Why Does Paris High Ding Brand Look Good On The Young Market?

According to the world clothing and shoe net, last November, advanced customization.

The fall of a giant star -- Morocco fashion

Azzedine Ala a a has been defined as the 1980s in the fashion circle because of the death of heart failure.

The style of "the king of tights" mourns.

After establishing his own studio in the late 1970s, he gained many recognition from the upper class. For example, Rothschild's Marie-H l ne de Rothschild, French novelist Louise de Vilmorin and Swedish national treasure actress Greta Garbo are all loyal buyers.

The death of Ala A is undoubtedly a pity of the high fashion industry, because his creative process and unique design concept have always been in line with the quality of advanced customization.

And the guests began to worry about a question when they mourned -- where should his brand go in the future?

It is speculated that either the brand will close with the death of the designer, or the creative director will be reassigned by the parent company's peak group, but the tone of the brand will probably change.

There are even rumors that the brand will be taken over by Nicolas Ghesqui re, former creative director of Paris.

With the death of the "great senior custom designer" coming from history, will advanced customization go to death? Actually, this issue was discussed when Yves Saint Laurent retired in 2002, when people became frustrated with the future of advanced customization, because the departure of the founder of the brand meant that the dreamer "dream maker" of Gao Ding fashion disappeared.

But now it seems that Gao Ding is still living well, and it will be warmer this year.

YSL returned to the high level after 13 years of silence, and even began to accelerate its development.

Chanel has also attached great importance to advanced customization. In recent months, it announced the construction of a new office building in 6 northern handicraft shops in northern Paris, and invited the famous architect Rudy Ricciotti, who was awarded the National Architectural Award of France, to design herself, and it is expected to be completed in 2020.

This is because the enthusiasm of the new generation of young consumers to "customization" is increasing. Under the impetus of their strong purchasing power, the French high fashion house is developing better and better.

This season's French high fashion week is underway, with the exception of Chanel, Givenchy and Belgian brand A.F. Vandevorst and other old faces. It has also participated in the Clare Waight Keller for the first time in the fashion week.

Activities have brought many consumers with strong purchasing power to Paris. Although there are only a dozen or so brands eligible to participate in the high definition week each year, the high fashion week is a rare opportunity for them to communicate directly with VIP consumers.

At the same time, the two reservation items of high-end fashion week, high-end jewelry exhibition and Dior masked ball will be held this season, providing consumers with the mental pleasure of spending money.

Unlike previous years, this year's fashion week will also hold a commemorative Exhibition for Azzedine Ala a.

Officials also added French brands Christophe Josse and Noureddine Amir to the invitation list, while the latter had to choose the July fashion week in Paris because they were busy preparing for the February women's wear week. Other brands also included Proenza Schouler and Rodarte.

Among these brands, Dior has been sitting in France for the first ten years, and is expected to be promoted to Dior CEO Sidney Toledano of LVMH group CEO in February. Dior Maria, the chief creative officer of Dior, has contributed a lot to it, and believes that Asian consumers are the main consumption force.

Because of this, Dior's new store will continue to land in Tokyo in May this year, hoping to continue to splash in the Japanese market.

Toledano witnessed the time when the advanced custom fashion was on the verge of extinction. At that time, people not only questioned the future of Dior, but also had no hope for the whole advanced customization industry.

Now, it is precisely because of the high fashion fashion to remain unchanged mode of survival, only to highlight the strong power of brand heritage.

Just this month, Dior launched a 6 month brand development retrospective exhibition in Paris. "Christian Dior, Dream Couturie" has attracted about 700000 people. Next, it may go to other countries. There are people familiar with the matter that the United States is likely to become the next stop.

Other luxury goods have also found changes in consumers in recent years.

For example, Giorgio Armani's senior garment brand Armani Priv e, the designer said the brand is doing well in Europe, the Middle East and Asian countries.

In observing the market, Giorgio Armani found that women in the Far East are very fond of wearing evening dresses and have a downward trend in age. In the future, they will focus on the expansion of young female customers.

It is reported that Armani plans to design new profile to suit different body needs.

"Ultimately, the result of design will be a complete freedom and self expression."

He said.

Not just Giorgio Armani, Chanel also found the trend of consumer age reduction.

Chanel fashion director Bruno Pavlovsky, for example, thinks that this area has huge potential high fashion consumer groups. Maybe they haven't opened the gate yet yet, but now they can often see some small sisters visiting the high fashion brand scene.

In order to win the love of consumers, Chanel recently set up an exhibition called Mademoiselle Priv E in Hongkong, and will also exhibit art in Macao.

"We want to provide guests with a dynamic experience process that enables them to integrate into it."

He said.

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Schiaparelli, a veteran brand in Italy, wants to make some changes, so it has been looking for growth in young consumers since last year.

"Young people, like brand ambassadors, can not only help us publicize but also consume."

Delphine Bellini, general manager of Schiaparelli, said, "our consumers are getting younger and younger, between 20 and 30 years old. They are energetic and communicative, full of creativity and independence."

The independence mentioned by Bellini is reflected in the network attributes of the Millennials. After all, for young people, finding information, feedback and shopping through digital devices has become the symbol of this era.

Creativity is reflected in the pursuit of details of products. Young consumers hope that clothes can be fashionable and retro, preferably with some technological content. Such diverse demands are also challenges that brands never had before.

In addition, young people's interests are often very direct and clear, and the needs of good and evil make it easier for brands to catch their minds.

In this regard, the French brand Jean Paul Gaultier believes that the Middle East market is not very clear about the high attitude. Because the new prince has carried out large-scale and repeated reforms after the replacement of the crown prince, the powerful local dignitaries are careful to buy luxury goods and create the fluctuation of the price of the advanced custom fashion.

Although the brand's high volume sales achieved double digit growth in 2017 to help it stabilize the status of the North American market, general manager Sophie Waintraub said the behavior of these consumers is still more convergent.

At present, Jean Paul Gaultier wants to focus on the mature and rising market, and expand like Latin America, and will also hold fashion shows there.

"2018 is still full of confidence, because we feel some changes.

For example, customers come to Paris not only to see the show, but to stay here for a whole year, and to come to the brand office to have a look.

She said.

Customers are willing to stay in Paris for a long time. Besides consumer demand, they are closely related to the development of the tourism industry in France. Because of the terrorist attacks in 2016, the number of tourists dropped to the bottom of the year, and did not ease until second years ago, an increase of about 12% over the previous year, or about 23 million 100 thousand.

The Tourism Board of Paris said optimistically last month that tourism will continue to grow in 2018.

Pavlovsky is still a warning sign for big brands and reminds them to be vigilant. Although Paris has made some progress, it does not mean that it will always be so.

"Every country's capital is constantly improving itself, and there are many interesting things to do, and how Paris wants to stand out from the stars, we need to keep working hard," he said. "Gao Ding fashion week is such an opportunity to show Paris, because no city can take the place of Paris in the fashion industry at present."

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