Prada And Other European Luxury Brands Are Threatened. Asian Fashion Is On The Rise.

In recent years, with the rapid development of fashion brands in South Korea, China and Japan, the support of Asian consumers to local original brands and Europe.

With the change of aesthetic fatigue and consumption concept, Asian fashion brands are gradually developing into a strong competitor of European luxury brands.

According to statistics, Asian consumers are the largest consumer groups in the global high-end fashion market, accounting for about half of the total consumer group.

Most of them are under the age of 35, familiar with the Internet world, and are very fond of finding niche people, typed and original brands.

These brands not only enable them to stand out, but also with their parents, fashion executives and

The fashion concepts advocated are quite different.

Fashion experts believe that high quality is no longer the patent of Western European luxury brands. Asian fashion brands gain local manufacturing base to provide them with new opportunities to try new textile materials and fabrics. They are attracting attention.

The increasing attention of Asian fashion brands is no doubt adding to the Prada, Bottega Veneta and Tod's luxury brands.

The sluggish sales of luxury brands have long scarred them, partly due to excessive price increases and overexposure to consumers in the Chinese market.

Andrew Keith, President of Lane Crawford, said that Chinese fashion brands like Ms MIN and Comme moi are fast growing modern designer brands.

At present, the two brands are sold at Lane Crawford, and the Korean men's brand Woo Young Mi is also stationed at lac Crawford Lane Crawford, which is expected to be joined by Korean women's brands soon.

Ms MIN is the top fashion brand created by Liu Min, the famous Chinese independent fashion designer in 2010.

Liu Min graduated from the London Fashion Institute's women's wear course. After graduation, he worked as an assistant designer in Viktor &Rolf fashion house, and worked in PORTS women's clothing department.

Comme Moi is the personal brand created by Lv Yan, the first world-class model in China.

The brand opened its first boutique in Shanghai last October.

Over the past four years, Chinese brands have grown from 4 at the beginning to more than 30.

Andrew Keith, President of Lane Crawford, revealed that 20% of the Chinese design clothing purchased online is shipped outside China, mainly for Chinese consumers who want to acquire these brands.

According to statistics, the average age of mainland Chinese consumers is 25, while the average age of Hongkong consumers is 35-40.

Andrew Keith, President of Lane Crawford, said: "when you see China can develop its own creative community and emerge as a creative force, you can feel a sense of pride."

In addition, Japanese brands are also the main brands purchased by Asian consumers, such as Sacai and Tsumori Chisato.

These brands often have longer starting time than Korean and Chinese brands.

Designer Chitose Abe founded the Sacai brand in 1999, and has worked for Junya Watanabe for 8 years.

Because of the influence of the Rei Kawakubo and Junya Watanabe style, the style of the Sacai women's dress is exquisite, charming and without losing the light and elegant features of the material.

In 2009, Sacai launched the men's wear product line.

Tsumori Chisato brand was founded in 1990 by zinson thousands of miles, and she was Lssey Miyake's right-hand man.

In 1999, Tsumori Chisato opened its first specialized store in Japan.

In 2000, the brand launched its first fashion conference in Tokyo.

In 2003, Tsumori Chisato released the spring and summer series in Paris in 2004.

In addition to these two brands, the Japanese brand ROGGYKEI is also the United States.

The fashion brand Lady Gaga often wears.

The brand was founded in 2006 by two Osaka Institute of design graduates, designers Hitoshi Korogi and Keiko.