How Does The Chinese Men's Wear Designer Brand Layout The Market In The Future?

At the end of the Pitti Uomo "China guest country" project, China Men's wear brand In addition to showing the creativity of Chinese design, the collective appearance is also exploring what is the right way to commercialization.

Florence, Italy - under the bright sunshine of Florence, 11 men's clothing brands from China completed a group appearance during the men's Wear Exhibition Pitti Uomo.

8on8, Danshan, Ffixxed Studios, Junwei Lin, Percy Lau, Private Policy, Pronounce, Policy, Studios, and Ffixxed participated in the brand name of the "China's guest country" (China).

"This show shows that in a very short time, China has not only become a big producer, but also has become a very cool place designer, and more importantly, they are loved by young consumers." Riccardo Grassi, the head of Riccardo Grassi Showroom from Milan, told BoF.

In the view of Liu Xinxia, co-founder of Labelhood, this is a "phased answer" for Chinese designers to face the international market directly. "In a mature business system like Pitti Uomo, China is regarded as the first entry of a creative content body, which is a particularly good start." Liu Xinxia said.

This invited country project since 2010 has also been the largest in history.

It is reported that the "China inviting country" was jointly presented by the Fondazione Pitti Immagine Discovery excavation foundation jointly with the Shanghai fashion week. It was jointly held by Alibaba's Tmall and the famous pioneer art festival and independent designer development platform tiger and international brand consulting company V/Collective.

"Men's clothing is an exciting plate, we see that Women's wear More dynamic changes and creativity, men's clothing is not just street Wind, it also needs to meet the needs of men to work, participate in activities and other scenes. Designers provide a creative, but also good-looking solution. Alibaba's European market fashion And Christina Fontana, head of luxury goods, told BoF. Tmall, which does not carry out the electricity business in Italy, appears as a sponsor of China's guest country. It shows Tmall's ambition in the men's clothing market. But at the moment, it's too early to let these designer brands go online. Tmall's participation in Pitti Uomo will play a more important role in promoting sales and marketing.

In the eyes of Pitti Uomo's frequent guests, the venue selection for this exhibition and its core position is impressive. "Their uniqueness is not only about freshness design, but also the exhibition of artists and the popular brand brought by Tmall." Masui You, Japan's independent editor, who has been concerned about Pitti Uomo's special guest country project, said (Yu Masui). It is reported that this time also held a photographer Leslie Zhang (Zhang Jiacheng) exhibition by Cui Dan as curator.

In addition to the main venue of the guest country, Pronounce, together with Givenchy, S.R.Studio.la.ca and other brands as the "Pitti designer" brand of Pitti Uomo this season, became the first Chinese brand to hold the fashion show in Pitti Uomo. In the opinion of brand image consultant and senior buyer Homer Chou, Pronouce fashion show brought the whole activity to a climax. "It is meaningless to choose to publish SS20 collection in Renaissance Florence. Pronounce perfectly runs the starting point of Silk Road and the elements of Chinese cultural Terracotta Army throughout the whole series. The fusion of Chinese and Western elements and cross gender design elements can be said to be most effective." Chou said.

An obvious trend is that Pitti Uomo, as a professional menswear show, has seen more elements of "facing consumers" in recent years.

This is also the most commercialized attempt of the guest country project. Participating in the commercial brand of this distinguished guest country, this warm embrace Tmall's China's largest electricity supplier platform. At present, some ten commercial brands have already been launched, and a total of more than 50 men's clothing items that trample on the "national tide" hot spots have been launched on these days. Jiang Shanshan, director of Innersect business strategy, found that with Pitti Trend The trend is becoming more and more obvious, and it speeds up the spanformation from B2B to B2B and B2C. "Pitti is also the world's highest quality menswear field. I think you obviously want to go in the direction of the trend. Chinese designers can get this position, which means that Pitti has paid much attention to it, but I don't know if this method is really good for online sales."

Obviously, designers need different ways of playing. It is worth noting that the next Chinese men's wear designer brand will become the first "crab eating man" to enter the electronic business platform. "Generally speaking, I think Tmall will be a suitable platform for young designer brands, but I would like to emphasize that how to do it is really different from brand to brand." Fashion retailing analyst Jillian Xin said.

"Tmall's brand needs to have established a strong brand image and has a certain degree of recognition in the market, and has a complete market strategy." Xin said. "Second, their supply chains should be prepared to meet the high strength requirements on Tmall. They need to provide new products every few weeks and have enough stock to meet the "double eleven" Shopping Festival. She added. Xin believes that some brands that participate in the "China's guest state" are ready, and most of them still need to spend time building brand images and improving product lines.

Most of the growth of men's clothing comes from casual clothing, according to Rui International. Gym shoes And the pilot jacket replaced the traditional suit three piece suit. In 2018, the Asia Pacific region contributed $8 billion 800 million to high-end men's clothing market, accounting for about 1/3 of global consumption. Among them, the Asian market accounts for about 27% of the global high-end men's wear market, accounting for 22% of the global women's wear market.

Of course, the brand of Chinese men's wear designer, which rises with leisure oriented "ride car", is not all so-called "tide card" of course, but they all have the growth potential of crazy growth like tide brand.

At present, how to do well in brand communication is the most worthwhile investment to keep the momentum created by "China's guest state". "Brand image and consistency are the core competitiveness of the current successful brand." Grassi said. "The advice I can give them is to contact the outside world as far as possible. Chinese brands tend to focus too much on internal communication (one example may be the use of WeChat). But opening wider to the international media can bring these designers into the wider public. Of course, such an open idea must also be reflected in the products of the series.