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In 2018, six trends in the global fashion industry must be seen.
Globally, the global fashion industry has experienced a new round of shuffling in 2017, with the pace of survival accelerating. From the consumer group, the millennial generation, nearly a quarter of the world's population, is deciding the future of the brand. Look from marketing, social media makes brands have the opportunity to talk with consumers directly, it also makes almost once a month the Gucci of digital creative marketing, have the opportunity to become a digital highest luxury brands. At the same time, various brands and celebrities, fashion bloggers and celebrities have also emerged in a variety of ways. From product originality, younger reform is increasingly bold; In terms of channels, digital and e-commerce also become the new power points of luxury brands. From brand segmentation, fast fashion brands are declining, popular logo is emerging...
In 2018, where will fashion brands go?
Characteristics 1: acquisition and acquisition.
In 2017, the luxury fashion industry is recovering slowly and brand acquisition is becoming more and more active. More than 30 luxury and fashion brand acquisitions have been confirmed this year, involving more than $30 billion.
Among them, LVMH group bought the Dior fashion department for 6.5 billion euros. Christian Dior shares closed up 15 percent on the day after the news of the deal, with Bernard Arnault, the boss of LVMH, soaring $5 billion in just one hour. Happen at home, this year's biggest deals by hillhouse capital, CDH investments, bele part of management through the Muse mergers and acquisitions fund company for $4.5 billion to the privatization of belle group purchase. A generation of shoe Kings who had a market capitalisation of hk $150bn were officially delisted, but a new beginning was also welcomed.
On the lighter side, Coach's parent bought Kate Spade for $2.4 billion in the first half of 2017, followed by Michael Kors's $1.2 billion purchase of British luxury shoe brand Jimmy Choo. Coach parent company, which already has three different brands, has officially changed its name to Tapestry, and other analysts believe Michael Kors will change its name to better layout the luxury market by following Coach.
HSBC believes that a new turnaround in the industry every decade will continue to be the key word for the industry in 2018.
Characteristics 2: younger and faster.
In fashion, Gucci emancipated from the product design aesthetic in a series of transformation, even redesigned the Gucci classic double G logo, bold and introduces the brand logo of animal elements and whimsical printed and sequins, and try many times for cross-border began. In the third quarter of 2017, Gucci's revenue surged 49.4 percent to 1.55 billion euros, again surpassing hermes's 1.37 billion euros.
In October 2017, has always been cautious Hermes has intend to keep up with the trend of the younger digital, micro letter for the first time the public open time store, sell Hermes cooperate with Apple Apple Series smart Watch Watch Hermes Series 3. In December, hermes sold four men's and women's shoes at the WeChat.
The data show that opinion leaders (KOL) have taken the lead over the rest of the world to become a real media vehicle, especially in China, in terms of the traffic that attracts young people. To win the youth market, in addition to adidas and Puma rely on celebrities to promote such as Kanye West, Rihanna, another movement giant Nike also star chun-kai wang after China 90 in early 2017 invited to participate in Air Max Zero shoe design, realized through drainage is trying to achieve.
Luxury brands such as Burberry and product watch are racing to advertise their products by hiring celebrities such as kris wu, Lu Han and papi jiang. Dior to attract the younger generation, in 2017, successively appointed angelababy, Huang Xuan, Zhao Li YingSan star in China for its image ambassador, has become this year in terms of appointed ambassador of the most controversial luxury brands. Italian designer brand Dolce & Gabbana at criticism and questioning, consumers and the industry is red star and the net effect of using the acme, not only invite international stars, red and rich second generation, while the even advertising large net red star instead of the traditional model.
For brand relying too much on the present situation of the traffic network red with the stars, there are analysis, points out that the popularity of a brand, only by opportunistic on marketing and communication, a new generation of consumers will not buy it easily, but the future of this younger consumer trend will not change the eye to attract young people.
Feature 3: fast fashion slows down.
After ten years of development, H&M is showing signs of weakness. The company opened 80 stores in China in 2016, but the number of new openings in 2017 is 60. Today's H&M seems to be losing the "priority" of negotiations.
Of course, there are more than H&M families in trouble. In fact, some foreign fashion apparel brands such as Forver21 and Topshop, which have entered the Chinese market earlier, have not developed as well as expected. "In the big picture, these foreign brands are facing some problems, first of all, domestic consumers are not as popular as before." CMO, chief marketing officer (CMO) of ningbo taiping bird fashion apparel co., LTD., a local apparel listed company, said. In other words, after a decade of exploding foreign brands, domestic consumers have grown up and become more selective.
The parent company of Japan's fast fashion giant uniqlo has said it will move production bases from China and southeast Asia to Ethiopia to further reduce the group's production costs. However, the analysis suggests that the supply chain of fast fashion brands has not been able to get rid of the moral dilemma, and that price war could make the situation worse. The previous day's "fast fashion nearly half of the tight sports clothes function substandard" again attracted attention.
Compared with other foreign brands, Zara does better at the speed of product renewal. There is reason to believe that Zara will remain the dominant fashion brand in 2018. However, for Zara, keeping the model is not enough to keep it safe. With the global retail environment still in recession, and consumers' habits being changed by the rapid rise of the mobile Internet, Zara needs to move faster. Affected by the strengthening euro exchange rate, Zara Inditex group parent company's gross margin has been falling, H&M group in the latest quarter is more posted a 4% drop in sales in the fourth quarter to 58.45 billion kronor ($6.9 billion).
Fast fashion brands will continue to slow in 2018, as China's online red economy and O2O e-commerce companies are also pricing in cheaper brands that attract price-sensitive young consumers.
Feature 4: luxury e-commerce.
Digital and e-commerce have also become the new power points of luxury brands this year. On June 6, 2017, LVMH group officially launched its self-run multi-brand e-commerce website 24Sevres.com, and the two luxury brands of LV and Gucci have officially launched online shopping and purchase services in China. The famously conservative hermes also recently updated its online website and opened a WeChat limited-time store on WeChat on October 23, 2017. Celine, a luxury brand that has long been away from digital channels, has launched a new version of its official website.
At home, tencent's WeChat new version 6.6.0 officially launched its official boutique, officially launching an attack on luxury fashion. In October 2017, jd.com, which has just become one of the largest shareholders in the British Luxury fashion shopping platform Farfetch, launched the Luxury e-commerce platform, TOPLIFE, directly to Luxury Pavilion, a Luxury platform with Tmall. On December 18, 2017, tencent holdings group co., LTD., jingdong and Vipshop holding together the tripartite agreement, tencent and jingdong in trade settlement in cash to Vipshop investment amounted to about $863 million, 863 million yuan.
There is no denying that online marketing has become the biggest luxury brand sales growth power, however, analysis means, jingdong or alibaba to solve is how to make online luxury consumers to buy the rest assured, don't have to struggle to buy to the high price of goods is true and false.
Feature 5: the rise of popular logo on the street.
Design lack of power, and supply chain operation mode rigid luxury brand heat in young consumers in recent years is abate, dynamic, creative name, Bape, OFF - WHITE and VLONE street brand become the beneficiaries of this phenomenon.
In order to redraw the attention of young consumers, the cooperation with popular logo on the street has become one of the shortcuts for the younger generation of luxury brands.
In February 2017 luxury brand Louis vuitton name and signed a series of the height of the industry and consumer attention, known as known as luxury fashion in the 21st century the highest-level joint series, and received a positive market response. In October 2017, The Carlyle Group, a private equity firm, plans to buy a 50% stake in Supreme for $500 million. According to the Google search index, the search index for the year 2017 has surpassed YEEZY, Air Jordan, PUMA, Prada, Balenciaga and other brands, and each new dynamic will be widely spread as soon as possible.
Virgil Abloh, designer of off-white, has become the most favored partner of the brand in 2017. This year, he has launched a series of brands including Nike, Riomowa and other brands. The i.t. group also posted a 50 percent jump in profits in 2017.
Analysis, according to new emerging a group of young consumers sense of uniqueness, design, quality, culture connotation, etc with a discerning eye, popular logo is facing unprecedented opportunities to the business.
Feature 6: sustainable fashion.
On October 11, 2017, Gucci, a luxury brand, suddenly announced that it would join the Fur Free Alliance, promising to stop using animal Fur in the spring and summer of 2018. When the news came out, a large number of consumers confirmed that they would buy Gucci products. The decision was made by creative director Alessandro Michele to make major changes to Gucci.
Then Michael Kors in U.S. light luxury group announced on December 16, 2017 will no longer use animal fur material, by Michael Kors and Jimmy Choo two brands will be thoroughly before the end of December 2018 farewell animal fur material. Some analysts say the decision means the group has achieved iconic results in the use of innovative materials.
In addition to the above brands, hundreds of fashion brands have announced that they have abandoned fur in recent years, including Calvin Klein, Armani, Hugo Boss, Ralph Lauren, Stella McCartney, Tommy Hilfiger, etc.
With environmental protection concept deeply rooted in the hearts of the people gradually, more and more people are opposed to a dress and make animal life cost, fashion also arose a substitute simulation fur animal fur. Hannah Weiland, the founder of the UK's artificial fur brand, says artificial fur is no longer just a trend, but a new consumer choice. The new generation is focusing more on environmental and cultural consumers and the brands that understand the future trends are interacting with each other.
In 2018, where will fashion brands go?
Characteristics 1: acquisition and acquisition.
In 2017, the luxury fashion industry is recovering slowly and brand acquisition is becoming more and more active. More than 30 luxury and fashion brand acquisitions have been confirmed this year, involving more than $30 billion.
Among them, LVMH group bought the Dior fashion department for 6.5 billion euros. Christian Dior shares closed up 15 percent on the day after the news of the deal, with Bernard Arnault, the boss of LVMH, soaring $5 billion in just one hour. Happen at home, this year's biggest deals by hillhouse capital, CDH investments, bele part of management through the Muse mergers and acquisitions fund company for $4.5 billion to the privatization of belle group purchase. A generation of shoe Kings who had a market capitalisation of hk $150bn were officially delisted, but a new beginning was also welcomed.
On the lighter side, Coach's parent bought Kate Spade for $2.4 billion in the first half of 2017, followed by Michael Kors's $1.2 billion purchase of British luxury shoe brand Jimmy Choo. Coach parent company, which already has three different brands, has officially changed its name to Tapestry, and other analysts believe Michael Kors will change its name to better layout the luxury market by following Coach.
HSBC believes that a new turnaround in the industry every decade will continue to be the key word for the industry in 2018.
Characteristics 2: younger and faster.
In fashion, Gucci emancipated from the product design aesthetic in a series of transformation, even redesigned the Gucci classic double G logo, bold and introduces the brand logo of animal elements and whimsical printed and sequins, and try many times for cross-border began. In the third quarter of 2017, Gucci's revenue surged 49.4 percent to 1.55 billion euros, again surpassing hermes's 1.37 billion euros.
In October 2017, has always been cautious Hermes has intend to keep up with the trend of the younger digital, micro letter for the first time the public open time store, sell Hermes cooperate with Apple Apple Series smart Watch Watch Hermes Series 3. In December, hermes sold four men's and women's shoes at the WeChat.
The data show that opinion leaders (KOL) have taken the lead over the rest of the world to become a real media vehicle, especially in China, in terms of the traffic that attracts young people. To win the youth market, in addition to adidas and Puma rely on celebrities to promote such as Kanye West, Rihanna, another movement giant Nike also star chun-kai wang after China 90 in early 2017 invited to participate in Air Max Zero shoe design, realized through drainage is trying to achieve.
Luxury brands such as Burberry and product watch are racing to advertise their products by hiring celebrities such as kris wu, Lu Han and papi jiang. Dior to attract the younger generation, in 2017, successively appointed angelababy, Huang Xuan, Zhao Li YingSan star in China for its image ambassador, has become this year in terms of appointed ambassador of the most controversial luxury brands. Italian designer brand Dolce & Gabbana at criticism and questioning, consumers and the industry is red star and the net effect of using the acme, not only invite international stars, red and rich second generation, while the even advertising large net red star instead of the traditional model.
For brand relying too much on the present situation of the traffic network red with the stars, there are analysis, points out that the popularity of a brand, only by opportunistic on marketing and communication, a new generation of consumers will not buy it easily, but the future of this younger consumer trend will not change the eye to attract young people.
Feature 3: fast fashion slows down.
After ten years of development, H&M is showing signs of weakness. The company opened 80 stores in China in 2016, but the number of new openings in 2017 is 60. Today's H&M seems to be losing the "priority" of negotiations.
Of course, there are more than H&M families in trouble. In fact, some foreign fashion apparel brands such as Forver21 and Topshop, which have entered the Chinese market earlier, have not developed as well as expected. "In the big picture, these foreign brands are facing some problems, first of all, domestic consumers are not as popular as before." CMO, chief marketing officer (CMO) of ningbo taiping bird fashion apparel co., LTD., a local apparel listed company, said. In other words, after a decade of exploding foreign brands, domestic consumers have grown up and become more selective.
The parent company of Japan's fast fashion giant uniqlo has said it will move production bases from China and southeast Asia to Ethiopia to further reduce the group's production costs. However, the analysis suggests that the supply chain of fast fashion brands has not been able to get rid of the moral dilemma, and that price war could make the situation worse. The previous day's "fast fashion nearly half of the tight sports clothes function substandard" again attracted attention.
Compared with other foreign brands, Zara does better at the speed of product renewal. There is reason to believe that Zara will remain the dominant fashion brand in 2018. However, for Zara, keeping the model is not enough to keep it safe. With the global retail environment still in recession, and consumers' habits being changed by the rapid rise of the mobile Internet, Zara needs to move faster. Affected by the strengthening euro exchange rate, Zara Inditex group parent company's gross margin has been falling, H&M group in the latest quarter is more posted a 4% drop in sales in the fourth quarter to 58.45 billion kronor ($6.9 billion).
Fast fashion brands will continue to slow in 2018, as China's online red economy and O2O e-commerce companies are also pricing in cheaper brands that attract price-sensitive young consumers.
Feature 4: luxury e-commerce.
Digital and e-commerce have also become the new power points of luxury brands this year. On June 6, 2017, LVMH group officially launched its self-run multi-brand e-commerce website 24Sevres.com, and the two luxury brands of LV and Gucci have officially launched online shopping and purchase services in China. The famously conservative hermes also recently updated its online website and opened a WeChat limited-time store on WeChat on October 23, 2017. Celine, a luxury brand that has long been away from digital channels, has launched a new version of its official website.
At home, tencent's WeChat new version 6.6.0 officially launched its official boutique, officially launching an attack on luxury fashion. In October 2017, jd.com, which has just become one of the largest shareholders in the British Luxury fashion shopping platform Farfetch, launched the Luxury e-commerce platform, TOPLIFE, directly to Luxury Pavilion, a Luxury platform with Tmall. On December 18, 2017, tencent holdings group co., LTD., jingdong and Vipshop holding together the tripartite agreement, tencent and jingdong in trade settlement in cash to Vipshop investment amounted to about $863 million, 863 million yuan.
There is no denying that online marketing has become the biggest luxury brand sales growth power, however, analysis means, jingdong or alibaba to solve is how to make online luxury consumers to buy the rest assured, don't have to struggle to buy to the high price of goods is true and false.
Feature 5: the rise of popular logo on the street.
Design lack of power, and supply chain operation mode rigid luxury brand heat in young consumers in recent years is abate, dynamic, creative name, Bape, OFF - WHITE and VLONE street brand become the beneficiaries of this phenomenon.
In order to redraw the attention of young consumers, the cooperation with popular logo on the street has become one of the shortcuts for the younger generation of luxury brands.
In February 2017 luxury brand Louis vuitton name and signed a series of the height of the industry and consumer attention, known as known as luxury fashion in the 21st century the highest-level joint series, and received a positive market response. In October 2017, The Carlyle Group, a private equity firm, plans to buy a 50% stake in Supreme for $500 million. According to the Google search index, the search index for the year 2017 has surpassed YEEZY, Air Jordan, PUMA, Prada, Balenciaga and other brands, and each new dynamic will be widely spread as soon as possible.
Virgil Abloh, designer of off-white, has become the most favored partner of the brand in 2017. This year, he has launched a series of brands including Nike, Riomowa and other brands. The i.t. group also posted a 50 percent jump in profits in 2017.
Analysis, according to new emerging a group of young consumers sense of uniqueness, design, quality, culture connotation, etc with a discerning eye, popular logo is facing unprecedented opportunities to the business.
Feature 6: sustainable fashion.
On October 11, 2017, Gucci, a luxury brand, suddenly announced that it would join the Fur Free Alliance, promising to stop using animal Fur in the spring and summer of 2018. When the news came out, a large number of consumers confirmed that they would buy Gucci products. The decision was made by creative director Alessandro Michele to make major changes to Gucci.
Then Michael Kors in U.S. light luxury group announced on December 16, 2017 will no longer use animal fur material, by Michael Kors and Jimmy Choo two brands will be thoroughly before the end of December 2018 farewell animal fur material. Some analysts say the decision means the group has achieved iconic results in the use of innovative materials.
In addition to the above brands, hundreds of fashion brands have announced that they have abandoned fur in recent years, including Calvin Klein, Armani, Hugo Boss, Ralph Lauren, Stella McCartney, Tommy Hilfiger, etc.
With environmental protection concept deeply rooted in the hearts of the people gradually, more and more people are opposed to a dress and make animal life cost, fashion also arose a substitute simulation fur animal fur. Hannah Weiland, the founder of the UK's artificial fur brand, says artificial fur is no longer just a trend, but a new consumer choice. The new generation is focusing more on environmental and cultural consumers and the brands that understand the future trends are interacting with each other.