What Is The Future Of Men'S Clothing Week?

January 7th, 2019 autumn winter London men's week officially closed.

In addition to shortening the time for the London men's dress week to three days this week, new designer brands such as Delada, Art School and C2H4 have sprung up. But at the same time, the departure of the brands such as Burberry, J.W Anderson, which had been supporting London Fashion Week a few years ago, made the London men's dress week dark.

This is the common problem faced by men's clothing week.

Launchmetrics, a fashion and luxury brand marketing solution provider, recently released the media value data of fashion week, and said that the emergence of the concept of sex free fashion and the trend of merging fashion show are raising doubts about the future development of men's clothing week.

According to the data collected by the supplier in the preheating activities of spring and summer fashion week in New York and London in June 2018, the two companies created 2 million 100 thousand media and 5 million 800 thousand euro media effects respectively in terms of the sensational effects of print media, digital media and social media.

In the company's view, big names and influential figures are the driving force behind the development of men's clothing week, such as New York's Jon Kortajarena; London's men's week's regular guests, Hu Bing and David Beckham in London; Milan's Xenia Tchoumitcheva and Paris's Colton Haynes.

After the debut of the first Louis Vuitton men's wear series by Virgil Abloh, the value of Euro 18 million 200 thousand was also generated, followed by Dior, Versace, Prada and Valentino.

But for today's men's clothing week, losing support has become the biggest crisis.

"The changes in the retail industry and the digitalization of the industry are undergoing major changes, which largely affect the future of men's clothing week," said Alison Levy, chief marketing officer of Launchmetrics. "Now brands are under greater pressure. They need to deliver new products more quickly to the store to maintain their loyalty to the brand, and the joint release of men's clothing into women's clothing week can maximize the return on investment of the brand."

Samantha Dover, an analyst from Mintel, a consulting firm, once said in an interview with Agence France-Presse reporters: "the combination of men's and women's clothing and digital fashion shows can not only reduce costs, but also make the brand more complete."

Gucci, who retired from Milan men's wear week in 2016, has played the role of gender ambiguity in recent years after merging the fashion show for men and women. It not only helps the brand to further pform into younger, but also more clearly reflects the overall design style and image of the brand.

Burberry is also one of the brands that pformed into fashion show for men and women in recent years.

Especially after Riccardo Tisci took over, the brand made its debut in the design of 134 sets of men's and women's clothing.

"Today, the trend of male and female co production provides more opportunities for brands to increase their media influence value from 2 times to 19 times."

Alison Levy added.

From the data point of view, there is also a lot of evidence that this is indeed a successful strategy.

With women as the main audience, publications, blogs and other channels share more than 50% of the media. At the same time, brands displaying these two routes can have access to more audiences.

In contrast, although men's week has also cultivated a number of influential figures attracting attention, their audience is still far less than the influence produced after the merger.

However, many people believe that the existence of men's wear week is still necessary, but with the departure of big cards, the men's clothing week will probably provide new platform for new designers.

As for the influence, it depends on the ability of designers.