Skech Joined RICOSTRU In Landing Fashion Week

This year's fashion week has ushered in an unexpected fashion show. SKECHERS, the US sports leisure brand, is working with Ou Minjie, the Chinese new designer, and has launched a fashion collision between "retro" and "future" in the personal brand RICOSTRU. The two party jointly announced the launch of the SKECHERS X RICOSTRU joint series, the first series of "Does A 2049 Girl Dream Of 1992", also unveiled the mystery of the new style of futuristic movement in advance.

In the design, we use the four key words of "sports, music, time and cosmos" as the main elements, trying to carry out a surrealistic "fashion dialogue" between the "future world" and "90s". In order to maximize the collision between different "time" and "space", the joint products used the high-tech 3M magic light fabric to make retro sportswear, special leather suit made of environment-friendly leather, sports tights full of the "universe" pattern, flying apparel combined with virtual and real materials, and fashion and texture.

In addition to the models, Chen Yuqi, Guo Junchen and rocket young girl 101 member YAMY were invited to attend the press conference, wearing 1992 costumes and 2020 spring and summer shoes, and 1992 and 2049.

　 Breakthrough style and category limitations, overweight clothing category

In 2018, Sri Lanka sold 14 billion 100 million of its annual sales, and sold 1 million 500 thousand pairs of shoes in China only during the double eleven period. The shoe category of Si's shoes has taken a place in the hearts of young consumers. The cross border with RICOSTRU on this fashion week shows the ambition of costumes.

With the blurring and integration of sports leisure and fashion trends, the development of sports brand clothing still has great potential. Skech thinks that he should take the responsibility and obligation to the market and consumers, and make use of his understanding of fashion based on the brand gene and the thinking of fashion lifestyle for many years to bring more meaningful products to the market.

Besides the cooperation with RICOSTRU, the basic line of costumes should not be underestimated. It is reported that brands in the United States and South Korea have a very strong R & D design team, clothing category update and trend of drainage confidence. From the sales point of view, Si has gradually increased the display of clothing in the store, and the proportion in the marketing, so that the development of clothing category is more powerful, which will become Skech's new sales growth point in the future.

　　 Cross border alliances and recreation reinventing, exploring multiple combinations of marketing

With the strategy, how to capture young consumers has become the top priority of the company.

Skech, who was born in the US in 1992, is a "sitting young man", just like its brand name. The trait of young people is to remain curious and exploratory. This is not only reflected in the continuous expansion of the product line, but also in the diversified marketing means that keeps pace with the times.

For sage, where the young people are, the battlefield of marketing is everywhere. Skech's precise layout in marketing and his attempt to approach young people's consumption patterns all gave the international brand the capital to constantly create topics. In recent years, there has been an endless stream of cross border cooperation.

In 2018, it joined hands with Chao Qiang Champion, skillfully combining the American style sports and leisure style of sage brand to build street look, and jointly launched the D "Lites collection" series shoes with the Japanese super human anime "One Piece".

In 2019, it can be regarded as the first year of crossing the border year. In April, we joined hands with the famous designer Jiji to hold the autumn and winter show in 2019.

Later, he launched a joint launch with FLABJACKS to launch small accessories such as costumes, shoes, shoelaces, and so on. The second quarter product continuity; and Line Friends's super sprouting crossover.

In the near future, Skech has also joined the new three old retro shoes made with SNICKERS's frame. Through cross-border, it embodies the brand spirit of brand dare to play, love to play, dare to break through and innovate.

In order to make young consumers become fans of brands, we must let them agree with the brand concept. For sports and leisure brands, the best way is to create a brand concept of their own.

The inner part of fashion is a kind of expression of self attitude. It is closely related to life. Choosing to communicate deeply with young consumers through products can undoubtedly achieve the maximum effect. Therefore, in recent years, Skech has been trying all kinds of fashion expression.

Through breakthroughs in style change and product expansion in the clothing industry, Shi has effectively enhanced the core competitiveness of the brand, not only has strengthened the confidence of the original audience for the brand, but also captured the audience in the clothing field, and expanded the target audience of the whole brand to a circle.