Song Zhongji Appeared In Dior Homme Autumn And Winter Fashion Show

Last Friday night,

In Hongkong, 2016 autumn and winter fashion show, a large number of Asian celebrities, and the Paris electric club Club Cheval after the release of the hot celebration party.

At the scene, a new wave and skating Asian culture feast was held in 80s.

"Starring Song Zhongji", its appearance attracted the attention of a large number of young female fans, and the opportunity to take pictures with him at the party was triggered. The Dior Homme's social media exposure on Sina micro-blog and WeChat circle was exposed.

Song Zhong Ji

In an interview with WWD, Kris Van Assche, the creative director, said that it is very important for the brand to attract the attention of consumers in the Pan Asian Pacific region, though Dior Homme was also held in other major cities of China.

But in Hongkong, this is the first time.

Dior Homme conference site

Kris Van Assche revealed: "the brand has held a fashion show in Beijing, Shanghai and Guangzhou, and is basically developing towards the south. This show should take care of the whole Asian market, not just China."

To integrate into localization, as a designer of the new trend, Kris Van Assche said he had interviewed several local male models for the show.

Dior Homme conference site

Last year, the new president of Dior Homme Serge Brunschwig pointed out that

The release of fashion show is an important opportunity to talk with Asian consumers. Dior Homme has a high reputation in China, Korea and Southeast Asia. It can feel people's excitement outside the show.

Within the first few months of the event, Dior Homme, which opened just now in the Hongkong Plaza and the Plaza shopping mall, is in sharp contrast to many luxury brands' withdrawal from Hongkong. Most retailers believe that Hongkong's retail performance has been severely challenged due to the sharp decline in the number of tourists in mainland China.

In this regard, Serge Brunschwig explains: "Hongkong is like New York, which may be in crisis, but there will always be a turning point, and there is potential for growth here.

Changes in the external environment are important, but they can be ignored for us. We know that these achievements will eventually return. "

When asked about his forecast for prospects outside Asia, Serge Brunschwig believes that the brand did not have a positive start this year, mainly because Europe's successive terrorist attacks have not yet subsided.

Brussels terrorist attacks and Paris terrorist attacks are hard to assess the negative impact of these two incidents. This is a problem that the global fashion retailers need to face.

Serge Brunschwig points out that brands will closely observe what will happen next, and hope that no similar thing will happen in the coming months, and everything will gradually return to normal.

Earlier executives said that Dior would pay more and more attention to the Chinese market, but admitted that China's luxury consumption is slowing down.

Last year, the Dior fashion department gained momentum and joined the club with annual sales of 2 billion dollars.

According to the earnings report released last week by the Dior fashion department belonging to the LVMH group, Dior, which has always been the most robust Dior, also started to decline in sales due to the sluggish Asian market. In the first three months of March 31st, the turnover of the company fell by 1% euros.

In the same period last year, the turnover of Dior fashion department rose 20%.

Although earnings haven't disclosed the performance of Dior Homme alone, some analysts predict that the performance of Dior Homme is growing steadily. In recent years, young men have become more fashionable and fashionable. They are highly educated fashion frontiers, and have severe demand for products they choose. Quality and technology are their highest expectations, which is a new opportunity for the sale of luxury men's wear.