Dialogue With Youth ? GXG Youth Down Manufacturing Bureau 2.0 Leads Outdoor Fashion In Winter

On October 18, GXG 2021 winter new product launch show in the open air, leading the fashion trend of down jacket in winter with pioneer and unique products. Young actor / brand close friend Bi Wenjun, talk show actor he Guangzhi, fashion blogger Anne fan and international famous down designer Chen Peng gathered together to talk about fashion. The immersive outdoor show broadcast quickly aroused heated discussion throughout the network.

As a self owned IP initiated by GXG, "GXG youth down manufacturing bureau" has been well received by the market since it founded and released super down category last year. This year, GXG launched "GXG youth down manufacturing bureau" 2.0 with the theme of "Pro life, going to the wild", and launched a brand-new series of urban fashion and outdoor functions, continuously making a voice for China's "youth down".

At present, the youth generation headed by the post-90s and post-00s is reshaping the pattern of China's consumer market. All brands are actively exploring effective ideas to occupy the highland of "youth economy". GXG, known as "one of the fashion brands that know the most about young people", undoubtedly provides the best model this time.

　　 GXG outdoor show: big names gather and pop up frequently

Based on in-depth insight into the topic of "young people yearn for the outdoors", GXG This winter new product show abandoned the traditional T-stage playing method, moved the show to the wild Qinghai outdoor with lakes and Gobi, and integrated the "pro Life" elements into the immersive outdoor multi scene show to help urban youth regain their identity. At the same time, GXG created a "live camp theme Live Room" for the first time outdoors, inviting fashion representatives such as stars, well-known designers and fashion talents to watch the show online with the majority of consumers through simultaneous live broadcast of official shaking tone, video number and tmall. The total number of live broadcast has reached one million.

The outdoor show of GXG has attracted much attention in the fashion circle, not only because of the blessing of celebrities, but more importantly, the big show has brought new fashion direction to traditional down design. The GXG new product displayed in the whole show breaks the traditional down jacket design imagination and injects different vitality into the down jacket.

Compared with last year, "GXG youth down manufacturing bureau" 2.0 series was upgraded again, which issued a call for outdoor travel from the clothing design itself, making down pieces more fashionable and functional. The "city", "outdoor" and "youth stage" displayed in the show not only meet the fashion and light needs of daily "urban" wear, but also adapt to the basic functionality of "outdoor" travel, and calmly cope with the extremely cold and changeable weather.

In GXG self-designed series, the regular commuter clothing is disassembled and reorganized, which shows the desire of urban people to rush out of urban life. The Chen Peng series, jointly created by Chen Peng, an internationally renowned down designer, continues to give full play to Chen Peng's iconic large-scale design advantages, and uses a large number of popular deconstruction and splicing elements to convey the network's multi-dimensional information interchange. Young people are eager to show their multi-faceted selves and burst out the spirit of infinite inspiration and creativity.

GXG, which accurately grasps the popular pulse of the youth generation, makes the brand-new outdoor down single become the carrier for young people to express their opinions. On the day of the big show, biwenjun, he Guangzhi and other celebrities also tried on the new products on the spot, demonstrating different outdoor fashion, and pushing the atmosphere of the new product conference to a climax.

　 GXG, a down pioneer, leads down new fashion again

In the new consumption era, the clothing industry has entered an innovative stage where "fast" and "slow" coexist: seizing the new track is still going to be tough, but the brand precipitation should be carefully "slowly" polished. On the one hand, GXG examines the situation and pays close attention to the contemporary era Fashion culture The change of young ideology and the change of young people's ideology, and quickly seize the opportunity of the times. On the other hand, GXG has its own "slow" insistence on the "most young people" track.

Since the establishment of the brand in 2007, GXG has been deeply involved in the field of men's fashion. Since 2019, GXG has launched a product innovation program for young people - X Lab innovation experiment plan, Brand Co branding, designer cooperation, product upgrading and innovation, etc. In 2020, the "GXG youth down manufacturing bureau" IP was established, which innovatively combined down with other categories and appeared in all kinds of unexpected products as a fashion element, breaking the seasonal dilemma of down products and stepping out of the new road of "fashion changing temperature".

This year, the return of "GXG youth down manufacturing bureau" IP is the result of GXG's continuous exploration and innovation based on the current outdoor popular culture and the new needs of the youth generation.

In terms of design, GXG keeps its ingenuity in design, and unlocks a variety of playing methods, such as detachable inner liner, tooling style, micro wide version, etc., and once again joins hands with Chen Peng, a famous international designer who is loved by young fashion groups, to enhance avant-garde and fashionable aesthetic feeling for down products; In terms of products, GXG breaks through the traditional down concept and innovatively uses zero Down zero down and other cutting-edge technologies bring new products such as down jacket that can keep warm without down and other fillers, which perfectly presents the combination of fashion and functionality of GXG down jacket.

　　 GXG Through the advanced down technology, upgraded materials and fabrics and breakthrough design concept, we can strengthen the fashion sense and functionality of down clothing, break the scene restrictions of down single wearing, and comprehensively meet the diversified needs of young consumers for down products, and penetrate into the circle of young consumers in the form popular with the public, Realize the occupation of users' minds, and truly become the down pioneer leading the industry with the attitude of subversion.

As a leader of China's "youth down" culture, GXG On the way to unlock the down demand of young people, it has been in the forefront of the industry. In order to create China's "youth down" belonging to the younger generation, the brand has always been actively engaged in dialogue with the youth, based on the real insight of users, so as to achieve "cognitive frequency". The diversified love and youth spirit of each generation of young people also drive the constant exploration and upgrading of GXG brand, and "resonate with the value" of consumer groups, adding the youth gene of GXG, and setting a benchmark for the industry.

Keen exploration, innovation and breakthrough, and perseverance in the change may be the reason why the youth prefer GXG.