The Biggest Trend Of Global Retailing: Fashion And Technology Connection

According to the world clothing and shoe net, the global technology giants are working with

There is an increasingly strong and frequent connection. We hear the case from Google, Microsoft, Apple and fashion circles every once in a while.

Looking at global fashion and

The licensing group has further strengthened its penetration in the Internet from all levels, such as: LVMH group has organized the LVMH Innovation Award, a science and technology innovation competition.

The group announced that efforts should be made to improve online channels.

There is no doubt that fashion, especially clothing and apparel, has become one of the focuses of the global Internet companies, especially the e-commerce platform.

According to the eMarketer research department, online sales of clothing and accessories will reach $68 billion this year and exceed $86 billion in 2018, equivalent to 17.5% of the total electricity sales in the United States.

PWC's 2017 global retail report shows that 40% of the world's consumers prefer online purchases of clothing and footwear products, of which 72% of Chinese consumers prefer online purchases of clothing.

The interpenetration of fashion and technology has become the biggest trend of global retailing in recent years. The digital IQ of a fashion brand will determine the growth speed and brand development prospects of its brand. The CEO Axel Dumas of French luxury group Herm s (Hermes) announced in March 22nd the core financial data of the group in fiscal year 2016: "for us, 2017 will be a year of digital change."

Science and technology accompany fashion, "start from people"

The connection between people will lead to countless possibilities, and so is the cooperation between fashion circles and the scientific and technological circles.

People who are concerned about fashion are not hard to find that in recent years, many well-known world-famous enterprises have appeared in fashion week or major fashion events through sponsorship or cooperation.

On the one hand, such exposure has successfully promoted the image and fashion of enterprises. On the other hand, the emergence of technology is changing the fashion of fashion.

Amazon, a global e-commerce platform, sponsored the fashion week in Tokyo, and opened a Amazon Fashion store and a specific website, called At Tokyo, to sell the independently selected popular Tokyo brand products.

In contrast to Amazon, China's e-commerce platform, Jingdong has chosen to focus on the more cutting-edge designers who are more subdivided but perhaps more consistent with the audience. So far, it has been supporting the Chinese new designers for three consecutive years, helping the original design on the international stage, and trying to provide more personalized clothing choices for the platform users.

In August 2015, after launching the designer support program in Milan fashion week, Jingdong collaborated closely with designers at home and abroad in New York fashion week, China Fashion Week and Shanghai fashion week, trying to provide a mature business model of brand incubation, and giving full play to its own platform advantages, building bridges for more excellent brands and designers at home and abroad, and actively supporting the growth of China's cutting-edge fashion design force.

Including: Gu Lin, Xu Xiaoyan, Tan Ali, Zhang Chi, Guo Ruiping, Li Kun, Pan Yiliang, Cahill, Ding Qiao, Liu Yihang, Liu Yihang and so on, many Chinese designers have participated in this plan.

In addition, Jingdong has provided sales support and preferential treatment for original designers.

In addition to the latest designers in the fashion industry, Ding Xia, vice president of Jingdong group and chief executive of Jingdong apparel business department, announced that the "Jing Dongxin face model competition" will be launched this year. Through the "selection incubation brokers" way, hatching and creating Jingdong's exclusive high-quality supermodel IP will add a layer of super model human touch to Shanghai's icy business platform.

Technology achievement fashion, personalized customization:

Taking advantage of its own advantages and embracing the fashionable technology enterprises, apart from helping fashion brands and designers get closer to a more popular market, they can also capture the consumption trend with the advantage of unique data superiority and efficiency, so as to get involved in the front-end of fashion design and meet the individual needs of every consumer more comprehensively, eventually leading to the fashion trend.

For example, the consumer goods division of Jingdong mall launched a comprehensive data collaboration with Nelson, the world's leading performance management company at the beginning of this year, to help brands more fully understand the trend of online consumption, help brands grasp the trend of consumption, insight into market opportunities and enhance brand competitiveness.

Jingdong's largest logistics infrastructure and network in China's e-commerce industry will also help brands and consumers provide more efficient services and experience.

The impact of technology on fashion is not only based on data, but also more interesting.

As we all know, traditional customization is a tedious and time-consuming process. Customized garments are expensive and need to wait, and technology is rapidly popularizing such luxury experience into the mass market.

At the just concluded 80 90 year fashion consumption survey, when asked, "what kind of fashion items are interested in customized services"? 54.4% of the people chose clothes, 49.6% chose jewelry, 37.1% chose bags, 35.1% chose shoes, 94.5% of them expressed interest in fashion customization service, and this data also proved again that customization needs have been popular among the people.

According to the world clothing shoes and hats net, recently, Google has worked with the fashion brand Ivyrevel, which is invested by H&M, a fast fashion giant in Sweden. It has developed a digital fashion App called Coded Couture, and customized clothes for customers according to their lifestyles and preferences.

In August 2016, Jingdong formally launched the Jingdong fitting room in the mobile terminal. Users can enter the fitting room at the designated store, pick the clothes that they like, and let the model try on and show the effect.

In September 2016, Jingdong apparel landed in London Fashion Week, and officially released the "Beijing system" strategy to Jingdong.

Through garment customization and personalized customization, the two business dimensions touch different consumers to meet the dual needs of personalized design and experiential consumption. Jingdong has also become the first Chinese e-commerce platform to dominate the private custom market with platform identity.

If the "Beijing system" strategy is aimed at traditional custom requirements, Jingdong's latest JD (x) plan this year hopes to cater to the tastes of young consumers.

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According to the world clothing and shoe net, the JD (x) plan has already cooperated with 100 designers.

According to Ms. Ding Xia, vice president of Jingdong group and chief executive officer of Jingdong clothing store, JD (x) plan is divided into two main product lines: JD LAB (x) and JD STUDIO (x). JD LAB (x) is mainly responsible for the joint international famous designer and tide brand, for example, the joint limited series is launched jointly with the French designer brand accelerator of embroidery.

Next, Jingdong also plans to cooperate with the brand name Chiara Ferragni, the brand name of "the first blogger of the universe", and the Haculla of the trend brand Haculla. The other part of the project, JD STUDIO (x), will focus on high-end joint customization. The partners will be the 1-2 major international brands, such as Alexander McQueen, Moschino and so on.

It is not hard to see that the JD (x) plan has seen the cross-border crossover between the 80's, 90's and even 00's favorite. With the advantage of the platform, the designer's brand and the international second tier brand will be personalized with the specific consumer groups.

Jingdong, through its own 220 million active users and the data behind consumers, may be able to quickly narrow the distance between designers, brands and consumers. At the same time, the fashionable sensitive groups who consume these brands are the main force of fashion consumption at present and even in the future. Their buying habits and ways of communication may change the inherent image of Jingdong in the public mind.

Integration of technology and fashion in the enterprise's "internal think tank"

In addition to promoting the integration of technology and fashion at the strategic level of enterprises, the role of the "inner brain" of enterprises is also crucial. For example, LVMH, the world's largest luxury group, appointed Hector Muelas, Apple's former global marketing communications director in April 2015, as the chief image officer of DKNY (new position); in September 2015, it appointed Ian Rogers, the former chief executive of apple iTunes, as the chief digital officer.

The background of Ding Xia, who is the new head of Jingdong's apparel business department, is also worthy of attention: she has been the general manager of China Hanesbrands Inc group and vice president of retail research at Nelson (Nielsen).

The former is the world's top 500 company listed on the NYSE. It has over 100 years of history and many professional brands. It is one of the largest underwear and sportswear manufacturers in the world, and the latter is a leading global focus on consumer research.

As a female executive who is more sensitive to fashion, Ding Xia has more than 20 years of experience in the international retail industry, and is also one of the first executives to promote the apparel industry in the field of e-commerce.

Technology driven global fashion retail structure has been subverted.

In a recent report by Fitch Rating, it is estimated that more than half of the retail sales in the United States will come from online business in 2017. The battle for consumer competition in the retail industry will become more intense next year. The number of channels will gain the most growth opportunities.

CEO Ulric Jerome of Matchesfashion, a luxury electric provider in Britain, said that "the Internet penetration in the luxury industry is the lowest, so there is no limit to opportunities."

Sales of the company increased by 61% last year.

Since 2006, the international electricity supplier giant Amazon, which has set up the fashion industry, has gone through many failures. But the company's CEO Jeff Bezos is recognized as a fast learner. In recent years, he often repeats to the media that "in order to achieve the goal of US $200 billion, we must learn to sell clothing and food."

Jos Neves, founder of Farfetch, a buyer's store website, said: "next stage, the revolution in the fashion industry will be connecting the Internet and physical stores."

Not long ago, Farfetch launched the digital "future store" program, and launched a 90 minute flash service with Gucci to provide customized services for luxury footwear Nicholas Kirkwood.

Looking at the global fashion retail, especially online retail, China is undoubtedly one of the biggest markets. The quarterly report on China's B2C market (the third quarter of 2016) shows that the scale of clothing trade in China's B2C market has reached 248 billion yuan, and domestic e-commerce giants such as Alibaba and Jingdong have begun to increase investment in clothing category.

Take Jingdong as an example, in 2016, new products purchased by Jingdong new users accounted for more than 40% of the items. Clothing has become the fastest growing category and the strongest new pulling capability. It is not difficult to explain why in March this year, Jingdong announced that the core category of the new pulling capability is the most important one from the original clothing and home business division.

The global fashion and Internet giants are thinking about how to close the distance between fashion and technology.

Today we are in the evolving digital world, and the fashion circle is beginning to be more open and changing. The integration and penetration of the two are changing the pattern of global retailing. I believe this change will benefit every consumer.

More interesting reports, please pay attention to the world clothing shoes and hats net.