How Does Italy Fashion Industry "Go Out" And "Import"?

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People also poured into Shanghai, we and

Chairman,

They talked about their intentions.

Opinion.

Italy fashion industry is paying close attention to China.

Recently,

Under the organization of the Jingan District government of Shanghai, the consulate of Shanghai Italy, the Italy foreign trade and Economic Commission and the creative fashion Committee,

Monte Napoleon street,

(MICAM), fur exhibition, leather exhibition, spectacle exhibition and bags exhibition came to the stage. Among them, MICAM also released the 2019 autumn winter shoe trend trend forecast in Shanghai with the trend trend analysis service provider WGSN. The Milan design week periphery exhibition, which is planned for the end of the month in Jingan District, Shanghai, has entered second years.

It can be seen that Italy is trying to convey the consumption concept of fashion oriented and Italian style lifestyle to Chinese consumers, and Shanghai, which has always been named "China fashion capital", has become the preferred display window.

These trade organizations have come to China and are inseparable from the policies of Italy.

In August 21st this year, the Ministry of economic development of Italy announced the establishment of the Task Force China, aiming at establishing a dialogue mechanism between the government, business and society, and further strengthening the economic and trade relations between China and the two countries.

Michele Geraci, Vice Minister of economic development of Italy, said in the founding of the China task force that China's domestic market is huge and its demand for high quality products is constantly improving. Italy should seize the opportunity of China's development.

When he appeared in a dinner party in Italy fashion industry in Shanghai in November 6th, he further expressed his views on the fashion industry in the two countries' trade.

"The most important thing in Italy is the fashion industry. Fashion is very important and can represent the image of Italy," he said. "We say" Italy does not design, Italy is the design, "because design is not only fashion, but also with technology, culture and other fields.

It can reflect the positive interaction between the fashion industry of the two countries. Milan fashion week and Shanghai fashion week, the two organizations that represent the local fashion force, are seeking opportunities for cooperation.

A few months ago, during the 2018 autumn and winter fashion week in Shanghai, Carlo Capasa, chairman of Milan fashion week, told the interface news that although the cooperation between the two sides is still in the initial stage, he is willing to release the new brand of Italy brand for Shanghai fashion week. "Shanghai Fashion Week attaches great importance to young people. This is very important. Young people's ideas and attitudes are the leading force to guide the development of the fashion industry."

Italy brand wants to "go out", but Capasa said in an interview with the interface news in November 6th that the different business models of the two shopping malls may be a big obstacle. Italy's shop style is basically a street store, while China's large multi brand shopping centers are springing up like mushrooms.

"Small and medium sized brands in Italy may be difficult to exploit.

They are not well-known enough to enter large shopping malls, and they may be more expensive to shop. "

He said.

In turn, China's small and medium-sized brands will also be troubled by differences in business models.

Guglielmo Miani, President of Monte Napoleon District in Milan, said in an interview with the interface news that many commercial outlets in Milan are waiting for free shops on Mont Napoleon street, but for small and medium-sized brands, it is still more difficult to enter.

However, large Italy brands are still promising in the Chinese market.

Even at the beginning of October, the price of European luxury goods group was down by the fluctuation of China's economic conditions, and Capasa still believed in the stability of the Chinese market.

"The impact is only temporary. Overall, China's luxury market is still growing," he said. "And there are studies showing that the number of Chinese buyers is also growing. This is not only a good thing for the brand of Italy, but for all luxury brands, it represents the growth of Chinese consumers."

Therefore, he believes that it may not be the "golden age" for the development of Italy brand in China, but it is also the "Silver Age".

Italy is also an indispensable home for the more fashionable Chinese fashion brands.

The trend that can be seen in recent years is that commercial brands and designer brands are actively seeking exposure to international fashion week to enhance brand awareness.

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Commercial brands such as JNBY and Bosideng have gone to New York fashion week to find opportunities. Designer brands such as Staffonly and Private Policy are also appearing in the London Fashion week. The Paris and Milan fashion week with relatively high specifications and stricter ones also have Chinese brands, such as Angus Chiang and Angel Chen.

But Capasa believes that it is not enough to really become internationalized.

"If we want to open up international fame, we must first define the brand's creative concept and highlight its originality," he said. "Some of the Chinese companies I have observed will spend a lot of money on factories and products.

And the international fashion brands are putting money in an intangible, more conceptual place, such as spending 15 million euros on top creative directors, photographers, hairstylists, building distribution systems, etc.

Chinese brands should dare to invest in these areas.

At the same time, he also mentioned the shortcomings of Italy brand: "the advantage of Chinese brand lies in the market segmentation, cheap, expensive, street style, fast fashion, sportswear and so on, but the Italy brand is basically highlighting high-quality luxury brands, so the combination of them is complete.

Atmosphere. "

Rather than seeking the "going out" brand of Italy, what Miani wants to do is to "import".

In 2017, sales of duty free products of Mont Napoleon accounted for 65% of Milan's total sales volume. Among them, Chinese tourists were the most powerful consumer groups.

As the only and most famous luxury shopping street in Milan, Mont Napoleon also wants to attract more Chinese consumers.

Miani said in an interview with the interface news that at present, China still wants to focus its efforts on Shanghai. Through the cooperation of tourism projects, lifestyle exhibitions and flash shops, the Chinese consumers will get a better understanding of Monte Napoleon street.

In the past few months, the WeChat public number of Mont Napoleon street has been specially launched.