“National Tide Expedition” Vipshop will bring four brands to the 2019 Spring and Summer London Fashion Week

In 13 years, the British missionary Timothy Richard translated "Journey to the West" into English and named it "The Trip to Heaven." This is the first time that Journey to the West tells the story of this practice in the Western world in the form of an English book. This deviant stone monkey is one of the most well-known Chinese cultural images in the West. When it comes to Chinese elements, Sun Wukong is a person who can't get around.

The latest intersection between Sun Wukong and London is the September 13th Vipshop's fashion show at London Fashion Week.

The Spring and Autumn Week of 2019 has been officially launched. Vipshop will be the partner of the British Fashion Council, bringing the footwear brand Kisscat, the clothing brand to the fan, living in the left and the white deer language to London Fashion Week. , took four shows.

The theme of the conference was “National Trends” – from the end of last year, the national tide became a hot word, and the traditional local brands have become increasingly popular with their design and styling capabilities, as well as marketing methods that are closer to younger consumers. . However, in the context of Western context and cultural background, it is not easy to explain what is the national tide and to interpret Chinese cultural symbols in a way that is not unreliable. Referring to Korea's K-POP, the national tide was translated into C-POP, and the four brands that went to London together with Vipshop chose their respective interpretations of C-POP.

The "closed fan" chose the theme "pill", and the opening was a pharmaceutical video of a Chinese herbal medicine made by CG. This fashion brand, created by designers Han Wen and Feng Guang in Hangzhou in 2014, has always been a frequent visitor to find inspiration from Chinese traditional culture, such as the “full feast” in spring and summer of 2017. The Spring/Summer 2019 series released in London has gained a source of creativity from the packaging and advertising of traditional Chinese medicine.

"White Deer" is a light luxury brand owned by Handu Yishe. This time, in London Fashion Week, the theme of the ancient Chinese symbolic auspicious deer, using silk and silk yarn as the main fabric, compared to the dense fan color Jumping and high saturation, White Deer is more fresh.

“Living in the Left” comes from the Inman Group and was established in Guangzhou in 2014. The Spring/Summer 2019 series is divided into two parts. The first part is titled Sky, Universe and Stars; the second part is inspired by raw elements such as flowers.

The shoe brand Kisscat is the most special. As a footwear brand under the Guangzhou Tianchuang Group, it has never participated in Fashion Week before. In fact, the footwear brand rarely displays new products in the form of catwalks. The sight of the shoes is too low, and the pace of the models is too fast to be carefully captured by the audience. So all the time, Nicholas Kirkwood and other brands are mainly static models. At this London Fashion Week, Kisscat used Wukong as a source of inspiration to try to tell the story of Goku's debut, seal, and rebirth.

Wang Haitao, general manager of Kisscat, said that the preparation of the entire series took only two months, because some shoes were made using 3D printing, which is difficult to mass produce. However, the clips of the show will be used as the material for the marketing of Kisscat. The concept of “Wukong” will also be reflected in the decoration of the store.

In January of this year, Vipshop and the British Fashion Association announced the establishment of an exclusive e-commerce strategic partnership in Beijing, launching a ready-to-buy, Vipshop exclusive fashion show and other projects. This London Fashion Week of 2019 Spring and Summer, the British Fashion Association President Caroline Rush also appeared in the show of the Vipshop. Caroline Rush told the interface news that London Fashion Week is the most diverse and inclusive fashion week, and London Fashion Week is becoming more and more open, connecting platforms from different countries to share resources.

In addition to the secret fan of Shanghai Fashion Week and the life of Beijing International Fashion Week, the other two brands that came to London Fashion Week with this Vipshop will not be frequent visitors to Fashion Week, and they will choose a newbie rather than a more mature brand. Sun Gefei, vice president of Vipshop, told the interface news that he wanted to let the international community see the "national tide" of different styles.

China's e-commerce business is fiercely competitive, and Tmall's fashion development is the most mature. Jingdong Fashion is the new strategic focus of JD. It is difficult for Vipshop to join the brand resources and establish differentiation. Vipshop has established overseas offices in the United Kingdom, South Korea, Japan, etc. The buyers working in overseas offices constitute an important part of Vipshop's overseas business. They are looking for brand suppliers such as fashion, cosmetics and electronic products. These brands are recommended to the “Vipshop International” mall of Vipshop’s Haitao business.

Mimi is the buyer of Vipshop in the overseas office in London. From a year and a half ago, he was responsible for finding British brand resources for Vipshop. “Chinese consumers like some of the more well-known British brands. Although they work in the UK, I need to keep up with the hot spots.” Mimi told the interface news.

Vipshop will have an interesting tradition. Buyers in overseas offices will return to China every year. One of the tasks is to send a courier – to send the parcel to the customer's home, and then ask their opinions. However, Mimi said that because the people who place the order are often not the ones who sign the package, there are not many opportunities for the customer to speak up.

In May of this year, the interface news reported that Vipshop would tear off the “sale” label and transform it into an e-commerce platform that introduced more authentic products from all over the world. However, in London, Sun Gefei said to the interface news that “sale” will also be the trait of Vipshop, and at the same time, Vipshop will also change its attitude towards the selection: “From what has been sold in the past, to what Now we have to choose and choose."