2018 Early Autumn Series Is On Show: Commercial Temptation And Early Autumn Controversy

According to the world clothing shoes and hats net, the fashion industry has always had a full schedule until the beginning of the new year.

Right now,

Our early autumn series 2018 is on show.

Two seasons of fixed seasons in spring, summer and autumn.

In addition, the early spring and early autumn series are favored by big brands.

Today, they are not only pitional fashion shows, because they not only improve the frequency of new products, but also promote business pactions.

Among them, the early autumn series is displayed before the autumn and winter series, and is on sale every year in May.

Looking at the T stage show in 2017, a brand led by Gucci shows many styles of early autumn garments and accessories, such as gorgeous, retro, sports, street and so on.

Unlike traditional fashion week, the early autumn show is not fixed in London, Paris, Milan, etc.

City.

For example, Gucci chose to shoot fashion blockbuster in Rome and bring it into strong local customs in Italy.

However, not all brands will take part in early autumn exhibitions. For example, C line will not disclose the early autumn series.

In the face of doubts about the performance price ratio and the change of consumption channels, many brands have reduced their expenses.

Although the early autumn series can bring considerable business profits, continuous design work is prone to homogenization, which leads to the lack of innovation and the burden of designers.

Therefore, only the powerful Gucci, LV and other luxury brands have to spend a lot of money to build the early autumn show.

In the early autumn series of 2018, the most amazing thing is Gucci.

Creative director Alessandro Michele's inspiration comes from the tribute to the Italy horror film master Dario Argento's works. This season's filming location chose many movie scenes.

They include the George Eastman Dental Hospital (George Eastman) and the Hotel Mediterraneo, both of which are well-known locations in the Dario Argento horror film.

The models walk in every corner of Rome, dressed in Chinese style prints, outline costumes, elegant evening gowns, or street style sweaters, with distinctive colors and grotesque backgrounds.

FASHIONISTA, the fashion media, commented in the report: "the 82 works in this early autumn series are rich in content, providing things that consumers, buyers and fashion editors know and like -- such as whimsical printing, a great deal of antique inspiration, shining fabrics and decorations.

At the same time, Gucci also continued the movement style of the "gorpcore" trend.

Mountaineering shoes, thick wool socks and basket woven bags are integrated into this season's new products.

It is worth noting that many models wear baseball caps with the logo of Yankees baseball team, and Gucci will soon cooperate with the United League Baseball.

The match between fashion and sports has also surprised the industry.

In the grand Gucci show, Givenchy, Fendi, Versace, Oscar de la Renta also created its own differentiation.

Givenchy continues to maintain young and ambiguous gender themes.

On the one hand, the brand invited a group of more than 20 year old young people to be models, playing in the Givenchy 2018 early autumn dress series, and shooting on the manor. On the other hand, the designer's design was more neutral. Men dressed in embroidered evening gowns, women's clothing with a shoulder cut and sports style, and men and women were suitable for pointed boots and traditional "4G" pattern sweaters.

Vouge wrote: "designer Waight Keller chose a private residence in Kent, South London, to display the latest products. She wanted to present these works in a warm and personal family atmosphere, which combines modern and retro style.

And most importantly, Waight Keller also understands business needs.

For example, graphic sweaters can win the favor of young fashion people.

With a nostalgic belted skirt and pleated skirt, it will go to the ladies' wardrobe in pursuit of retro style.

And the pleated skirt matches the super large sweater. It's an old style. "

The line-up of Oscar de la Renta is more commercial. Designers focus on seaside life and design many basic costumes.

It includes white shirts and jackets, navy blue lattice pencil skirts, thin Striped Tights and so on. In WWD's view, these works are beautifully and cleanly cut into modernist fashion categories, which are full of bestsellers.

It can be seen that basic styles, comfortable wind, outdoor sports and other styles are reflected in the early autumn fashion show.

Behind the diversity is the brand's understanding of bestsellers and user needs.

There is no doubt that commercial value is the biggest driving force for brand management in early autumn.

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Compared with the fashion week's big show, the early autumn series is relatively simple, but luxury brands still spend a lot of energy on it.

According to the sales momentum of Gucci in 2017, new products in early autumn will bring a lot of money to them.

FASHIONISTA wrote in the report: "Gucci (or more specifically, Alessandro Michele) touches everything into gold.

According to the third quarter earnings of Kai Yun group in fiscal year 2017, organic sales in the Italy fashion house increased by 49%.

In the autumn of Gucci2017, the fashion brand collection was very successful, and the total revenue of this alone increased by 43.9%.

Gucci's casual shoes, T-shirts and belts are hot selling products, and demand is not showing signs of saturation.

According to industry analysts, because the awards season is usually after the early autumn series, stars will prefer to choose new products released in early autumn rather than the spring and summer series that were released earlier.

Therefore, in the red carpet competition, the advantages of the early autumn series are highlighted.

In addition to the flow of celebrities, the channel of e-commerce also opens up more market for luxury goods, that is, buying behavior also increases sales.

Retailers are delighted to see the return of the early autumn series. In 2015, Linda Fargo, senior vice chairman of Bergdorf Goodman, a luxury department store in New York, once said: "you may put the budget of 70%-80% in the pition series, because they sell longer than the traditional big show."

There is also a lot of controversy over the early autumn and early spring industries.

First of all, in the field of design, heavy tasks inevitably bring crudely built works, and designers are under pressure.

Second, THE FASHION LAW reports that the release of the early autumn series is chaotic.

In 2016, for example, Bottega Veneta released its 2017 early autumn Series in November 2016; Gucci exhibited an early autumn album in December of that year; Valentino and Miu Miu were released in January 2017; subsequently, the early autumn series of LV was arranged at the end of February 2017, and then entered the brand autumn winter fashion week.

This means that there is no specific time plan for the early autumn series, and the season is rather vague.

At the same time, many brands do not take the early autumn show as the key point, and their production is not high, so their situation is also embarrassing.

However, compared with the ordinary brand small show, the early autumn series is almost the home of big brands.

Gucci's early autumn series exhibited 82 works in 2018. Chanel released more than 70 sets of models in early autumn 2017.

Fierce competition has led many brands to launch early autumn and early spring series, and how to get a balance between business and more reasonable production cycle, reflection and experiment are continuing.

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