CHIC2011 Designer Brand: Yearning For CHIC'S Cohesion

For many years, designer brand seems to be no longer the leading actor in CHIC, and even many professional viewers never care about the existence of designer brand in CHIC's seven or eight large exhibition areas, including us.

When we were concerned about the new faces of CHIC, we first thought of designer brand. The first question we asked to the designer brand interviewed was: is your brand the first time to join CHIC?

The answer has made us feel ashamed. Most of the brands have been exhibiting for more than two or three years. They are basically in the exhibition area of women's wear brands. Many interviewed companies say that many professional audiences only regard them as women's wear brands, but have not yet refined their professionalism from the concept to the designer brand.

"Mixed" into women's clothing area for designer brand, both advantages and disadvantages are in contradiction.

Some designer brand designers and managers expressed Ambities in the "double" identity: CHIC, as a business platform, attracted a warm atmosphere of professional audiences in the women's wear area. Although the "small group" did not refuse to have the designer's brand to expand the channel, but as a cultural and creative platform, most of the interviewees hoped that there would be a special designer brand area, which would also give the brand a good place to play in the CHIC.

The contradictory mood reflected in the exhibition is a big problem that many designers and designers are now struggling with.

Over the past one or two years, the number of designer brands has increased and increased, making the original "very small" personality group feel more difficult to fight.

At the same time, designer brands are becoming more and more large, and it is more difficult to establish personality style.

As a result, more and more designers have similar styles. The phenomenon of homogenization has become a potential crisis of "personality brand".

Therefore, designers will be entangled in the brand. In the face of CHIC, a big platform that can display itself and expand business opportunities, how can we achieve the best of both worlds? What kind of services can CHIC provide to take care of the overall situation?

It is understood that the designer brand of fashion developed countries has calculated a relatively scientific proportion. There is no research on the proportion of Chinese fashion market and designer brand. Is designer brand only a niche brand?

Is it necessary to carry on the absolute individuality, the absolute unique pressure and the burden?

In fact, this is an obligation that the industry needs to help designers to sort out ideas and solve heavy burdens.

Perhaps the biggest entanglement of designer brand is a heart knot. The contradiction between market and personality is the perennial root knot of designer brand, but it becomes clearer today in the post crisis era.

So, to display brand personality and expand business opportunities, perhaps CHIC can not really provide a real "designer brand area", but allows them to feel strongly the "attention and importance" cohesion.