How Does The Local Fashion Industry Base Shenzhen Close To The International Fashion Week?

Many people do not know that there is a fashion week in Shenzhen, and it has been done for fifth years.

People who are impressed by Shenzhen fashion week are only attracted by the street shooting party and the bold vegetarian.

Compared with the China Fashion Week founded in 1997 and the Shanghai fashion week founded in 2002, the young Shenzhen fashion week is still looking for a suitable position for itself.

The 2019 autumn and winter series of Shenzhen fashion week also set up 3 venues at Nanshan, Futian and Longhua. More than 200 Chinese and foreign brands and designers participated in more than 80 press conferences. Meanwhile, the official designer, Next Showroom, was also held in the same period.

Shen Yongfang, President of Shenzhen clothing association, aims to promote the design innovation and urge the commercial landing.

Speaking of why fashion week is being held, Zhang Hongtao, Secretary General of Shenzhen clothing association, told BoF that this is the demand of the industry and the needs of the whole people.

But the veteran in this fashion week also pointed out that the commercialized Shenzhen fashion week needs to be well positioned.

"Shenzhen fashion week brand is still a selling thought rather than a brand thinking.

The difference between these two thinking is that the former can really help enterprises make money, but can not help the brand premium, forming a truly valuable brand.

From the visual point of view, because everyone is catering to the market, the product similarity is too high, and brand labeling is too low.

Independent fashion commentator and columnist Leng Yun told BoF that another problem with "pragmatism" is that brands are more cautious in terms of spending.

This is a good thing in itself.

But if the place where we should not save money will also be saved, it will surely sacrifice the quality. "

This is related to the history of Shenzhen's origin as a processing factory.

Shenzhen is one of the earliest garment foundry bases in China. After continuous industrial upgrading, it extends from the "three to one supplement" at the end of the industry (i.e. "incoming processing", "incoming assembly", "sample processing" and "compensation trade") to clothing brand, clothing design and clothing sales, forming a perfect industrial chain, and the Chinese garment foundry base has completed the pformation to the fashion industry base.

In the upgrading process of Shenzhen's fashion industry, a number of well-known commercial brands such as Marisfrolg, Yiner, Jesse (Jessie), Ellassay, Ji Houfeng (Season Wind), Karl Denton (Kaltendin), Ma Tiannu, lady's house and Ji Xiang Zai were born.

From the beginning of the first Shenzhen fashion week, these brands became the main force of fashion week.

Obviously, the fashion week in Shenzhen is different from other fashion week in China because of the leading force of its commercial brand.

Leng Yun is called "fashion week with a very pragmatic commercial brand".

The output value of Shenzhen's self brand products increased from less than 5% in the early 1990s to 80% at present.

According to the data of Shenzhen garment industry association, in 2016, the output value of garment industry in Shenzhen exceeded 200 billion yuan, and there were more than 2800 garment enterprises, about 200000 employees, nearly 2000 of its own clothing brands, and 60% of the shopping malls in big cities.

These data are often talked about by Shenzhen fashion industry practitioners. The other meaning is that Shenzhen is still a major town in China's women's clothing industry. It is an indispensable and even leading industry in China. But whether or not it will change in the future, Shenzhen people need self-confident confidence.

In the Internet era, Shenzhen's fashion industry needs to be upgraded again.

"Shenzhen brands feel the crisis and are looking for breakthroughs."

Zhang Hongtao said: "the core of upgrading is to grasp the C end, and then open the industrial chain through digitalization."

Shenzhen fashion week is a window for the display of large commercial brands. It is also a sharp weapon to seize core customers and attract potential customers.

The fashion group, founded in 1996, brought together the Song of Song and Olga To (Obbligato) on this fashion week. There was no ticket for the show.

Yin Bo, vice president of fashion group, told BoF: "Shenzhen fashion week has become an important platform for brands to connect customers.

And the show at home will be more confident.

In the fashion week of Shenzhen, the Shenzhen veteran fashion companies, on the one hand, seek new moves to show the group's youth, internationalization or new retail development. On the other hand, they are the distributors and core customers who are supporting the day and night.

Marisfrolg, a clothing brand founded in 1993, once again opened the Shenzhen fashion week as the first show guest to introduce the two innovative platforms of the brand, that is, the platform to provide exclusive shopping experience -- the brand integration platform of fitting and original designer -- MDC (Marisfrolg Design).

In the fashion week, 30%-40% fashion week plays a role in Shenzhen's fashion week: providing a business focus for these brands.

But still need the brand's own business logic support.

Zhang Hongtao said: "in Shenzhen, all designers and brands can't survive without commercial landing.

So Shenzhen can't form "little fresh".

In Shenzhen, even young and cutting-edge designers will have to make a brand in the future.

Shenzhen has the advantage of its industrial base, which also brings the pressure of "selling" to the independent designer brand.

Among the large commercial brands, it is inevitable to see "impatience" and "insecurity" in the exhibition.

Esa Liang, the third time independent fashion designer in Shenzhen fashion week, is still putting pressure on BoF. But fashion week in Shenzhen will provide retail support to independent designers, and on the other hand, the government will help Liang Bingqin.

Shenzhen's commercial brand and independent designer brand urgently need such a platform.

Even in the fashion week of such a fashion industry base, social media is frequently detonated by the grotesque of the view show guests.

At the beginning of the first Shenzhen fashion week in 2015, there was a show guest who was exaggerated and pleased to show himself.

For five years, the fashion week of Shenzhen in 2019 still has many people.

Zhang Hongtao is very relaxed when he sees this phenomenon: "they do not all represent the aesthetics of Shenzhen and Shenzhen fashion week, but we will not prevent them from doing so."

As a predestination city in China's market economy, Shenzhen has a high degree of openness and inclusiveness.

"Technology", "innovation" and "pragmatism" are the interpretation of Shenzhen and Shenzhen people.

But the government hopes to break the name of "cultural desert" and pform Shenzhen, a city of technological innovation, into a cultural and innovative city.

Shenzhen fashion week is only a small part of the pformation, but it has also become a stage for Shenzhen people to show their confidence in culture.

But from the media point of view such as "Nylon nylon" and "Marie Claire" of fashion week partners, Shenzhen fashion week has lost some highlights of fashion media.

"In Shenzhen, everything is wilfully growing, and people's understanding of beauty is flourishing.

Restraint is not something to be done in fashion week.

Everyone, including the boss of an enterprise group, should be able to see clearly.

Let alone those middle-aged women who are most willing to invest in clothes.

GQ, a senior fashion editor of "Shenzhen Chile", said that "Fashion Week" is a casino. They come to see us very differently. We are concerned about the industry. They come to the party.

A friend of a brand, a friend of a friend, is gathered together with joy, even if it is laid alone, it is also done as much as possible. "

And cold Yun is straight to say: "dare to wear does not represent to wear."

Zhang Hongtao also referred to the concept of "grassroots culture" in Shenzhen and the fashion of Shenzhen in fashion week.

Apart from the invited guests, Shenzhen citizens can apply for tickets to the show.

The happy coast main venue has set up free photo printing service. People who come to see show can take home the experience of fashion week.

Although the fashion week in Shenzhen has indeed been implemented in the commercial needs of the brand and the needs of the people, but in the mature fashion industry of Shenzhen in Shenzhen, even with the help of IMG, the software strength still has problems.

The ability to choose, shape and brand "story telling" is limited.

"Elle Men Ruth" digital fashion editor Ma Shi Yun pointed out that the commercial brand design language is not a prominent problem: "some of the brand's fashion show gives people the stacking feeling of fashion elements, and the designer's design language is not outstanding, and the brand style is also hard to impress.

But the fashion week in Shenzhen built its own definition of fashion.

It has more commercial value, stronger wearability and "grounding gas", which is also in line with the fashion trend of Shenzhen fashion week.

Zhang Yahui, the social media editor of the InStyle excellent family pictorial who has attended the Shenzhen fashion week, has suggested that excessive commercial atmosphere is not a good thing: "plagiarism is seen more or less every year.

After all, the domestic fashion industry is integrated into the public's consumption concept. "

In the Shenzhen fashion week, which has its own "commercial landing" and "universal fashion", it has its own logic.

The Shenzhen fashion week seen by the masses in the media is also without illusion.

To meet the needs of brands and people, it is a task for Shenzhen fashion week to improve their competitiveness.

In the future, in the context of the implementation of the "outline of the development plan for Guangdong Bay and Macao Bay Area", Futian District, Shenzhen will strive to build "the fashion headquarters center in the bay area". In 3-5 years, 15-20 new high-quality commercial fashion brands will be realized in the area, and 10-30 new designer brands will be cultivated. The total annual sales volume will be more than 15 billion yuan and the annual added tax contribution will be 2 billion yuan.

Shenzhen fashion enterprises will enter a new upgrading stage.

The fashion week in Shenzhen will become a broader window, which needs to develop in conjunction with the fashion industry in Tai Wan.

Zhang Hongtao said, "the fashion week in Shenzhen is the New York fashion week. It hopes to make it the top fashion week in Asia in 5 to 10 years."

Author: Nino Tang