LV Opens A Men'S Fashion Show Store In Beijing SKP

French brand Louis Weedon (LV) recently opened in SKP, Beijing.

Show shop, exhibition and sale of 2018 spring and summer men's wear series.

According to the world clothing shoes and hats net, the average daily passenger flow is about 1000, and some of them are sold out.

From the perspective of design style, there is no business sense similar to suit, but a fashionable holiday wind. The invited stars are also "95 after" Liu Haoran and Edison Chan, who highlight the trend of taste.

Industry analysis pointed out that men's clothing

Once hoped for a new growth point by the brand, but it experienced a sharp decline around 2016, especially the Chinese market which was not accustomed to wearing suits.

Nowadays, although men's clothing business is not mentioned frequently in brand earnings and strategic expression, it has come back.

Flash shop Showcase

Louis Weedon's flash shop is the theme of island adventure, located in the atrium of SKP, Beijing, next to Louis Weedon's one storey store and opened to the public on -29 January 10th.

There are a number of limited edition products and new leather products entering the Chinese market, as well as a series of selected accessories, watches, ready-made clothes and even surfboards.

The layout and products of the flash shop are mainly Hawaii style, including tropical and romantic costumes, such as foliage print patterns and knitted mosaic patterns. It is equipped with a pformed van T1, and the body is also covered with patterns.

At the beginning of the unveiling, the flash shop invited Liu Haoran, the "95 star" star and Edison Chan, who are outstanding in fashion.

According to the clerk, the flash store has opened 9 stores in the world, offering the same series of products, and only 1 in Beijing.

All the goods in the shop are limited to 2018 spring and summer men's wear show.

Compared with other permanent stores, the flash shop does not have any enclosure in and out of the store, and there is no need to queue up for current restriction.

It is understood that many shops have sold out in less than a week.

It is understood that Louis Weedon will not set up a flash store after every show.

Louis Weedon once tried to use the flash LV store in Paris, Beijing, Sydney and other 6 cities in January after the release of the Supreme X series.

At that time, Beijing shop chose 798 of the Arts Center, the site of the fence, need to queue up.

At the same time, Louis Weedon also tried to set up a flash shop for the 2017 spring and summer men's wear series, focusing on the African elements and punk spirit of the wild style, attracting young customers.

According to the insiders, the connotation of the flash shop is changing, and it is more than just selling a limited quantity of goods in a short time. What is more important is the store experience and attracting young consumer groups.

In addition, Louis Weedon tried several times to try the flash shop, aiming at men's clothing products, it was easy to see the brand's intention to test the men's clothing market, and obviously bet the target group on the millennial generation that gradually became the mainstream consumer group.

Overweight men's wear market

Over the past two or three years, many brands hope to use men's clothing as a growth point, but the effect is not satisfactory.

Recently, with the rise of the new generation of consumer groups, the purchasing power of young male consumers has been gradually locked down by more brands.

Previously, men were considered to have strong purchasing power and could be an important driving force for men's wear market. However, most European and American brands were concentrated in casual suits and formal clothes.

But Chinese people do not have the habit of wearing suits. Business men's clothing performance in China is not growing very well.

Recently, however, men's wear has gradually returned to the show, even with women's wear.

In order to cater to the young market, the cards are no longer betting on suits, and have begun to launch a joint series with Chao brand and sports brand.

Such as LV * Supreme and LV * Adidas ultra boost series.

In addition, the Prada brand, which has been focusing on women's clothing, also said that it would double the sales of men's clothing in the future, expand the number of stores continuously, and further expand the market so that the category could return to the two digit growth rate.

Data show that the total sales volume of Italy men's fashion market in 2017 reached about 9 billion 200 million euros, an increase of 2.1% over the same period last year, and men's clothing exports accounted for more than 65% of the entire Italy men's clothing market.

Among them, Italy men's clothing exports to mainland China in 2017 increased by 17.1%.

Since 2010, the volume of exports has increased significantly, and this trend will continue in the new year.

It is estimated that the export volume of men's clothing in Italy will increase by 3% in 2018, and the total export volume will reach about 6 billion euros.

Industry experts analysis, in recent years, consumption promotion leads men's clothing market to the direction of innovation design, the overall style began to become relaxed and comfortable.

In particular, for the millennial generation, brands need to truly integrate this consumer group to resonate with young consumers to meet their changing consumer needs.

Meanwhile, the men's wear week in Paris earlier this year also began to highlight men's clothing market share.

The Paris men's wear week has been extended over time, and the brand has also increased.

Among them, Paris fashion designer brand Vetements*** takes part in Paris men's wear week. The British men's wear brand Dunhill London will move from London Fashion week to Paris.

In addition, the US street wave brand Off-White, German designer brand gmbH, Spain

Brand Palomo Spain and Paris designer brand N UKU have all taken part in the men's wear week.

Design style leisure

Kang Lanxin, President of the school of clothing and accessories, said that men's clothing in recent years has been partial to leisure style, and the whole business will be better in the future.

Influenced by the trend of international fashion, many formal clothes also begin to lean towards comfortable leisure wind.

At the same time, the quality upgrading brought by the upgrading of consumption and the consumption of brand become the product consumption. Consumers no longer stick to the desire to pay for the premium of brand, and begin to pursue a comfortable state of self release.

Zhang Peiying, Honorary Advisor of the China Alliance, said that from the current men's wear market, the overall design style began to approach the popular elements of the street, positioning the younger generation of cards to upgrade the quality of consumption, and began to focus on choosing more comfortable fabrics.

For consumers, men's desire to buy is no longer lower than that of female consumers, and consumer attitudes are starting to pursue more fashionable elements.

At the same time, the comfort of products is the primary element.

Zhou Ting, President of the Institute of wealth and quality, believes that men's clothing is the development trend of the future market, and consumers' pursuit of high quality products will gradually intensify.

Consumption is changing from brand personality to consumer personality, and products and services that are different from others are becoming the core demand of many consumers. At the same time, consumers will pay more and more attention to product design, fabric selection and clothing technology.

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