Clothing World Beyond Fashion Week

The original purpose is trade. Without business, there is no need for media exposure.

Fashion week's brand show is now becoming more and more media. Chinese women get together in Paris fashion week.

However, the original purpose of fashion week is trade. Without business, there is no need for media exposure.

The show's brand has big brands and small brands, such as this time in Paris fashion Zhou Zuoxiu Masha Ma admitted that her brand has only three formal employees.

Whether the show brand is on the official timetable or the unofficial timetable, the difference is that if it is not on the official timetable, the media and buyers must rely on the attractiveness of the brand itself.

Nearly twenty shows a day, but also in different locations, no separation skills can only be chosen.

Most of the people who choose to show up are chosen to show up. Accessories and shoe brands choose to rent a venue for static display during the fashion week, such as Bally, Jimmy Choo, etc. of course, these brands are also big brands.

If a brand company has a showroom in Milan or Paris, it will display new products in its own company.

For example, Brunello Cucinelli, which plans to be listed in Milan, shows the 1000 single products of the new season on the first day of Milan fashion week.

Small brands often take part in the Trade Show trade show during fashion week if they want to take up business.

During the fashion week of Milan and Paris, there are many trade exhibitions, and some arrangements can not come to see them one by one. Fortunately, there are differences in the positioning of each exhibition. Buyers can pick the goods by sewing.

During the fashion week in Milan and Paris, I also went to the exhibition to see how to make it easy.

There are five trade shows in Milan women's wear week: MI Milano Pret a Porter, White, Cloudnine, Neozone, Touch.

I went to the four later because the latter four were held in one area.

Cloudnine, Neozone and Touch are all organized by Pitti, who organized the Florence men's Wear Exhibition. Touch is an elegant dress, Neozone is a casual dress, and Cloudnine is an avant-garde three.

The White exhibition was not established for a long time, but it developed very fast and word-of-mouth was good.

This time, White invited Uma Wang to Milan to make a show. White also brought the brand to China to attend the CHIC China International Fashion Expo in Beijing.

There are ten trade shows in Paris women's wear week. Premiere Classe, Atmosphere 's, Paris Sur Mode Atelier and The Box are all handled by WSN. The first three are put together in the temporary tent built on the edge of the garden of Queen Davy lane. The main brands are accessories and brands. They once participated in the Shanghai fashion Zhou Zuoxiu's HSI.

The Tranoi exhibition has three pavilions in downtown Paris. The organizers hope that the buyers can see the show nearby.

I went to two of them, one on Champs Elysees street, and one on the underground square in Le Louvre Museum, which was very impressive.

Of course, the brand of the three pavilions is totally different.

The same is true of the Vendome Luxury exhibition. The ten year exhibition will be held at three five star hotels in Wanda house.

I went all the way to see Mary Ching in Shanghai, Star Hu, which was founded in London and founded in Paris.

Brand GAOWEI+XINZHAN.

Mary Ching is the second time to attend the exhibition. She thinks this is the most suitable Exhibition for Paris brand positioning.

GAOWEI+XINZHAN's Gao Wei said that the exhibition cost of Vendome Luxury exhibition is the most expensive in Paris's exhibitions. It's almost 100 thousand yuan, and the effect is sure, but it depends on the brand itself and some luck.

(Capsule) Paris Womens exhibition was held in an old garage. The Gareth Pugh show was held just two days ago, showing how tense the venue in Paris was during the fashion week.

The exhibition is dominated by street furniture. Levi's's high-end line Levis Vintage Clothing also took part in this exhibition. It is obvious that brand does not necessarily have to do its own activities.

In addition, there are three exhibitions of Memy Mode, Zip Zone Paris and Designers & Agents Paris, among which D&A is an American brand, and the three exhibitions are relatively small. If there is no target, it will probably be finished in about five minutes.

In addition to the exhibition, there are many Showroom brands in Milan and Paris. These Showroom functions are just like a trading company, but they are not necessarily involved in the order process after promotion.

Showroom, of course, also has expertise or positioning, and they may also have many brands with their own exclusive agents.

For example, Massimo Bonini has represented more than ten designer brand shoes. Now the Showroom company has expanded to the retail sector, and opened a shop in Hongkong last year.

In addition, when it comes to the support of the country or region, London Fashion Week is the most neglected in the four fashion week. The British side attacked everywhere. During the fashion week of Paris, there were London Show Rooms, On|Off, Vauxhall Fashion Scout, and many groups brought the British designer brand to Paris.

In addition, the British textile and Apparel Association has specially printed the Brits in Paris map. It will gather all the British brands in Paris to participate in the trade show, have their own Show Room or join a multi brand Showroom show on a promotional material, so that it is convenient to buy buyers of British designer brand.

YANG DU, who founded the brand in the UK, joined On|Off and naturally appeared on the map.

Brazil is also very concerned about this. I saw Brazil in Paris's Logo at several exhibitions.

Australia, Florence and Belgium also have fixed Showroom to attract buyers in Paris.

Of course, we Chinese Fashion Association also held several China in Paris reception in Paris, and Zhou Dafu and K11 took two designers to hold exhibitions.

If it can be further extended to the field of trade in the future, I believe there will be more local designer brands to participate.

However, the premise is that there are more buying shops or department stores in China, at least I haven't seen a few Chinese faces at the exhibition.

It is proved by figures that four of the WSN's exhibitions have 16908 buyers, 6852 in France, 5694 in other European countries, 926 in the US, 2102 in Japan, and 248 in China.