Men's wear becomes the "straw" to save the market

In the case of widespread bleak performance of luxury brands, luxury men's clothing has once again been noticed, and menswear seems to be a "straw" for luxury brands to save the market. The sluggish economic environment and “Kat Fight” do not seem to have a profound impact on China’s luxury menswear market. This business unit is also becoming a blue ocean for luxury brands to tap the Nuggets in the Chinese market.

Luxury Daily columnist Tammy Smulders once wrote in his “10 key trends in luxury retail” article that the luxury retail industry will revive men’s wear in the next three to five years, and the men’s wear market is very promising, growing by 1.5 times that of women’s wear. Luxury brands will promote menswear spending and attract new customers. In addition, the organizer of the Pitti Immagine Uomo (Florence Men's International in Florence, Italy) also issued a statement at the beginning of the year: “The future of the menswear industry is very good.” Optimistic voices continue, but in the context of the recession in the luxury goods industry, can luxury menswear bring luxury to luxury brands?

LVMH and Kaiyun Group increase investment in men's clothing

In recent years, the growth momentum of the men's wear market has surpassed that of women's wear, and the importance of the fashion industry to men's clothing has also increased. The two giants of the luxury goods industry, LVMH and Kering, have increased their investments in the menswear business. Many luxury brands have begun to vigorously develop menswear production lines such as Hermes and Longman. (Lanvin), Gucci, Ralph Lauren, and Dolce & Gabbana have recently opened new men's clothing stores.

Ralph Lauren: Back to Menswear Show

Ralph Lauren has announced that it will hold its Purple Label menswear show on Milan Menswear Week on June 20. This is the first time that Ralph Lauren has held a menswear show since 2003. In addition, its Polo Ralp Lauren collection will also host the T-Taiwan show at the Men's Week in New York in July.

Some analysts believe that Ralph Lauren's move is likely to revive the brand menswear release show. At present, Ralph Lauren brand New York Fashion Week held a new release of women's main line, although he also has several men's lines, but since 2007 has not held a complete menswear show.

Michael Kors: To Become a Men's Leader

The American luxury brand Michael Kors naturally saw the trend of men's revival. They started to plan to develop menswear in 2103, and even once declared that they would become men's leaders. Michael Kors' impressions are often young and upward while being ambitious. Recently, the New York-based company announced that Marcel Ostwald, a veteran from the German men's luxury brand Hugo Boss, has taken over the post as the new men’s creative director.

In fact, MK began brewing men's clothing as early as 2013. In order to maintain the growth momentum, the brand began to tilt toward the menswear business in its embryonic stage and opened up an entire space in the SoHo flagship store in New York for the sale and purchase of menswear products, including bespoke suits, shirts, ties, and sportswear. Accessories. "For all major luxury brands, men's wear is an important element in improving the customer's lifestyle experience. And retailing is a major part of our overall growth strategy, so it is important to integrate the growing menswear business into this strategy." MK* * And CEO John D. Idol explained this to the development of menswear. At this point, the president and creative director of the brand men's clothing division are equipped with two key personnel. Founder Michael Kors thinks that Marcel Ostwald has his talent, his experience, and his understanding of brand building, which helps MK to open the men's market."

MK has launched a men's collection since 2002. As of July last year, the brand's men's wear totaled about 450 stores in 35 countries. The men's fall/winter collection released in January this year has taken a casual style, as Michael Kors himself put it: “I want MK to be the clothes that men can wear from the closet when they get up early.” The brand has also confirmed that Participate in the first New York Men's Wear Week organized by the American Fashion Designers Association (CFDA) this summer.

Dolce & Gabbana tries to approach male high-spending consumer groups

After Dolce & Gabbana launched the Men's Alta Sartoria series last year, customers who want to buy can only place orders at Milan flagship stores. However, starting this fall, the Fifth Avenue stores in New York will also open the door to consumers with customized needs. Domenico Dolce, one of the designer of the brand's doubles, explained: “We tried to pass this series of high-spending consumer groups near men. They attach great importance to personalization. Perhaps from the Middle East, Russia, China, or Switzerland, Singapore, the United States, but No one wants his costume to be the same as others."

Dior Homme: China's Cheng Dio men's clothing store up to country

Dior Homme continued to tour Guangzhou on April 8 this year after he held the menswear show in Beijing and Shanghai in 2013 and 2014 respectively. The Red Carpet Stars gathered in the evening, and Dior Flower's beautiful men sang out under the superb symphony of 40 musicians of the Guangzhou Symphony Orchestra, performing the theme of “Rope connected to day and night romance”. According to the assessment, the first show contracting area of ​​Dior Yi in Guangzhou was four times as many as its European show, and the number of its visiting guests was also seven times that of Europe.

It is reported that at present, the number of Dior brand stores in China is as many as 40, including 18 Dior 桀骜 stores, which makes China the world's largest supplier of Dior menswear stores (Global Dior 桀骜 Shops Total More than 60 homes). In this regard, Dior brand CEO Sidney Toledano once said in an interview: “Now, luxury goods are a very important symbol of quality of life for China. If high-end watches have been sold, With the downturn in the major environmental policies, I believe that this is the highest opportunity for the development of fashion brands and high-end accessories."

Lanvin: Bringing a New Trim for Men's Dresses

Since Lucas Ossendrijver took over as Lanvin's men's designer, he brought a new type of tailoring - contouring. This tailoring method focuses on the essence of Lanvin's suit design: self-cultivation, neatness, and classic tailoring. This service is suitable for guests who are looking for individuality, comfort and beauty.

This semi-custom service provides customers with a new alternative to ready-to-wear clothing to meet their special dress needs. Semi-custom service provides customers with a variety of fabrics suitable for winter and summer wear. LANVIN offers customers 16 sets of fabrics, of which four can be selected for a long period of time and are suitable for making classic costumes. There are also various seasonal materials for loyal customers to choose from: 350 kinds of shirt materials and 1200-1500 kinds of suit fabrics. Linen, grosgrain, plain fabrics, and small plaid fabrics are all available. Lanvin also has different styles of buttons, pockets, and flap designs to choose from. There are 19 jackets, 4 evening dresses, 7 cuffs, and 11 shirt collars.