Hitting 2015 Key Words In Clothing Industry

This is not a specific fashion event in 2014. Here is the key word that affects the development trend of fashion industry in 2014. The selection criteria are the profound changes that may bring to the fashion industry in the future.

For the coming year, fashion consumption will undoubtedly change significantly.

First of all, many changes are related to technology, and the relationship between fashion and technology is becoming more and more unprecedented.

At the same time, consumers' attitudes towards life are also turning around. They begin to pay attention to "luxury connotation", pay attention to multiple values and pay more attention to privacy, identity, moral sense, and even more willing to accept imperfections.

This multiculturalism also puts forward higher requirements for brands. Brands need sufficient funds and response speed to deal with different tastes, customs, preferences and consumption habits of diverse people.

Overall, the brand will be more difficult to predict and control consumer preferences in 2015, even for "

"Or" luxury "also needs to be redefined.

Wearable technology

The relationship between technology and fashion industry is increasingly getting along with the symbiotic mode of "you have me and I have you". Wearable technology is especially typical.

"Wearable devices" are concentrated with the avalanche spread of running hot in 2013. Apple Apple Watch almost represents the highest level of wearable devices, which will cause unpredictable impact on existing smart bracelet and smart watch products.

The size of the market for wearable devices can also be predicted. According to investment bank Cohen (Cowen), the market value of the entire wearable device will reach US $170 billion (about 104 billion 500 million yuan) by 2020.

Based on this, the latest fashion show has quietly pformed into the "wearable device season". In the past few months, Tory Burch and FitBit have cooperated in the design of smart fashion accessories; Ralph Lauren has launched the Ricky package that was tuckled up, and LVMH is also said to be ready to launch the smart Watch series.

In a word, wearable technology is changing the pattern of fashion industry. We can continue to look forward to wearing technology vest or fashion brand's "technology heart" products, aiming at changing the way we communicate with others and enjoying ourselves.

Sustainability

Sustainability is not a new topic, but for most of the time, the brand is just staying at the idea or marketing level rather than putting it into action.

With regard to sustainability, fast fashion is hard to blame.

The current consensus is that due to the continuous expansion of fast fashion, the number of clothes consumed each year will increase exponentially, and the resources of the earth will be consumed in a large amount. Of course, there will be no contribution to the ecological improvement of the garment production chain.

So in recent years, the fast fashion has repeatedly launched the "old clothes recycling", which is not a public welfare project. It is simply a redemption for the fast fashion mode.

Luxury goods also began to put "sustainability" into practice, and textile Innovation in the laboratory began to be the next stage of sustainable development.

For example, this year's New York Times international luxury conference mentioned Kering's reform of the laboratory. Designers can refer to a more environmentally-friendly material library, including new tanning technology (which removes metals in the process).

In addition, Kering group announced its plan to become the most sustainable luxury enterprise, and its brand Bottega Veneta won a LEED Award for its brand new environmental technology.

Sustainability for brands includes at least fair trade, sustainable procurement and production of environmental protection factories.

For consumers, it is how to become moral consumers.

Consumers hope that luxury brands can give deeper meaning to products or services, and pay attention to sustainability, thus promoting luxury suppliers to pursue higher social responsibility by ethics.

There is even a fashion tracker, Mode Tracker, that makes the public better understand the brand's social responsibility. This tool helps the brand to better introduce to the public its production methods, environmental commitment and employee's commitment to work conditions.

This is undoubtedly a trend.

Manual workshop protection

Traditional handicrafts have been re examined in recent years.

The handcraft originals the orthodox product, manifests the unique characteristic; and combines the high-end material and the attention to the detail, is the luxury brand attracts the consumer the important element.

All brands are also beginning to realize the importance of making the process as the core of shopping experience. The introduction of site manufacturing into physical shops or exhibition links has become a brand culture marketing mode.

From the Hermes technology festival to the Christian Dior exhibition, we convey the ingenuity and inheritance of the luxury production process by conveying precise, skilled handcrafts and professional skills.

In particular, Chanel became the protector of Paris's advanced handicraft workshop. At the end of this year, it bought the Tweed specialist A.C.T. 3, which is believed to be the fourteenth time that Chanel has acquired advanced workshops.

Early acquisitions include handicrafts, embroidery, embroidery and bonnet making.

And in the country, the attention of rival craft and "intangible heritage" is also explosive this year. From the beginning of the "Silk memory" exhibition, including Su embroidery, brocade, batik technology and so on, by November, APEC leaders' "new suit" and more and more designers in the fashion week show the fusion of traditional crafts.

But how to make "luxury" become "product" is still a topic of the future.

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Niche brand

The popularity of luxury goods has polarized effects, and personality products gradually lose their old aura.

Consumers of high-end luxury goods prefer to enjoy the honor experience and draw a line with the public.

In addition, mature consumers are eager to streamline, not only become cautious when consuming, but also have a low consumption attitude towards consumption and a trend of respecting charity.

All this has given the niche luxury brand opportunities that remain low-key and luxurious, and has begun to emerge.

These brands that emphasize long history, brand stories and unique craft may not have a large shop area. However, the selected products are characterized by high quality, sustainable luxury and a strong sense of history.

This trend is also reflected in the perfume market. The popularity of minority perfume brands is considered to be the result of the gradual absorption of mainstream perfume brands. Therefore, unlike the luxury brand perfume that has long been marketing oriented, minority perfume returns to the core smell of perfume, restores the heritage of perfume culture, and uses more concentrated and natural fragrances to return to the "luxury" core of perfume.

Boutique buyer shop

Boutique shops have become an important trend in China's fashion retailing industry in the past 14 years.

For the first time, Showroom was unveiled as a link in the fashion week industry chain.

This is also closely related to the changes in consumer trends we talked about earlier.

Overseas retailers represented by Galeries Lafayette and 10 Corso Como have launched flagship stores in major cities such as Beijing and Shanghai.

Hongkong retailers such as Lane Crawford and I.T are also stationed in second tier cities, and small Chinese buyer shops are everywhere.

Well known overseas multi brand retailers represent a new type of department store that meets the needs of Chinese consumers for personalized styles, concentrates high-end brands on well-designed commercial spaces, and integrates art, fashion, design and other cultural elements, emphasizing unique visual merchandising and meaningful shopping experience.

Local retailers usually operate on a small boutique network, located in a second tier city.

Due to the high rent and other factors, these retailers are still in the initial stage of development. However, they will promote the development of China's independent fashion retailing industry, which is also an important breakthrough in the long term monopoly of retail giants and single brand stores.

Fashion buyers' integrated websites have begun to take advantage of this trend to gain sales.

It is worth considering, for example, the Farfetch which has been settled by over 300 boutique buyer shops in 23 countries in the world. Unlike the pure online retailers such as YOOX, it emphasizes the O2O shopping.

It launched the first app application in September this year: people not only understand the location of cooperative businesses around the world, buy online, but also download many guidebooks in many cities around the world, including the top buyer shops, making recommendations to increase the number of local boutique buyers.