Compared to the question of what new models of H&M have been on this season, fashion designers are more concerned with H&M's new cross-border cooperation with big-name designers. H&M had a lot of news effects this time. In the beginning, it first launched the “Mysterious Shadow Man†series of short films that drew everyone’s appetites and left people with plenty of room for imagination. Some of them speculated that the answer might be Bottega Veneta's Tomas Maier, and even more people bet on the Chinese designer Shiatzy Chen's head. Of course, there was no shortage of people guessing that Lanvin's Alber Elbaz. In the end, H&M announced in a high profile that their next partner is Lanvin's Alber Elbaz.
Before opening the list of famous designers who had worked with H&M, Karl Lagerfeld Stella, McCartney, Commedes Garona and Sonia Rykiel were all on the list. As we all know, H & M as a fast fashion brand, the advantages should be "high cost", the price is very important. Buying a piece of H&M money can buy a piece of “Ryuu Kawakuboâ€. That year, when the Kawakubo-Ling series was put on the shelves, it triggered a rush of purchases and hard-to-find situations. In fact, it is not coincident that other fast-fashion brands also have the habit of “climbing upâ€. For example, Uniqlo has continued to cooperate with the famous German designer Jil Sander’s “+J†series. The cooperation between TOPSHOP and Kate Moss is also an episode of this model. GAP also Just put it out to create a women's collection with Valentino.
Good design and good shape are extravagant. Most people can only sigh at the big price tag. However, this quick and easy way of devising artfully caters to the distant hopes of these people and perfectly achieves "light weight." A large proportion of people have become fans of high street brands, or have their reasons.
Watching these fast-paced foreign fashion brands have earned a lot in China, and local brands naturally cannot help but want to join this rank of enthusiasm.
The first of these forces is Metersbonwe. In October 2008, Metersbonwe launched the local fast fashion brand ME&CITY. In the first few months, this trendy and young brand did spark a buying boom when walking on Nanjing Road, Shanghai, where its flagship store was located. ME&CITY shopping bag. Two years later, time passes. Recently, the author visited several ME&CITY shops in different cities without exception. All of them were deserted and had no customers. Only Wentworth Earl Miler ("Prison Break" actor, ME & CITY spokesperson) and Agyness Deny (English supermodel), ME & CITY Spokesperson) Gu Ying's self-pity.
Talking to friends about this matter, she said: “Why it costs so much money to invite a famous spokesperson, I care more about who he asked for.†This coincides with the “cross-border design†mentioned at the beginning of the article. Hopefully, This statement also happens to hit ME&CITY's weak command of life. At least in current China, the supposed target group of “Fast Fashion†should be the fashionable young people in the first and second-tier cities. This generation of young people has a culture and thoughts, and they are more or less involved in international fashion. Think about it, you can use a one-month salary to defeat a young white-collar worker in Burpery trench coat, and how willing to buy a ME&CITY that is not inferior to the foreign high street brand price. Although all the products under the H&M and ZARA brands are badly criticized, I want to put on a piece of their clothes, and I feel that I am more than wearing a piece of ME&CITY and I feel that I am a step closer to real fashion. Let's feel the fashion charm of the red chicken in the design world, but it is still cheap.
We want to create our own local fast fashion. There is no problem. We must know that these foreign fast fashion products are mostly produced in China and then sold in large quantities to the Chinese. Why can't we come to the water to get the moon first?
According to conscience, Metersbonwe did a lot of work on ME&CITY's brand building. But unfortunately, he only learned the "form" of foreign fast fashion, and his "god" is still far from enough. Today, with highly developed information, it is unrealistic to want to impress Chinese consumers with a popular "sales model." Since you are doing "fast sales," you must understand the essence of this, so that customers can most simply have "fashion." Joining hands with big-name designers undoubtedly activates the fashion excitement of the vast majority of consumers, and it is immediately obvious.
Of course, it does not mean that we must also invite some well-known designers to come back, but we must also think of ways to actually touch the fashion nerves of the people. The above said that these are not intended to throw cold water on the local fast fashion, but that they can slow down and really work on the brand's "inherent quality" to bring brands that can compete with foreign fast-selling fashion as soon as possible.
In addition to ME & CITY in China, Lilang launched its own men's fashion fast-selling fashion this year - L2 series, another men's clothing brand also declared by the foreign: is entering fast fashion. It is not hard to imagine that the rise of a large number of local fast fashion brands has begun. Only, are you ready?
Before opening the list of famous designers who had worked with H&M, Karl Lagerfeld Stella, McCartney, Commedes Garona and Sonia Rykiel were all on the list. As we all know, H & M as a fast fashion brand, the advantages should be "high cost", the price is very important. Buying a piece of H&M money can buy a piece of “Ryuu Kawakuboâ€. That year, when the Kawakubo-Ling series was put on the shelves, it triggered a rush of purchases and hard-to-find situations. In fact, it is not coincident that other fast-fashion brands also have the habit of “climbing upâ€. For example, Uniqlo has continued to cooperate with the famous German designer Jil Sander’s “+J†series. The cooperation between TOPSHOP and Kate Moss is also an episode of this model. GAP also Just put it out to create a women's collection with Valentino.
Good design and good shape are extravagant. Most people can only sigh at the big price tag. However, this quick and easy way of devising artfully caters to the distant hopes of these people and perfectly achieves "light weight." A large proportion of people have become fans of high street brands, or have their reasons.
Watching these fast-paced foreign fashion brands have earned a lot in China, and local brands naturally cannot help but want to join this rank of enthusiasm.
The first of these forces is Metersbonwe. In October 2008, Metersbonwe launched the local fast fashion brand ME&CITY. In the first few months, this trendy and young brand did spark a buying boom when walking on Nanjing Road, Shanghai, where its flagship store was located. ME&CITY shopping bag. Two years later, time passes. Recently, the author visited several ME&CITY shops in different cities without exception. All of them were deserted and had no customers. Only Wentworth Earl Miler ("Prison Break" actor, ME & CITY spokesperson) and Agyness Deny (English supermodel), ME & CITY Spokesperson) Gu Ying's self-pity.
Talking to friends about this matter, she said: “Why it costs so much money to invite a famous spokesperson, I care more about who he asked for.†This coincides with the “cross-border design†mentioned at the beginning of the article. Hopefully, This statement also happens to hit ME&CITY's weak command of life. At least in current China, the supposed target group of “Fast Fashion†should be the fashionable young people in the first and second-tier cities. This generation of young people has a culture and thoughts, and they are more or less involved in international fashion. Think about it, you can use a one-month salary to defeat a young white-collar worker in Burpery trench coat, and how willing to buy a ME&CITY that is not inferior to the foreign high street brand price. Although all the products under the H&M and ZARA brands are badly criticized, I want to put on a piece of their clothes, and I feel that I am more than wearing a piece of ME&CITY and I feel that I am a step closer to real fashion. Let's feel the fashion charm of the red chicken in the design world, but it is still cheap.
We want to create our own local fast fashion. There is no problem. We must know that these foreign fast fashion products are mostly produced in China and then sold in large quantities to the Chinese. Why can't we come to the water to get the moon first?
According to conscience, Metersbonwe did a lot of work on ME&CITY's brand building. But unfortunately, he only learned the "form" of foreign fast fashion, and his "god" is still far from enough. Today, with highly developed information, it is unrealistic to want to impress Chinese consumers with a popular "sales model." Since you are doing "fast sales," you must understand the essence of this, so that customers can most simply have "fashion." Joining hands with big-name designers undoubtedly activates the fashion excitement of the vast majority of consumers, and it is immediately obvious.
Of course, it does not mean that we must also invite some well-known designers to come back, but we must also think of ways to actually touch the fashion nerves of the people. The above said that these are not intended to throw cold water on the local fast fashion, but that they can slow down and really work on the brand's "inherent quality" to bring brands that can compete with foreign fast-selling fashion as soon as possible.
In addition to ME & CITY in China, Lilang launched its own men's fashion fast-selling fashion this year - L2 series, another men's clothing brand also declared by the foreign: is entering fast fashion. It is not hard to imagine that the rise of a large number of local fast fashion brands has begun. Only, are you ready?
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