A trip to Japan
I still think their fashion trends are very tough
From the COMME des GAR ONS Yohji Yamamoto, Issey C, Miyake the international influential fashion brands, to the full weight of the icon Teng Yuan Hao, in the village of Nigo, the current century circles, these names represent the fashion trend of the height of the development of japan.
Harajuku street wearing outlandish Costume "boys and girls have become the tourists will take the" attraction ", before visiting the shrine visit after the trend of stores have also been picked almost, in addition to these have long been known to Chinese labels, there are some new events and new trends more worthy of attention, some of it is the niche in the domestic trend, popular in Japan already.
On July 27~31, and Icy by editing cicada Ye outdoor brand KEEN's invitation to visit Japan, experienced a period in Tokyo to explore shops, listen to the music of the UNEEK Fuji Rock tour in Niigata seedling field ski rain.
Today, while looking back on our trip, I'll take stock of the events and people that make us feel Japanese fashion is strong.
1 music festivals: Fuji, Rock, Festival
"For the Japanese, the Fuji Festival is not just rock.""
By the end of July each year, there will be hundreds of thousands of people gathered in Niigata NAEBA ski resort, a three day Carnival music in the Fuji music festival.
Although I missed the first day of the show, but two days later, we were stunned AphexTwin site, Red and Slowdive in Marquee together hi turn, live strong Lorde sing more than the audience. Chicken soup, a pink Bjork debut together strings sent a video dinner.
Strong, show guests more than 200 groups, live sound and image effects class that make Fuji Rock in Asia's first outdoor music festival position, it represents the height of the development of Japanese music market.
Fuji Rock's influence, youth is not confined to Japan, Asia, to the grey-haired grandfather grandmother, to sitting in a stroller, children from people of different colors in different countries, are involved in this event.
The relationship between music and fashion is inseparable. Music can always bring together those who are fashionable and creative.
In the domestic music, most participants are dressed in Rock as a prerequisite to pursue personality, the results can only see a lot of different similarities.
At Fuji Rock, a lot more people are daring to pursue different clothes than others. From the rain in the various patterns of raincoat (rain is the probability of the event, for the Fuji Rock raincoat is a must-have), to take off the raincoat, fashion, retro, outdoor, ethnic and other diverse style, are fashion and personality of the show, this is our Fuji through Rock, see the Japanese fashion show the spirit of each individual in the.
1 styles: Outdoor, Style
"They make outdoor wind everyday style.""
Fuji Rock is probably the most relaxing music festival I've ever seen.
In addition to rock zone avid fans, most people are happy and pleased with oneself to sit on the chair (remember the self folding chair) to enjoy the show, follow the rhythm of comfortable yaotouhuangnao (or sleeping), can be said to be very Mensao.
In addition to the wonderful performances, Fuji Rock brings the audience out of the city and into the natural outdoors. Music is only part of it. It's the key that really relaxes the body and mind.
Living in nature, many people have chosen a more integrated sense of dress code - outdoor wind. Instead of putting on an assault suit and a pair of assault pants, it uses a combination of both functional and stylish items to create a full shape.
Seeing so much outdoor style in Fuji Rock, I can't help feeling that Japan's outdoor market is doing well.
Chinese site and KEEN represents the problem about the Asian market, familiar with Jeffrey said, at present in the entire Asian market, South Korea and Japan are the outdoor market development is very good, young people don't even go outdoors, usually also will use outdoor clothing and footwear do collocation.
China at present a lot of consumer awareness of outdoor brands still remain in the "go to challenge the limits of tramp over mountains and through ravines to buy a jacket of this stage, the aesthetic stage did not rise to the dress collocation, let alone into daily life.
Young Japanese groups have a high degree of acceptance of new trends and will actively explore the possibilities of personality display, which will allow outdoor brands to be more outdoor. The virtuous circle between this brand and the market is the second fierce place we see in Japanese fashion trends.
1 painters: long field, male
"Behind the high popularity, is highly influential media trend"
"Yu Nagaba" (long field male)! "
On the third day of the Fuji Festival, I wore a long, handsome, illustrated T shirt. I was looking for pedestrian street when a young man pointed to my clothes and called the illustrator's name.
In fact, on the first day of the official trip to the Fuji Rock, we visited the long studio and met the famous illustrator.
I've already written about the long duration of the game, and I didn't find out about it in Japan. I still underestimated his popularity
Whether in KEEN or Beams stores, tsutaya bookstore, you can see the long field male illustration T-shirt, to be mentioned in the Fuji Rock, truly feel the high popularity of the young group of illustrators in Japan in the.
KEEN direct shop long field design illustration T-shirt
You
Highly recognizable lines of hard lines are the key to long memories. His works are in line with the young people's pursuit of simplicity and individuality, with the warmth and humor that anyone can understand. They are more pleasing than the design of large patterns and large blocks of color.
In addition to the high quality of the work, Naga Baxiong's popularity is also a key factor, POPEYE magazine. In 2014, Naga Baxiong was welcomed by his work on the cover of POPEYE, a Japanese Trend Magazine, and received more collaborative offers.
Behind Naga Baxiong's popularity and the influence of "POPEYE", we can see the development of Japanese paper fashion media:
Everyone in the media said depression today, "POPEYE", each of the sales can be maintained at 100 thousand this year; in addition to the traditional fashion magazines, some specifically for the small population, market segmentation service magazine also has its own market, such as focus on outdoor life "Go Out", focusing on the retro style "Clutch", even wrote "Lightning" jeans......
In China, the content of good magazines, such as "new vision", but also because of sales and publication; a few of the mainstream fashion magazine, with foreign magazine brands; niche segments of fashion magazines, didn't see.
Our demand for fashion is not so big, his style of dress many people even have not found, not to mention love, loyal to a certain style of clothing, while the new media on the Internet, seemingly has spawned more fashion information demand, but the style is also similar.
Only when the trend of fashion is well developed can the small IP such as illustration have high popularity in the market, and the diversity of the paper media will become a reality.
1 brands: KEEN
"It looks like a foreign brand, but it has been localized in Japan.""
Fuji Rock in the second leg of the trip, we visited KEEN in Harajuku store.
Not very big stores, packed into our group of visitors at the same time, there are constantly guests come in, pick shoes, buy shoes.
From the KEEN Japan Joe introduced the KEEN in Japan's most popular several shoes to us, in order to further integrate into the Japanese market, KEEN also actively invited the native Japanese artist cooperation, has a unique color and pattern design more shoes.
Joe is introducing products
KEEN shoes in addition to meet the outdoor shoes must have functional, in the design also in line with the current young people Urban Outdoor wear tide,
Being able to accompany you to adventure outdoors can also make you play cool in the city.
As a brand sponsor of the Fuji Festival, KEEN offers 1400 pairs of shoes free of charge at the festival. Go out wearing the wrong shoes, can be replaced with a suitable pair of KEEN, more comfortable to enjoy music in the music festival scene of travel over land and water.
KEEN also introduced a step app, after the shoes to download app, it will record walking steps, KEEN will be based on the number of steps donated, the amount of money used to maintain the Fuji Festival where the forest.
As an American brand, KEEN products are popular in the Japanese market, reflecting the Japanese fashion trends, the market for foreign brands, products inclusive.
In the case of UNEEK, it has the advantages of novel design, the concept of "weaving" by two ropes, also broke the outdoor shoes, sandals for our understanding of the original, and the current UNEEK is KEEN in the Japanese market is the most popular shoes, can explain that the Japanese consumer groups in the new high acceptance and unique appreciation ability.
In addition, the popularity of KEEN in Japan also shows the maturity of the Japanese market in the mode of operation of foreign brands. Only mature fashion market, in order to get the right to speak on the product design, consumers can contact more localization, according to their own needs and design products.
Through different events and characters, we interpret the trend of Japanese fashion from different aspects, and also know what kind of development may be possible in our own market.
You might say, the Japanese young people will look better than us because they are fashionable, market development, fashion trends in the choice of China than young people much, what can we do?
Choosing less is not an excuse for us to stop pursuing, and if everyone is satisfied with the current market conditions, the market will not develop much better. Not necessarily to develop a very expensive, very advanced brand, but to develop diversity.
Each of us should find our own style in dressing and matching, making our own choices independently, not pursuing the same clothes as others, but boldly and confidently showing our differences.
Only when you really buy clothes and clothes, you are paying for your taste, you will really become cattle.
Related labels:
Japan
fashion
Music
POPEYE
Lightning
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