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Designer Brand Is Tied Up Department Store Independent Brand Is Difficult To Independent

2014/8/1 9:08:00 39

P > from the first generation of Chinese elements in the world's fashion world, the first generation of China "a target=", "_blank", "http://www.91se91.com/" > designer < /a >, to the new generation Chinese designers frequently appearing in the mainstream fashion week of the world, the style of domestic designer brands from high-end customizing to the real clothing series.

The pformation of design style is not only the change of designer's design concept in different era, but also the epitome of the change of Chinese fashion consumption psychology.

designer brand gets together department store /p >

Those domestic designer brands, once hidden in Sanlitun BNC or Nanluogu Lane store, have begun to gather in P stores.

The small kingdom hidden in a corner moved from behind the scenes to the stage.

the whole four floor of Beijing's old Buddha has become an independent brand area.

It has nearly 20 domestic brands, including the famous Liu Qingyang Chictopia; the newly opened brand Fiona Chen; the overseas brand designer fan ran and Qiu Hao's brand name Ran Fan, Qiu Hao; Beijing a target= "_blank" href= "target=" > dress > school integration of young designer works collection brand, etc.

Beijing Commercial Daily reporter found that some of these brands are independent shops, and some others sell together with other brands.

Apart from domestic brands, the Department also has many overseas small and medium-sized clothing brands.

South Korea's brands are concentrated in the Korean Designer area. Brands from the United States, Britain, France, Italy, Spain, Denmark and so on are numerous.

However, these developing brands from all over the world are not yet famous in China, and are rarely known to domestic consumers.

Under the market cultivation, independent designers have gained more and more development platform and exhibition space under P.

independent brand is hard to be independent

"independent designer brand is only a stage of brand development. In a certain period of time, the division of labor will take place and a commercial framework will be formed."

Just got the 2014/15 International Wool symbol competition Asian regional women's clothing champion Vmajor independent design brand founder Qiu Wei te said to the media.

clothing industry expert Xu Bin told the Beijing Business Daily: "now the domestic clothing market has developed relatively mature, the threshold of new brand establishment is relatively high, one person always has limited brand resources, and the late development of the brand can hardly be further developed without funds and operation team support."

he also said that as early as 20 years ago, when the Chinese clothing market just started to flourish, the clothing traders basically took the wholesale and doing business mode, and the clothing business could start from the bottom.

But 20 years later, a large number of designers who have professional design background, such as "post-80s" or "post-90s", are constantly emerging. They are the generation who really grew up in the international fashion atmosphere, most of them have the experience of studying abroad.

The development of China's garment industry is no longer the same.

in the ascendant independent designer market, fierce competition has not been faced by designers alone.

Analysts believe that the brand should be bigger and stronger, either by providing resources or channels support from the resource rich clothing listed group, or by jointly distributing shares with department stores.

, therefore, the development of independent designer brand is not alone.

Chen Jingjing, designer of the independent brand of Fiona Chen, told the Beijing Commercial Daily: "if there are like-minded collaborators who do not interfere with my designs and respect my self expression in design, I am willing to consider such cooperation."

changing from high standard to practical wear

the independent designer brand Fiona Chen, which opened the first store in the Department of Lafayette department store, has become the runner up of the whole four tier independent designer brand area in less than a month. It is behind the prestige designer brand chictopia (Liu Qing Yang).

Such a market performance not only reflects consumers' recognition and love of brand design style, but also shows that today's fashion consumers are not captured by "big brands" and by reputation.

the reporter learned from the store of Fiona Chen that the design style of the brand is full of fun and innocence, rich and bright colors, full of attitude, and full of trend. A target= "_blank" href= "http://www.91se91.com/" > dress < /a > design close to life and very real wear.

In Chen Jingjing's words, Fioan Chen will adhere to the interpretation of customer needs, create natural beauty and fashion beauty, and make brands that realize the needs of people's lifestyle.

not only the hot Fiona Chen, but the Beijing Commercial Daily reporter found that many brands in the BNC department store and the famous designer collection store found that the independent designer brands are priced at moderate prices, while fully embodying the international trend, and at the same time satisfying the daily wear needs of consumers as many occasions as possible.

recall the development process of the domestic designer brand. The early well-known designers mostly went on the route of advanced customization, such as Guo Pei and Zhang Zhifeng, who were famous at home and abroad.

Their works are more high-end and luxurious, and the price is relatively high, about 30 thousand -10 yuan.

However, nowadays, with the emergence of a large number of independent designers of post-80s and post-90s, their growth experience, educational background, international experience and consumer demand have brought the design concept and aesthetic orientation of the young generation of Chinese designers from a shelved high customization to a natural and fresh everyday wear.

One of the most important reasons is the change in the psychology of Chinese fashion consumers.

Less than p months from Fiona Chen, the new brand has become a marketing myth. It is easy to see that today's consumers value the brand attitude of personality, fashion and daily needs. The beauty of natural beauty is the real beauty.

It is hard to resist today's fashion consumers, especially young people, who refuse to be too large and pose too high a gesture.

Even celebrities and celebrities have chosen young independent designers to attend important occasions.

The modern consumers who constantly pursue spiritual freedom, thinking personality and independent aesthetics have their own judgement and opinions on fashion and trend. The so-called Chinese leaders who are increasingly mature in their consumption psychology are hard to buy.

from high to practical wear is the pformation of designers' practical direction and the epitome of China's fashion consumption process.