In this article, let’s take a look at the designer brands that are most popular among boutiques (this is an incomplete statistical result, combined with 6 domestic boutiques, Taobao and social media) The information on the brands on sale is displayed on the website. The shopping stores included in the statistics include Blank, Labelhood, InthePARK, Looknow, The balancing, PROboutique, etc.). Although being popular among boutiques is not a complete criterion, it can also show the market popularity and success of a designer brand from a certain aspect.
1. 13DE MARZO
Basic situation: *** There are 26 buyer stores on sale, official website: / , 680 notes are mentioned in Xiaohongshu, the official account of Xiaohongshu has 2.6k followers, and an official physical store has recently been opened. Before, only buyer stores and collection stores were selling, and there was no official Taobao store. The official account of instagram has 3.3k followers. Weibo official account fans 1.7w
13DE MARZO was officially founded in Paris in March 2018. The brand name refers to March 13 in Spanish. It was the establishment of this brand The day also represents the special meaning of cheerfulness and peace. The brand is committed to creating temperament, distinctive style and creating diversified clothing.
The small animal dolls such as bears/rabbits attached to the clothes have become the iconic design elements of the brand. They are highly recognizable and full of youthful vitality. The initial strategy of binding dolls on clothes was successful, and now we are expanding this strategy into more diversified ways, such as sewing many small dolls on clothes/the positions of the dolls are extended from the back to shoulders, sleeves and other places. / Wear different costumes on the dolls as a co-branding with other organizations (such as NASA) / Co-brand with IP companies such as Bubble Mart. The brand’s most popular items have always been focused on doll styles, and some other attempts (such as Sailor Moon prints) don’t seem to have received a very enthusiastic response (except for a previous suit decorated with butterfly embroidery and metal chains, which was also a hit ), in the future we will still have to spend effort on how to develop new design elements to attract consumers. The stability of the doll element is an issue worth considering.
The price of clothes is basically around 1-3k, and a summer T-shirt costs around 1,500. Relatively speaking, the unit price of this item is on the high side. However, it is said that the sales of this brand in various buyer stores are particularly good. Many people know this brand because their favorite idol wears it and want to buy the same style, but they think the price is a bit high.
The brand’s marketing investment should be particularly high on celebrities. There are many celebrities promoting the same style or street style on various platforms. This may also be the reason. The reason why brands can quickly invade social media and enter the public eye.
The contents of Xiaohongshu and the official Weibo account are mostly pictures of the upper body of celebrities. Most of them are young members of boy and girl groups. Recently, members of R1SE, Rocket Girls, Times Youth League, and Deyun Club wear a lot of the same style as the celebrities. Posts generally get more likes and replies when forwarded. Relatively speaking, posts related to members of the Times Youth League have the most likes, which can be hundreds to thousands. Posts about lookbooks or single products have almost no interaction (but clothing brands This is basically the case); most of the products on Taobao are sold in boutiques and collection stores, and the pictures displayed are basically upper body pictures of Internet celebrities; the contents of Ins accounts and Facebook are basically lookbooks, with almost no interaction; The interactions on Huhu are basically the official fashion accounts mentioning celebrity outfits when posting about them, or asking where to buy authentic products. There are a few posts recommending designer brands; there are few official or media articles on search engines introducing them. category, the search results are basically purchase links or questions/appraisals
Questions:
1) There is no official website purchase After-sales, returns are not allowed, delivery is very slow, not many people know about the official website, I don’t know which one is the real official website, and it is difficult to switch the language to the Chinese version
2) Comparison Mysterious, there is less publicity for designers. Some people criticize it because they think it is actually a national fashion brand but it is advertised as a French brand (a fake foreign brand. It cannot be found on the Internet or Google Maps. It is not found in the Ministry of Industry and Information Technology. The website found that it is a company in Hangzhou)
3) I think the price of clothes is exaggerated
Some item styles: < /p>
2. sei carina y
According to the statistics, there are 22 buyer stores on sale,
Official website: /, the official website construction is not particularly perfect,
Weibo fans 2.9k, Xiaohongshu fans 2.1k
Taobao has a Tmall flagship store with 7.6k fans and an official JD.com flagship store.
There is an official offline store in Rio Department Store. Too many hats
496 ins fans, no facebook account found
Sei Carina Y is from Shanghai Suiyi Network Technology Co., Ltd. The company applied for registration of the trademark brand with the State Trademark Administration and was established on January 10, 2017. This is a brand from a female perspective. The brand name Sei Carina means you are cute in Italian, and Y is the abbreviation of the designer's name. The designer hopes that girls can find themselves, be independent and cute, and emphasize being a big woman at work and a small woman in life.
The price of brand accessories is about a few hundred, and the price of clothes is about 1-2k.
In terms of design style, this brand is overall more girlish, with elements such as hearts and bows, and more materials such as pearls, lambswool, and yarn used.
Relatively speaking, the accessories category seems to have better sales than the clothing category. Berets, especially fisherman hats, have been worn by many celebrities, and many similar styles have followed the trend. Jewelry has some mixes of pearls and metals. Recently, there have been a few styles similar to those of Justine Clenquet, which use metal materials and diamonds.
Generally speaking, I still feel that the design style of this brand is not very outstanding, there is no particularly new idea, and many things can be easily replaced.
Brand registration information can be found on the search engine (the designer and company legal person is Xie Xiaoyao, but no relevant information about the designer can be found) and some reports (ELLE stars have the same style Articles on Baidu platform, vogue, Sohu fashion, etc.)
The contents of Xiaohongshu and Weibo posts are basically the same celebrities, and there are many female celebrities (Zhao Lusi, Jin Chen, Liu Shishi, Gu Li Nazha, Yuan Bingyan, etc.), there are not so many members in male and female groups, and celebrity content basically has hundreds of likes and dozens of comments (one of Kong Xueer, Yuan Bingyan, Cai Xukun, and Lu Keran has particularly many), Other brand content posts have little interaction; celebrity content on Xiaohongshu generally has a dozen likes, while brand posts generally have a few likes; Ins content is basically the same style as that of celebrities, but the last update was It’s 2018; Zhihu’s content is basically fashion accounts sharing celebrity outfits (mostly hats) and recommending accessories/hat brands.
Some questions:
1) It is said that the service attitude of the official flagship store is very bad, and I tried a few hats. I won’t be allowed to try it out after that
2) There is very little information about designers
3) You cannot rely solely on marketing to support your brand sales, the product itself needs to be more recognizable
Some single product styles:
3. deepmoss < /p>
According to the statistics, there are 22 buyers’ stores selling them,
Official website: / ,
< /p>
310 notes mentioned in Xiaohongshu, 1.2k Xiaohongshu fans,
5.4k Weibo fans, 4.4k ins fans
p>
deepmoss means "dark moss". Interesting things related to beauty and nature can become inspiration for deepmoss. Its design language is smooth tailoring and strong femininity. , to present designs that are not limited by age, time and season.
The single product price is around 700 for T-shirts and around 2-3k for others.
Currently, the brand has entered more than 50 buyer stores including Beijing SKP, Nanjing Deji Plaza, Joyce, and Labelhood. The first season of clothing released was unveiled at London Fashion Week. In addition, the brand has been selected by VOGUE as one of the eight most noteworthy Chinese brands. Gene Krell, creative director of Condé Nast Asia Pacific, called it a representative of poetry and romance, and regarded it as a pioneering force in the fashion industry. Since its establishment, the brand has been reported and interviewed by many mainstream media, including VOGUE, BoF, BAZAAR, ELLE, etc.
deepmoss is a rational romantic, aiming to present classical aesthetics in a contemporary context, hoping to build a light dream world through designs that are abstracted from reality and the times. . Based on the insight into beauty and daily life, the designer injects the characteristics of "soft sculpture" into each season's fashion series, soft on the outside and strong on the inside, creating designs that are not limited by age and time, presenting the most authentic state of women, like a mother-of-pearl. Soft yet firm. Through clothing, we explore and express the arched beauty of women that transcends time and age. The flowing design lines convey introverted poetry and gentle and vigorous vitality.
The brand’s iconic design element is the water-rippled fabric (which seems to be a bit like Issey Miyake). With appropriate copywriting, visual promotion and vigorous marketing, this season’s The product is said to be selling extremely well.
deepmoss designer Liu Xiaolu grew up in the coastal city of Xiamen. He studied design and marketing at Central Saint Martins College of Art and Design in London, and founded the fashion brand deepmoss in 2013. The designer is good at absorbing the nutrients of contemporary culture and classicism through a female perspective. The unique femininity in the design and the ethereal flow in the tailoring have become the logo of deepmoss, presenting a flexible and lively diversified female image, expressing strength and beauty. Unique style.
There are many search engine results, including many fashion reports, fashion week releases, etc., and major fashion-related websites also have brand introductions.
Xiaohongshu’s Weibo content is basically bloggers’ outfits or customers’ check-ins or outfit recommendations, without celebrities; ins content is basically lookbooks and single products, and Facebook’s is the same , but the last time I posted was in 2015; the general content on Zhihu is single product or brand recommendations.
Problems:
1) Some unpopular styles sold in the official flagship store seem to have inconsistent overall styles, which is a bit Miscellaneous
2) In addition to relying on heavy fabrics, other highlights need to be developed, and this type of fabric seems to be more suitable for spring and summer, and has a narrower scope of application in autumn and winter
Some single product styles:
4. shushu/tong
Statistical There are 20 buyer stores on sale,
Official website: /,
Xiaohongshu Notes 1380, Xiaohong No official account found in the book
Weibo fans 50,000, ins fans 51.8k
SHUSHU/TONG is composed of two people born in the 90s Designers Jiang Yutong and Lei Liushu were established in 2015. They graduated from the postgraduate course in women's wear design at the London College of Fashion. They have interned at independent designer brands Simone Rocha and Gareth Pugh. They have been taught in Shanghai and London, two fashion cities. They have a more childlike girlish heart than their peers, and their design series also have strong figurative abilities, completely reflecting the tangled psychology of a girl in their clothing.
The unit price of a single product is around 1-6k, which is relatively high among domestic designer brands.
shushu/tong deconstructs and reorganizes familiar traditional Chinese aesthetics and London street culture. The aesthetics full of self-pursuit burst out fresh design inspiration under the overlapping blend of Chinese and Western cultures. Through fine craftsmanship, special fabrics and various feminine elements such as bows, beads, ruffles, etc., they present their eyes The new street girl combines girlish sweetness with flamboyant modern coolness, expressing the independence and confidence of contemporary girls as they grow up.
shushu/tong is a highly recognizable brand. You can almost think of this brand when you see its items. Some people say it is the Chinese version of simone rocha, but personally I feel that this brand does not have many shadows of other brands. simone rocha prefers to use layers of thin fabrics, with a softer outline, while shushu/tong tends to use The crisper fabric creates a clear yet voluminous silhouette. The overall visual image of shushu/tong's brand is also very distinctive, with the selection of models, photography and other aspects being very unified.
It is not a brand that is suitable for a wide range of audiences. Many items do not look so practical for daily wear, but people who like it will definitely like it very much. For me, it is a brand that I will appreciate but purchase less frequently.
In addition to shopping links, you can search for more content on search engines, including professional fashion media reports and interviews, and detailed introductions to brands and designers. .
It is a brand with a high reputation on social media. The number of likes on a Weibo post that releases new products and lookbooks can basically remain between a few hundred to a thousand, and the number of retweets It’s about tens to hundreds. It may be considered one of the most well-known domestic designer brands, and it is also one of the most well-known young designer brands internationally. The other one may be angel chen; most of the Weibo content is look. Sharing and new product releases, there is relatively little content about celebrity street photos and outfits; Instagram content is basically lookbooks, with the number of likes ranging from a few hundred to more than a thousand, and a large amount of interaction; most of the content on Zhihu is positive content , basically involving shushutong in the answer recommending niche designer brands.
Problems:
1) Many items are relatively non-daily, not practical to wear, and are very attractive
2) The unit price is relatively high
3) It is said that the shoes are hard and difficult to wear
Some single product styles:
5. KIMHEKIM
According to statistics, there are 20 items on sale in the buyer’s store Home,
Official website: /,
Xiaohongshu Notes 890,
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Weibo fans: 10357 / glasses number: 10026,
Ins fans 14.4w
KIMHEKIM is A Paris fashion brand founded in 2014 by Korean designer Kiminte Kimhekim. KIMHEKIM is the full name of the ancient Korean royal family, which symbolizes the era of the Golden Kingdom. Although it is a Korean designer brand, KIMHEKIM itself has the characteristics of a French brand that coexists independence and gentleness.
After graduating in 2009, Kiminte worked at Balenciaga for four years, where he learned the importance of craftsmanship and attitude. This experience deeply affected KIMHEKIM’s At the core of his creation, he is devoted to the study of female silhouettes and experimental elements. Kiminte's poetic philosophical theory is: the life of flowers is the epitome of human life. He said: "The life of a flower is like a microcosm of life. The two are too similar. It sprouts, blooms, spreads, withers and then disappears. The same is true for humans. It's just that the life of a flower is shorter, and you can feel every beauty of it. It is beautiful when it sprouts from the soil, it is also beautiful when it is in full bloom, and it is also beautiful when it withers. ”
KIMHEKIM combines classic and modern. The design highlights the feminine side, and combined with the bold and innovative tailoring, embodies the sweet elegance and dashing heroic posture of modern women. It has both the innocence of a girl and the elegance and spontaneity of a woman.
KIMHEKIM combines iconic elements (love hearts, bows, pleated pearls) and basic items to achieve a balance between practicality and design. It is interesting and versatile, allowing people to wear it. Wear them in any formal or informal setting and catch everyone's attention the moment you walk in.
The soft and flowery female style is its characteristic, but it is not just a simple stack of romantic elements. The design is more moderate through editing, amplification, Decorative details are used to create unique taste, such as the signature bow design, which is enlarged to create a sense of drama. Every detail is full of extraordinary imagination. Although KIMHEKIM uses pearls, it uses extensive pleats to neutralize the overly feminine material impression, or when using see-through gauze materials, it still maintains a well-defined silhouette, and still maintains neatness and style in a dreamy and elegant sense.
The content of Ins is basically the brand’s single products and lookbooks, and there is no celebrity content; Weibo has an official Weibo and an official Weibo for glasses, but there is no official Weibo. Any content; the content shared by others on Xiaohongshu includes introductions to outfits/niche brands and the latest releases of designer collection stores. The two accounts with the same name on Xiaohongshu have too few followers and should not be official accounts; on Zhihu Are there some introductions to a certain season and the same styles worn by celebrities?
Searches on domestic search engines are basically about reports from a certain season or brand introductions, and the content is quite homogeneous.
Problems:
1) I was once criticized for not respecting the patient group enough because of the creativity of the show involving diseases
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Some single product styles:
6. both
Statistical There are 18 stores for sale in the boutique,
Official website: / ,
Xiaohongshu Notes 1w+, Xiaohongshu Fans 1944
Weibo fans 18904, ins fans 3.7w
In the past two years, based in Paris, The shoe brand both is attracting more and more attention. The brand officially released its first season of products in 2016 and entered the Chinese market in 2017. So far, it has released a complete product line for 7 seasons. This company has been studying rubber technology for more than 30 years, and its experience in shoe design and manufacturing can be said to be very familiar. It is precisely for this reason that rubber material has become the core of the brand that both has been emphasizing since its birth, with an emphasis on professional rubber processing technology.
Both insist on interpreting the brand image of contemporary shoes in their own way: while constantly developing innovative shoe styles, they also focus on integrating and promoting global creativity, art and culture. At the intersection of art and fashion, it brings a trendy new perspective on the surrounding environment. With the brand philosophy of creating unique, innovative and durable shoes for the new generation of people around the world, both explore new styles in the future in a unique way.
both has a wealth of co-branded styles and cooperates with artists from around the world: both’s co-branded partners include niche designer brand MONSE, California ready-to-wear brand SECOND LAYER, and cutting-edge fashion brand SMFK , LOST GENERAL, Korean HAN STYLE, "DAZED" magazine, etc. It also collaborated with domestic designer Lu Yang on the brand Lookbook and created art installations with Tokyo designer Jenny Fax***. Both said that only through such multi-party cooperation and bringing together art creators from different fields can we create a different Both. I hope to collaborate with more young and promising artists in the future.
The unit price of shoes is around 1-4k, and the package price is around 2-3k.
Perhaps for mass consumers, rubber is a common material, but in the design language of both, it has been given more plasticity, incorporating natural Combining raw materials with modern shoemaking technology, and then integrating more aesthetic concepts and artistic elements into the design, just like the meaning of the name "both", it is an exploration of the balance of all parties.
The brand combines various distinctive classic style elements, emphasizing its clean lines and tough shapes, highlighting the clever balance between simplicity and originality.
BOTH has masterfully used the natural plasticity of polymer materials, and its streamlined items fully demonstrate innovative technology and professional craftsmanship. With the cooperation of a number of international partners, the BOTH brand extracts natural polymers from rubber trees in Southeast Asia, and flattens and vulcanizes the raw materials to make BOTH's iconic uppers, ultimately creating durable shoes with full personality. .
The content posted by others on Xiaohongshu is basically about Amway and outfits. The content on the official account is mixed with brand lookbooks, single products, celebrity tops, etc.; Weibo content stars There are more upper bodies, and the number of likes is also relatively high, basically at the level of a few hundred. A celebrity with a little higher traffic (Cai Xukun) may have tens of thousands; the content on Ins is more related to single products and lookbooks, but there are also some A small part of celebrity upper body content
There are many introductions to brands, craftsmanship, and materials in the search engine results.
Questions:
1) In addition to boots and sneakers, what are the designs of other more feminine styles of shoes? It’s rather awkward to wear
Some single product styles:
This issue’s inventory of the most popular designer brands in boutiques That’s all for writing here, and I will continue to sort out the slightly lower-ranked designer brands, including shoes, bags, clothes, and jewelry in various categories.
I hope that through this introduction, you will learn more about the treasure designer brands worth paying attention to, and expand the range of choices for daily shopping~