The Brand Of New York Fashion Week Is Losing.

With the global

Changing industrial structure, New York

The brand is losing all the time.

According to the world clothing and shoe net, after the Vivienne Westwood decided to leave, the Victoria Beckham, which is stationed in New York fashion week, announced recently that it would withdraw. The fashion show which was originally planned to be released in February will be changed to private Burden James Burden Mansion in the upper east side of Manhattan, New York.

Exhibition activities.

The picture shows the background of Victoria Beckham 2018 spring summer series fashion show.

According to data from ListenFirst, Victoria Beckham is the most popular fashion brand in New York fashion week in September last year. The number of brands mentioned is about 5 million 662 thousand times, accounting for 17% of the total number of topics during the fashion week. It is considered that its departure will further weaken the attention of New York fashion week in the industry.

To commemorate the creation of the brand 10th anniversary, Victoria Beckham will return to London for a fashion show in September. This will be the first time that its brand has entered the London Fashion week.

Victoria Beckham was founded in 2008. Its simple and generous design tailoring made its brand one of the hot fashion brands in New York fashion week.

Its products are divided into three categories, namely, garments, glasses and accessories. Among them, glasses products launched in 2009 are the best selling brands.

However, with the global fashion retailing in the doldrums, Victoria Beckham, which has two design teams and 100 employees in London, is under tremendous pressure.

According to foreign media quoted sources, Victoria Beckham lost more than 8 million pounds last year, and sales fell 1.6% to 363 million pounds compared with the same period last year, but the group is optimistic about the brand outlook.

At present, Victoria Beckham brand belongs to Beckham Brands group.

Last year, the company was restructured and refinancing, and in November of the same year, it received a total of 30 million NEO Investment Partners of private equity financing.

Some analysts expect the Victoria Beckham to be valued at about 100 million pounds.

According to industry sources, Neo Investment Partners's investment funds will be used to expand the retail business of Victoria Beckham brand and develop the channel of e-commerce, and it will also be used to repay debts.

In addition to Victoria Beckham, the Chinese designer Alexander Wang brand of the same name also announced that it will start from the spring and summer series in 2019, and release the spring and summer series which should be released in September to June. The autumn and winter series will be released from February to December, and will no longer participate in the traditional schedule of New York fashion week.

Obviously, with the rapid development and innovation of fashion industry, the fashion week system in New York is too conservative. Designers have lost confidence and patience and fled.

According to incomplete statistics, the brands that have withdrawn from New York fashion week include Public School, Proenza Schouler, Rodarte, Vera Wang, Tommy Hilfiger and Rebecca Minkoff.

It is reported that the American Fashion Designers Association CFDA is considering changing the schedule of New York fashion week to keep up with the changing fashion retail environment.

For example, New York fashion week has decided to merge the February fashion week for men and women.

Among them, men's wear brands were mainly exhibited in from February 5th to 7th, while from February 8th to 14th was mainly women's wear brands.

Some analysts say that the purpose of the merger of men's and women's fashion week may be to revitalize the core competitiveness of New York fashion week.

Some analysts believe that on the surface, New York fashion week is to optimize the schedule, in fact, is to cover up the brand's continuous withdrawal from the schedule gap, fashion week form weakness is the real reason for the change.

It is noteworthy that while losing some of its brand names, New York fashion week is also constantly absorbing fresh blood. It has always focused on making Italy's traditional Bottega Veneta the latest luxury brand to join New York fashion week.

Under the leadership of Tmall, Jingdong and other e-commerce giants, Chinese designer brands will continue to step up the New York fashion week.

In February 7th, Tmall will hold "China Day" in New York fashion week.

In addition to Lining and Taiping bird, Tmall's banner shows Tmall's brand CLOT and designer brand Chen Peng on the same day.

Jingdong also reached a partnership with the CFDA/Vogue Fashion Foundation at the end of last year to help us young designers to enter the Chinese market smoothly and achieve the seamless online market. The analysis indicates that this will become a powerful tool for New York fashion week to attract new designer brands.

However, the reform of New York fashion week seems imperative and even happening. The New York fashion week, which is worried by the industry, will continue to be turbulent.

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