What Did Lining Learn From Fashion Week In New York Across Paris?

With the flow of GAI, Lining announced the Paris fashion week.

After New York, Lining once again stood at the center of the topic.

The sport brand has acquired many new capabilities from the fashion industry.

"The dragon's head rises in the East, the stars shone, and the tiger howl, and the Sanjiang is strong."

This is the lyric of Rap in the Great Wall's new song MV released by rap singer GAI in June 19th, and the Chinese wind rap is the theme song created by GAI and Lining BAD FIVE.

With the flow of GAI, Lining announced the Paris fashion week.

After New York, Lining once again stood at the center of the topic.

The sport brand has acquired many new capabilities from the fashion industry.

Not showing off first fire

As the opening of every new season, fashion week is the starting point for a brand to launch a new design. If a brand wants to get up, it must have the ability to actively create hot spots.

This is also the reason why each big card preheat the exhibition site, promotes design inspiration and loves to play tricks on the show.

At this point, Lining has obviously become more proactive.

The official date of the show in Paris fashion week was June 21st, but before that, Lining began to raise the appetite of netizens online.

The brand first released is the posters of this Paris fashion week. The brand used the old photos of Lining when he took the phone from his younger brother as the background, with the four characters of "China Lining". In June 17th, Lining exposed the sandals version of Ace, which was very hot after Lining was released in New York fashion week. After that, the photo of the model for the fashion week test dress of Paris began to spread on the Internet. The new shoes such as 001 and 973 have attracted the attention of netizens.

After enjoying the sweetness of the New York fashion week, Lining obviously intends to make an early start in the social network on the eve of this show.

It can be seen from the commentary that compared with last time in New York fashion week, netizens were more willing to call "chao chao Lining" instead of being merely a sports brand.

Strengthening "design"

This season's great show will focus on the "Lining of China" and take the inspiration of Lining's athlete career as the inspiration to explain the trend of the 90s retro classic movement from the perspective of future.

At the beginning of this year's fashion week in New York, the series released by Lining, though it is also a story about Chinese culture under the background of 90s, but from a subtle point of view, this time Lining paid more attention to showing the culture of the brand itself.

It was the first time that Lining had been on the international stage since the last four months.

In February this year, Lining joined hands with Taiping bird, independent designer CHEN PENG and Edison Chan's personal brand CLOT to appear in the New York fashion week for the first time for the Chinese brand "Tmall China Japan".

Each set of sports and Chinese culture has made netizens exclaim "Lining has changed" and no longer see a dull, monotonous sports brand design.

At the same time, it became the focus of major social networks in China. At the same time, Lining's T products sold on the platform of its electronic business platform were instantly robbed.

So far, relevant topics on the Internet are still fermented.

Among the products unveiled in New York, two sports shoes have attracted much attention. One is called the "reburning" high shoes, the other is the sneakers that are remodeled by the 2 generation of blueprint. Two styles of shoes are designed by skill wind. After the show, the two products are on sale on the Lining business platform, and are sold out quickly.

The fashion style is heavily used in "Chinese color" red and yellow. Although it is ridiculed as "scrambled eggs with tomatoes", it is obvious that Lining's new image of traditional Chinese color redesign has reached the climax of his friends, and national pride and tidal effect have been gathered on Lining's brand.

Since the end of the show in February 7th, Lining's share price has been rising all the way. In just 40 days, the market value has increased by nearly 6 billion Hong Kong dollars.

In March 16th, Lining's stock reached the highest price of HK $8.49 in the past 52 weeks, and its market value hit a new high of 5 years - 18 billion 300 million Hong Kong dollars.

It is evident that consumers are paying for Lining's new image.

Fashion reform of traditional sports brands

In fact, before going to New York, Lining had launched a series of younger moves to explore traditional sports.

The channels of distribution, entertainment, fashion and technology have been covered.

In 2017, Lining joined the independent fashion designer Zhang Chi, with his personal brand CHI ZHANG logo mask as inspiration for the creation of the limited set, and launched the "relaxation degree" limited product. This is also the first time that relaxation used CHI ZHANG brand logo for cross-border creation. Lining's brand new "shoes" "suitable" series of products "Wukong" used Re-fit to grow technology; at the same time, Lining launched the "BADFIVE" series of street basketball trend product for young people pursuing the trend. The WADE series products invited by NBA player Wade endorsed successfully in the Millennium generation.

Cooperation with traffic stars and KOL also helped the brand to raise awareness and popularize Lining's new image to a wider audience.

Overseas shows are more important than a series of marketing pads. To enhance the brand's international recognition, it is also a great marketing.

After all, looking back at the last New York Fashion Week conference, Lining specially invited the famous American actors Scott Eastwood, American social networking celebrities, Cameron Dllas and other stars to show up.

In fact, Lining has moved early in the overseas market.

Lining's internationalization began in 2001 when Lining opened its first overseas brand store in Spain.

But soon after, trapped in the European debt crisis, Lining shop, which was running poorly, ended up in closed doors.

Since then, coupled with fierce competition in the Chinese market, after 2012, Lining handed over overseas business to local distributors and gave up the initiative to attack overseas markets.

Since then, Lining's overseas activities mainly sponsored some sports clubs and international stars such as Wade, but little effect.

Now, the fashion show may have saved Lining's life.

For a long time, Chinese consumers have the desire to see "made in China" into "China's creation". Taking the initiative to go abroad and step into the forefront of luxury brands, this is just the right way to comply with nationalism, and we can understand the phenomenon that some Lining's show products are selling online.

Cheng Weixiong, founder of Shanghai Liang Qi Brand Management Co., Ltd., told the winning business network that compared to the sponsorship of the major events and the endorsement of the signing athletes, the fashion week shows the relative cost is lower.

But some people also worry about this.

In the background photo micro-blog of Lining's model fitting, some netizens commented: "it is therefore proved that" Chinese Lining "is only dressed well by foreign talents.

This is undoubtedly a warning bell for Lining. It has gained more recognition in the international market, and also down-to-earth in the Chinese market. Most of the show money in the show market will not go to retail stores, but only as a way of brand image and concept shaping. Therefore, the operation of the local retail market and the universality of the mass consumers is still a problem that needs to be faced directly in the pformation of traditional sports brands.

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Consumers are always happy to see changes. But after the peak of the public opinion, how long the heat can last is the issue of brand importance.