Another kind of tolerance at Shenzhen Fashion Week

From the first session of Shenzhen Fashion Week, Shenzhen Fashion Week has stood in the position of “the cusp of the wind”. Aside from the lace news on the outskirts of the show, what can we see from the fashion week of this city with many well-known women's wear brands and companies?Another kind of tolerance41 years ago, Shenzhen became the first special economic zone after the reform and opening up. Nowadays, after more than 40 years of development, this young city on the east coast of the Pearl River Delta and separated from Hong Kong by water has become a first-tier city alongside the “North-Guangzhou”. When you come to Shenzhen, people will be attracted by the open, democratic and vibrant atmosphere. The city has a famous slogan called "Come in Shenzhen." As an immigrant metropolis, Shenzhen is very clear that only by building an inclusive system and embracing talents in an unconventional manner can it be energized forever. The Shenzhen Fashion Week, which was just founded in the fifth year, should also be accompanied by the enlightened and inclusive theme of the city.

In March, Shenzhen Fashion Week was staged on the Happy Coast of OCT. In the 7-day period, a total of 80 new season shows from different regions, different brands and different styles were released. Among them, the new season series of more than 60 brands was staged in the main show venues of A and B in Coconut Grove Beach. Fashion brands from different parts of Shenzhen and at home and abroad are all on the same stage, reflecting the diverse inclusiveness of Fashion Week. On the second day of Fashion Week, with the support of IMG Group, American designer and CFDA winner Cynthia Rowley also came to Shenzhen to showcase her autumn and winter collections at Fashion Week.

Convenient regionality

This year is the fifth year of the birth of Shenzhen Fashion Week. Fashion Week is "a step later" than the clothing industry here. Due to historical development, the coastal cities in the areas of Guangdong and Jiangsu and Zhejiang have been prosperous as a more convenient garment processing industry in the light industry. “Many of my cooperating suppliers are here, and they will come to see my show tomorrow.” Before the show, designer Cynthia Rowley told us. “I am honored to be able to return to this with the final product and show it here. I hope that I can be proud of those who helped me with these works.”

The convenient industrial base not only provides opportunities for international trade, but also brings many help to domestic designers. “Shenzhen is located in the Pearl River Delta. This is very convenient for my career. Supply chain and fabric manufacturers are more accessible. Moreover, Shenzhen (people) is very efficient in doing things and can achieve the purpose you want very quickly.” Stationed in Shenzhen The Vmajor designer and the 2014/15 International Woolmark Prize Asian champion Zhu Weite told us.

Designer Cynthia Rowley in the background of Shenzhen Fashion Week

There are many independent designers who benefit from it. “The Shenzhen garment industry chain is more complete than other regions. The supporting industries from design and development to raw material procurement, production and logistics are very complete. Shenzhen clothing brands occupy a very large market in China. Share is one of the earliest and largest clothing brands and industrial bases in China. It has produced many well-known clothing companies and excellent designer brands with certain influence, and has a good talent resource and clothing trading pipeline.” Just in Shenzhen fashion Zhou's ALEXSTORM designer Liu Baiyu told us.

But nowadays, Shenzhen is no longer just a garment processing company. What is more prominent is that the clothing enterprises here took the lead in introducing creativity into the industry and laid the foundation for Shenzhen to become the leader of many important women's wear brands in China. The clothing industry here is not only "made in Shenzhen", but also "shenzhen creation" that is worthy of pride. In the high-end women's clothing market in China, there is no shortage of Shenzhen brand. “Shenzhen has a lot of women's wear brands, and it is close to 60% or 70% of the market in a class of cities.” Shen Yongfang, president of Shenzhen Garment Association, told us.

There are thousands of large and small garment enterprises in Shenzhen. They can create a total output value of 100 billion yuan for Shenzhen in one year, accounting for a very large number of total output value. “Shenzhen is a region where brand groups are concentrated. Through these 20 years of development, hundreds of brands have developed in Shenzhen, so original design is still very much needed in Shenzhen. We not only need fashion week, we understand that we do fashion week. What is the purpose, one is to serve this platform, and the other is to serve the enterprise."

In the name of Shenzhen

At Shenzhen Baoan International Airport, people will see the image of the eye-catching fashion group on the gallery wall from the flight to the arrival hall. Perhaps you will be unfamiliar with the name of the company, but in fact, in many large shopping centers in first- and second-tier cities, there are several brands under the shadow of the brand. As a leader in the Shenzhen apparel industry, the Shadow Group has a total of six women's brands: YINER, INSUN, PSALTER, Song of Song, OBBLIGATO and XII BASKET.

More than 20 years ago, in the Chinese clothing industry, there was very little “brand” concept. However, Zhou Yiqiong, the chairman of Yinger Fashion Group, and Yu Qigang, the president, have keenly heard the development direction of the future apparel industry. Thus, in 1996, Shadow created the first brand belonging to the company, achieving an important turning point from raw processing to independent innovation. Subsequently, the company has created five brands and realized the transformation of the industrial chain. In the show of this season's autumn and winter 2017 Shenzhen Fashion Week, we also saw the youngest brand of Shadow's youngest brand, XII BASKET's new season series.

When it comes to the Shenzhen women's wear brand, I have to talk about Marisfrolg Marsfeld. At the first Shenzhen Fashion Week two years ago, Marisfrolg used the opening ceremony of the theme of “Italian Beauty” to show people the strength of the Shenzhen clothing brand. Founded in 1993, Marsfair Fashion Co., Ltd. currently has high-end women's clothing brand Marisfrolg, Marisfrolg men's wear, designer brand ZHUCHONGYUN, Marisfrolg.SU for young consumers, clothing/lifestyle brand AUM噢 M, and the Italian fashion brand Krizia acquired in 2014.

Among them, Marisfrolg has the highest comprehensive market share in the national high-end women's market, and has become the company's main source of income, accounting for about 70% of total sales. Unlike many other commercial women's brands, Marsfield's business model is dominated by direct sales stores. The company's nearly 900 stores across the country account for only 20% of franchise stores.

Towards a younger market

However, in the fast-changing Chinese apparel industry, the high-end women's wear market is also affected by more and more international brands, and the market share is also squeezed. In addition, the brand's consumers are also facing a new generation, from the original 60s, After 70, the transition gradually to 80. Compared with the former two, the latter's way and direction of receiving information is also very different. Therefore, it is imperative to adjust the product line in time, open up a wider consumer audience, and develop new products that better meet the needs of the market.At this year's Shenzhen Fashion Week, Marisfrolg.SU Mars Phils is making its debut with a younger “cross-border” look. The new series features the theme of “Every Day of Art” in the T-stage wrapped with silver tin foil. Together with the rock band Pet Conspiracy who was invited to help out, it became the focus of Fashion Week. (Image courtesy of Mars Phil Fashion Co., Lt