China International Fair: Focus On The Gathering Of Foreign Clothing Brands

From November 5 to 10, the fourth China International Import Expo was held in Shanghai. Among them, the consumer goods exhibition area has attracted much attention, including smart home appliances and home furnishings, beauty and daily chemical products, fashion trends and jewelry, sporting goods and sports events and other well-known foreign brands.

At the Expo site, yingshang.com visited the booths of seven clothing brands, including Nike, SKECHERS, Adidas, ASICs, UNIQLO, H & M, FILA, etc. to explore the trends from the highlights of the major brands' booths and grasp the development trend of clothing brands, In order to help commercial real estate operators insight brand opportunities.

Beauty and connotation coexist

Brands pick

In the consumer goods exhibition area of this Expo, 11 world top 500 enterprises and leading enterprises in the industry were selected to show the latest achievements of retail consumer goods, and explore new opportunities in the consumption demand of the new era by focusing on the three themes of "new" life, "cool" technology and "the latest trend".

UNIQLO (UNIQLO)

Brand label: sense of technology, high cost performance, leisure clothing

Brand Nationality: Japan

Theme: tomorrow's Wonderland

Booth features: the 8 innovation exhibition areas present UNIQLO's innovation in science and technology, art, culture and innovation, sustainability and quality

This Expo is UNIQLO's second exhibition since last year. UNIQLO's clothing technology development and achievements are displayed through high-grade light down jacket, the new generation of "smart warm clothes" jointly created with skiers, 3D giant knitted skirt, HEATTECH moisture absorption and heating black technology, etc., to show UNIQLO's clothing technology development and achievements, and highlight the quality life of the brand.

At the same time, some wonderful contents of the global flagship store opened in Sanlitun, Beijing on June 6 were exhibited in the booth, which was the first "compound tomorrow life hall" of UNIQLO in China, and the oriental aesthetics was used to interpret the "truth, goodness and beauty" of life; It has built ut "Museum" to appreciate the world's IP cultural and creative arts and feel the vanguard of oriental aesthetics; In addition, UNIQLO continues to focus on the concept of sustainable development, and shows the "endless" hand-made Miao embroidery created by Tsinghua Academy of fine arts students, revealing the endless and harmonious beauty of human and nature.

　 Adidas (Adidas)

Brand label: sports, fashion

Brand Nationality: Germany

Theme: national fitness, stronger together

Booth features: 4 exhibition areas display innovative products, enabling sports

Adidas will share important achievements of Adidas in scientific and technological innovation, localized creativity and sustainable development through sports breakthrough, sustainable development, consumer experience and interactive experience of World War IV. At the same time, Adidas 4dfwd running shoes, "Wuji" series clothing and other representative products were also displayed, and the fruits of paying attention to the growth and development of China's mass sports in the past 20 years after entering China were summarized.

In addition, Adidas not only takes environmental protection into consideration, but also perfectly integrates product fashion and sports performance. By displaying futurecraft.footprint, the first sports shoe with a footprint of less than 3kg, and the new adidas terrex myshelter primaloftxiao Hooded Jacket, Adidas Terex myshelter primaloftxiao is the first sports shoe with a footprint of less than 3kg.

SKECHERS (SKECHERS)

Brand label: sports and leisure

Brand Nationality: USA

Features of the booth: the analysis of comfort technology, the first show of trendy new products, and the exhibition of children's interesting products

Skykey, who participated in the third Expo, interprets the core of the brand through the analysis of comfort technology, the first show of trendy new products, and the display of children's interesting products. Comfort technology mainly displays arch fit - arch support technology, hyper burst - zero foam technology, good year - Goodyear rubber sole and other professional running shoes with high wear resistance and stability; At the same time, this year is also the 30th anniversary of the founding of skykey, and the 30th anniversary commemorative D'Lites panda shoes and the 30th anniversary commemorative stamina machine armor shoes are also on the scene; In addition, the IP series of laughingsmall monsters, such as lauching animal, show the unique ingenuity of Skeeter children.

　　 H&M

Brand label: fast fashion

Brand Nationality: Sweden

Booth features: cycle design theme series works exhibition, encourage sustainable fashion forward

This year, H & M took part in the fair for the first time. Through the exhibition of recycling design theme series, clothing products made of environmentally friendly fabrics, recycling and innovation projects, global change awards, the latest sustainable R & D achievements of H & M foundation and Hong Kong textile and sincerity research and Development Center, etc., encouraged H & M to break the stereotype and seek an innovative future while keeping pace with the times, Focus on the sustainable and recyclable changes of fashion, develop recyclable fabrics through new technology, and jointly achieve the goal of environmental protection.

FILA (FILA)

Brand label: sports, fashion

Brand Nationality: Italy

Booth features: 3 exhibition areas deliver sustainable concept

In this year's Expo, Philo was presented in three exhibition areas: History Museum, environmental protection promotion and skiing experience. The history museum, with the traditional museum display fashion, shows the historical deposits and classics of 110 years, including the historical area, the global FILA area and the 110 Anniversary area; Environmental protection promotion area, launched a series of sustainable development projects and innovative environmental protection products, passed on the concept of sustainable development; The skiing experience area not only displays the world's first FILA · vist professional skiing series, but also brings skiing experience to the scene.

Nike (Nike)

Brand label: sports, fashion

Brand Nationality: USA

Theme: 40 for 40 - Nike China 40th Anniversary Theme Exhibition

Booth features: the 40 most representative moments of Nike China in the past 40 years tell a vivid story of Nike and China's sports industry moving forward hand in hand

With 40 moments and 40 stories, this exhibition, through rich pictures, videos and real objects, illustrates the vivid story of Nike and China's sports industry, including famous athletes, industry partners, large-scale activities and so on.

The development of Nike in China is also one of the epitome of 40 years of Chinese sports, showing the growing strength of Chinese sports. In addition, on November 10, Nike will launch its "Naike collection" footwear and clothing products globally. Inspired by the color matching of the first batch of shoes produced by Nike when it entered China in 1981, the series not only commemorates the 40 years of Nike's entry into China, but also represents Nike's consistent vision and commitment to the Chinese market.

ASICs (Arthur)

Brand label: function, sports

Brand Nationality: Japan

Booth features: 5 exhibition areas, showing diversified products in an all-round way

Arthers, who participated in the second Expo, focused on personality and displayed a variety of products in different ages, sports and use scenarios: the running shoes area showed the classic series of running shoes equipped with new FF blast technology; Thermal basketball area, a number of joint brand shoes to create a classic brand; Business and leisure area, the first exhibition can run business shoes; The area of childlike vitality meets the needs of youth sports; Outdoor equipment area, all winter long series of equipment lead sports enthusiasts to experience the charm of winter.

Play with flowers

These three moves need to be mastered

In addition, LVMH group, Kaiyun group, Lifeng group, bobley group, tepex group, aitex group, Swarovski group, puma (PUMA), Decathlon and other brands were also gathered. The three key words representing the new trend of fashion consumption development: sustainable development, scientific and technological innovation and healthy vitality are summarized and sorted out by yingshang.com, so as to provide multi-dimensional reference and thinking for commercial real estate operators.

Sustainable development of green consumption

In recent years, sustainable development has been the future of clothing industry. According to the data, global consumers buy more than 80 billion new clothes every year, and global fashion production has more than doubled in the past 15 years. As a result, more and more clothing brands have set bold goals for sustainable development and open sharing of progress.

Taking UNIQLO as an example, innovative water-saving technology for jeans has been developed. Compared with the traditional technology, the water-saving rate of jeans in the washing process can reach up to 95%. At the same time, UNIQLO also uses recycled polyester fiber fabric for product development and innovation, and actively advocates and persistently adheres to the environmental protection concept.

Of course, there are also clothing brands at home and abroad, such as Philo, H & M, mjstyle, etc., which actively reduce the use of plastics from the aspects of science and technology, supply chain, etc., and are committed to improving the environment, creating a better lifestyle, and jointly realizing the great goal of circular economy.

Scientific and technological innovation, enabling the future

At present, cyberpunk, AI fitting room, 3D printing and other technologies in sci-fi movies have been brought into reality, promoting the digital process of fashion industry. In this year's Expo, the major clothing brands have made their own unique moves, presenting a full range of fashion technology experience. In the color and shape of the sense of science and technology, the complementary relationship between technology and clothing is interpreted, and a window of boundless dialogue with science and technology aesthetics is opened.

For example, UNIQLO showed the new garment production technology of 3D integrated molding, dry ex polo shirt with quick drying and sweat absorption, HEATTECH, airism and other black technology products; Skykey's 3D foot scanner, memory foam memory insole, etc. let consumers understand their foot information more, and create a healthy and beautiful future life by choosing the most suitable comfortable shoes and shoes; Adidas's own propulsion 4dfwd running shoes, combined with athletes' data and digital photo synthesis technology, developed into a 4D middle sole technology, can slow down the runner's forward propulsion and create a smooth running experience.

Health and vitality, release sports enthusiasm

Affected by the epidemic situation, consumers' enthusiasm for sports continues to rise, indoor fitness, outdoor adventure and other projects become popular. With the continuous integration of fashion and sportswear, sports equipment with versatility, comfort, durability, high performance and multi-purpose are favored. The free switching of working, leisure, sports scenes and other scenes drives the basic commercial models to upgrade in fabric and style.

In this Expo, Feile's ski area not only highlights the history of professional skiing, but also further promotes skiing through user experience; Nike, on the other hand, shows the linkage and achievements of China's sports in the past 40 years to demonstrate its support and promotion role in China's sports industry.

As a whole, ICIF, as a bridge between domestic and foreign brands, provides communication space and market opportunities for global brands. Therefore, major consumer brands also release the latest products through the platform, display their cutting-edge technology, build emotional links with Chinese consumers, explore new consumption trends and demands in China, and grow together with the Chinese market.