Kenzo Creative Partner Launched Tiger Head And Big Eye Pattern To Push The Brand To Burst Mode.

Kenzo creative partner launched tiger head and big eye pattern to push the brand to the explosive mode, while the outgoing Antonio Marras is like a abandoned son, returning home with a low key, and working hard at the same name brand at the age of 50.

According to the world clothing and shoe net, in 2011, the announcement of Antonio Marras leaving Kenzo immediately attracted many traditional fashion people's regrets, because the Kenzo in the Antonio Marras is undoubtedly full of typical elements of the fine fashion age. At the same time, they also have a suspicious attitude towards Humberto Leon and Carol Lim.

Now it seems that the creative director's coming and going is not new at all, and the way of Kenzo's explosion has become one of the nodes in the fashion industry heading for another direction.

Since 2010, the global luxury market has succeeded in getting rid of the negative effects brought about by the financial crisis.

The report released by Bain consulting Bain (Company & amp; Company) shows that the world's individual

The market grew 10% year-on-year.

Luxury consumption in Greater China, including Hongkong and Macao, ranks among the top three in the world, ranking behind the US and Japan.

This beautiful turnover can not be denied investment, for example, the establishment of a radical rent shop, and a brand decision to reform from design and marketing.

It is the consensus of many executives to get through the market of intermediaries and seek new growth points for consumers.

How to open the middle market? Logo worship and flooding

It is an effective way to cut in with fast fashion brands.

Antonio Marras doesn't think his clothes belong to the elite. "I believe many people like and can wear my clothes," but popularity is definitely not what he wants. "The whole fashion industry may be in danger."

Under the pressure of economic pressure and the intense competition in the industry, the pace of work of creative director has also changed.

Alber Elbaz accepted the "women's Wear Daily" interview with self mockery: "fashion is like a marathon, but how you run like crazy can't burn calories."

And this is undoubtedly a relentless censure for inspiration.

"I do not want to be bound or pressed for time to work for the same brand or other fashion houses.

Fashion is made up of freedom and creativity.

The argument of Antonio Marras will obviously make investors and managers of the company seize the wool.

Although the effect is not immediate, creation is also an investment away from the spotlight. Antonio Marras has gone back to the original track of life and restudied films, literature, music, drama, dance and other forms of art.

4 years ago, Academy of Fine Arts of Brera gave him an honorary certificate, of.

At the end of last year, Antonio Marras took part in the Milan three annual exhibition (Triennale di Milano), and ran an exhibition with clothes, illustrations, manuscripts, installation art and so on. It was called "Nulla Dies Sine Linea".

In the main product of the same name of Antonio Marras, 40% of the products are labeled with "Laboratorio" - all artificially stitched and embroidered.

"Although the price of Laboratorio is a bit high for the first time to buy our products, it is worth the money, not two clothes are exactly the same."

While waiting for her son to plate Efisio's blank, Antonio Marras reached over to the new store with her hands on her chin.

On the red wall, the designer's illustration is hung in the large and small gold frame, "I hope this is my living room".

Up to now, the company is still 100% of the family industry, the advantage is to enjoy the maximum freedom.

Naturally, there are so many disadvantages. Opening up overseas markets is one of them.

Even old family businesses such as Longchamp entered China more than 20 years ago, relying on local distributors to avoid huge costs at the channel level.

Antonio Marras has been paying close attention to the Chinese market, but previously partners only regarded cooperation as a business, "they do not know how to create".

It was not until last year that IFFG met the CEO of Milan (International Fashion Center), and the two people hit it off.

On the day of the opening of the new store, Tong Li Dan wore a Italy classic Francesco Scognamiglio 2016 autumn winter series with a classic long embroidered dress with gold and green lotus leaves and flowers embroidered as a Chinese partner.

Speaking of Italy, he strongly indicated that this is obviously a serious underestimation of the fertile land, compared with French fashion, its "higher cost performance" - indeed, a Antonio Marras jacket with hand embroidery is sold in China for 14 thousand yuan, but if the same work is replaced by Paris fashion house, it is simply "cheap".

IFFG plays the role of broker in the journey of brand to China.

It will be the exclusive licensing of more than 100 European brands, through the dealer partners to provide brand value resources, new retail channels to develop full supply chain management core value services, one after another stationed in China's offline business and e-commerce platform.

Just now, China's traditional department stores and shopping centers are looking for differences. Minority brands have become the resource of competition.

Shanghai Jinying International Shopping Plaza has been closed up since two years ago. Today, the two floor is introduced by IFFG.

In addition to Antonio Marras and Francesco Scognamiglio, there are also brands such as Vladimiro Gioia and Grinko, which are even more unfamiliar to Chinese consumers. Maybe it is the buyer's wrong estimation. Antonio Marras store has 42 yards of long skirts and trousers, and when the mall opens its size sign, it laughs in secret.

The two existing brands in China are located in Shanghai and Nanjing respectively.

Compared with the multi brand integration store in Nanjing De Ji square, designers prefer the independent stores in Shanghai because they can at least have plenty of space to display Antonio Marras.

"Look around, the fashionable young men and women in the street are not two different from those in New York and London."

Antonio Marras believes that this will be a good market, but the biggest difficulty is to introduce "Antonio Art" (Antonio Art). Not only is the fashion that the father and son want to bring to China, but soon after that, the brand will also hold an art exhibition: "it is different from time suits, it is difficult for people to understand this thing from Italy, but try it best."

"Since the family is engaged in the fashion industry, there will always be a day when you will inherit the mantle."

The world before Antonio Marras is changing every day.

Just like five years ago, the top row of fashion show belongs to fashion editor and journalist. Now it has become the site of fashion bloggers and opinion leaders.

More and more brands are bypassing traditional retail channels and directly to consumers (Direct To Consumer) through the Internet.

In the view of Antonio Marras, many of these new patterns have made the fashion mysterious, but it has worked at a commercial level.

He also considered buying as a show, but because

Playing an important role, this mode does not apply to brands at present.

"It would be best if we could neutralize traditional and cutting-edge two models."

He sighed.

In May of last year, Antonio Marras announced the merger of men's and women's clothing. "It was about 5 years ago that the idea came into being and we learned from other brands' experience in practice."

In his view, the merger is complex but necessary.

Designers need to balance the proportion of men and women in a show, while ensuring that the design conveys the same theme.

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