Plagiarism Makes Fast Fashion Go To The End.

Red shoes plagiarism

Louboutin, the famous shoe brand in France, is well received by celebrities.

The Louboutin company, with its red sole as its signboard, was sent to the court by the name of "illegal competition" and "trademark infringement" after it saw the sale of women's shoes in the store in Manhattan's Yilv Saint Laurent.

Regarding the accusation of Yves Saint Laurent's plagiarism, the US Court ruled on Wednesday that the red sole is not its prerogative.

The federal court dismissed its prosecution, saying that although the red sole had its own characteristics, it could not be regarded as an exclusive "trademark".

Postage package design controversy

In contrast, the copyright between Proenza Schouler and Target Mossimo Messenger about postage package design is not more difficult to be resorted to by law.

The two brand star product, the postage bag, uses almost the same design, but the Proenza Schouler PS1 postage package sells for 1995 dollars, while Target's Mossimo postage bag sells for 34.99 dollars.

Although plagiarism is very common, Target's "insidious" lies in the use of Proenza Schouler, which has worked with cross-border partners to launch the parity series. Now Target has reproduced the series through the name of "Go International Designer Collective", resulting in the appearance of Schouler products in its shop.

Fast fashion is characterized by "fast, ruthless and accurate".

Plagiarism: fast fashion rules

The strategic positioning of most fast fashion brands is affordable fashion, which requires designers to maintain high vigilance and quick response ability. Extreme pressure makes designers develop and think at the edge of collapse. Most of them are plagiarized from big design elements.

At present, copying the design of other fashion brands has become one of the "hidden rules" of fast fashion brands.

On the one hand, people default to plagiarism, which is difficult to get rid of in fashion circles. Many products have been carefully investigated and developed for investment, and plagiarism has stolen the sales volume of designer's products.

"I don't like those bad plagiarism, which was originally designed by his designer for its mainstream brand.

If I were suddenly inspired by the fashion that cost little, I would do it.

But it is by no means a change of size, a way to copy others' designs.

For me, fast fashion design should also be original.

As for now, what I see is more or less a bad copy. They really cost a lot. "

As a famous designer, Miuccia Prada said, "fast fashion is indeed a part of today's society."

"Quick and accurate" let fast fashion "have to copy".

Fast fashion is characterized by "fast, ruthless and accurate".

Lang Xianping, a professor at Chinese University Hong Kong, believes that the success of the fast fashion brand is attributed to its effective business model.

From design to production to logistics and finally to retail.

Zara from determining the fashion trend to clothes into stores, as long as 12 days, H&M also only 21 days.

But this pattern is also the cause of their "not fail to copy".

Many advanced garment companies spend months on producing a finished product from design to production.

In the final analysis, the key is driven by interests.

The venture industry needs a lot of input.

Many enterprises or brands are not allowed to invest a lot of time, energy or investment in their original business under the constraints of business models. But they need to launch these products in terms of commercial interests, so they may draw lessons from other products, resulting in the issue of "plagiarism" and "duplication". Dr. Lu Xiao of College of Visual Arts's School of luxury management in Shanghai Fudan thinks.

At the same time, H&M, UNIQLO, ZARA and other fast fashion brands surged to make people change their consumption patterns.

Nowadays, the excessive consumption of urban residents leads to blindness in consumption and has become a hotbed for cultivating fast fashion and replicating designers.

The habit of changing clothes according to season changed to dressing by week.

Clothing has changed from durable goods to fast moving consumer goods. Fast fashion has become the industry standard of fashion industry.

Plagiarism brings fast fashion to the end.

Fast fashion brands spend tens of millions of euros each year in buying copyrights or copyrighted copyrights, and consumers spend too much on blind consumption. Experts believe that relying on replication design, such a marketing way can not go a long way.

In Europe, ZARA has to pay tens of millions of euros to top brands every year for plagiarism.

But cheap "Shanzhai" clothing has benefited consumers, but infringed the intellectual property rights of other brands. The lack of unique original design has made clothing designers nominal, but will also become the biggest obstacle to the development of fast fashion brands.

Weak design: fast fashion, fatal flaw

"Apart from the law, the plagiarism itself should also ponder: if too many people plagiarize and kill original things, then everyone will die in the end.

Without the object of plagiarism, the original design of other people's livelihood has been robbed. If someone else goes bankrupt, there will be no original thing anymore. There is no place to copy it.

Lu Xiao told reporters.

Forever21, the fast fashion brand in the US, has also become the focus of the accusation.

It has been prosecuted for more than 50 times in the past four years, because it involves the design of famous designers, such as Diane von Fursternberg, for plagiarism.

But until the lawsuit is decided, these clothes in the shop have been sold out or fallen off the shelves. The brand has already made a lot of money from the "similar" design, and then part of these profits will be extracted to pay for the fine or compensation after losing the lawsuit.

Even Zou Jicheng, the designer himself, believes that the fast fashion "copy" approach will eventually make the fashion industry based on the designer as the core and ultimately make the designer the most developed part of the whole production process.

When the core is no longer the core, the development of the whole industry will be impossible.

"Even ZARA, how many real designers?

Most of them are copying or buying copies, copying from big design elements in disguise.

First, judge whether the market is acceptable or not. For those who have been accepted by the market, a little modification will become their own work.

But fast fashion does not raise the status of designers, and many fast fashion designers earn only 5000-6000 yuan per month.

Designer Zou Jicheng believes that the weakness of design has become the fatal injury of fast fashion brands.