Why Do You Always Have So Many Clothes That You Still Can'T Wear Your Closet?

This year's "double 11" ended. According to the figures released by Alibaba, the total sales volume of its platforms reached 91 billion 217 million, compared with 57 billion 120 million last year.

I wonder if you have made a contribution in completing this amazing number.

But if you do, when you calm down, maybe you can ask yourself the following questions:

Do you really like this pair of shoes, this skirt or this coat? If you were not encouraged by the Fantastic Party of Alibaba and influenced by your friends, would you place the order? The Helmut Lang pure wool sweater you always want to buy is actually the sum of the price of the 10 net red shop clothes you bought this time.

In a recent interview with Forbes magazine, Ma Yun said, "how can Gucci or any other brand of handbags be so expensive? It's ridiculous."

He also suggested that luxury companies must reflect on their business models.

Around here, there is no general recognition of brand value added and respect for intellectual property rights.

Only in the pursuit of discount and package, continue to spread strong consumer enthusiasm, and then look forward to the next online shopping Carnival in a pile of parcels.

To be fair, it is not the "double 11" that brings us to this frenzy of consumerism.

This is not a unique phenomenon in China. The long-standing "black five" period in the United States has also been discounted everywhere. The chop hands party in the United States will not be more calm than us.

Fashion brands are even encouraging this craze.

Every time we launch a series of designer collaborations, even if we know that there are huge differences between objects and pictures, no matter whether they are in Sydney, Shanghai or New York, there are many people who are queuing up overnight to wrap up their sleeping bags.

It can cause so much popularity because the fast fashion designer series itself is also a discount at the price of 1/10.

Recently, I read a book called "things learned by Paris famous scholars". The title of the book is slightly vulgar, but the content is quite inspiring.

Jennifer Scott was born and raised in Losangeles. He went to Paris to become an exchange student at university.

In her host family in Paris, she found that most Americans had mountains of clothing, and French clothes could only be worn by a mini wardrobe.

There are not many clothes, but no one doubts that the French dress is appropriate and pleasing to the eye. Scott thinks that the mini wardrobe represents the French philosophy of dress: "the key of the mini wardrobe is that it will eventually free you from clothes full of cabinets that are not suitable for you, not commonly used or of poor quality.

Your ultimate goal is to create what you like.

Every garment in it can interpret itself. "

However, China has just started to enter the crazy consumption era, and it has not experienced much freshness. For most Chinese people, "style" is too vague and too far away.

We began to accept the concept of fashion style but for a short time.

In 1996, Hongkong's Baleno came into China in the form of exclusive stores. Andy Lau's publicity photos and fake models on the glass walls were carefully matched, which opened a new world of clothing for the general public.

20 years later, China has become the third largest luxury market in the world. What's more, China has a large and long tail garment market on top of the Internet.

The electricity supplier has quickly filled people's desire for consumption, and has also planted grass for people.

It's easy for us to get excited about a garment, mostly because the imitation style is still at the stage of imitation. Seeing the model looks nice, imagining that it should be nice to set it up. Net red is dressed up very well, so I think that wearing this high imitation C e line coat or fake Rick Owens boots should have similar effects.

Speaking of fakes, maybe everyone has heard of Gucci's parent company before opening the cloud group.

The matter of going to court.

If it's not heard, it doesn't matter. Let me make a quick Restatement: in May of this year, many luxury brands including Gucci and Saint Laurent launched a lawsuit against the Alibaba in the federal court of Manhattan, New York, and prosecuted the Alibaba platform for violating its trademark rights and selling counterfeit goods. This was the second time in a year that the group opened a lawsuit against Ali for the same reason.