Reborn fashion designer

Chapter 300: Victoria’s Secret and Xiang Yang have bad mouths. Please vote for me! )

Spice Girls 2007,

The Spice Girls, which had been disbanded for many years, reunited on the Victoria's Secret stage in 2007. Even on a hot stage filled with beauties, the Spice Girls still managed to steal the spotlight.

Among them, the most eye-catching one is Victoria Beckham. She has her own brand and is doing well in the fashion industry.

This time, she also became a special guest to attend the Victoria's Secret show.

On the same day, the Black Eyed Peas arrived in New York with Xiang Yang and others.

The American hip-hop rap music group, with "BoomBoomPow" from their fifth studio album "TheE.ND", is now very popular in Europe and the United States.

Upon its release, the single sold astonishingly more than 40 copies, setting a record for the highest single-week digital sales of any band in the history of the United States.

At the same time, it also achieved the band's first number one on the US Billboard singles chart.

What they squeezed out of the top spot was Lady GaGa's hit song "PokerFace".

What a coincidence. Fergie, the lead singer of the Black Eyed Peas, in addition to her status as an actress and singer, also has a trendy brand named after her stage name, just like Victoria Beckham.

European and American celebrities like to create their own fashion brands.

China is making its own trendy brands, starting with celebrities in the Bay Harbor area.

In addition to everyone knowing Yu Wenle's COMMOMSENSE (CMSS), Lin Junjie's SMG, 'photography enthusiast''s CLOT and Jay Chou's PHANTACi, Carina Lau also has her own trendy brand ANIRAC.

Of course, later celebrity fashion brands in mainland China were also born one after another.

Even two of the controversial hosts of Happy Camp founded "Huanxing" and "Mr. Xiong".

Why are celebrities keen on creating fashion brands with their own IP?

They say it is to make more people like their taste and aesthetics and to show their unique charm.

In fact, it is to make money.

Focusing on their own IP, a large number of celebrities at home and abroad have embarked on the road of producing trendy brands and peripherals, because this is the best breakthrough to enter the target audience's field of vision.

The so-called "trendy brand" has been inseparable from "street" elements and hip-hop elements since its birth.

The best singers are also those who are closely related to the hip-hop style.

Rihanna and Kanye became the richest singers in the world through YEEZY and FentyBeauty respectively.

So much so that in the later stages of their development, music was no longer their main business, because the commercial value was much more attractive than the music career.

How do luxury brands view 'trendy brands'?

The positioning of luxury goods and trendy brands are different. One is luxury and the other is trendy.

There is actually no contempt between the two.

Virgil Abloh, the future design director of LV, is also the founder of the trendy brand off-white.

British genius designer Alexander McQueen is considered the godfather of British fashion. After founding his own fashion brand of the same name, he also served as the artistic director of Gucci and designed ready-to-wear for Givenchy.

As we all know, the design director of a luxury brand is the soul of the brand.

Therefore, luxury brands despise 'trendy brands' in the final analysis, only at the consumer level.

The "trendy brand" market has always been a hot spot in the eyes of luxury brands.

The global share of this market reached more than 2017 billion US dollars in 2000 alone, and has maintained double-digit growth year after year.

For example, Hermès and LVMH Group, which are high in the luxury goods industry, will actively cooperate with Heat, a fashion and luxury blind box e-commerce company, in 2022 and become its angel investors.

One can imagine how luxury brands react to the market when an emerging 'trendy' brand with future potential appears.

Whether you can reach cooperation with them depends on the fit between your own brand positioning and the other party.

If there is compatibility, everyone will discuss future cooperation when they sit together. If there is no compatibility, the topic of the dinner will be more about tomorrow's Victoria's Secret show.

Karolina Korkova was unable to attend (KK), and Adriana Lima also missed the Victoria's Secret show because she was giving birth at home.

"So wide open is AA?"

After dinner, Xiangyang chatted with Todd about the arrangements for tomorrow's catwalk show.

Alessandra Ambrosio's neck is considered very slender among European and American models, and her appearance is also very good. However, her own flaws are also very obvious. Her body proportions are not very good and her legs are not enough. long.

This type of model is very suitable for wearing high-waisted items in the field of HF.

Moreover, her overall temperament is very strong, and she is a supermodel that many long-legged models cannot match.

"Well, yes." Todd nodded in response to Xiang Yang's doubts, and smiled with regret on his face:

"This year is also the last time Heidi will participate in Victoria's Secret. She told me privately. I arranged a small opening for her, and I am going to let her take the lead at the final closing."

"Heidi is quitting too."

This kind of inside information shocked Xiang Yang. Before he was reborn, he made clothes, but there were so many supermodels that he couldn't remember things like resumes at all.

Compared with KK not coming to Victoria's Secret, Heidi's withdrawal is actually more worthy of attention.

She has a very senior position in Victoria's Secret, and she led almost the entire Supermodel era from 1997 to 2009.

Since she wears Victoria's Secret's large angel wings every time she walks in the Victoria's Secret show, it is not an exaggeration to say that she is Victoria's Secret's 'own daughter'.

As one of the most powerful women in the future fashion industry, she has also appeared in many movies.

She's in "How I Met Your Mother."

Additionally, she is the official ambassador for Barbie dolls.

"It seems that she really agreed with what she said." Xiang Yang took a sip of his own champagne and said with a smile:

“In fashion, today you’re here and tomorrow you’re gone.”

"Who said it wasn't."

Todd shrugged.

A few months ago, he would not have imagined that Anna Wintour's young friend could start a 'trend' with just a few pairs of stockings.

It was even more unexpected that the other party could get the closing and opening covers of the American magazine "Vogue" by virtue of the creation of HYS, a sub-brand.

This strong performance is so eye-catching.

However, from Xiangyang's smile, Todd could see that the other party was not lost in the sudden attention.

"Perhaps, hosting the Victoria's Secret event at the Grand Palais in Paris will help you integrate yourself into the high-end fashion circle."

Thinking of the differences between himself and Xiang Yang, Todd thought to himself.

By the way, let the other party also set up a stage for you.

After all, he didn't talk much about those black strands of bragging.

Thinking about it, Todd clinked glasses with Xiangyang again and started chatting.

It wasn't until the end of the dinner that Little John, who had been moving freely among the high-level Victoria's Secret dinner guests, returned to Xiang Yang. At the beginning, he made a cold joke, "See, you and Todd have been chatting for a long time? Because you both have the same name." Thomas?"

"No, just asking some questions."

Xiangyang shook his head.

"Don't tell me, you also need to show off your yoga pants. Victoria's Secret is not that easy to copy."

Knowing that Xiangyang's next main business is to promote the secondary brand, Little John reminded him.

"How is that possible? I have a better idea." Xiang Yang said, getting into the car that took them back to the hotel.

The reason why he kept chatting with the creative director of Victoria's Secret during the meal was mainly because the two brands target the same customer group - the middle-class female market.

This type of consumer group has a distinctive feature. They have obvious needs for high quality, fashion and functionality, as well as money.

What is the biggest label on modern fashionable women?

“If I’m not working out, I’m on the road to fitness.”

While the two were talking, Axel also sat in. Just like when he was at the airport, as soon as he got into the car, he let out a long sigh of relief.

But tonight's efforts paid off.

Although Hermès, which is rooted in Europe, has many channels to obtain news about the American market, local brands and businessmen have a more comprehensive understanding of the domestic market.

<divclass="contentadv">"Xiang, you are right. They have also noticed that the term 'obese' is mentioned more and more often in the Times."

Fastening his seat belt, Axel's eyes were full of joy before the car started.

From 1998 to 2009, the number tripled!

The term healthy living is mentioned even more often.

"I didn't expect that you could observe this keenly." Under Little John's surprised gaze, Axel praised Xiang Yang, "No wonder you were full of confidence in the 'Sports Series' from the beginning."

"I also noticed it accidentally."

Xiang Yang shook his head repeatedly. He was able to notice this entirely thanks to Liu Qianqian.

Because of her recent love for sweets, she attracted Xiang Yang's attention.

Since the 80s, humans have begun to excessively consume highly processed foods full of sugar, salt, and fat, and the obesity rate has gradually increased.

Getting fatter is also a problem plaguing middle-class women.

Although they can choose healthier meat products in their daily diet, they cannot escape sugar.

High-sugar foods can reshape the reward circuitry of the human brain, making humans irresistible to sweets.

In daily life, excessive intake of sugar will naturally lead to some obesity-related problems.

Obesity and exercise are closely related.

When elite women try to find a healthy exercise to build a better body shape, embedding their own brand image into the perception of middle-class women is what Xiangyang wants to do.

This is also the cornerstone of Lululemon's success.

Xiangyang, who is trying to get a share of the pie in this field, will naturally lead Axel to pay attention to this point.

After all, he is the CEO of the brand.

He still has the final say in business operations and marketing operations.

A series of sponsorships have brought HYS into the public eye, but how to bring it into public life?

As well as cultivating the brand's appeal from the beginning, using people's herd mentality to deeply imprint HYS, a sports brand that represents young fashion, into the consumer group, there are many things to do.

"After this trip to the United States is over, I will go back to have a meeting with Pierre and my uncle Patrick to discuss it."

Perhaps because of drinking, Axel's tone was a little impatient.

Regarding the operation of the brand, he still has a conservative view, because if the initial stage is too large, the risk of brand operation will inevitably increase.

In this regard, Xiang Yang also gave his own opinion, “We can try it in big cities first and cooperate with some well-known gyms on activities to attract and promote consumer experience.

There should be many good talents at Lululemon who can help us. "

Listening to Xiang Yang expressing his meaning clearly word by word, Little John couldn't help but look at his friend.

It's really refreshing to say that you directly poach someone's corner.

"We even call it a nice name to ask the other party to help us. When did this guy start to turn bad?"

The next day, Victoria's Secret officially opened at the Armory in New York City.

This year's Victoria's Secret show took "green plants" as the theme of the show. At the beginning, Fergie, the lead singer of the Black Eyed Peas, appeared in front of the audience in a green dress.

The position of Xiang Yang and others was the best in the entire show, and supermodels began to appear one after another while singing.

Listening to the noise around him and the hip-hop music, in addition to saying hello to some people he knew, Xiangyang kept whispering to Little John and began to complain about this business show that attracted everyone's attention.

The theme of "green plants" should give people a lively feeling, but the on-site layout seemed very dull.

After watching the show, the supermodel's clothing and wings were not coordinated at all.

After a show, except that Heidi Klum left a deep impression on Xiang Yang, he didn’t even remember what Liu Wen and Laura wore.

Isabelle Goller's pair of silver Victoria's Secret angel wings really gave off the look of "X-Men", but they were too ordinary.

The bold attempt to design elements of minimalist style and samba dance also makes AA's shawl skirt look chic and comfortable, but not flexible.

So much so that the media gave it the comment of "the worst Victoria's Secret show" that day.

Some media even directly compared the clothing from the high-end jewelry custom-made series released by Hermès in Hong Kong Island a few days ago with Victoria's Secret's rainforest elements.

Frankly speaking, Todd really needs to learn from each other how to show the beauty of fashion elements, just like Anna Wintour said.

In this regard, when being interviewed by the media, Xiang Yang said speechlessly:

“Todd is a very good friend of mine. He has given me a lot of advice on design and inspired me to create. His success in business is an example that I need to learn from.

Some commentators are always being mean just to create buzz, which is unfair to the designers.

Of course we can accept the criticism.

But for those comments that are just to hype themselves up, I can only say, you can do it. "

This simple response has attracted praise from many fellow designers, but the good-faith media obviously will not let go of this hot spot of Victoria's Secret easily.

Because what the fashion industry cares most about is attracting attention.

"I remain skeptical of Thomas Xiang's views, but as he said, he really needs to learn from Todd. After all, he has not created any value in the business field."

"Xiang is just a designer from China. He is able to gain a foothold in Europe because of Europe's long-standing fascination with Chinese style."

"To be honest, although Xiang has achieved certain results, I have to express my doubts about his ability to take charge of a brand."

"Xiang? I've never heard of him. Maybe it's because he has a poor sense of business fashion that I haven't paid attention to any of his works."

For a time, Xiang Yang helped himself attract the firepower of many critics.

After Todd finished at Victoria's Secret, he quickly called Xiang Yang to express his apology.

At the same time, Gaultier's personal brand quietly transferred a sales commission to Xiangyang's account.

According to the previous contract, the three black silk styles designed by Xiangyang will be sold exclusively by Gaultier's personal brand. The price of each black silk silk is 299 euros, and the production cost is only 6-9 euros.

The version with handmade lace is priced at 699 euros a piece.

This is still the official selling price.

"Hey, hubby, how are you going to spend this money?"

Liu Qianqian, who sent Huang Xiaoming and Li Bingbing away, smiled when she saw the after-tax share of more than 200 million euros remitted from Xiang Yang's account.

This is the biggest profit the two of them have made in this period, excluding the gains from stocks.

"It's up to you, you can spend it however you want."

Xiangyang was also a little surprised by the money.

Although the contract with Gaultier was not signed based on the 1% sales commission in the industry, the sudden arrival of more than 200 million euros shows that in just a few months, these black silk stockings sold for 2000-3000 Thousands of euros?

How long has it been? !

No wonder black silk stockings are called "the wealth code of big names".

"I like Xiang's designs very much, and his black silk stockings are my treasure."

In the new episode of "Keeping Up with the Kardashians" (a reality show that has been around since 2007), Kim Kardashian, who never misses a hot topic, may have paid attention to the hot topics in Xiangyang, smiling at the camera. .

Before anyone else could say anything, Paris Hilton, an American socialite who also pursues hot topics and has a feud with Kardashian, took the lead in expressing her stance on her social account:

"The Kardashians are still so disgusting, her butt is like cheese in a trash bag."

Anna Wintour, who originally planned to support Xiang Yang, saw Kardashian so blatantly taking advantage of Xiang Yang's popularity, and said with her usual disdain when facing the media:

"I was worried that the expensive lace would stretch out of shape when she wore it.

That black thread on her body could only make people feel disgusted. "

Then, the American fashion circle suddenly became inexplicably lively.

As one of the parties involved, Xiangyang naturally cannot escape when the devil Anna is killed, "I don't like my work to be used to create some wonderful stunts. To be honest, Kardashian

I don’t really appreciate the publicity of their family. "

"As for what those critics said, I don't take it to heart, after all, they have the right to speak, but what I want to say is...

If their awareness of fashion is as high as they think, then why can’t they be seen as the brand’s design director? "

In the United States, Xiang Yang showed a different "bad mouth" than before, which surprised even Karl Lagerfeld, who thought he knew Xiang Yang well.

"This little guy looks quite like me."

After sighing, he called Xiang Yang, who was still in the United States, regardless of the time difference.

I'm late