In 2019, where is the spring of luxury women's wear?

The middle-class consumers are only sensitive to taste and quality.



& ldquo; Joy & rdquo;!



& ldquo; elegance, integration of Chinese and Western & rdquo;.



& This embroidery careful machine ah & rdquo;.



Grace, 30, is trying on an improved silk red jacket with mulberry silk and lamb wool in the SHIATZY CHEN store of SKP. This time, she was surrounded by a very loving staff, including her husband, parents-in-law and a total of five people. It was the anniversary of her first marriage to her husband that day. The whole family went out to celebrate and hope Grace would choose a gift she liked.



Thirteen thousand yuan, this is the closing price.



SHIATZY CHEN is Grace's most frequently visited storefront, the brand to create & ldquo; Huaxia Xinzi & rdquo; the birth of a sense of mission, emphasizing the Chinese arts and crafts aesthetics, a needle-and-thread interwoven series of eastern and Western fashion scenery. Up to now, it has become a comprehensive brand with high-grade women's wear, high-grade men's wear, high-grade accessories and high-grade household jewelry.



& ldquo; I have a natural preference for SHIATZY CHEN, which is not entirely luxurious fashion, but knows how to take the golden mean, which combines the top Western skillful craftsmanship with the delicate Oriental ingenuity. Every time I update, I always see the time and space transfer of Oriental aesthetics, and it seems that I can meet the new unknown self. & rdquo; Grace said so.



Specifically, in the shopping list of young consumers, especially the new middle class, high-end brands with tune, style and personality are becoming more and more popular.



Excellent, only for the high level of harmony between man and nature < br />.


& nbsp; high price, who is paying? In fact, middle-class consumers who pursue & ldquo; superior & rdquo; are insensitive to price.



According to the China Luxury Goods Report 2019 issued by Rhode Center for Public Relations and Precision Market Research recently, despite the impact of the macroeconomic environment and Sino-US trade frictions in 2018, consumers in Mainland China and Hong Kong in 2019 are optimistic about their future consumer confidence. 46% of mainland Chinese consumers and 32% of Hong Kong consumers said they would spend more on high-end and luxury goods in the coming year. It also makes the worries of “ consumption downgrade ” seem a little more worrying.



Regarding the reasons for purchasing high-end products, the report analyses that Chinese consumers in Hong Kong value improving the quality of life, while Chinese consumers in mainland China will attach equal importance to both expressing their personal taste and improving their quality of life.



Compared with previous reports on luxury goods in China, mainland Chinese consumers have changed from outward-oriented & ldquo; demonstrating their social status and personal taste & rdquo; to attaching more importance to their own & ldquo; improving their quality of life & rdquo; which once again reflects the growing maturity of the consumption concept of mainland Chinese consumers.



In the ICICICLE shop of SPK, at a glance, seven people are trying on clothes, 19,000 yuan a pure cashmere overcoat, 6,000 yuan a camel cashmere sweater, 4996 yuan a wide-legged pants. Although the price is not cheap, but the enthusiasm of customers to try on is not diminishing, which is inseparable from consumers'brand recognition of ICLE.



& Our products come from high quality raw materials in nature. & As the shop guide said, he picked up one piece of clothing and introduced it as follows: & ldquo; This sweater is dyed and finished with onion skin extract color. This shirt is made of organic cotton grown in soil without chemical reagent for more than three years. This fabric is made of dew hemp soaked in natural rain. This cashmere sweater and overcoat are original colour wool. In addition, we have natural planting. The finished garments dyed with indigo yarn and dyed with Xiangyun yarn and Pu'er tea are hellip; & hellip; & rdquo; < br />.


It is reported that in order to obtain better quality fabrics, ICICLE has also started strategic cooperation with suppliers in recent years from raw materials, and purchased Max Mara's two-sided fabrics factory.



In the V· GRASS store next to ICICLE, five people entered in 10 minutes and two tried on. & LDquo; V· GRASS only chooses the best quality silk and wool for customized printing and dyeing in France, Italy, Korea, Japan and other countries. & The introduction of sales personnel also conveys the brand commitment of V·, GRASS&ldquo, high-end quality & rdquo.



Marisfrolg stores, & ldquo; Marisfrolg's quarterly clothing fabrics come from Italy, Japan and France, adhere to the use of silk, cotton, wool and other natural high-quality fabrics. In order to make better use of the best fabrics, the designer tried his best to create an excellent proportion and line of Asian women with exquisite cutting techniques. & rdquo; said the salesman in the store.



Young Marisfrolg Brand of Marisfrolg on the same floorWhile adhering to high quality, SU has created a youthful and vigorous image of a modern girl with bright and rich colors, interesting and fashionable designs, creative collocations and details.



High quality fabrics are the first step to high fashion. High-quality service is also boosting the brand's high-end image. Reporters found that although these stores occupy a small space in SKP, they will still be equipped with about five guides, basically satisfying one-to-one service. They tirelessly help customers to dress up and give suggestions, although many customers choose & ldquo after trial-wear, and then transfer & rdquo; the guides still smile at each other.



Advanced, just waiting for the person who touches the soul of the brand.



Feelings are believers who are loyal to a better life < br />.


From the point of view of store flow, many customers are attracted by the store. In addition to having a special fondness for the brand, they also have a lot of recognition for the brand culture, feelings and store design.



In the CICLE flagship store of Beijing East Xintiandi, the 900 square meter compound space combines the perfect integration of bookstores, culture, fashion and life. It presents the series of CICLE Paris, women's wear, men's wear and accessories, and the Royal Royal flax home textile brand LIBECO from Belgium. Location conforms to the aesthetic space of the modern urban lifestyle, fully demonstrates the advocated & ldquo; harmonious coexistence between man and nature & rdquo; contemporary lifestyle, providing customers with a new experience of fashion, art and culture.



Gentle and moderate highlight the style, elegant increasingly warm, V· GRASS strive to create a refined, elegant, simple shop image, closely followed by V· GRASS clothing elegant style, are focused on the performance of simple, elegant, fashionable, exquisite brand spirit, and from the color, light, material details to create an experiential lifestyle scene.



Even, V· GRASS brand-new experience flagship store incorporates cloud brocade elements in shop decoration, garden-style fragrance experience space, 360-degree panoramic fitting experience, VIP private space noble enjoyment, to provide customers with high-end comfortable shopping environment and interactive experience.



Xiaoxu, a fan of Lin Xinru, has always paid tribute to SHIATZY CHEN. & Every time you enter SHIATZY CHEN's shop, you will have a pleasant space design, honey-colored marble tiles extending to the display panels, soft fabrics inlaid with lacquer coating on the surface of the wall, and Pearl shellfish embellished among them to create a fresh and comfortable atmosphere. At the same time, the air field is strong enough to show off. & rdquo;



SKP SHIATZY CHEN Shop presents men's wear, women's wear, footwear accessories, perfect integration of open space, warm luxury building materials and natural light, creating a completely different fashion retail space from the traditional model, highlighting the continuous interweaving and integration of tradition and innovation, showing a different aesthetic sense of conflict.



In fact, in recent years, SKP has been introducing designer brands with multiple styles, such as SHINE LI, O 2nd, Blink, DIN, etc., involving hundreds of international famous products and international designer brands with multiple styles, with prices ranging from $34,000 to over $10,000. As consumers now pay more attention to experience in shopping malls, these novel and highly recognizable designer brands are more likely to attract consumers.



However, whether for traditional classic women's wear, or more personalized, more tunable designer brands, their competitive pressure is still not small, the biggest risk is inventory pressure, if sales are not good, everything is empty.



Industry insiders also pointed out that in the future, with the increase of per capita income, the expansion of the size of the middle class and the upgrading of consumption, it is expected that the domestic high-end women's wear market can still maintain rapid growth.