Chinese Designers Recreate Fashion Trend For Chinese Market

According to the world clothing shoes and hats net, the development of the Internet has made Chinese consumers more tolerant of new things.

Acuity moves quickly and starts to shape its style and interest.

At the same time, Chinese consumers have spent a lot of time buying famous "big names". Therefore, a better and unique purchase channel has become the new demand at present, and more from domestic.

Grow in this soil.

Retail wind direction is changing, the development of domestic brands is growing, consumer demand is diverse and vigorous.

The pformation of the times has made the Chinese market occupy the forefront of the world in terms of consumption and aesthetics, and also needs more knowledge of China.

Reinventing the fashion trend for the Chinese market.

Shanghai fashion week is dedicated to becoming a fashion vane in Asia, and has cultivated many Chinese designers here.

We saw some famous Chinese designer brands in Shanghai fashion week in 2017.

Xu Zhi

Xu Zhi, which is the most fashionable brand in the fashion industry, is known as one of the most creative designer brands in China. In 2014, designer Chen Xuzhi created the brand in London. In 2016, many famous design awards were included, including the international wool logo award and the LVMH Fashion Award.

The products are sold on more than 50 retailers worldwide. The main design features are the integration of gorgeous yarn and embroidery, using sophisticated and sophisticated manual design, which is outstanding in terms of structure and textile technology.

When the Xu Zhi brand was launched, it attracted many high-end buyers, mainly from Chinese buyers, including those in Hongkong, Beijing and Shanghai, as well as the Opening Ceremony in Tokyo and the Dover Street Market in London.

Angel Chen

Chen Anqi, the designer of Angel Chen, graduated from the central Saint Martin School of design.

In 2014, she founded the clothing brand of the same name in Shenzhen, and became the hottest and cutting-edge designer.

In 2015, the first "Creative Assembly" award, the brand logo long suit, and other easy to match tops and bottoms were promoted, which promoted the brand to make profits and increased sales. It sold more than 40 buyers in the world.

Chen Anqi, chief brand officer of Joanna Gunn, once said that he had provided a novel and original personal view and resonated with LCF's customer base, thus becoming an important importing brand.

Her works have been on the cover of many domestic fashion magazines many times, and designer Chen Anqi has been actively cooperating with various brands, including Sony, Kiehl's, Mercedes Benz, Lipton and so on.

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Xiao Li

Li Xiao, designer of fashion brand Xiao Li, has set up studios in Shanghai and London. She has won the favor of buyers in the design, scale and concept of fashion design.

When she first came to the top, she worked with Diesel to design the sale of single products because of winning the international competition. These items were sold on the shelves of 10 Corso Como.

Xiao Li has nearly 30 inventories in Europe, the United States, the Middle East and Asia, including Dover Street Market, Dong Liang and Leclaireur.

Li Xiao himself has said that because the local production in Shanghai, coupled with the reasonable price points set by the brand, is competitive for international buyers, and the domestic market has become an important market for them now.

Xander Zhou

Zhou Xiangyu, a Chinese men's wear designer, set up the personal name brand Xander Zhou as early as 2007.

In 2013, when he boarded the London men's week, he became a new force in the domestic independent designer's field. His playful, rebellious, youth culture and creative visual concept were his tagging design language. He had entrusted the British agent with rich experience and rich resources to sell his quarterly design.

At the same time, Zhou Xiangyu worked as a magazine editor and stylist, organized activities in Shanghai to join hands with pioneer music parties, and introduced a series of driving driver uniform with dripping. In 2016, he launched the fashion cooperation series with the home brand Hai Lan's home.

He also has a high reputation for being energetic. He is also very good at telling stories for brands and deeply understanding the latest trend. Therefore, he has a strong influence in the new generation.

When the quality of products is comparable to the price level, 62% of Chinese consumers prefer domestic brands.

Kearney's latest survey shows that 71% of Chinese Internet users' trust in major domestic brands is gradually improving, and the millennial generation, especially those born after 1998, are more recognized by local brands.

In addition to the early Chinese fashion brands that we all know, we are also beginning to focus on designer brands that meet the tastes of today's times.

We see some changes that have taken place, which are giving birth to the growth of domestic designer brands.

1. over the past 20 years, more Chinese fashion brands have entered the capital market, and the fashion atmosphere has been formed.

The first batch of clothing brands listed in China went public in 90s. Since then, more and more domestic brands have been successful in the capital market.

In the early days, men's clothing brands such as suits and uniforms were the main brands and casual clothing brands.

In the past two years, the market has focused on high-end high-end women's clothing brands, catching up with the fast development of Chinese fashion, and diversifying sales channels, connecting department stores, shopping centers and street shops.

2. the already fashionable Chinese local fashion enterprises have a more global vision and brand upgrading.

This evolution includes a global pool of talent, looking for good models and photographers, inspiring more creativity, and even expanding the footprint overseas.

The prices of these brands are close to the people, and at the same time, they are well known. Compared with "foreign brands", they are more aware of the local market and have many loyal customers.

These local brands penetrate into the whole city of the country, seemingly to satisfy the more sophisticated consumer tastes, and in fact, they are affecting consumers' aesthetics in a reverse way.

Under such a change, people's past distrust of domestic brands has become a new trend.

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3. more and more domestic department stores are trying to buy the retail mode, which provides the soil for the local designer's brand development.

American and British department store buying business models are examples, including domestic Bailian Group, SKP and so on.

To cope with the invasion of foreign capital retail and seek global development, the buying system has become a new trend.

Although the global buyer's shop is in a weak position in the contracting state, it shows the vitality of the new business form in China.

4. Internet electricity providers allow consumers to accept more diversified choices.

In the development of electric business, many types of personal brands have been born. For example, the net red brand, which was born in the net red economy, has attracted the attention of consumers.

When people realize the importance of individuation, realize the diversity of choice, and in the process of gradual improvement of satisfaction, they also have higher requirements for the connotation of brand. Young designers with enough fresh ideas are getting attention.

The advancement of domestic factories and production technologies, as well as the number of retailers, has brought about the development of Chinese designer brands.

They provide a new way of life for Chinese consumers. They bring fresh and original concepts to the market. At the same time, based on the deep understanding and grasp of the market, they can achieve good quality and reasonable price.

The change has just begun and we can expect more "China to happen" in the future.

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