2018 Fashion Industry'S Annual Keywords: Tangle, Subversion, Salute, Young

The prevailing trend is essentially a sudden change of life.

The deep logic behind every change is worth the attention of the industry.

So, at the end of every year, we will not only understand the latest trends, but also understand the trend of the next year.

It will take a little time to study the intrinsic driving force of changes in the industry, because they are the source of all these changes.

In 2018, the fashion industry is still in the tide of reform and innovation all over the world, presenting a complex and multi-level representation.

"Entanglement", because exploration is still in the deep water area; "subversion" is the choice of innovating pioneers; "salute" comes from the admiration of the catcher; "young", time is always the biggest variable.

These four key words do not seem to be related, but they point to the past year, in the process of competing with the market, the fashion industry, brand and practitioners have made endless explorations.

Because of the "unknown road ahead", many brands who had walked shoulder to shoulder in this year went in a very different direction.

In each keyword, we have cut out one or two iconic brands, events and industry trends for further consideration.

Entanglement

Slow fashion fast fashion giant in self rescue

During the low tide period, in order to win the attention of the market and the renewed respect and trust of consumers, many fast fashion brands began to "return to the main garment industry" and work hard on products and brand image.

For example, UNIQLO first tried to cooperate with anime and movie IP in pop culture. Since 2015, they have announced global cooperation with Disney. They have opened special stores in UNIQLO stores to create concept stores, providing Disney, manwei and Star Wars theme products.

Another example, H&M, which is far behind its competitor ZARA in volume and sales, has chosen new brand and brand name mode to win more user attention and enhance brand identification.

Compared with the H&M fast fashion brand line which is often "black list" because of quality problems, the design and quality of COS are excellent, and gradually occupy a larger sales share of the group.

Industry experts believe that over the past few years, fast fashion brands have penetrated from the first tier cities to the two or three tier cities and entered the Chinese market more strategically.

And when the brand effect and market scale reach a certain level and achieve the accumulation effect, fast fashion brands become more concerned about operational efficiency. Regardless of whether they are shops or high end brands, such as slowing down, focusing on quality, design trends, and so on, they still serve to meet the needs of the public, and ultimately serve the maximization of efficiency. Fast fashion brands "slow down" is also a reflection of changes in consumption upgrading needs.

Do you want to sell products?

It has been a controversial field in the past two years that the "big brand" has been reduced.

On the one hand, in order to cater for the consumers, the big players need to combine the current hot elements to carry out the pformation.

Therefore, we see the consistent "high cold" image of the Chanel girl also began to wear slippers and sportswear, saw the "devil wearing Prada", also fell in love with the superhero animation, for a while, the old fans of the brand, almost did not know their own design.

Some smart big players also steal the Drop mode frequently used by street tide cards.

For example, the old British fashion house Burberry announced that since October 2018, new products will be on the 17 day of each month.

In the Drop mode, the single item will be separated from the traditional publication.

Most people believe that luxury brands are the inevitable choice of the "fast", "young" new products and new ways of selling.

But this "mix and match" double line business is a test of big marketing and innovative capabilities.

Generally speaking, big players want to maintain the consistent "quality assurance" sign, not because of "fast" and reduce the standard. After all, in the long run, retaining fans and fans is still the main goal. "Fast money" makes money easy, but the sustainability is open to question.

Subversion

New CELINE beyond recognition

At the helm of the Phoebe Philo, Celine, known for its frigidity, was finally pformed into a "fashionable face" in the autumn of 2018 in Paris fashion week under the pformation of Hedi Slimane.

The new CELINE is mainly rock, retro and sexy.

The new CELINE, which includes leather, rivets, sequins and other street elements, looks more like the first choice of modern girls in New York's urban streets.

Rather than the pure color, hidden lines, low-key urban white-collar women's favorite.

Some people laugh at this change as if "women of high culture and art begin to smoke and drink and burn their heads".

However, despite the old powder Tucao, but Hedi Slimane is very strong, and they think that Hedi Slimane and his new CELINE have created new concerns. This is still a good thing at the moment when the retail low tide is not yet over. The iron rule of "controversial topic" has appeared to be effective on the new CELINE, but this change can get a strong market for a long time, and now it is still too early to say.

Louis Vuitton in colorful streets

In the spring and summer 2019 men's wear week, Off-White founder Virgil Abloh, the first black designer in the history of Louis Vuitton, took charge of the men's wear show.

Off-White is the leader of the street tide brand, and the new appearance of Louis Vuitton this season has also been interpreted by industry professionals as the iconic work of changing big brands to street and tide brands.

It can be said that such subversive innovation has no distinction between good and bad, only aesthetic debate.

Those who oppose the big names and the street style people believe that the street style culture "monotonous creation" is devouring the strong brand personality of historical and cultural accumulation.

For example, in the spring and summer men's week and dozens of shows, bright colors, artistic totem, and Logo clothes that change the soup and dressing are not only affecting people's vision, but also making people tired. They begin to miss the classic style of gentlemen in the early years.

But it is also a question mark that "Old Fashion" can leave many young users for the brand.

In 2018, finding the yardstick of exploration in entanglement is almost all the big cards that need to be solved.

Salute

Back to Versace 20 years ago

If you want to sort out the 2018 fashion trend keywords, "nostalgia" is bound to come to the top.

The most direct and specific expression is Versace.

In the 2017 and 2018 years of the design, Donatella Versace has chosen the classic style from the 80s to 90s of the last century to remember the elder brother Gianni Versace.

Gorgeous yellow prints, traditional animal lines, metal rivets, leather jackets, and wrapped skirts of pop art paintings all bring us back to our dreams 20 years ago, all of which are meant for tender nostalgia and eternal salute.

In October 2018, Versace was eventually caught in the Michael Kors income package of light luxury group.

In the past two years, the look back of Donatella Versace seems more like trying to remind people not to forget the wonderful works of those brilliant artists in the brilliant years.

And her purpose can be said to be achieved, though the ending of the story is not particularly beautiful.

Dior of "Renaissance" saddle bag

The fashion trend is a circle.

This law is once again verified in the Dior dress worn by Maria Grazia Chiuri.

Dior2018 autumn and winter clothing series, we once again met the John Galliano era classic single product Saddle Bag saddle bag, familiar with the "CD" printing so that we can not help but miss the previously unrestrained creative era.

The revival of classic money has brought real economic benefits to Dior.

According to the latest shopping report released by eBay in 2018, the Maria saddle bag, which was re interpreted by Grazia Chiuri, has achieved nearly 20% growth in the past year. The evaluation indicates that this kind of work that fits in with the current trend of innovation can be regarded as the accumulating effect of Dior's younger strategy, and this "operation" is very worthy of reference from similar big brands.

Young

The rise of the millennial demand

In 2018, at least there was a general consensus among the global practitioners that the millennials were the main force in the luxury sector, and their needs were changing the industry.

Based on past data, Bain consulting concluded that the millennial generation, born between 1983 and 1997, accounted for 85% of the total growth in the global luxury market in 2017.

From the perspective of the Chinese market, McKinsey's research shows that China's luxury goods revenue has increased by 15%-20% in the first half of the year, and the younger generation after 95 is the main force in the growth of luxury consumption.

Industry experts believe that the luxury consumption of Chinese young people between 20 and 34 years old is earlier and shopping is more frequent. The products purchased range from jewelry, fashion products and cosmetics to bags.

Their luxury consumption path is highly digitized and fragmented.

And brands want to approach these young people, such as doing more work in e-commerce and digital marketing.

Therefore, in 2018, we will see the big cards that have been so cold, and will choose to join hands with the big brand electric providers. They will continue to open up flash stores, or even find red, quivering, fast moving hands, and constantly show the young people "good manners".

However, whether such a "low profile" can reap the fruits of market feedback remains to be tested.

Hidden luxury luxury "new retail revolution"

In 2017, Tmall App quietly launched a Luxury Pavilion channel.

In 2018, accompanied by Valentino, Versace and other major brands in succession, the new method of "secret keeping", which was both used by electric providers and big brands, gradually "lifted its cover."

First of all, this App is not actually visible to all.

Because it is virtual embedding, the so-called virtual embeddedness refers to the open shopping channel targeted only to the invited users. It comes from the dual choice between luxury goods and consumers.

This means that those who can "see" this channel can only access the channel with luxury brands and their absolute target consumers.

The fact also proves that after years of aimless "random medical treatment", many of the big names have expressed enough interest to the giant business providers, who are standing in the center of the huge traffic flow, the secret and unique way of selling, and have also sent many olive branches.

We can see in the report card of Tmall's luxury luxury partners in 2018. Data show that a total of 35 luxury brands entered the Luxury Pavilion this year. All of these brands are eager to win the favor of China's young consumers.