Fashion Week Is Not Just A Show

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201404/17/20140417091228_sj.JPG "/" < < > >

At the end of the P Freak Beat brand show, the 27 year old a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" Mao went into the media interview room, and she was still filled with excitement. This is her first time as a personal designer in Shanghai fashion week. Her brand is not yet known, but she hopes that this show will not only allow her friends and family to gather here, but also let some buyers like her works.

According to Shao Feng, Deputy Secretary General of fashion week in Shanghai, the latter is the bigger significance of Shanghai fashion week.

< /p >

This year is the twelfth year of Shanghai fashion week. < p >

When asked about the biggest changes that have taken place in the fashion week in Shanghai over the years, Shao Feng's answer is, "from the very beginning to the heights that are now gathering in the industry."

< /p >

< p > the so-called "self play" is the fashion week as a performance, which also causes some ordinary viewers to not understand why the show will not block them.

But fashion week shouldn't have been like this.

< /p >

< p > from fashion mature weeks abroad, fashion week carries more business functions.

During the fashion week, besides the brand, professional media and buyers are the protagonists of fashion week.

< /p >

< p > the major brands released the next season's new products through fashion week, and also announced the next season's weathervane with the trend of "a href=" //www.sjfzxm.com/ "trend < /a >.

< /p >

"P" brand appears in fashion week, not only has the opportunity to publicize the brand to the global professional media, but also an important opportunity to display products to the global buyers.

< /p >

After the P fashion show, the next week will become the paction time of the brand.

If a buyer is interested in a work on T, he can go to the Showroom (exhibition room) of each brand to watch and touch closely and negotiate pactions.

< /p >

< p > for the Shanghai fashion week, although the organizers tried to make it more professional, for example, the leaders' speech at the opening ceremony was cancelled, but they still had a lot of ingredients to play.

< /p >

< p > in this year's 45 show, local independent designer brands account for more than half.

Many of these brands are very young and have not been established for less than 5 years. They are very strange to the public. Even the audience sitting in the showroom does not know where the brand is coming from, and where there are sales in the market. They just come to see the show through a friendship ticket from a friend of their friends.

In view of this situation, it is almost impossible for Shanghai fashion week to become the vane of the next season.

< /p >

< p > but it is undeniable that this year's Shanghai fashion week business linkage effect can also see some signs.

< /p >

< p > for example, the commercial brand with a low degree of participation is showing up in fashion week in recent years.

Because commercial brands have their own orders, and more time is arranged in the earlier 1-2 months, commercial brands are not willing to throw money again in fashion week. Now some commercial brands combine the order with fashion week.

< /p >

< p > for example, Shanghai native a href= "//www.sjfzxm.com/" > women's wear > /a > brand naivee (Na Wei) this year for the first time, the order will be arranged on the second day of the brand show, and the franchisees everywhere will also have the chance to visit the show.

< /p >

Niu Dongmei, founder of P, believes that the Shanghai fashion week, which brings together many personalized local design brands, provides a good atmosphere for commercial brands.

According to the relevant person in charge of fashion week in Shanghai, more than 50% of the brands and designers who participated in the fashion week in Shanghai will hold their own orders in the same period.

< /p >

< p > some commercial brands will take part in fashion week as a way to develop a specific market.

For example, Beijing based underwear brand has been involved in the Shanghai fashion week in recent two years. In order to further develop the East China market, they will invite VIP customers and franchisees to watch their brand show.

< /p >

During the fashion week of P, there are more and more Showroom on the periphery. Many personal brand designers will let the buyers gathered here to further understand their works.

At the same time, some foreign brand agencies also organize Showroom around the exhibition to find domestic buyers.

In many people's eyes, the sprout of the buyer's shop in the Chinese market has been developing well, which can provide more survival soil for the local design brand, and also make the development of the business function of the fashion week more smoothly.

< /p >

< p > for the organizers, we now consider how to enhance the "international norm" of Shanghai fashion week, namely, how to invite international buyers and foreign media to come and pay attention to Shanghai fashion week.

This year, the organizers invited the Sunday telegraph director of fashion Daniela Agnelli and the buying manager Bosse Myhr of Selfridges department store in London department store. It is said that two people saw many surprises in Shanghai fashion week.

< /p >