How Should The Tide Of Chengdu Market Be Explored?

In 2007, the fashion consumption of Chengdu people was unprecedented. Even though it is too late to count the sales performance of every fashion brand in Chengdu, we can also see the development trend of the whole industry visually from the flourishing of the fashion department stores. The department stores of America and the United States started business on a daily basis. The Department of Yishan Dan contributed a large number of unique Japanese brands. After the expansion of Wangfujing, the density of passenger flow did not decrease and increase.

Nowadays, it is hard to refute the existence of Chengdu as a fashionable city, unless you say: Chengdu people do not know how to spend money to buy a "tide".

For the concept of "tide", Chengdu people are not too late to understand, but they do not know much about it.

Strictly speaking, from the popularity and speed of sales performance and awareness of most of the tide brand representatives after taking root in Chengdu, they may be worse off than passing scores.

In other words, it is said that STUSSY, known as "the most American cattle", has been quietly in the store of 2F, the first city in Chengdu. It has only caused a small number of people on the Internet to sigh and feel the strangeness and numbness of Chengdu people.

Even if the brand itself is highly publicizing, Y-3, MARNI, and Jin Sun, who often appear in fashion magazines, are also facing their embarrassments.

Since Chengdu people spend a lot of money on fashion consumption, why do they usually not get into the sight of Chengdu people because of the "tide" that is often ignored by many loved ones?

People who know "tide" will say: tide brand sells thought, tide people wear concept.

Is it possible to say that Chengdu people's pursuit of fashion is actually lacking in independent thinking?

Before the EVISU Market Commissioner came to Chengdu, she was puzzled by the trend culture of the market, but she was also moved by some loyal and fashionable culture lovers. She said: "Chengdu's current brand consumption is just beginning, and the customer group is still in the process of forming, maybe there will be better development in 2~3 years."

In this regard, Jingfeng, a well-known celebrity in Chengdu, said: "tide card has been stationed in Chengdu in recent years, making more Chengdu people start to get close to the trend culture.

Chengdu people have developed from the relative stranger to the trend brand to today's awareness one or two.

Many brands have established better popularity and win reputation.

But in general, the Chengdu people still stay in the simple fashion and blind worship, but the understanding of the spiritual concept conveyed by the tide card is not deep enough. "

Evisu in 1991, Evisu was officially released in Osaka, Japan.

Hidehiko Yamane created Evisu, the classic brand of jeans and fashionable street style, making it famous and becoming the top Japanese jeans brand.

Since then, the international version has also been a great success in Europe and America. Beckham, CRAIG DAVID, ALL SAINTS and so on have been seen in the media.

Designer: the origin of Hidehiko Yamane (Yamane Eihiko): the original production line of Evisu in Japan, producing only fourteen jeans a day.

Mr. Yamane personally drew the trademark of the seagull that he has made famous today on each pair of trousers.

Evisu made the old denim again popular.

In an interview with Yamane, he recalls the original creation of classic old jeans: "the jeans made at that time were certainly not as perfect as they can now be, but the whole process is full of fun.

In fact, many of the elements we see now originate from a random idea at the very beginning, such as the sign of the seagull. After the completion of the whole process of jeans, I feel that something is missing, so I draw a seagull on the back pocket. The first sign of the gulls on every pair of trousers is painted by myself. "

Seller's point of view: the sales performance of Evisu in Chengdu is far below the ideal level of the agent, but it has already exceeded the expectations of the reporter in Chengdu.

I saw a limited edition female trousers with a price of around 7000 yuan before the counter. I thought it was very difficult to sell. I didn't expect to go there after a week.

However, according to the majority of Chengdu Chaozhou people, the price of Evisu in Chengdu market is still relatively high.

However, because the pants of this brand are super expensive in Japan, a Evisu NO.1 is sold for 3000 yuan, and the limited edition selling over 5000 yuan is totally out of line.

Listen to the pursuer's luxurious declaration: "if you have a proud figure, you can't wear white T-shirt Evisu jeans everywhere."

This is the luxurious attitude of the young people. It has nothing to do with the lofty status, but the grand sense of subverting luxury goods.

Because Evisu sells more than diesel and D&G in UK stores.

Price: jeans 2000~3000RMB, shoes 1000RMB suitable crowd: 16~60 year old place to buy: the first city NOVO1F Y-3, the world's top designer Yamamoto Teruji (YohjiYamamoto) as creative director of the adidas cooperation brand officially entered China in the 2006 spring and summer.

The brand's Y stands for YohjiYamamoto, while the 3 represents the logo of Adidas's three line.

Creative director Yamamoto Teruji integrated his personal brand's concise and highly styled style into Y-3, perfectly displaying a high-end and fashionable sports brand image.

The essence of Y-3's fashion is sport.

Once the brand is launched, it leads to global panic buying, and Asia is facing serious shortages.

The first to be inspired by this brand is no accident, but also the stars. From Andy Lau to Edison Chan to Anthony Wong, the stars we want almost never miss it.

Designer: the origin of Yohji Yamamoto (Yamamoto Teruji): German brand background: the cooperation between Adidas and Yamamoto allows two different brands to integrate perfectly with different perceptions of fashion and different views on sports brands, and the most fundamental visual requirement of both sides is the basis for their final agreement.

The design of Y-3 is closely matched with the design studio set up by Yohji Yamamoto of Tokyo and the Adidas General Corporation of Germany, and decides the final plan in numerous exchanges.

The seller's view: the sale of Y-3 to the 3 half star is not to say that it is not well sold in Chengdu, but is restricted by the size of the storefront, and can not be fully rolled out like hang Da department store, showing the unique charm of Y-3.

On the whole, there are more Y-3 men in Chengdu than women in the tide, and they all know more about brands.

The salesperson said: Y-3 has a wide customer base in Chengdu, but the older consumers are more likely to buy Y-3 as a functional brand. Only a small number of young people dare to dress up for the show and play the role of Y-3 as a tide card.

Price: T-shirt 1200~2000RMB, jacket 3000RMB suitable for young: 18~50 year old place of purchase: Mei Mei department store 2F Marni, started with fur, in recent years, the brand of red fashion brand is the most popular dress, including the American fashion magazine Vogue editor, Anna Wintour.

In China, Xun Zhou, Li Bingbing, Zhao Wei, Ke Lan and so on are all loyal customers of MARNI. They will come to support every new product.

But this brand with excellent performance in Beijing and Shanghai is in an awkward position in Chengdu.

Designer: the origin of Consuelo Castiglioni: Italy brand background: Marni was founded by the Castiglioni family in 1994. Before that, the Ciwi Fur company under the Castiglioni family was already a famous fur company in the fashion industry. It is an important supplier of the world's leading brands such as FENDI and DIOR.

In 90s, against the increasing appeal of fur, the heir of the family decided to create the Marni fashion brand. The family member Consuelo was gifted and had no design experience. The design of her debut attracted four people.

At the same time, the rigorous and high-quality style she has been advocating has also won the exclusive iconic style for Marni brand: eclecticism.

Sales view: Seller's view: this year's Marni gradually shifted from Bohemia style to neutral style. The middle sleeve coat and new fabric become the theme of this season's Marni.

Although it seems that the style is nothing special and the texture of the fabric is slightly stiff, the effect and comfort of the upper body can not be questioned.

Although it looks like some Japanese wind, it is a real Italy brand. It just goes East Asian style with the trend of the world.

Stationed in Chengdu for some time, but has not received good results, Chengdu people always have a sense of distance.

The shopkeeper told reporters that many of their customers reflected that they did not know how to match the clothes they bought. It seems that Marni brand can only be purchased in complete sets.

Marni's short sleeved jacket, which is mainly pushed in the autumn and winter season, is not very acceptable to the Chengdu people who have used to wrap themselves up in the winter. So Marni still has a long way to go in Chengdu.

Price: T-shirt 2000RMB, coat 15000RMB suitable crowd: 25~50 year old place of purchase: Mei Mei department store two Maison Martin Margiela, this brand designer was once the chief designer of Hermes, with its low-key avant-garde style, every season brings surprises to the fashion industry.

In Hongkong, there are many fans and followers, and Hilary Tsui is also promoting this brand.

Because of its very strong sense of clothing design, for the relatively late start of the fashion of Chengdu people, the brand in Chengdu is not very high.

Designer: the origin of Martin Margiela: Belgian brand background: in 1988, Margiela launched his personal series for the first time. He was extremely low-key in his style of dealing with people.

Deconstruction and reorganization is the favorite design method of Martin Margiela. Irregular tailoring and grotesque design are definitely his favours. Every season, Margiela fans will be looking forward to his new design and appreciating the new trend of thought brought about by his infinite imagination for the fashion industry.

This season, inspired by furniture, clothing and accessories are evolved from furniture. The clothes are boldly used on the armrest, cushions, and even seat belts as the key details, creating some interesting knitted garments.

Maison Martin Margiela, suits and trousers are cut very well.

Sales view: the seller's view: at present, few people in Chengdu are interested in it. The shop direction reporter said that the brand is very low-key in the design and tailoring. Many clothes and skirts look straight, but the upper body is very effective, and has high requirements for the people's temperament and shape.

Now the shop assistants basically suggest that people who look at the brand clothes try it. The upper body effect is an important factor to encourage consumers to buy.

The products in Chengdu are mainly in dark tones, which are slightly different from those in Hongkong. It is hoped that the relatively conservative Chengdu people will be more receptive.

Price: knitted sweater 2000~5000RMB, coat 8000~20000RMB suitable for crowd: 25-45 years old place of purchase: Mei Mei department store, I.T store on the third floor.

Tsumori Chisato, "the miracle of Japanese fashion industry", is a favorite of many people and celebrities. Many famous fashion designers also love this brand.

Yin Taiwei, a famous fashion designer in Hongkong, mentioned the love of the brand more than once in an interview, and admitted that he was one of his favorite designers.

Designer: zinson thousands of miles of origin: Japanese brand background: Zeng Shen Li, an assistant to Issey Miyake's Issey Sports, published his own brand name Tsumori Chisato after the fashion show in Tokyo in 1990.

Floral print, geometric patterns, and very detailed design are all great works of Jin, and it is no wonder that Tsumori Chisato was introduced into Hongkong after the introduction of I.T.

In addition, Tsumori Chisato's clothing series conference was held in Paris, and its popularity has gradually climbed to the international fashion master status.

Sales situation: buyers view: Jin Sheng