After 4 years of economic recession, the fashion apparel map has changed dramatically

If it starts from the collapse of Lehman Brothers, the recession has lasted for four and a half years. The fashion industry is always in the spotlight because it involves all social strata. The rise and fall of each brand affects people's nerves, whether it is a popular brand or a high-end luxury brand. In the six months after the start of the economic crisis, Bottega Veneta once had a series of pajama-style menswear. Some critics joked: “Business men in pajamas suits with newspapers in their hands seem to be preparing for a breakfast meeting rather than a more formal lunch or dinner.” Breakfast costs much less than lunch or dinner. When money is hard to earn, throttling is easier than open source. Since the beginning of this year, men's wear has become the starting point for economic recovery in London and even in the United Kingdom. Not to be far behind Milan and Paris decades later, London, the fashion capital of the famous menswear custom street Savile Row, decided to organize menswear week as a major event in the city. Prince Charles and Cameron were the first and second presidents. Men's Week was unveiled.

London, which has contributed the most to the freshest of the four major fashion weeks, has always had a remarkable highlight. When the red fried chickens almost started from here. From Mary Katrantzou, Peter Pilotto to Gareth Pugh, and Christophe Kane, who was recently acquired by PPR, the only acquisition by PPR Group following the acquisition of Stella McCartney and Alexander McQueen in 2006. Also in the United Kingdom, fashion shopping websites have made achievements in respect of national taxation, taking the annual reports of net-a-porter.com on the “fashionista” route and ASOS.com on the “fashion leader” route. A family is better than a family. In addition, the United States department store giant Neiman Marcus, Amazon's subsidiary Shopbop.com, etc. are all earning pride in the field of e-commerce. The economic crisis is precisely the year when e-commerce is taking off. This year, almost all of these stylish e-commerce sites will formally enter China. Although the market monopolized by Taobao is difficult to change for a while, the potential of the Chinese e-commerce market allows them to see even greater prospects than their home markets.

China has given many people hope, but for some people it is disappointed. After four years of economic recession, Obama was reelected, but Hart Schaffner Marx, who made the "Nomination Night" suit for him, collapsed. This once-for-nothing presidential president, vice president, senator and many other celebrities of the civic and custom clothing brand has entered China in 2009 and opened a large-scale specialty store in Nanjing East Road, Shanghai, but in the end it ended in bleak results. When China’s total consumption climbed to the top three sales reports for major luxury goods groups, we also had to say sorry for some brands that have been eliminated by history. While measuring the social status with the value of goods, we also began to pay attention to the quality of the goods themselves. Fashion Week's showtimes became fashionable products for the purchase of goods. Even the resort holiday series began to receive attention.

From the past, it is limited to individual brands and small circles. Today, almost every brand has a resort series. Many designers frankly admit that they love the relaxed holiday series more than the stressful spring-summer fashion show. For consumers, the average price of the holiday series is two to three percent cheaper than the regular series, and it is less burdensome to start with. The relaxed and pleasing mood has become a major demand for people to shop. The concept of environmental protection that has become more and more popular is also an expression of people's pressure to unload shopping.

Including vacation series, the appearance of unconventional series such as holiday series, early autumn series or capsule series is also a kind of fight against fast fashion brands. Everyone thinks that the economy is in a sluggish state. Fast fashion brands have performed well, but apart from the expansion of the Asian market in H&M, Zara and other brands, the market share of the old market has not grown significantly. There was no shortage of high-end custom brands that worried people at the first time, but instead of anti-traditional haute couture dresses such as Maison Martin Margiela, there was something new to the already unadorned advanced custom dress industry. Compared with other depressing industries, the economic downturn is still kind to the fashion industry. There is no major earthquake but an opportunity. Finally, and most importantly, LVMH, the world’s largest luxury goods group, acquired Bulgari, the world’s third-largest jewellery supplier, and later sought to acquire Hermès. I believe that in the next few years, the wave of mergers and acquisitions will be wave after wave, it is time to re-demarcate the fashion map!