What is outside of Fashion Week?

The brand's big show in fashion week is now more and more media properties, the Chinese actress gathered in Paris Fashion Week is corroborated. However, the original purpose of Fashion Week is trade. Without business, there is no need for media exposure. There are big brands and small brands in the show. For example, Masha Ma, who made the show at Paris Fashion Week, admitted that the brand has only three regular employees.

The brand of the show is still on the official timetable or an unofficial schedule. The difference is that if it is not on the official timetable, the media and the buyer must rely on the brand's own attractiveness. Nearly 20 shows a day, but also in different locations, there is no point of surgery can only make choices.

Most of the clothing brands that are eligible for the show choose to show, while accessories and shoes brands choose to rent a venue during the fashion week to do a static show, such as Bally, Jimmy Choo, etc. Of course, these brands are also big brands. If the brand's company has showrooms in Milan or Paris, it will display new products at its own company. For example, Brunello Cucinelli, who is planning to list in Milan, showed the company 1000 new items developed on the first day of Milan Fashion Week.

If a small brand wants to receive business, it will often participate in the Trade Show Trade Show during Fashion Week. There were so many trade shows during Milan and Paris Fashion Week that there were many arrangements that couldn't be seen one by one. Fortunately, there were differences in the positioning of the various exhibitions. Buyers could see the selection of goods.

This time I went to Milan and Paris Fashion Week and I went to all the exhibitions to see a circle. Here I will introduce it so that everyone can go later.

There are five trade shows during Milan Women's Week: MI Milano Pret a Porter, White, Cloudnine, Neozone, Touch! . I went behind four because the last four were held in one area. Cloudnine, Neozone, Touch! Three were organized by Pitti, organized by Florentine Men's Wear, Touch! It is an elegant women's wear, Neozone is a casual women's wear, and Cloudnine is an avant-garde dress. White's founding time was not long, but it developed rapidly and its reputation was good. This time, White invited Uma Wang to Milan for a show. White also brought the brand to China to participate in the CHIC China International Clothing Fair in Beijing.

During the Paris Women's Week, there were more than ten trade shows, including Premiere Classe, Atmosphere's, Paris Sur Mode Atelier and The Box, all organized by WSN. The first three were held together in tents set up on the edge of the Tuileries Garden. Premiere Classe and The Box are mainly branded with accessories. Lina Ma, who had performed at Shanghai Fashion Week, has participated in the Premiere Classe. Atmosphere's and Paris Sur Mode Atelier are women's, some avant-garde ones, and one is more elegant and mature.

The Tranoi exhibition has three exhibition halls in the urban area of ​​Paris. The organizers hope that the buyers who can go around to watch the show can see the exhibition nearby. I went to two of them, one on the Champs-Elysées and one on the Place du Louvre, which was very impressive. Of course, the brand of the three pavilions is completely different. Which pavilion is chosen for the brand's participation is very particular. This is also the case at Vendome Luxury, which held a 10-year exhibition to host the exhibition of three five-star hotels in Vendome. I went to see Mary Ching of Shanghai, founded Star Hu in London and GAOWEI+XINZHAN, a designer brand in Paris. Mary Ching is attending the show for the second time. She thinks this is the best exhibition in Paris for her brand positioning. Gao Hao of GAOWEI+XINZHAN said that the participation fee for the Vendome Luxury Exhibition is the most expensive of these exhibitions in Paris, which is about 100,000 bucks. The effect is certainly there but the order will depend on the brand itself and there will be some luck.

The (Paper) Paris Womens exhibition was held in an old garage, where Gareth Pugh's show had just been held two days ago. It can be seen how tight the venue is in the city during the fashion week. This exhibition is mainly based on streetwear. Levis Vintage Clothing, Levi's high-end line, also participated in this exhibition. It can be seen that the brand is not necessarily big enough to do its own activities.

There are also three exhibitions, Memy Mode, Zip Zone Paris and Designers&Agents Paris. Among them, D&A is an American brand. All three exhibitions are relatively small. If there is no goal, it will be finished in about five minutes.

In addition to the exhibitions, there are many multi-brand Showrooms in Milan and Paris. These showrooms are actually like a trading company, but they may not necessarily participate in the order process after promotion. Of course, Showroom also has expertise or positioning, and they may also have a lot of their own exclusive agency brand. Massimo Bonini, for example, has represented more than a dozen designer-brand shoes. Now that this Showroom company has expanded into the retail sector, it opened a store in Lee Garden in Hong Kong last year.

In addition to the support of countries or regions in this regard, London Fashion Week is the most underrated among the four major fashion weeks. The British side has attacked everywhere. During the Paris Fashion Week, there are London Show Rooms and On|Off. Vauxhall Fashion Scout has many groups to bring British designer brands to Paris. In addition, the British Association of Textile and Apparel also specially produced the Brits in Paris map, which lists all British brands participating in trade shows in Paris, having their own Show Room, or joining a multi-brand Showroom, on a publicity material to facilitate the procurement of the United Kingdom. Designer brand buyer. YANG DU, a brand founded in the United Kingdom, participated in On|Off and naturally appeared on the map.

Brazil is also very concerned about this. I have seen the Logo of Brazil in Paris at several exhibitions. Australia, Florence, Belgium, etc. also have fixed Showroom to attract buyers in Paris. Of course, the China Garment Association also held several cocktails in China in Paris with Faxin Fashion in Paris. Chow Tai Fook and K11 brought two designers to hold the exhibition. If we can further extend into the field of trade in the future, we believe there will be more local designers participating.

However, the premise is that there are more buyer-oriented retail stores or department stores in China, at least I did not see a few Chinese faces at the show. Using numbers to prove it, WSN's four exhibitions were visited by 16908 buyers, 6,852 in France, 5,694 in other European countries, 926 in the United States, 2,102 in Japan, and 248 in China.

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