Speaking of Fashion Week, it is a fashion industry activity that sees the benevolent and the wise. Here, the layman sees liveliness-the beauty of Chinese clothes under the spotlight, the vanguard trend, the face of the beloved, the figure of the devil; the layman's doorway-endorsement strength, runway show guide, original design, trend grasp; the brand sees benefits- — Brand exposure, cognitive transformation, and commercial transformation.
When this vanity fair, which was once only for professional buyers and fashion editors, is gradually developing towards popularization, entertainment, gimmickization, and eyeballing. Shenzhen Original Design Fashion Week, however, has been distinctively labeled as "pragmatic" by the industry.
In fact, most domestic fashion events rely on the trade and commerce functions brought by the showroom to serve the display and communication functions under the spotlights of the T station, so that there is a "suspicion" that the market communication is light and practical. The creation of Shenzhen Original Design Fashion Week was China's first fashion week positioned as a transaction.
The organizer of Shenzhen Original Design Fashion Week, Zhiao Pengcheng (Shenzhen) Exhibition Co., Ltd., is also the organizer of Fashion Source Shenzhen International Clothing Supply Chain Expo. Based on the "function-oriented" exhibition function orientation, when doing Shenzhen Original Design Fashion Week, it also showed a tendency to re-enter the transaction. Shenzhen Original Design Fashion Week believes that survival is the first step in all development.
What do designers want after living?
Of course, with the rapid development of early-stage designers starting with Shenzhen Original Design Fashion Week, a number of local designers, led by Li Jing and Chen Zhigang, have gradually faded their green face after six or seven years of brand management experience. These designer brands are relatively mature and stable in terms of product design style, industry awareness and market purchase rate, building the first echelon of local young designer brands in Shenzhen.
Growing to near maturity in one stage means that the next stage of breakthrough needs to be brewed in time. When this group of relatively mature local designers plans to transform into brand commercialization, Fashion Week, a platform that integrates exhibition and sales, is given more functional expectations.
When designer Li Jing responded to this, she proposed two expectations for fashion week: further connecting designers, manufacturing factories, and commercial brands, and building a link between research, development, production, and sales directly in the platform of fashion week. In the industry chain of the chain, we will achieve a win-win situation for multiple parties; further publicity and promotion, cooperation with domestic large shopping malls to open offline experience stores that collect designer products, and "flying on the ground" to increase the public awareness of original designers.
In response, Zhang Xiangquan, Managing Director of Zhiao Pengcheng (Shenzhen) Exhibition Co., Ltd. said: "Shenzhen Original Design Fashion Week mainly serves designers and designer brands. What kind of appeal do they have, what kind of fashion week does it have? Obligation and motivation. Of course, we are already doing something, hoping to help designer brands accelerate business transformation. "
First of all, Shenzhen Original Design Fashion Week and Fashion Source's in-depth interactive mode held in the same venue at the same time is currently unique in domestic fashion week. Under the guidance of resources such as Fashion Source, starting from the life cycle of fashion design, accelerating the upgrading of the manufacturing industry in all aspects to achieve cost reduction and efficiency, and starting the autumn and winter and spring and summer seasons from 2020 to effectively complement the market's The ordering requirements of design and original design for manufacturing have opened up the "second pulse of Rendu" developed by local original forces.
Secondly, Shenzhen Original Design Fashion Week is helping designer brands to collect downstream channel resources and gradually starting to connect them with new secondary markets, such as agents, wholesalers, integration stores, buyer stores, etc., to build multi-levels for designer brands. Channel structure to optimize retail terminal layout.
In addition, Shenzhen Original Design Fashion Week will also launch more C-end consumer-oriented promotional activities, link with commercial complexes such as China Resources Vientiane City, and use new models such as offline pop-up stores to allow terminal consumption. Groups can effectively contact designer brands, also broaden the channels for designers to reach consumers, listen to market feedback, and accept public inspection.
In the next step, Shenzhen Original Design Fashion Week will also consider launching more specific series of measures such as “Going Out of Shenzhen†and “Going Out of the Nationâ€. It is not limited to “predatory food†in first-tier cities, but will bring designer brands to second, third and fourth The city sinks the market, interacts with users on the ground, and captures market share from a larger geographical dimension; sticky interactions with the four major international fashion weeks, and through the platform of Shenzhen Original Design Fashion Week, export Chinese local designer brands to the world .
Of course, the ambition and mission of Shenzhen Original Design Fashion Week doesn't stop there.
New consumption patterns are coming, should you keep up?
The answer to Shenzhen Original Design Fashion Week is yes.
The new changes brought about by the transformation of the consumption structure are not only growth momentum, but also many opportunities such as market segmentation, model innovation, and business iteration. Whether the market can be seized from the changes in the new consumption patterns will be another "survival of the fittest" category for designers.
Based on this, Shenzhen Original Design Fashion Week hopes to give full play to the leading role of the industry leader, lead it out of the comfort circle of closed-door cars, and enter the ecosystem of the consumer market. Leading the development of designer brands is sustainable, and continuing to lead the development of designers is the greatest value and mission of Shenzhen Original Design Fashion Week.
Shenzhen Original Design Fashion Week encourages designers to intensify and innovate under the new normal of the fashion industry with consumption upgrades and market changes, and adopt various measures to promote designers and designer brands that have not yet effectively adapted and adjusted, and accelerate the allocation of Open the mist and keep up with the market transformation: regularly invite industry experts in various specialized fields to hold thematic forum lectures to unravel how to adapt to the market and consumer evangelism; initiate designer brand promotion and landing activities, such as boutique exhibitions, designer brands Recommendation conferences, etc., to help them effectively realize business transformation; lead the team to enter the sinking market for designers, guide them to personalized, differentiated products to meet the consumer habits and thinking of sinking market users.
In the future, can the development speed of fashion week keep up with the growth rate of designers? We don't know. Just for the Shenzhen Original Design Fashion Week, a fashion week that has only been established for six years, it has shouldered a deep cultivation of the supply chain system of the industry, promoted the renewal and iteration of the local fashion industry, built a healthy ecosystem for designers, and led designers to interpret the market environment and fashion. From the performance of ecological and other multi-functional missions, China Fashion Week leads the future of sustainable development for designers.
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