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The new Chinese style down jacket highlights the new Chinese style by focusing on the collar and front design of the clothing. In the autumn and winter of 25/26, we can pay attention to the following trend directions for the new Chinese style down jacket: plush edging, diverse buckles, small standing collar, cross collar design, straight collar design, front facing design, diagonal collar design, etc. These detailed trends meet the multiple needs of current consumers for daily practicality, fashion trends, and cultural inheritance of down jackets.
Fur trimming is one of the key details of the new Chinese style down jacket, which is usually made of mink fur with a soft texture; It is spliced into the collar, cuffs, front placket, hem and other positions of the down jacket, adding a delicate and luxurious feeling of down while being practical and warm. Collaborate with other Chinese elements to create a retro and fashionable down jacket item.
As a classic Chinese element, the frog button is widely used in the design of new Chinese clothing. This season, the buckle design not only follows the basic rope tie weaving technique, but also innovates in shape and usage. The more exaggerated proportion makes it highly decorative, making the new Chinese down jacket more fashionable and suitable for daily wear.
The small standing collar is improved from the traditional qipao collar, with a variety of shapes, including a basic and comfortable low round collar, as well as a petal collar that blooms like a flower bud. Its temperament is retro and dignified, and it is very practical and not exaggerated. When used in down jackets, it can highlight the new Chinese style well and effectively modify the proportional lines of the neck.
With the popularity of the new Chinese style, down jackets with a new Chinese style have also received increasing attention and become one of the key style directions for down jackets. This article will analyze several designer brands that focus on the new Chinese style, such as Rizhou, M essential, ZHUCHONGYUN, JNJW, etc. For more details, please refer to the following text.
Rizhuo is a women’s wear brand established in Hangzhou, China, in 2011. Its main sales channels are online platforms such as Tmall and Tiktok. The brand is committed to focusing on the current humanities, feeling social emotions, taking Chinese chivalrous culture as the spirit, integrating new Chinese style, literature and art, deconstruction and other styles, adhering to the concept of doing what you like, not blindly following the current trend, and is very prominent in the design of new Chinese style down jackets.
ZHUCHONGYUN is a new Chinese style women’s clothing designer brand founded by Zhu Chongyun, a designer of the same name, in Shenzhen in 2013. The brand mainly focuses on offline direct marketing, and has settled in Tmall, Tiktok, Little Red Book, and WeChat stores at the same time. Its design uses modern silhouettes to combine traditional techniques of Chinese clothing and heavily engineered fabrics, so that the silhouettes are clean and neat; Printing and embroidery are elegant and delicate; The pure color scheme exudes an ancient style and charm, blending modern and traditional elements in a very natural and appropriate way to achieve a balance; Down jacket is one of the key items of its brand.
M essential is a women’s clothing designer brand established by designer Ma Kai in Tianjin in 2014. The brand mainly focuses on offline direct sales and has an official Taobao direct sales store online. It is committed to exploring the contradiction and unity between contemporary Eastern aesthetics and modern lifestyle, combining classical Eastern aesthetics with contemporary fashion ingeniously, injecting a condensed and free elegant style into the rich and light colored Eastern taste, presenting elegant and exquisite new Chinese clothing, This season’s down jackets feature a large amount of Song brocade jacquard fabric, combining classical Chinese details with contemporary down silhouettes.
On August 6, the French luxury brand Louis Vuitton held an offline fashion show in Shanghai to showcase the 2021 spring and summer menswear collection. At the same time, it was also broadcasted live on Douyin, Weibo, WeChat and other platforms. The number of views on Weibo exceeded 50 million and the number of likes exceeded 390,000, which attracted the attention of the industry. On the same day, Wu Yifan (Kris Wu), Fan Chengcheng (Adam Fan), Di Lieba (Dilraba Dilmurat) and other celebrities attended the show. Wu Yifan (Kris Wu), as the brand ambassador, wore a white suit from the 2021 early spring series and a giant doll on his shoulders.
Industry insiders believe that digital fashion shows have become the norm during the epidemic, Louis Vuitton has been so lavishly displayed its 2021 spring and summer menswear collection in Shanghai through the “offline + online” approach, which shows that the brand is accelerating its deployment in the Chinese market and think highly of the younger generation as consumer groups.
Through Shanghai fashion show Louise Vuitton settled in Douyin, view numbers reach to 40 million
The Louis Vuitton Spring/Summer 2021 menswear collection fashion show is inspired by the “floating bottle”. As early as July 9, Louis Vuitton released the series of short films and cartoons at Paris Fashion Week, featuring Louis Vuitton Spring/Summer 2021 menswear in the red containers departed from Paris and drove slowly eastward along the Seine, arriving in Shanghai and Tokyo. In the cartoon, the lively animated characters Zoooom with friends follow the container shipment.
The fashion show held in Shanghai this time is the fifth fashion show since Virgil Abloh, the brand’s menswear art director, takes the helm of Louis Vuitton menswear. Virgil Abloh is known as the representative of the new wave of fashion, cross-border architecture, home furnishing, art and other fields. He joined Louis Vuitton in 2018, abandon the stereotyped appearance of high fashion, and integrated it with street culture, and launched Several hot items. In this spring/summer 2021 menswear collection, Virgil Abloh is inspired by “innocence”, launching menswear with clashing colors, jackets with exaggerated silhouettes, and 25 items made of recyclable materials.
While holding an offline fashion show in Shanghai, Louis Vuitton officially entered the Douyin platform via online live broadcast on August 3, launching the topic “LV21 Men’s Wear Show” to preview the fashion show. Till 11 a.m. on August 7, the account has 68,000 followers and reach nearly 100,000 likes. The 2021 spring and summer menswear show has been played more than 40 million times.
Accelerate the layout of the Chinese market, and the future luxury brands will be focused online
In fact, Louis Vuitton is not the first luxury brand to test the Douyin platform. As early as 2018, Dior opened an official Douyin account. Since then, first-tier brands such as Gucci and Bulgari have also joined. Louis Vuitton previously entered “Red Book” in 2019 and became the first luxury brand to enter the platform. This year, it also conducted its first live broadcast on “Red Book”. This time, Louis Vuitton used the topic of the Shanghai fashion show to enter Douyin, which shows that its emphasis on the Chinese market and millennial consumers. It is also in line with Virgil Abloh’s younger and street-oriented design trends in recent years.
Louis Vuitton’s parent company LVMH Group recently released data for the first half of the year. During the report period as of June 30, LVMH Group achieved income of 18.393 billion euros, a year-on-year decrease of 27%, and profit fell 68% to 1.671 billion euros. Net profit was 522 million euros, a sharp drop of 84% year-on-year. Among them, the revenue of the LVMH fashion leather department, where the core brand Louis Vuitton is located, fell 23% year-on-year to 7.989 billion euros, and profit fell 46% year-on-year. LVMH stated in its financial report that under the strong promotion of the Chinese market, the performance of the Asian market improved significantly in the second quarter, and the decline narrowed to 13% from the 32% in the first quarter.
Statistics show that global luxury goods sales reached 310 billion US dollars in 2019, of which the Chinese market accounted for 35%. Affected by the epidemic, global sales of luxury goods have been severely frustrated, and the speed of recovery in the Chinese market has caused major brands to shift their focus to the Asian market dominated by China. Industry insiders predict that the sales weight of luxury brands in the Chinese market will increase substantially in the future. However, compared with opening stores, the future focus of luxury brands represented by Louis Vuitton will be on e-commerce and digital marketing.
In Haining markets, splicing remains a hot craft and spliced materials get more developed. Compared with last season, spliced puffa jackets show a growing momentum. Besides, spliced denim, color-blocking, decorative splicing, and sheeny materials spliced with fur and leather dominate Haining markets. Futuristic sheeny materials cater to consumers’ demand for individuality, quite noteworthy.
In Haining markets, puffa jackets spliced with fur increase. Mixed materials highlight the rich quality of fabrics and weaken the heavy feel visually, both statement-making and daily.
Women’s Fur
Spliced denim frequently appears. It displays the aesthetics of asymmetry and stresses the material contrast. The fur is used as a detachable lining, eye-catching and functional.
Color-blocking takes on various forms in Haining markets, including overlapped color blocks, asymmetric layout, splicing the surface and lining, spliced blocks on front panels. Plush also makes a sheen contrast with low-pile fabric.
On July 27th, ANTA launched the first Tmall Super Brand Day. During this event, ANTA 2022 Winter Olympics official licensed product flag series sportswear was released. This event ANTA leveraged the influence of Tmall’s first marketing IP on the entire network. The digital empowerment of new products has brought more new choices to consumers, and also allowed ANTA Tmall Super Brand Day to get a satisfactory performance. Data shows that during this event, ANTA’s one day sales surged by 1777% year-on-year, setting a record for the highest single-day sales except Double Eleven, and ranking among the TOP2 in the industry.
The ANTA Tmall Super Brand Day not only brought a fashion feast for consumers , but also marked that ANTA and Tmall have joined hands to cooperate further, setting a new model for the electronic and digital development of the apparel industry.
A number of stars attend to support the fashion show
As a global leader in sportswear from China, ANTA has always adhered to the concept of “Keep Moving”, which coincides with Tmall’s never-ending exploration in the field of e-commerce. The press conference jointly organized by the two parties is based on the theme of ” The Circle of life “. ANTA 2022 Winter Olympics official licensed product flag series sportswear conference was held. Zhang Jike, Zou Shiming, Fan Zhiyi and Lang were invited to the event. The celebrities from the cultural and sports world such as Lang, Guan Xiaotong, Jin Dachuan came to join the show with nearly 70 Chinese supermodels, bringing consumers an audio and visual feast, it was a party that blends fashion, art and clothing.
The whole press conference was exciting and shining with stars. From the opening of the live performance by pianist Lang Lang, to the opening show by ANTA Sports’ global spokesperson Guan Xiaotong wearing ANTA’s new sportswear, to other stars and supermodels and super large-scale drone starry performances to help out this conference. The climax is non- stopped, and the belief in the “unending movement” has become more popular.
Join forces to create a new brand story, support the world premiere of national flag clothing product line
As we all know, China has won the right to host the 2022 Winter Olympics. As the official sponsor of the 2022 Beijing Winter Olympics, ANTA received exclusive authorization for the first time in 2020 to sell national flag-related footwear and clothing products. It is also the first time that China has opened up the right to sell clothing with national flag patterns. For ANTA, the launch of the “national flag sportswear” is more of a strong output at the brand level. This time, in cooperation with Tmall Super Brand Day, its related national flag clothing products will be launched on July 27th. The global debut of the brand day on the day reflects that while ANTA continues to enrich its brand stories, it also give us hopes to use the Tmall platform to allow users to generate more brand perceptions and write a new chapter of the brand story to more consumers.
On the same day, Li Jiaqi, the NO.1 live broadcaster, not only visited the conference site in person, but also opened an ANTA national flag uniforms special session in the live broadcast room. He also shared ANTA’s importance with popular sports stars Zhang Jike and Guan Xiaotong in the live broadcast room as soon as possible conference finished. They showed the support to ANTA new product and promote the the national flag clothing products released by ANTA together.
The Trendy gameplay enhances user enthusiasm, online channels upgrade the consumer experience
In the early stage of this conference event, two parties started a joint warm-up promotion. ANTA and Tmall Super Brand Day jointly launched a new gameplay of “Alibaba Zoo cheering for the Olympics”. Dozens of IP animals with their own fan base all incarnately become the Olympic mascots, attracting countless eyes with their own special skills, and successfully earned enough attention.
At the same time, Tmall has also cleverly integrated the “See Now Buy Now” show sale model, which is the most popular fashion brand in recent years, with this event, allowing consumers to enjoy the consumption process while invisibly deepening their understanding of the brand. Cognition. The two parties have achieved remarkable results in terms of sales volume, customer acquisition and brand enhancement.
As an outstanding representative of professional sports brands, core value of ANTA’s product has a strong appeal in the sportswear market. At the brand improvement stage, it will expand the market through updated channels and use marketing methods that are closer to consumers to increase interaction, build the brand image to a new level. The excellent results achieved in this cooperation with Tmall Super Brand Day are the best proof.
Introduction to Tmall Super Brand Day:
Tmall Super Brand Day is Tmall’s most influential brand marketing super IP. It is good at integrating the ecological power of the entire network to create its own Double Eleven festival and provide the world’s top brands with a stage of ultimate innovation.
In the past five years, it now become the biggest carnival for brands and their consumers to communicate. Tmall big data strengthen the brand’s digital marketing capabilities, form a deep link with consumers, through a concentrated event, a super day full of rituals, bring a double explosion in volume and sales, and reach each with unprecedented energy. It connect users and catalyze super brands to bring new consumer a new consumers experiences.
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