The article is from the public number: LADYMAX (ID: lmfashionnews) , author : Zhou Huining.
Unprecedentedly, as the most important part of the luxury brand business chain, China’s fashion show has also suffered a large impact in the most important market.
This pneumonia epidemic is like a boulder, blocking most of theSupermodels, fashion bloggers, and designers participated in the four major international fashion weeks, and many luxury brands were forced to stop and reach the olive branch in China. This was the same as the one in which Fendi, Chloé and Prada held fashion shows in Shanghai in just one week last year sharp contrast.
According to the fashion business news, following the cancellation of the Hong Kong show in November last year, French luxury brand Chanel issued a statement on Monday saying that considering the current situation and under the guidance of relevant Chinese authorities, it would delay the original plan to be in Beijing in May The 2019/20 Paris-31 Kang Peng Street high-end handmade workshop series remakes the big show, and then chooses the appropriate time to hold it. The series was originally released in the Grand Palais in Paris in December 2019 and is the brand’s first high-end handmade workshop series since the current creative director Virginie Viard took office.
It was originally to better expand its influence in the Chinese market, but less than half a year, Chanel passively changed the big show plan for the second time, which aroused great attention from the industry and consumers.
Chanel is famous for hosting heavy fashion shows. From computer rooms to rocket launch centers to virgin forests, Chanel insists on moving different landscapes to the show every season. The late creative director Karl Lagerfeld was in A whole beach is imitated in the Grand Palace in Paris, and the undulating waves are especially realistic.
From computer rooms to rocket launch centers to virgin forests, train stations, and libraries, Chanel is famous for hosting fashion shows
< / p>
More surprising to the industry, Italian luxury brand Prada also said on Monday that due to the uncertainty caused by the new crown pneumonia epidemic, it will postpone the holiday series originally scheduled for May 21 in Japan. Show, becoming the first luxury brand to postpone a vacation series show. No new time or place has been announced, but Prada said the event will still be held in Japan. Last June, the brand hosted the spring-summer 2020 men’s wear show in Shanghai, China.
In addition to the spring and summer and autumn and winter seasonal series, the holiday series is also very important for luxury brands. It is not only designed to meet the needs of wealthy people around the world for holiday enjoyment, but also the key to brand image A ring. Therefore, luxury brands usually start preparing six months in advance. They are more particular about themes, places and venue settings than regular ready-to-wear shows. They have more than 100 styles and spend a lot of money to create a luxurious “dream” for the audience.
Given the significance of the fashion show for the marketing of luxury brands, the holiday shows of luxury brands Chanel, Louis Vuitton, Dior, and Gucci held in Europe and the United States have not been affected for the time being. No adjustments have been made.
Burberry luxury brand Burberry also confirmed last week to cancel the 2020 Fall and Winter Burberry men’s and women’s fashion show originally planned to be held on April 23 with Shanghai. Shenzhen-based social retail store exclusively cooperating with Tencent Opening will be delayed. The brand ’s creative director, Riccardo Tisci, once regarded Shanghai as “one of the world ’s most innovative and inspiring cities.” CEO Marco Gobbetti also stated earlier that China has become one of the brand ’s most important markets, and the brand has special plans In the series, some items are only available in China.
At the same time, hundreds of trade shows and other major events scheduled for China in recent weeks have been cancelled due to the pneumonia epidemic. The office of the Shanghai Fashion Week Organizing Committee has announced that the autumn and winter 2020 Shanghai Fashion Week, which was originally scheduled to be held on March 26, will be postponed. However, the specific time and form are not disclosed. The exhibitions and ordering sessions held during the period will also be postponed.
Because Chinese designer brands are mainly in the wholesale channel, affected by the delay of Fashion Week and order fairs, Chinese designer brands, local buyers and department stores will face corresponding plan adjustments. Among them, Shitang has issued a statement announcing The new schedule for its autumn and winter exhibition is from April 10th to 13th. In addition to the Shanghai Fashion Week schedule, the China International Fashion Week originally scheduled to be held in Beijing from March 25 to 31 was also postponed. The new date has not been disclosed.
In addition, many Chinese designer brands are unable to attend Milan and Paris Fashion Week due to the new crown pneumonia epidemic. Fashion Week schedule changes, 6 Chinese brands MASHAMA, Shiatzy Chen, Uma Wang, Jarel Zhang, CALVIN LUO and Maison Mai have been cancelledEvent in Paris. FHCM states that it will provide all feasible communication platforms so that these brands can continue to share their series.
Prada becomes the first luxury brand to postpone a holiday show
The Italian Fashion Association revealed that due to the pneumonia epidemic, about 80% of Chinese editors, buyers and designers were unable to attend Milan Fashion Week, which was held from February 18th to 24th. People who were already in Europe before the incident. In view of this situation, Milan Fashion Week will use technology to build a bridge between Italy and China, synchronize the show situation, interviews and backstage videos in Chinese online, so that those who are absent can still participate in Milan virtually. During Fashion Week, eight young Chinese designers will have the opportunity to participate in Fashion Hub events with pre-recorded videos and pictures.
But the domestic down apparel giant Bosideng is an exception. The brand ’s London Fashion Week show was held on February 16 as scheduled, and a total of 350 guests attended the show. The success of the show is undoubtedly of great significance in this period of time. Li Chuang, director of Bosideng brand, said in an interview with the media that after careful consideration, they still decided to host the show, the purpose is to let the world see China The unity and strength of “China will never be absent on the international fashion stage.” As of the close of last Friday, Bosideng Group’s stock price has increased by 74% in the past year, with a market value of about 27.8 billion Hong Kong dollars.
Big show arrow is on the string, but luxury brands have to choose to stop, the loss is not limited to the income level.
Facing more and more discerning consumers, although fashion shows are expensive, they still become an important part of the “arms war” of luxury brands. The sense of form is becoming more important than ever. “Fashion is not just about the clothing itself.Unique experience. “
On October 19 last year, Dior held another 2020 spring and summer ready-to-wear fashion show in Shanghai
Brands are always pursuing a more realistic, more magnificent, more immersive, more time-space-changing experience, deepening the audience’s sensory impression through various forms of sense, and brands that have kept minimalism in the past have also started to deliberately make articles on form , Brands that have already taken fashion shows as large-scale events have further increased their investment and invested more budget, manpower and creativity in fashion shows.
Therefore, a fashion show needs to be prepared at least three months in advance. Behind the show’s cancellation, the hard work of countless staff is tortured. The venues and set productions involved can only be voided and booked in advance. Good supermodels can’t make it. Taking Dolce & Gabbana’s temporarily cancelled Shanghai show as an example, the industry estimates that the brand has lost at least $ 1 million due to this storm.
Following the source, the fashion show is a platform for buyers from all countries to purchase goods and exchange the latest information. It also indirectly maintains the high-end VIP customers and media relationships invited to participate in fashion shows every season, which is closely related to business.
In the early 20th century, high fashion designers began hiring models in small salons to showcase their latest work to clients. As a social event, the fashion show first helped Paul Poiret and other first high fashion designers to establish themselves in the circle. Then the scale of the fashion show went from small to large, and the date was gradually fixed. Beginning in the 1950s, the fashion show changed from social activities to media, and played an important catalytic role in the transformation of fashion from couture to ready-to-wear.
With the advent of the Internet and social media era, one-on-one communication methods for fashion shows and from designers, fashion shows, to fashion editors, to consumers who can afford to buy fashion magazines, the lengthy chain of fashion information is Break, viewers can watch the fashion show through live broadcast and high-definition pictures, and become a brand when you see and buy