Year end summary: top ten keywords of fashion industry in 2021 2021 did not bring much good news to the fashion industry.
Repeated global epidemics, frequent new crown variants, blocked international exchanges and deteriorating political environment have brought multiple challenges. Affected by the epidemic, the global economy fluctuated higher, inflation increased, the global financial market fluctuated violently, and Hong Kong stocks continued to decline. Large scale industry restructuring, such as real estate, Internet and education, has made the overall employment and consumption situation unsatisfactory.
Instability has become the norm, but beyond the norm, new trends are emerging. The first thing to bear in mind is the yuan universe. Although the industry has doubts about the yuan universe, there are comments that this is just a bubble, but the fashion industry is worried that it is once again lagging behind the tide of the times. After having tasted the loss of the tide of e-commerce, the brand has plunged into the universe of the universe this time.
Key words 1: metauniverse behind NFT
2021 is the first year of "gambling" NFT and "meta universe" in the fashion industry. Gucci became the first luxury brand involved in NFT before, and then Karl Lagerfeld's "instant" second kill. Now, Adidas, a sports brand, is also on the train. The brand is about to sell 30000 NFT products.
In addition, brands such as Balmain, Gucci and coach have released NFT products, and luxury brand Gucci previously launched Gucci garden Virtual Exhibition on the same meta universe platform.
For example, Balenciaga and OTB are deployed more deeply. The former plans to launch the meta universe department, while OTB group has established a new company to develop the meta universe project.
Key words 2: second-hand business
The second-hand luxury market is ushering in a good opportunity for rapid development. Resale platforms such as vestiaire collective and the real have become the hearts of investors. Kaiyun group has acquired 5% shares and board seats of vestiaire collective. Gucci, another luxury brand of the group, has carried out long-term cooperation with the real.
Prada group also mentioned in an interview with Reuters earlier this month that the group is about to start second-hand market business. According to Bain Consulting's statistics, by 2021, the second-hand luxury market was valued at 33 billion euros, an increase of 65% over 2017, but the first-hand luxury market only increased by 12%.
Key words 3: Chinese market
Over the past year, the Chinese market has continued to support the global luxury industry and become a major backbone. In fact, China is also becoming the largest market for luxury goods. According to the 2021 digital trend insight report of China's luxury market released by Tencent advertising and Boston Consulting, luxury brands in mainland China are expected to record a 25% growth in 2021, and the post-90s young people have become the main force of consumption.
Euromonitor predicts that China will overtake the United States to become the first in the world in five years, and China's luxury market share in the Asia Pacific region will account for more than one-third of sales.
Key words4: Sustainable Development
Sustainable fashion is still the most critical agenda in the industry in 2021. Not only many luxury groups have further deepened this aspect, but Shanghai Fashion Week has also carried out it as an official trip for several times in a row.
Key words 5: management change
2021 is also a year of great changes in the organizational structure for major brands and enterprises. For example, the fast fashion giant INDITEX group appointed a new group president and chairman - Oscar Garcia maceiras and Marta Ortega. Similarly, the British luxury brand Burberry also changed its CEO. The group hired Jonathan akeroyd, who once worked in Versace.
After Burberry, Salvatore ferrag amo and Versace successively replaced their CEO. After Marco gobbetti left Burberry, he joined Salvatore as his new CEO. After losing Jonathan, Versace transferred Cedric wilmotte from Michael kors of Capri holdings as his interim CEO.
Key words 6: Xinjiang cotton
In March this year, BCI did not use Xinjiang cotton, and many international fashion brands cooperated with BCI, which eventually led to a large-scale consumer boycott. The event also stimulated domestic consumers' enthusiasm for Chinese clothing brands from another dimension. Anta, Li Ning and Hongxing Erke were all stars in the event.
Key words 7: industry cross-border
The cross-border industry continues to appear on the fashion stage, which has also become an effective means for brands to achieve marketing purposes. Among them, the joint cooperation between Gucci and Balenciaga is undoubtedly one of the most surprising joint cooperation this year. In addition, the joint name of Gucci and the outdoor brand the north face also makes the industry aware that luxury goods are competing for new boundaries for young customers.
Key words 8: Hainan tax exemption
Since the implementation of the strategy of Hainan duty-free Island, the duty-free market of Hainan outlying islands has continued to be hot. During the Spring Festival in 2021, 9 duty-free shops on outlying islands sold a total of 1.14 million duty-free items, setting a new sales record, with a sales amount of nearly 1 billion yuan.
Not only that, the luxury industry also sees this great opportunity. Before cross-border tourism could not be fully recovered, brands began to build a new "paradise" in Hainan. DFS, a duty-free shop group under LVMH, had previously announced that it would build a huge beauty shop in Mission Hills duty-free City, Haikou, Hainan.
Key words 9: Live E-commerce
In 2021, live e-commerce shows two unexpected development trends. On the one hand, the market scale of live e-commerce continues to grow. According to AI media consulting, the market scale of live e-commerce in 2021 is expected to exceed 1.2 trillion yuan.
But at the same time, the head anchor represented by Weiya was clamped down. Weiya was finally fined 1.3 billion yuan for tax evasion, and Weiya's live studio and social media accounts were banned.
Key words 10: brand going to sea
Peter Hessler, a reporter of the new Yorker, once described the news that Chinese sellers on Amazon were not affected during the epidemic, but still benefited from it, which made many people see the tenacity of China's cross-border e-commerce under special circumstances. Chinese fashion brands such as sheen have led a new upsurge of fast fashion, and beauty brand huaxizi has also proved various possibilities for Chinese brands to go to sea.
However, no matter what happens in 2021, in 2022, our company will make greater efforts to provide a variety of products and better services and strive to achieve better results.
2022 01/06