In recent years, with the Spanish ZARA Sweden's H&M, Japan UNIQLO and GAP of the United States and other international fashion retail giants quickly scrambled to the Chinese market. From the global trend, the wave of "fast fashion" is already unstoppable. In the "slow fashion" era, Shishi brand can win a place. Then, in the new round of "fast fashion" duel, stone lion What has the brand prepared to "attack the city"?

Shi Shu long: heavy money to create "Metropolis tide brand seasunland"

In April 9th, the new seasunland conference was held to reveal the concept of free and comfortable urban lifestyle and interpret the meaning of "fast fashion".

With the opening of the rock band, the black background of the show can not repress the bloom of youth on the T stage.

The first series of autumn series is pure fruit green, sapphire blue, orange or clever echo, or bold collision color, robbing people's first vision. Personalized T-shirt with colourful sweater, relaxed Hoodie and body jacket, low waist jeans and skateboard shoes mixed with bright belt, with baseball caps, personalized headscarves, waist chains and other ornaments, with hip-hop feel more concise and capable, as if letting people suddenly feel on the streets.

In the following winter new products, asymmetrical designs of cotton jackets, warm wool caps, antique flanged jeans and thick needle wool coats were added. Besides the bright spots of color, more geometric elements are added in. The ancient wind and movement tide interspersed in this series of Mashup, the loose outline can not keep the dynamic temperament, and the whole looks more relaxed.

The 16 sets of fashion lovers show up the fashion show: candy color, retro printing, motorcycle jacket. The same fabric and the same elements have removed the gender boundaries under the banner of youthful trend, and more accurately expressed the younger generation's concept of dress and life.

What is "fast fashion"? Contrary to the "slow fashion" that emphasizes uniqueness and durability, "fast fashion" is mainly aimed at white-collar workers and young people. Clothing prices are affordable, design and production are fast, and upgrading is faster. LIVEYoung, as the theme of the new conference, is a new way of life and lifestyle for us. It is a harmonious resonance between natural health and urban fashion. It is a wonderful mixture of classic retro and modern avant-garde. It is the exclusive "tide" of youth.

Cai Midun, general manager of Si Shu long, said in an interview with reporters that today, SiSulan has integrated the unique brand culture and sports leisure functional requirements and forward-looking fashion elements to create a unique brand style for young urban groups aged 18 to 30. They are full of youthful vigor, health and sports, and are highly sensitive to fashion. They are personalities who enjoy a happy life. They not only dominate the current Internet culture, but also become a new force in the consumer market. On their bodies, they are permeated with the vitality of new culture and publicize their unique and uninhibited personality. For this reason, SiSulan played the brand slogan of "the first line of City tide brand", and integrated the characteristics of new culture and trend subculture in the design and product interoperability, so that the appearance of the product is more yuan and collocation is richer.

L&XF: "what brother sells is not clothes, but fashion."

"Costa sells not clothes, but fashion." Unlike FMCG consumption, the functional attributes of clothes are basically abandoned, focusing on the added value of clothes - that is the sense of fashion. Following your feelings, you can be impulsive. Impulse is the driving force of frequent consumption. "Fast fashion" quickly penetrated into high-end brands. The next story is more in line with modern people's understanding of fashion, such as L&XF.

L&XF is a high-end line, but high-end does not mean "slow fashion". Now the market for L&XF, is no longer a product, but the rhythm of youth, "fast fashion" customer value is constantly creating the fashion experience for customers.

"Fast fashion is unlikely to disappear because it caters to the tastes of young people. They think accessories are no longer durable goods, but products that need constant updating. " Liu Xiaofei, head of L&XF, said: from luxury to ordinary brands, "fast fashion" is permeating. Therefore, the new products of L&XF this season emphasize more on their own design, more "independent" and more welcomed by buyers. Liu Xiaofei said: "at present, a core element of fast fashion mode is to follow the fashion trend by quickly copying international brands. Just imagine, if all our brands are plagiarized, and ultimately lead to no personality differences among brands, then how can fashion be talked about? Therefore, local brands must gradually build their own design strength from plagiarism in the fast fashion journey.

The storm of "fast fashion" has swept through, and we need to change our mindset, because the transformation of ideas is fundamental. At the same time, from luxury goods to ordinary brands, they are permeating "fast fashion". At present, it is the peak time for Shishi enterprises to release new products, and Shishu, bin Nu and L&XF are only representatives of many enterprises in Shishi. This shows that the "fast fashion" of the industry is not only a business mode in a certain field, but a new revolution of consumption concept in the whole field. It is driven by the revolution of new consumption concept, and a business model that may soon spread throughout the field. Fast fashion is coming. Shishi enterprises are ready. They are gathering heavy troops to ask for Central Plains.