Fashion Circles Are Not Fashion Circles, Nor Are Fashion Circles.

A few days ago, I was drinking tea with my friends. Clothing circle No fashion. Friends came back from overseas to work first in a investment bank, and had much to do with fashion new media. Now I plan to start my own business and turn into the booming online shopping business. Originally thought that selling clothes is a fashion thing. Friends took out the spirit of industry research in their peers, spent months in the clothing industry, ran countless enterprises, and walked N upstream and downstream channels related to clothing. It turns out that the fashion circle is basically different from the original fashion circle. Most of the garment enterprises have constant thinking and fashion trends, which seem to drift away from the mainstream of fashion. Friends are very puzzled about this and want to communicate with me.

I told him that I had a deep understanding of this point. The reason why China's fashion circles and clothing circles are small is that they are still one. Industrial upgrading The problem. Ten years ago, my first job as a postgraduate student came to the clothing association. At that time, as a graduate of design art, I thought it was a great platform for observing and understanding fashion and fashion. Obviously, the gap between ideal and reality is huge. At that time, the association was dominated by garment processing enterprises, accessories enterprises, and state-owned brand names or independent small brands. Even at that time, foreign brands with relatively large share in the market were hard to find in the List of the association. Famous brand is only related to "clothing", and even "fashion" can not be reached; the activities led by the association or the government are only "industry activities", even though the fashion design competition was fashionable at that time. Fashion is irrelevant, how can it be a fashion industry? How can there be fashion circles without fashion industry?

But things have changed in recent 5 years, some of them are even drastic changes. Not to mention 5 years ago, 80% of the fashion media people became mainstream. After 85 or even 90, young and young faces were active in all the fashion activities in the city. Privately, it was also believed that these 5 years and 6 years after the 1980s were catching up with the real development of China's fashion industry. From the decision-making level, I once wrote in an article: 2012 the spring and summer Shanghai fashion week has some symbolic meanings; one is the organizers first put forward that the Shanghai fashion week is the fifth stop after the Paris fashion week; no matter it is only the fifth station of self interpretation or the sixth fashion capital that has been claimed before, at least one thing that can be confirmed is that Shanghai fashion Zhou Zheng has been actively incorporated into the circulation system of the international mainstream fashion, which is obviously an improvement. The fashion week's opening ceremony, which was led by strong media and entertainment companies, also realized the gorgeous turn of fashion week from industry exchange activities to fashion events: the topic of entertainment and celebrity effect finally made fashion week possible to rise from the headlines of the industry to fashion or entertainment headlines.

So, not long ago, we had the "fashion circle". Let's start with the so-called fashion circle. In a narrow sense, the fashion circle can be thought of from a fashion party known as "city event": for example, there must be very few fashion creators, including designers, makeup artists and photographers. Very few of them are because most of the real commercial brand designers are obscure. They have no time or opportunity to show up at fashion parties. The designer here is a designer who can make a show during the fashion week, and a little bit more "Star" designer. Whether it is successful from the commercial market perspective is not measured. Another indispensable part is fashion editor, especially those who dress up high profile and have a wide range of friends, which basically constitute the backbone of fashion circles. Then there are fashion related industries in recent years, such as brand PR, model brokers and so on. There are, of course, many familiar faces, which are exaggerated and exaggerated. They can be called "fashion people". They may not really be engaged in these industries. Some of them may be owners of fashion bloggers and clothing stores. They may even be students in fashion design schools. Most of them do not have party invitations, but they can rely on the friendship with the people of the fashion industry, and some of them are likely to enter the industry in the future. Celebrities or celebrities are the gleaming ornament of this fashionable meal, but it should be noted that not all stars or celebrities can be considered fashionable people. Only those who are popular with young people or their fashion section are able to enter this vanity circle.

Let's talk about the clothing circle. It can only be said that in the narrow sense, downstream processing, surface accessories or foreign trade enterprises are not listed here. Clothing direction Fashion industry The transfer of spleen is the first. China's genuine self made garment brand started in the early 90s, but it is only 20 years old today. In the past 20 years, it is also changing. There are only a handful of people who can accumulate to today and become a big brand company. These companies and new brands have become leaders in the transformation of the fashion industry. Their mode of operation is becoming more and more internationalized, including professional public relations companies planning activities, regular media previews, fashion week brand release shows and VIP activities. These changes are particularly evident in recent years. In fact, clothing companies that go to this level are few and far between. The traditional product development mode and the lagging brand operation mode are the problems that most Chinese garment enterprises are facing. For a simple example, we often joke that sending an email to a designer is sure to be informed by SMS. But designers do not know the schedule of fashion week, and are keen to talk about "fast fashion". It is still the two quarter of a year long product development cycle, and the series product design is only left to the Internet.

It can be said that fashion circles or clothing circles, at least in the current stage of China, are two circles that are not very relevant. The garment industry is in urgent need of transformation and upgrading, while the fashion industry is still in the learning stage. But in any case, flashy is not the content of fashion. The development of fashion industry needs the accumulation of brand, the rapid development of creative industries, and the effective establishment of culture and comment system. Only when Chinese brands and the real power of new design forces emerge and the clothing industry is brought into the mainstream of the international fashion industry, will the fashion industry become the fashion industry.