Designers Are The Source Of Innovation In The Fashion Market.

"When the era of" exploding money "was over, the single product differentiation was difficult and the final fall was the situation of price war and inventory warfare. Designers' product integrated retail inevitably came out.

In the arena of fashion market, in the age of lifestyle and aesthetics of dress aesthetics, clothing Among the key elements of the industry, such sentimental elements as fashion week, designer, fashion film and so on are closely linked with the "rational" elements such as retail management, marketing development and brand promotion, and work hand in hand to boost the upgrading of China's fashion industry. Among these factors, designers are particularly dazzling. This is not how designers are "wrapped" in the eye, but people are slowly awakening in the rich material life of "the granary and the etiquette".

From this period, I will publish a series of contributions from "designer integration store". This series pays more attention to the characteristics behind the designer's products. Compared with the previous "foreign trade turn" and "fast fashion series", besides the detailed and commercial argumentation, the series also added to the author's perception of the designer and his products. This sentiment is not too ambitious, and is not too ambitious. Perhaps, a little more sigh, a little more disillusionment, do not want to add theory plus logic plus economic plus case superimposed way, trying to prove the correctness of a thing, or predict the cause of a thing. Perhaps, it is only the "emperor's tyrant's laughter and the intoxication of life". Is this not the last and the most primitive feelings of designers and business masters?

About seven or eight years ago, I participated in the operation of China's earliest designer integrated retail project in Guangzhou, South China. Now it seems that it may be the "premature baby" project of Chinese designer's integrated retail operation, or the initial ignorant attempt, but it has great significance. It reflects designers' impulse to realize their values and aspirations through the market and channels. Five years ago, I promoted the ID designer brand integration store in Shanghai. I accompanied this project from scratch, walking all the way, walking hard and feeling deeply. To this day, Designer Integrated retail projects have springing up everywhere in China and become a hot item in the investment, retail and electric business circles. So far, there are not many successful cases that are worth showing off from the perspective of commercial return, but they do not hinder the influx of hot blooded people.

I can not simply say that designers integrate retail projects, and in China will inevitably become mainstream or destined to bring commercial success. But the faint and sensitive people have been surprised to see that products or items with designer labels are reflecting a kind of eager demand and trend. What I want to say is that it is the essential demand of this trend to dress stylized and find the individual value and characteristics from the clothing itself. People find themselves, gain strength and identify others.

Designer integrated retail can contain many forms, such as BNC, such as designer star, D2C futures system category and key single product online sales and promotion, and H&M and many famous celebrities "Crossover" (cross-border), these are a kind of "characteristic" praise. Commercially speaking, "differentiation". When " Explosive money In the past, the differentiation of single products was difficult, and finally, the situation of price war and stock war was finally occupied. Designers' product integrated retail inevitably came out. People need different things, channels need fresh concepts and trend products, designers need to channel their products, and the three parties need each other, which is the premise of the designer's product integration retail operation.

Designer integration (store) retail is another era.