Fashion is changing, interpreting new opportunities for original design brands in the post-epidemic era

In the post-epidemic era, gradually changing consumption habits have brought more changes to original design, and the way original design brands interact with consumers has become more diverse. Where are the opportunities for brands today? What does it take to grow a brand? We need to study together.

For the global fashion industry, 2021 is still full of challenges. In the process of digitalization andintelligentization, the epidemic has become a catalyst for industry change. Consumer behavior has changed and demand has continued to escalate. Unprecedented changes have quickly becomeNew Normal.

The epidemic has also had a huge impact on the fashion retail industry. Data shows that among all sales channels, department stores have been hardest hit, with clothing categories experiencing a significant decline. Although fashione-commerce sales are showing a growth trend, the market has not returned to the pre-epidemic state until the second half of 2021, and the global fashion sales system is in urgent need of adjustment.

Currently, China has a middle-class population of over 300 million, and countless overseas brands are paying more attention to this huge consumer market. However, the rules of the game in this huge market are also changing rapidly.

Overseas original design brands:

Enter the industry platform and enter the Chinese market

As China’s first smart full-experience fashion creative industry ecological park, Oriental Fashion Center focuses on original design and is committed to promoting the commercial development of original designer brands; as one of the important carriers of Oriental Fashion Season Qingdao Fashion Week, Oriental Fashion Center The China (International) Fashion Brand Trading Center Qingdao project that we are focusing on is also introducing more original designers and original works to Qingdao to provide better services to buyers in Qingdao and even across the country.

For example, in May this year, the 2021 First China-Korea Original Design Clothing Fair launched at Qingdao Oriental Fashion Center attracted many buyers across the country to participate in purchasing. The fair combines Chinese and Korean fashion trends with the design concepts of Korean designers, and brings together more than 1,600 products, 100% Korean originals, 60% of which are first-time products in China. Categories include women’s clothing, accessories, bags, etc.

Kim Ji-young, creative director of Korean designer brand Arriverj, said that South Korea and China are very close, and consumers like similar styles. From buyer feedback and market data, we can see that Chinese consumers have a positive attitude toward Korean original designer brands. Show greater enthusiasm. Entering the Chinese market with the help of powerful industrial platforms such as Oriental Fashion Center and China (International) Fashion Brand Trading Center Qingdao is the preferred channel for Korean original designer brands with higher efficiency and more flexible models.

Kim Ji-young said that since the epidemic, there have been two main new trends in the Korean fashion industry. First, omni-channel retailing in the fashion industry. Five years ago, everyone’s understanding of omni-channel was still about how to set up their own e-commerce department, but today it is more about how to effectively integrate various channels. For example, some department stores have moved their fashion business online, which means retailers have to make large-scale adjustments to the number and format of their stores. While reducing the number of offline stores, retailers are also re-examining the role of offline stores, such as integrating online technology and experience into flagship stores, and combining more cross-border methods to reshape the role of stores.

The second key trend is the change in people’s consumption habits. Jin Zhiying said that in the past two years, consumer behavior has changed dramatically due to the global epidemic. On the one hand, consumers can now access new brands from anywhere in the world through online channels; on the other hand, consumption behavior is more personalized, based on which brands connect with them and provide personalized services to their lifestyle needs. consumption decisions.

“I think original design is very important in the fashion industry. Whether it is in China or South Korea, it has a large audience, and designers should continue to work hard to develop it. In the Korean clothing industry, designers are trying to follow Korean consumption Consumers need to reinterpret original styles suitable for the Korean market, and strive to develop new designs based on market changes affected by the epidemic in order to survive.” Kim Ji-young said, “The challenge for the Korean fashion industry now is how to use social media, Connect with a new generation of consumers through online channels and live broadcasts. Chinese brands have done a good job in this regard, and now the world is following suit.”

Korean designer Lee Yin-hee also holds the same view. Lee Eun-hee is the designer of Korean brand Sogue, which features the delicate skills of Seoul fashion craftsmen. She believes that digital fashion and online demand will become the growth points for fashion brands in the future. How to meet the needs of Internet users through design is what designer brands need to pay most attention to.

2020 is a year of change for the design industry. The entire world needs the design industry to develop more thoughtful products. Due to lockdowns and working from home, consumers are changing their dressing and buying habits. “The public is more inclined to wear casual and comfortable clothes, and gradually shift from formal wear to casual wear.” The pursuit of health is also leading this “casual style”Empty cultural integration conveys the brand’s rooted concepts into the hearts of consumers. This goal requires a larger platform to carry it, and it also needs more original design brands that can represent Chinese culture and Chinese elements to interpret it together and form greater influence internationally.

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