近几年,潮流品牌大行其道、逆势上扬,部分知名潮牌的销量甚至超越了很多国际大牌,并一跃成为时装周的一大亮点。究其原因,是年轻一代对品牌的认知和消费已经进入全新时代。然而,就像所有的新生品牌一样,本土潮牌也面临着原料和渠道的双重压力,甚至由于潮牌本身定价较高,这种压力更加明显。当下,很多以“小众消费”、“粉丝经济”标注自己的本土潮牌,在大市场环境尤其是国际潮牌纷纷入驻中国的情况下,逐渐显露出了自身经营能力的孱弱,每年默默消失的潮牌不在少数,变革迫在眉睫。 In recent years, the trend of popular brands, the contrarian upward trend, some well-known tide brand sales even surpassed many international big names and became a major highlight of Fashion Week. The reason is that the younger generation of brand awareness and consumption has entered a new era. However, like all new-born brands, local tide brands also face the dual pressures of raw materials and channels. This pressure is even more obvious due to the higher pricing of the tide brand itself. Nowadays, many of them show their own local tide brand with “niche consumption ” and “fan economy ”. Under the circumstances that the big market environment, especially the international tide brand, have settled in China, the weakness of their own operation ability is gradually revealed , Every year disappears in a small wave of tide card, change is imminent.