Germany's Low-Key And Concise Style Is Unique.

From the figures, Germany should be the center of European fashion. It is Europe's largest economy and Europe. clothing And the largest consumer country of footwear. There are 10 fashion schools in Berlin, as well as Mercedes - Benz fashion week and more than 5 international exhibitions. There are a large number of fashion enterprises in Germany, including 3670 in Berlin, 2670 in Munich, 2200 in Hamburg, 1910 in Cologne.

Germany also has some important issues. Luxury goods Brands such as Hugo Boss, Escada, Jil Sander, and sports category Adidas and Puma. Fast fashion giant H&M regards Germany as the largest consumer market. However, Germany is not the most influential country on the international fashion stage. New York, London, Paris and Milan are recognized as fashion centers all over the world, but not Berlin, Hamburg, Munich or cologne. In fact, Hugo Boss appeared in New York fashion week, Escada stationed in various international cities, and both employed the creative director of the United States: Daniel Wingate and Jason Wu, and Lagerfeld, the pronoun of French Chanel, also called themselves "Europeans."

The low tone and conciseness of the German nation are part of the reason for its small influence in the fashion world. In addition to several very special brands (Hugo Boss, Jil Sander and Escada), Germany's clothing brand is positioned as a medium consumption power market, with simple styles and potential customers as an elderly consumer group (Germany's birth rate is relatively low in the EU). "This country is very rich, but it is relatively conservative for fashion," Adriano Sack, a fashion editor of the German newspaper, said on Sunday. "It may be derived from the principles of work and life in Prussia, Germany, and does not like to show off. Many of the finer, not fashion brands do well; the Germans also like to spend money on cars rather than clothes.

Germany's lack of fashion influence is also related to the political split in the country. Since the first unification of the German nation in 1871, it has also experienced division and unification. In the second 50 years of twentieth Century, Germany had two different economic and political systems. "Like many other things, I believe the fundamental reason is the dark days during the Nazi era," Margrander said. "Before the Nazi administration in 1933, Berlin was also an important international fashion capital. The Nazis destroyed the spirit of liberalism, and Jews' businesses were forced to close or expel from Germany. Open minded creative and intellectual elite or succumb or be expelled. This country is still recovering from this huge cultural trauma. "

Fashion is not so popular in Germany as in France or Italy, but there are many signs that this is improving. Since the debut of Mercedes - Benz fashion week in Berlin in 2007, the number of fashion shows has increased by 5 times. There are 600 to 800 fashion designers in Berlin, and the municipal government has invested 75 million euros in local fashion companies, including creative companies. "Berlin is a creative center in Germany," a spokesman for Mercedes Benz fashion week said. "The vitality and business opportunities of this city bring many opportunities for designers who are already famous and are working hard to succeed."

But Berlin Latest fashion There are not many big cards on the Zhou Dynasty. Last year, Hugo Boss was withdrawn and moved to New York. The international fashion media is also concerned about this. The reputation of Berlin's fashion schools in the world is good. Last week, Bread&Butter, the important international exhibition in Berlin, also announced the cancellation of its 15 year January exhibition. "There are not enough exhibitors in this season." With the entry into the "deep water area", the German economy, which is also likely to decline, is extremely difficult to establish an internationally famous fashion capital.