of new products in each quarter.

In 2017, "NEAR WHITE white shirt" in last year's single line shop sales mode will be adjusted, online shop on the basis of last year's "one" and "Camellia", the "Tmall store" officially opened in March 30th, and the next trial is open until April 15th. Anyone can participate in the Tmall white shop recycling plan.

In the electricity supplier channel, white shirts will focus on the sales of "basic funds".

In order to further enhance the close contact between brands and consumers, and enhance the sense of experience of trying and touching, the expansion of offline experience stores and buyers' cooperative shops has also been put on the official agenda.

In April, the white shirt will enter Shanghai Jingan District Joy City, which will also become the first line experience shop of NEAR WHITE white shirt.

(NEAR WHITE white shirt Tmall flagship store is launching the "white shirt recycling plan", passing the concept of environmental protection and public welfare, click on the original text to enter the shop to participate or purchase!

"NEAR WHITE white shirt" is a newly established brand, but the consumer and fashion industry, which loves many consumers, is always full of variables.

Tradition and rules need respect, but they can't be conservative. They are always a little ahead of the market and consumers. The long-term charm of NEAR WHITE is to speak with the results of consumer voting.

Behind the scenes!

Off-site intentions

On the day of the conference, we placed a doll machine outside the show ground, which was very eye-catching.

(contains our coupons carefully prepared for everyone, let's see buying become a reality!)

Once appeared on the first show, the white rose provided by Hera Princess brand, each seat has a beautiful, pure.

The most careful director of the show made the conference a real visual feast. The interlaced lights and Logo, the powerful music rhythm, all poured passion into this show.

The crowd in the waiting hall was crowding in the golden hall.

Makeup creation

Backstage waiting

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