What Exactly Is The Capsule Series?

Suzy's so-called "capsule Wardrobe" refers to a series of classic clothes, called classic ones, that is, fashion essential ingredients such as capsules, such as classic skirts, trousers and coats. The biggest feature of these clothes is that they look good and they can do well. You can adapt to the seasons by adding clothes and sweaters. As a result, women no longer need a lot of clothes, and they do not need to go out to find out the latest fashion before they change their seasons.

American designer Donna Karan (Donna Karan) first tested and promoted the concept of "capsule". In 1985, it launched the first capsule series, which included seven interchangeable workplace oriented fashion items, called "7 simple": a tights, a skirt, a women's shirt, a coat, a jacket, a pair of trousers and an evening dress.

Since then, the term "capsule series" has appeared in fashion magazines such as Marie Claire and Elle, and it begins to clearly refer to those classic styles that are not affected by the seasonal trend. You can almost depend on them for the four seasons of the year.

Nowadays, many classic brands are also popular at that time, such as Ralpha Lauren's POLO sweater, and Levi 's's Levi s Engineered Jeans series launched in 2000.

"Now, the meaning of capsule series has changed completely." Fashion Critic Lin Jian said that this series still does not launch new products according to the season, and each series contains only a small number of single products, but it is becoming more diversified and has more marketing components.

The "limited edition" that brands always launch is " Capsule series One of them. In 2014, Kate Moss and Topshop jointly launched the capsule series, the main Bohemian wind. In addition to the "pomera" jacket, Kate also designed silk pajamas style trousers suit and cocktail party evening dress -- anyway, it was not the same style of Kate Moss's simple, versatile and fashionable year.

Also last year, British pop singer Rita Ola (Rita Ora) and Adidas launched RitaOra Black limited capsule series. This series is quite novel. Hat Wrap your chest. Half Pants These elements are all in line; the most important thing is the black letter with the first letter "R" on the black Rita. Do you remember? When Alexander Wang introduced the limited edition to H&M, she wrote a big "WANG" on her chest. As a result, you got a few minutes late and your clothes were robbed.

These series are small in scale and can be sold without propaganda. According to a survey, the brand series with personal labels has an average profit of 10%-15% more than that of the whole line issued by the brand.

And these series are usually not necessary. In other words, in addition to paying attention to the new series released every two quarters, you should always pay attention to the limited amount of explosive money known as "capsule series". Of course, you have to prepare more money for the outfit. Susie's capsule has been forgotten by people. In order to look good, who will consider "sustainability" (even if fast fashion does not forget to publish sustainability report every year).

Better adapt to this new trend. Since the revival of Chanel by KarlLagerfeld, Carle, fast fashion brands H&M, Diesel and Messi s have been waiting for the "capsule series" with Lagrange. These brands and stores without soul designers need to earn some money quickly at this time.