"Taiping Youth" Taiping Bird's Two Major International Fashion Week September Again

In August 26th, the famous clothing brand Taiping bird officially announced that it will be landing in New York fashion week and Paris fashion week on the theme of "Taiping youth GAME ON" in September 2019. According to the introduction, this is the Taiping bird's appearance after the fashion week in New York in early 2018 and early 2019. Once again, it takes the Chinese design as a link and talks with the world. It describes the beauty of the trend of Chinese clothing with the "creativity of Chinese youth boundless" and "the barrier of Chinese culture".

Earlier, when talking about the topic of "how to make transformation and upgrading plan" for domestic clothing brands, Cheng Weixiong, an expert in textile and garment brand management, believes that with the passage of time, the consumption groups of Taiping goal age group are also changing. This requires that Taiping bird can observe the clothing consumption preferences of target consumer groups in real time, and achieve timely and effective contact through brand matrix, product design and marketing methods.

　 Interpreting Oriental design from a more diverse perspective

People who are familiar with the trend change know that for a long time, when I mentioned the "Chinese style", the first thing I jumped into the minds of most people was Panlong, Xiangyun, embroidery and other elements. But in the past two years, the Chinese brand represented by Taiping bird has risen sharply in the four fashion week. It does not rely on these traditional clothing elements with natural "Chinese style" imprint, but draws nourishment from the local cultural fashion and changes in the international trend, and actively promotes the integration of Chinese fashion culture into the international context, and highlights the confidence, strength and responsibility of Chinese brands in the process of trying, challenging and breaking through.

With the global pop artists TROUBLE ANDREW, REILLY, the United States tide brand OPENING CEREMONY and other in-depth exploration of the trend of border; join the national milk sugar "big white rabbit", the Internet platform "hungry" to unlock the fashion play. These design expressions are closer to the interest and consumption preferences of the younger generation of China. They not only cause positive feedback from domestic consumers, but also attract the attention of fashion buyers in the international market.

"Why do we want to enter the international fashion week?" when talking about this topic, Zhang Jiangping, chairman of Taiping bird group, said: "hosting a big show and conveying a fashionable attitude is a move that Taiping bird has embark on its own strategy for a long time. Since the founding of the brand, from Ningbo to Beijing, Shanghai, and then to New York and Paris, Taiping bird has constantly explored the fusion direction of Chinese culture and innovative design through the brand show. "

More insight into youth groups

Near the September Taiping bird global fashion month, the preview of the theme of "Taiping youth GAME ON" is the preheated video and creative poster of "Taiping youth ON," and "official Xuan" landed in the two fashion week of New York and Paris in September, showing the brand's "finishing touch" to deeply understand consumers and play with young people.

"Taiping youth is our brand expression to the new generation youth group. GAME ON pun" champion spirit of competitive competition "and" game curiosity exploration spirit ", salute New York and Paris traditional fashion week, but also foreshadow two big shows. The chief strategist of the Pacific bird group, Ou Limin, said.

CBNData through big data monitoring found that consumers' attention to joint cross-border related products continued to increase. Online related consumption showed explosive growth. After 90 and 95, young people became the main consumers of cross-border goods, accounting for more than 50% of the total number of consumers. In addition to quality and taste, the new generation of consumers demand quality, taste and personality.

After entering the 2019, Taiping bird enriches the image and connotation of "Taiping youth" through more diversified interactive scenes. In February 2019, the Pacific bird appeared again in the New York fashion week with "YOUTH MADE CHINA" to voice the Chinese youth's strength. Then, Taiping bird launched the brand time limited flash store in Shanghai Xintiandi with "different neighbors" theme, describing the youth community life status. In May, "BE ANOTHER has no fun," the 10th anniversary big show of Lok Ting, encouraging the exploration of millions of people hiding in the original gene. In August, MiniPeace of Taiping bird appeared in the fashion week of Beijing, bringing a more solid matrix experience. With the fun of MMO, invited band summer's strength arranger Matzka (Masca) and "this is hip hop" champion Han Yu, using "music + street dance" creative way to express interest.

"The sense of crisis in the rapid change of consumption structure has enabled us to innovate and transform ourselves, and we have been looking for multiple channels of external borrowing and win-win cooperation. The cooperation between brands is cross boundary, can produce unique cultural value, so that more consumers will have a sense of cultural value to us, and let us take a step closer to consumers. Taiping bird said, "in the process of cooperation, information channels have been broadened. We will listen to voices from all sides, observe different levels of data, and let us know more about consumers." These insights will become a key step in the future of Pacific bird in the market industry.