Is There Any Way To Get Rid Of The Joint Name And Limited Clothing Industry?

　 　 In the past year, from the rise of live broadcast to the upgrading of consumption, what changes have taken place in China's garment industry? In today's annual review articles, let's look at the fashion industry, consumer behavior and the new power of social networking to see how they navigate in a changing business environment in 2019. In addition to promoting excessive joint name and limited edition, we still have these business models to see.

　 Buying shop
T is not only the privilege of fashion week and brand, but now the buyers' shop is also rushing to join in the fun.

In early December of this year, LOCAT, a buyer's gathering shop, finished the 2020 spring / summer fashion show in Hangzhou's all transparent single story two story glass building. The one-stop unlocking of LOST 160+ and GROUND ZERO, including the 160+ independent designer brand new products, and all the other people went to join in the show. The celebrities also surfaced on the same floor as the four fashion week.

Behind the activity, we can vaguely see some clues of fashion circles. LOCAT is no longer satisfied with the role of a fashion porter. It is not only going to the front lines of fashion week and brand fashion all the year round, but also selecting brands to focus on a store in Wulin women's wear street. It is better able to compete with Lian koff and I.T and take the lead in getting priority order right, so that customers can wear new models for six months earlier than the stars.

It is rare for buyers to gather in shops, but it also ripped the way to create a fashionable Carnival through social networking. KOL and many self media circles have become their own fashion groups. They link clothing manufacturers, designer brands, fashion buyers, professional media and relevant practitioners, and peel off the press releases and look at the candy paper, presenting fashion as an industry seeking new vitality.
On the other hand, LOCAT is committed to the formation of its own ecosystem. If this is just a mere show, it seems to be the same. But it is meaningful for the future to tap new designers, let designers show their talents and get more business support through authorization. Of course, this model is still young and immature. There is still a long way to go to link the various links of the industrial chain closely.
　 Luxury and tide brand, sports brand hand in hand
In the past two years, the brand of the neutral style has become popular in the fashion circle, and the gender ambiguity has been highly sought after. Even the phenomenon of "big name clothing and sports brand is combined, luxury goods start to tide with brand" phenomenon, the three party's "identity positioning" seems to be not so important.
In November of this year, Italy's luxury brand Prada first cooperated with the German sports brand, and the sale of both sports shoes and bowling bags was limited to 700 pieces, and two items had to be packaged for sale. French Balmain and German Puma also join hands because Balmain creative director and Puma spokesperson are close friends. In December, it was more rumoured that Dior would cooperate with Nike Jordan's Brand brand.
It seems that luxury is holding hands everywhere, but is it really down the altar? First, the series launched by the big brand and other cooperative brands need not change the original core products and delivery cycle, but also meet the shopping needs and novelty psychology of young avant-garde consumers. The introduction of cooperative funds is not only the leading global trend of top brands, but also has more opportunities to drive the trend upward.
However, the other side of the coin is that luxury goods do not have a craze culture. This also leads to a considerable number of people who can not find identity and the "authenticity" they want from their products, and feel that they are producing products with high price. It is foreseeable that the way of cooperation between brands will become more frequent and common in the future market, but consumers' vision and judgment will become more unique and sharp.
The net is red.
In the past, fans were crazy and paid the stars. In 1997, the Japanese drama "love century" became popular. Takuya Kimura, wearing a checked shirt, took the A BATHING AP with the fire. Nowadays, net red live broadcast can also make the explosion fund known to everyone across the network. Live broadcast is a commonplace topic. However, in 2019, the development of live broadcast goods was unusually hot, which gave birth to a flow of comparable net stars to the stars.
Some time ago, the red Li Jia Qi live GUESS down jacket, the original price of more than one thousand yuan shopping mall in the same live broadcast of seven hundred or eight hundred yuan can be reached. Another well-known domestic brand Bosideng also sparked panic buying in live rooms.
"Oh, buy!"
"Buy it, buy it, buy it!"
If in 2016, Zhang Dayi shouted to the camera in the documentary "net red", "2016 is definitely the era of Zhang Dayi". Then, in 2019, Li Jiaqi and Wei Ya directly turned to overtake, becoming a representative of live goods, "not afraid of fear, afraid of Li Jiaqi OMG." This also means that Zhang Dayi and Sydney missed the best opportunity to live in the first place. They are facing the gradual decline of heat. The new batch of net red supports the mode of electricity supplier + live broadcast. Moreover, the net red live broadcast activates each big clothing wholesale market, a net red girl carries on the half day live broadcast, can sell a stall two day wholesale quantity. Guangdong stalls Xiaomei open fast account sales, some of them net red fans in between 10-18.
Then, netizens do not have eternal memory, how long is the net red storage period? By 2020, net red live will go to decline or will continue to thrive. The popularity of 5G business may give more room for short video development, but what we need to think about is the emergence of more "Li Jia Qi", which has led to a reduction in the cycle of the net red belt, and what is the next new game?
For apparel industry practitioners and new entrants, the road ahead is still full of uncertainty. However, from the product point of view and the digital determination, the brand can still steer the garment industry to develop new directions.

Author: Ding Xuejiao