What Are Fashion Buyers Doing In London Fashion Week?

What are the highlights of London Fashion week for buyers? What is their difference in fashion week? Compared with fashion editor, we may read a London Fashion week from a different perspective from the perspective of the two buyers.

What shows are the buyers watching during the London Fashion week?

Purchasing director, Laura Larbalestier, Harvey Nichols group

For a fashionable buyer, although the 2019 autumn winter London Fashion Week lasts only four days, it has a very tight schedule every day.

On this London Fashion Week, the first day and the second day gathered new brands and design rookies, and the third days were Burberry, J.W.Anderson and other home courts.

London Fashion Week has always been famous for its new designers. Many British brands have become very mature fashion companies. As buyers, I am more interested in the development prospects of these emerging brands.

Every time you come to London Fashion Week, you can always see surprises.

This time, the most impressive thing is J.W. Anderson, and I expect there will be some explosions.

Fashion buyers usually go to the show in the early morning, and this time I went to the opening of the new designer Richard Malone.

The burst pattern is full of retro breath in 80s.

Next, buyers usually rush to some important shows, including Roksanda, Erdem, ChristopherKane and J.W.Anderson, which represent the fine tailoring and commercial potential of London's top designers.

From the buyer's order, I noticed a lot of feather design elements in this London Fashion Week, especially in the two shows of Roksanda and Erdem, another important aesthetic factor of London Fashion week.

In addition, there are three elements in feather show, gorgeous brocade and wide prom dress in Erdem and Chinese designer Zhang Shan's release show.

On the last day of London show, I noticed that there were interesting designs and new styles in the design of sleeves and shoulders.

The Rejina Pyo show is the perfect autumn wardrobe. It looks good and real. I like it very much.

It is worth mentioning that Mother of Pearl and Rejina Pyo are also the new brands that London women's wear week has set off. The two brand new series cater to the design needs of young girls nowadays.

Chalyan also held a 25th anniversary commemorative counting campaign and held a theatrical fashion show at Saddler 'sWells theatre, inspired by the 1980s era "Voguing" Shakespeare.

What are the concerns of domestic buyers in London Fashion week?

DFO co-founder, CMO Ye Qizheng

From the point of view of buyers, London's fashion week, the commercialized brand will not be in the main field of vision.

For domestic buyers, in London Fashion Week, finding the designer brand with the potential of the domestic market is the core goal.

Fashion shows like Ports, Burberry and other brands have always been concerned by domestic fashion media, but domestic buyers are more willing to dig up emerging brands in London Fashion week.

These new designer brands have not been tested by the market. Under such circumstances, domestic buyers usually examine the possibility of placing a rookie brand in every aspect.

Sometimes, the process of placing orders and long-term cooperation is very long.

Domestic buyers first go to the show, mainly to understand the DNA characteristics of the new designer brand, then look at the details of fabric, format, and design in showroom.

After continuous market olfactory training, professional buyers usually identify new brands in London Fashion week. After communicating with designers, they confirm the stability of supply chain and brand development plan, and then place the order.

For the domestic market, there are many uncertainties in the emerging designer brand.

Usually, in order to reduce risk, buyers prefer to test the order.

Considering the two aspects of sales volume and brand stability, we need to observe two to three seasons continuously.

After all, domestic buyers are more inclined to continue to cooperate. It is very important to investigate the stability of design and the stability of designer brand supply chain.

It is worth mentioning that every time London Fashion Week emerges a large number of designers.

However, not every designer brand can have perseverance for long-term development, and screening is also one of the focuses of buyers.

The experienced buyers will have an in-depth understanding of the design rookie alone, and exclude the designer's new brand, and cooperate with the steady newcomer in order.

To sum up, the biggest attraction of London Fashion Week is rooted in the designer industry in London.

Of course, London Fashion Week is also an industry label supporting rookie.

During the fashion season, the British Fashion Association BFC held many rich activities aimed at attracting new designers to London.

At the same time, domestic buyers will see London Fashion Week as a treasure hunt, and small brands and new designer brands that are interested in entering the Chinese market are regarded as "prey".