Commercialization Of China Fashion Week

When will China Fashion Week, like the four international fashion week, not only showcase the top fashion design, but also meet the buyer's backstage ordering needs? China Fashion Week October 25th will begin its first attempt at commercial landing -- commercial channels like buying mobile phones and shopping malls will appear on the DHUB design platform to promote the docking between designers and the market.

　　 Proceed to commercial landing

Buy mobile phone designers

The international fashion week of 2015 spring and summer, which will be held in Beijing D PARK from October 25th to November 2nd, has a history of 14 years. As the China Fashion Week sponsored by China Fashion Designers Association, China Fashion Week has always been the focus of industry and media. As a mainstream stage of China's garment industry, it has nurtured a large number of excellent designers. However, compared with the international four fashion week, the function of China International Fashion Week is more about display and competition selection.

However, this year, China fashion week launched the DHUB design exchange platform for the first time in fashion week.

At the time of the press release of Beijing business daily, the Organizing Committee of fashion week said that this year, 76 designers and design institutes will participate in DHUB design, including 23 overseas designers (including China, Hong Kong, Macao and Taiwan) and 53 domestic designers. At the same time, DHUB introduced 36 mobile phone manufacturers, including lconford, I.T, UCCA, and other art stores. In addition, 57 commercial channels including Xinguang Tiandi, China World Trade Center mall, Yedi port shopping center, Beijing Zhuo exhibition, Dangdang network and so on will also unveiled their coefficients.

Zhang Yan, director of DHUB, China Fashion Week Organizing Committee, said that DHUB aims to connect designers with the market and make useful explorations and attempts to link up the upstream and downstream links of the industrial chain.

It is worth noting that DHUB's commercial landing not only lets designers go to the market, but also refers to serving traditional domestic clothing enterprises. DHUB has decided to cooperate with IBIC international brand Investment Co., Ltd. to introduce the resources of foreign master design from IBIC to China. Clothing enterprise Export its design service to make personalized development plan for domestic garment enterprises.

　　 capital Blank to be broken

It is more difficult for a designer to start a business than a consortium.

At present, no matter what the pioneers are. Innovative consciousness The London Fashion Week is still the most successful fashion week in New York. The four international fashion week exceptions are capital intervention.

Yang Dayun, President of the excellent international fashion brand investment company, told the Beijing Commercial Daily that in the mature fashion market, on the one hand, the fashion industry giants will voluntarily intervene in the fashion week, take the initiative to explore new forces; on the other hand, consortia and fund companies will use capital to run a new designer until they are designed to develop into an immeasurable brand of market value.

Reporters learned that London Fashion Week, for example, Louis Weedon group (LVHM) every year to spend a lot of money to sponsor the London Fashion Week, and in the meantime to explore new designers, for the future layout of the group to make a reserve. Arcadia, a well-known British fast fashion brand Topshop, has been sponsoring Fashion East, a young designer specializing in young designers, and will sponsor new designers every season. And the precedents of direct investment designers of consortia and fund companies are everywhere. For example, the Jimmy Choo, which has recently announced the IPO plan, was first seen by the Joh.A.Benckiser Holdings consortium of the parent company, and then used capital operation, show shows, media promotion, and the use of resources from all sides of the group to make the word Jimmy Choo from the designer name to a luxury brand with a market value of 700 million.

Yang said that this is also related to the nature of the fashion week organizer, the industry association. At the very beginning of its founding, the fashion week abroad was established for the fashion industry in the face of the market. It was entirely market-oriented operation. The domestic fashion week was launched by the trade associations and has a strong official color. In this regard, Zhang Yan said, as the first practice, DHUB first from the introduction of buyers, commercial channels and grafting design services. In the future, DHUB will make continuous efforts in implementing the business landing, and seek various modes to achieve the marketization of designer brand.

According to the analysis, ten years ago, China's garment and textile industry was in the ascendant stage, with scarce resources and narrow field of vision. Trade associations played an important role in supporting enterprises and importing international resources. Up to now, the development of China's garment industry is more mature, and the domestic designer level can match the international counterparts. The fashion week of China has indeed arrived at the time of change.

At present, no domestic fashion week has yet to introduce direct capital intervention, but this is crucial to the docking of designers and the market. Yang Dayun said: "a strong clothing group directly invest or buy, a fashion fund directly responsible for the operation of the market, and designers with their own strength to show their clothes, passive waiting for market opportunities, this gap is not just the same."

　　 Looking forward to the industry fund

5 minutes to release the show to spend 100 thousand

Independent brand Fiona Chen designer Chen Jingjing and Land designer Wang Yicong said they expect the fashion week to be able to connect with the market. What the new brand and independent designers need most is financial support. From dancing to the United States, to modeling, makeup artists, and then to clothing production fees and public relations costs, a release show costs 100 thousand yuan is a regular meal, which is also necessary to support the independent designer brand, is undoubtedly worse. It can be imagined that the overall market oriented operation cost will be involved.

"And to achieve brand management, we need professional managers to do marketing strategies. This also requires professional capital provided by industry capital. After all, designers are good at creativity rather than marketing." Yang Dajun believes that the domestic fashion industry has developed to the stage of setting up a fashion industry development fund, and it should be commercialized and initiated by investment groups or fund companies.

In fact, during the 2014 spring summer Shanghai fashion week in October last year, the Organizing Committee of Shanghai fashion week joined the Fosun public welfare foundation to sponsor the "Fuxing public welfare China Fashion Designer Fashion Award", sponsoring the award-winning designer to run the show. According to the insiders, it is difficult for us to get a market with the market, but this is still a good start.

A month ago, when Dangdang held a press conference to announce its entry into the clothing industry, it was also a useful attempt to enter into the field of clothing to reach a strategic cooperation with the China Fashion Designers Association and explore the measures to integrate public capital and capital.

No matter how capital is injected, fashion week is the starting point of capital intervention, and it is never the end. The platform of fashion week is commercial landing, and professional marketing operation and capital operation need to be accompanied by designers.