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Inspiration This report selects butterfly patterns as the core element; New Chinese style as the core style; The butterfly pattern on ancient ceramics serves as a source of inspiration, breaking conventions through different painting techniques and color expressions, interpreting the collision between classic elements and modern fashion expression techniques, and providing inspiration for the development of new Chinese patterns.
Origin:In the Tang Dynasty, butterfly patterns appeared as decorative objects in silk weaving species, with rich and vibrant colors and mostly symmetrical shapes; The butterfly pattern in the Song and Yuan dynasties has become simple and elegant, with a delicate and elegant style. In the Ming and Qing dynasties, the decorative nature of butterfly patterns has gradually increased, and on the basis of realism, there have been deformations and exaggerated designs. The Qing Dynasty ushered in a heyday of the development of butterfly patterns, with more diverse and vivid butterfly forms.
Meaning: The Hundred Butterfly Pattern symbolizes longevity and longevity. The butterfly pattern that reaches the age of one hundred symbolizes good wishes for longevity and also symbolizes prosperity and prosperity. The melon butterfly pattern symbolizes rejuvenation, breaking free from constraints, and being reborn, and is also considered a symbol of love. 【 Happy Encounter 】 Tuanhua Butterfly Pattern, with two butterflies forming an S-shaped pattern and flowers and plants beside it, has the auspicious meaning of pairing and reunion. It is one of the typical symbols of love in Chinese auspicious patterns. “Butterfly Love Flower” is manifested as butterflies dancing and playing among the flowers. The combination of flowers and butterflies conveys the pursuit of happy love and marriage life.
Recommended Brand New Chinese brands represented by M essential and Hemu have showcased butterfly patterns as style references in their clothing for the new season. Using modern techniques to reinterpret traditional butterfly patterns, integrating ancient artistic elements with contemporary design. By integrating traditional patterns with innovative design elements, traditional color combinations, and the use of unique perspectives, these intricate patterns are given a new sense of modernity.
POP Original Design The original design of the “Butterfly Motif” theme features butterflies as the main creative element. Combining elements such as cloud patterns, eight treasure patterns, melon and fruit patterns, and geometry, the overall picture presents a serene new Chinese atmosphere, providing a direction for pattern development for related items.
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.
To the fashion industry, 2021 is a year with both challenges and new opportunities. During the process of digitalization and intellectualization, the coronavirus epidemic actually becomes the catalyst of industry revolution which speeds up the development of trend. Consumers’ behaviour has changed, and their requirements are continuously updating. And the unprecedent changes rapidly become the new normality. In 2021, digital consumption will keep dominating and growing. And we should grasp this key opportunity to help enterprises to have insight into requirement changes and to strengthen their relationship with consumers.
In the past few years, China’s rapidly growing economic strength, consumption culture and population structure is leading to the eastward gravity of global fashion industry. China has been the first country to hit the plateau in this post-epidemic era, consumers are keeping desensitizing to the epidemic fluctuation. And the whole consumption trend and confidence index start to get better in the third quarter. The expense of Chinese consumers is continuously rising, and because of the expansion of middle class, China still has a large contribution space to the fashion industry.
Embrace Gen Z
Along with the quietly changing global population structure, the young Gen Z has been the focused crowd in this new era. Every aspect of the society is keeping up with the growth of Gen Z, so the commercial opportunities are emerging around these young people. As being aborigines of the digital networks, the life styles of Gen Z cause qualitative changes because of the technological revolution. They have a more independent character, pay more attention to their life experiences and own better understanding of searching for the best value and service. There are 260 million of Gen Z in China. Although half of them are students, their contribution to fashion consumption is in a yearly 3.5%-4.5% growth for the better family economic foundation.
Strategy
Based on the era background of digital marketing, we need to take advantage of the social and sharing Gen Z to create a trend, and let the public follow this trend. The cultural circle of hobbies and their pursuit of diversity and individuality can be the cutting point of design. Those entry luxury niche brands, which have stories, craftsmanship, texture and also recognition, might be their future consumption trend.
Focus on Sustainability
The coronavirus epidemic improves consumers’ consciousness of health, environment and social responsibility. More and more consumers would have moral anxiety after the consumption, they are afraid of causing negative effect to the environment and society, then their guilty and shame would emerge. According to the samples of R.I.S.E sustainable fashion lab this year, including 2251 consumers and 20 brands, 84% of consumers have a high cognition of environmental sustainability, and 90% of these high-cognitive people express that the producers of fashion industry should make the environmental influence public during the producing process, and they are willing to learn the contribution which fashion industry has made in social responsibility.
Strategy
The expansion of sustainable market needs the mutual support and promotion between consumers and producers. On one hand, we need to guide consumers to pay for the sustainability. And on the other hand, innovative designs can increase and popularize sustainable products. Besides, improving the recycling rate is the main direction of new commercial mode, and also the key direction of brands, designers and enterprises. Brands all over the world have launched their eco-friendly series products, such as the H&M Conscious Exclusive series, and Reclothing Bank’s “Basic” series, “Ready To Wear” series and “Haute Couture” series.
New Luxury Generation
The global luxury market is damaged by the epidemic in 2020. However, China has been the first to revive, about a 20%-30% growth in 2020. And China will soon occupy half of the global volume in luxury consumption. The younger consuming trend is obvious in the current stage, about 90% of consumers are likely to accept local luxuries, and the new luxury generation among 18-35 years old will contribute a 69% improvement in the coming future. With the all-over penetration of mobile internet, Chinese users are experiencing changes among information channels, content carrying mode and shopping locations. The whole channels of luxuries have been initially emerged.
Strategy
The epidemic rebuilt users’ shopping habit in a rising trend. Since offline consumption is the main channel of luxury brands, they need to speed up their cooperation with online retailers and social medias. The combined online and offline marketing can create an immersive artistic interaction, and the application of films and pop-up stores can lively spread the brand value and break the border. The localized design better fits the younger consumers. Dior Men 2021 Autumn Series held the first online show in Beijing. Kim Jones and Kenny Scharf perfectly integrated graffiti Chinese elements into this season’s new products.
Condé Nast China’s fashion industry media Vogue Business in China released the 2020 “New Fashion Capital Index Report” on November 21. The report provides practitioners with a reference for the ranking of China’s new generation fashion city index through the professional perspective of the fashion industry. This report firstly authoritative released this year, and a release summit was held in Chengdu.
The report aims to redefine the “fashion power” of Chinese cities from a new perspective, depicting the fashion landscape of China’s new generation of cities except Beijing, Shanghai, Guangzhou and Shenzhen, and provide a strong reference for industry practitioners to formulate future business development strategies.
This must-read “New Fashion Capital Index Report” was developed by Vogue Business in China and the world-renowned consulting firm EY-Parthenon. Through months of polishing the dimension setting and data calculation method, according to ” The five first-level dimensions of “fashion consumption strength”, “fashion business potential”, “fashion cultural charm”, “fashion innovation talents” and “fashion development ability” are important dimensions to conduct in-depth desk research and data analysis* for Chengdu, Chongqing, Xi’an, Shenyang, Hangzhou, Wuhan, Nanjing etc. (Twelve Chinese cities including Changsha, Xiamen, Tianjin, Qingdao, and Dalian).. In the end, Chengdu, Hangzhou and Chongqing’s composite index ranked top three in 2020. The report will be updated and released every year, continuously optimizing the index system and algorithm, and strive to become an authoritative report on urban research in the fashion industry.
Bao Yimin, the editorial director of Vogue Business in China, said: “In the past ten years, most fashion brands have captured the four major consumer cities, Beijing, Shanghai, Guangzhou and Shenzhen’. In order to get ready for the next step of expansion, you must truly understand China as a vast, densely populated, culturally diverse and complex market. Therefore, Vogue Business in China focuses this report on cities other than Beijing Shanghai, Guangzhou and Shenzhen’ to help brands understand the next echelon better, cities that also have strong consumption power and fashion potential.”
The 2020 “New Fashion Capital Index Report” launch summit is one of the most important events for Vogue Business in China in the past one year since it entered China. The event was held in the memory of the eastern suburbs of Chenghua District, Chengdu. The summit was hosted by Mr. Bao Yimin, the editorial director of Vogue Business in China, and discussed with industry experts, business and cultural leaders how the city can achieve new breakthroughs and usher in important development opportunities for the fashion industry. The event also deeply explored the diverse charms of Chengdu as the number one city in this report index, and what it is worth learning from.
The rules and difficulty of the game in the Chinese market are quietly changing. It is unrealistic for any brand or company to wish to maintain the status quo to maintain development. We believe that the changes in the Chinese fashion market in the next 10 years will be completely different from the situation in the previous 10 years, which also means that practitioners must have a new mindset, vision, pattern and strategic thinking to deepen the Chinese market.
In order to promote the common development of the fiber fashion industry in China and South Korea, on November 2, 2020, Yi Shang Chuangzhan (Shanghai) Technology Co., Ltd. and the Shanghai representative office of Daegu Metropolitan City, South Korea, based on the principles of mutual trust, mutual benefit and mutual benefit, the two parties e entered into a strategic partnership.
Yi Shang Chuang Zhan (Shanghai) Technology Co., Ltd. is the first information technology company in China that provides fashion information and complete supply chain solutions for the fashion industry.
The company has multiple information authoritative channels at home and abroad, and thousands of information collectors all over the world, providing information and supply chain services for 1.16 million designers (clothing, shoes, bags, jewelry, home textiles, fabrics) and 600,000 apparel companies, covering 90% of Chinese brands, is currently one of the largest apparel design information platforms in China.
Part 01 Introduce high-quality overseas resources & Establish extensive and in-depth cooperation
With this strategic cooperation, Yishang Chuangzhan will bring its brands such as POP Trend, Design Infinity, ULB and Sichuang to establish extensive and in-depth cooperation with the Daegu Metropolitan Government.
Based on this strategic agreement, Yishang Chuangzhan will operate a platform that will bring together high-quality fabrics from Korean textile companies in Daegu, providing a platform for more domestic fashion designers to connect with each other and reduce overseas sourcing costs.
Every year, POP Fashion Trend, a subsidiary of Yishang Chuangzhan, conducts a series of traveling trend conferences nationwide, which are attended by representatives of Chinese apparel companies and fashion designers, and will also help Chinese enterprises connect with quality textile resources in Daegu, Korea, to empower original design.
Part 02 Undertake the overflow effect from the fair & Empowering China Fashion Together
At the time of the third edition of the Fair, Yishangchuang was awarded as the “Textile and Garment Pilot Platform” by the Ministry of Industry and Information Technology, the Fashion Industry Alliance of Yangtze River Delta, and “the only transaction service platform serving the creative fashion industry for 6+365 days of the Fair” and other honorable enterprises.
Yi Shang Chuang Zhan and Daegu Metropolitan City Government will give full play to their profound strength, seize the industrial opportunities of the new era, and jointly promote the upgrading and transformation of the fashion industries (fibers, textiles, fashion, designer talents, etc.) of the two countries, and seek common fashion in the new era Rejuvenation and development!
Consumers and investors are increasingly concerned about environmental issues. From alternative raw materials to which categories are growing faster, Luca Solca studied four issues facing the luxury goods industry.
Geneva, Switzerland-Consumers and investors are increasingly concerned about the environment, and four related forces will reshape the luxury goods market. More importantly, as climate and population growth put greater pressure on our planet, these concerns may intensify over time.
Environmental consumers will increasingly ask themselves which products are the most environmentally friendly, and then buy these products. But this is not an easy question to answer. Under which conditions the environment is much eco-friendly? How much is the water consumption? How about the carbon dioxide emissions? How serious is the pollution? If the mining industry is more environmentally friendly, then hard luxury goods will be the best choice.
Think about this, watches and jewelry have been worn thousands of times before being replaced, and most fashions have been worn dozens of times at most. More importantly, the environmental footprint of maintaining hard luxury goods is negligible. In contrast, the washing and dry cleaning of ready-to-wear garments has created a very negative environmental impact throughout its life cycle, and this effect is as serious in its production process.
Even if we take into account the pollution factor (the CO2 emissions of the mining industry are 2-10 times that of the fashion and accessories manufacturing industry), for those hard luxury brands trying to reduce the impact, using recyclable precious metals may be a very wise move. For example, 71% of Pandora’s gold and silver comes from recycled materials, and the brand’s goal is to reach 100% by 2025.
Alternative raw materials
The consumers ‘concern about animal welfare and the link between animal products and the environment are continuing to rise. Almost all major luxury brands have begun to ban the use of animal fur, which was the pillar product of the luxury industry in the past. As the recent controversy over crocodile farming has shown, we expect that the use of rare leathers may have a similar ending. In December 2018, Chanel announced that it would no longer use rare leather and fur in its collection. Wherever Chanel goes, others will follow.
The problem with leather is the same: Synthetic leather is the choice of only a few brands today, mainly because leather is largely regarded as a by-product of meat production. But as people continue to reduce beef intake, cowhide substitutes will definitely become more and more important. Luxury companies must improve their usage of raw materials, especially when a specific raw material is at the core of their brand’s DNA. Prada’s move to recycle nylon is the best example of proactive management in this regard.
Try to resell, challenge the brand perception
Luxury and fashion products are opening up to a wider audience, and the secondary market is about to usher in major developments. Although environmental issues may be a factor that drives people’s increasing interest in “second-hand” products, the main factor is actually the decline in the price of iconic luxury products for consumers and the increase in retail traffic. Resale giants The RealReal, Vestiaire Collective and Chrono 24 are at the forefront of the “second-hand” revolution, followed by a long list of players available.
Luxury brands are slowly embracing this trend and have established similar special partnerships and initiatives with existing physical and digital retailers such as Selfridges and Farfetch. Just not very long ago, Gucci collaborated with The RealReal to launch an online store.
The demand for second-hand products is often concentrated on big brands, even more than the demand in the primary market. A special study pointed out that Louis Vuitton, Hermès, Chanel and Gucci accounted for most of the second-hand demand for handbags, while Rolex dominated the watch market. This may increase the popularity of products on the Internet and on the street, which also means that luxury giants must further increase their efforts to fight with the brand vulgarization.
Stricter ESG reporting
ESG (Environmental, Social and Corporate Governance) reporting is still in its Primary Stage, much like financial reporting before the introduction of stock market regulators. In the luxury goods industry, companies often emphasize indicators that make themselves look good, while only making limited disclosures in other areas. But driven by consumer and investor demand, this situation may change quickly.
The negative environmental impacts of the fashion and luxury goods industries mainly occur in their extended supply chains. Observing the company’s specific performance and comparing vertically integrated companies at different levels will yield meaningless results.
Even if we look at elements such as carbon emissions that have received much attention recently, we found that Richemont is one of the few companies that report emissions within the “Scope 3”, which means that it not only discloses the third-party suppliers’ Direct emissions and their indirect emissions are also disclosed. The other exception is Kering Group, which also provides more extensive information disclosure. We expect this to become standard practice in the future.
The social environment has improved, the order of all walks of life is gradually return to normal, and the fashion industry in China is also ready to recover. Local fashion week is about to be held.
Chinese clothing brands have a long history of not developing as well as Western clothing brands, but since the reform and opening up, their growth rate cannot be underestimated. From traditional clothing companies to independent designer brands, what is their current status?
The brand awareness awakening of traditional corporations
With the rise of the southeast clothing manufacturing industry in the 1980s, the first batch of Chinese clothing brands came into being. The times have changed and the competition is fierce. Nowadays, every unbeatable brand will not be eliminated by the times and must keep up.
Lining, who has just finished the big show in the Dunhuang Desert, has realized the transformation from a traditional sports brand to a sports fashion brand. It hosted a catwalk at the International Fashion Week, inviting fashion stars to endorse the brand, attend the fashion show event, open a fashion flagship store, and bold cross-border cooperation. The series of actions are all changes made by this traditional sports brand to adapt into the times.
The perfect combination of professionalism and fashion, and the enthusiastic feedback has shown that this initiative has achieved good results.
As another clothing brands in the first batch, EP was dedicated to creating mid- to high-end women’s clothing with oriental beauty.
16 years later, EP Yaying launched a dual-brand strategy, with “the world’s EP, China’s Yaying” as its brand vision, EP focused on oriental clothing with more international and modern aesthetic. Yaying is focused on traditional and classic Chinese aesthetic clothing.
It is the 24th year since the establishment of the earliest designer brand exception in China. The founder Mao Jihong believes that “culture is the core of design”, and then founded Fangsuo Bookstore and moved the exception into the bookstore. Fangsuo is not so much a bookstore, it is more like a cultural space selling lifestyles at the same time, where exceptional brands become soulful and three-dimensional. In addition to clothing, they are closer to consumers from different angles of life.
During the epidemic, thanks to the opening of brand Micro Mall stores, Mao Jihong appeared in front of the camera of the first live broadcast festival in Guangzhou, personally communicated with consumers online, keeping up with the pace of the times.
Of course, not all marketing strategies in the new era are suitable for traditional companies. How to respond quickly and present the company’s own strengths with different marketing methods is the long-term strategy for the brand.
The international road of Chinese clothing brand
In recent years, more and more Chinese brands now are listed as the global fashion week attendees.
According to incomplete statistics, there are nearly 90 Chinese brands that published works in the four major international fashion weeks in 2018.
The development of the Internet has also brought convenience to online shopping. Chinese brands are constantly launching attacks on foreign online malls to seize overseas markets.
Beside brand’s own management, it has an invisible mission of “how to convey the beauty of the East”. This issue has been around since the birth of Chinese clothing brands. How to keep the oriental elements and develop among these brands?
Not matter its domestic or international markets, the foundation of a brand and its clear positioning are important. For example, the Yaying Group mentioned above that they know the EP’s design style and modern design are difficult to blend, so they seek intro another direction. The EP brand faces the international market, and oriental elements need to be incorporated into more modern designs.
The Edition, a mid-to-high-end women’s clothing brand under the EPO Group, directly positions the brand accurately and precisely as “GENTLEWOMEN” (female gentleman).
The wide silhouette and elegant feeling, coupled with the Chinese elements embellished in the details, create the beauty of the national style with the atmosphere. It interprets the sonorous and unrestrained side of modern China. At the same time, it portrays the portraits of independent contemporary Chinese women.
Of course, there is no shortage of young designers who express their attitudes straightforwardly in Chinese texts.
The situation of “big manufactory country, small brand country” is under reversion and rewritten by different aspects of Chinese style. In addition to the efforts of the brands established in this part of the early days, a new generation is coming.
The status quo of independent designer brands
With the rapid development of Chinese economy, the new generation with design dreams and fashion pursuits has obtained the opportunity to study in the professional art and Design College. A large number of new designers who have returned from their studies have started their entrepreneurial path. More bold and innovative independent designer brands is springing up. This is not much smoother than the entrepreneurial reform of the predecessors.
In the face of fierce competition in the market, traditional companies have a solid foundation, brands also have mature operating models with luxury goods and fast fashion, so there are no much market share left for independent designers.
While they continue work hard on creation, it is not easy for them to face plagiarism and price war from low-threshold online shopping stores. Fortunately, local fashion weeks, offline buyer stores, and theme activities on online shopping platforms are constantly giving new designers a greater platform.
In cross-border cooperation, there were cross-border gift boxes of cutting-edge designer brand MUKZIN and Maltesers before, and cross-border catwalks by CHUYI.STUDIO and Huolala. The endless creativity continuously stimulated the young market.
At the same time, it can be said that many of the “predecessors” recognized the new designer’s ability of joint cooperation, such as the joint series of designer Xia Yiqi and HanDu, and the joint series of earlier designers ANGEL CHEN and H&M, which are enough to prove the design standards of recent designers.
Designer ANGEL CHEN also won the top four in the Netflix fashion show “Next in Fashion”, once again showing the world the strength of the young generation of Chinese designers.
Among the 20 designers shortlisted in the semi-finals of the LVMH Young Fashion Designer Award this year, the name of the young designer YUHAN WANG appeared.
Most of the early independent designers in China also emerged from domestic fashion competitions. Today, these young people can confidently stand on the international arena and achieve high-profile results.
Their reach and vision are not limited to clothing. They also concerned about the close relationship between art, culture and fashion. For example, in addition to the design and development of clothing, ROARINGWILD, a local street fashion brand that has been in existence for 10 years, has also contributed to the promotion of local street culture to gather more young people with the same hobby to participate.
Compared with the predecessors, the cross-border cooperation of the new designers is more bold and avant-garde. And in terms of brands, they can quickly adapt to various marketing methods. There are also many young independent designers such as Liu Qingyang, Susan Fang, Shangguanzhe, Xander Zhou, Wang FENGCHEN, Ms. MIN, etc., who have gained the favor of many loyal fans at home and abroad. The new era brought by the new generation is better and better.
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.
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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