New Order, New Consumption, and New Experience: Grand Opening of the First Shanghai Fashion Weekend

【Introduction】

The Magic has once again set off an "immersive" boom. The world's first "Immersion Fashion Carnival" Shanghai Fashion Weekend took place on April 14 at the Shanghai Exhibition Center.

Leaders from left to right: Directors of Market System Development Division of Shanghai Municipal Commission of Commerce Zhou Yi, Qi Mengyao, Lyn Slater, Zhou Haiying, Deputy Director of Shanghai Jing'an District, Deputy Director of Shanghai Fashion Week Organizing Committee and Deputy Director of Shanghai Municipal Commission of Commerce Liu Min, CEO of IPCN International Media Yang Yuancao, Director of Shanghai Jing'an District Business Committee Ren Shaonan

[Introduction]

From immersive teaching to immersive drama, the international vanguard cultural consumption style centering on experience has quietly entered the life of the people. Shanghai Fashion Weekend activities are in line with the trend of upgrading the consumption structure of the general public. They are inviting the fashion, music, and arts communities to help each other and reorganize elements such as fashion shows, buyers' holy sites, and interactive cultural and art exhibitions in an innovative way to enhance the younger generation. The experience of visitors is at the core, creating a lifestyle IP that integrates products, content, and services, bringing fashion and young consumers closer together, and inviting the whole people to “fight for Fashion” for three days and nine hours a day. That is, show that buy, play fashion. The stars including Huang Xiaoming, Yao Chen, Zhang Liang, Qi Mengyao, Su Mang, Feng Chuxuan and the big coffee industry all praised the event.

Extend Fashion Week's Platform Features and Values

As the first large-scale event for the C-end audience launched in Shanghai fashion week 2017 autumn and winter, Ms. Lv Xiaolei, deputy secretary-general of Shanghai Fashion Week Organizing Committee, is looking forward to the event. For the industry, some of the views on the "Immediate Buying" model will bring production and sales links and weaken the industry's leading role in Fashion Week. Ms. Lv Xiaolei believes that the positioning of Shanghai Fashion Week is clear. This is a way to provide the public with close quarters. The fashion experience activities can not only increase the general public's attention to Shanghai Fashion Week, but also extend the spirit of Fashion Week, shorten the distance between brands and consumers, and allow fashion to have a chemical reaction with everyone's life. Shanghai Fashion Weekend uses fashion as a carrier of content, and uses entertainment as an indicator to integrate elements such as art, music, and interactive technology. It is also a new attempt of Shanghai Fashion Week based on the original professional B2B system structure. The success of the event helps to extend the fashion. Weekly platform features and value.

Innovative Urban Public Space Concept

Shanghai Fashion Weekend invited an international curatorial and design team to transform this historically protected building of the Shanghai Exhibition Center into a new type of public space that is futuristic, everyone can participate, and lasts for three days. Ms. Yang Yuancao, founder and CEO of IPCN International Media, the organizer of the event, said: “Young people need fashion, not only to wear fashion, but also to experience fashion. Fashion Week is to serve the fashion industry, and Shanghai Fashion Week is the fashion week’s The purpose of the extension is to serve all people.This is a public space that is carefully crafted for all fashion lovers, opinion leaders, and fashionistas, and some of them are for shopping. Let young people in this shared fashion and cultural space Finding resonance in it! Rather than saying it is an exhibition, it would be better to say that it is a fashion and carnival of sound and light music. "

First new retail business model with content as the core driving force

The rise of the millennials is the main force of the new consumer, and the new retail business model leads the way. The inaugural Shanghai Fashion Weekend is unique, with omni-channel content as the dominant force, inviting fashion blogger Lyn Slater, international supermodel Yu Mengyao, twice-graded Grammy Award winner Dana Leong, artist Song Yang, and other domestic and foreign fashion and music. Joining the Art Café, through installation art exhibitions, synchronized Paris Fashion Week big-name catwalks, feminist lecture halls, daily different interactive shows, ready-to-get-to-buy and a series of fun activities, to open the door for the audience to enter the fashion and let them Effectively "immersed in" fashion, upgrading fashion tastes and harvesting fashion items. The activity content not only greatly increases the sense of experience and interaction of the target group, but also reduces the intermediate links of sales, from the time when it meets the international fashion week, that is, to buy the creative market, and then to the full shopping of the department store. Space, with a multi-level layout and a new order for fashion and commerce for younger groups, creates the first retail model under the new economy.

Intuitive response to Millennial generations living and shopping

Under the “shared” culture and economic philosophy of the millennial generation, the interactive space of multicultural integration is more influential. The first Shanghai Fashion Weekend created a three-day POP-UP Mall retail event, allowing fashion-conscious young people to experience fashion from a distance, discovering multiple surprise treasures 9 hours a day - the hot giants of European and American cartoons in Sesame Street. Even, hip-hop dancers, boxing experience, public welfare, difficult yoga dance performances, supermodel interactive performances. In addition, the audience will also have the privilege of stepping onto the red carpet-covered crosswalk and step into the glittering gold show field to enter the mysterious forest. The most popular online red parade, Fashion Lab, a full-scale fashion exchange platform, and various bazaars and buying shops that fully meet shopping needs... Multiple surprises together to create an elemental fashion weekend to meet the millennial's different expectations.

Build a communication and publishing platform for “world citizens” - Fashion Lab

Consciousness is a pioneer of action. Pioneering spirit and experimentalism as the motive force of modern life style change and renewal are worthy of attention by more young people. Fashion Lab is the most pioneering section of the fashion weekend that leads the spirit, communication spirit and experimental spirit. It aims to be a communication platform, a recommendation platform for designers, and a publishing platform for new cooperation projects.

The fashion weekend of Shanghai 2017 is a collection of female opinion leaders involved in fashion, music, charity, new media, etc., bringing new experimental offline activities: fashion blogger Lyn Slater proposes fashion as your attitude to life. It is not too late to say one thing; the influx of people, Li Yilin, will also tell the audience about the story of his “sub-culture” tattoo; Chen Hong, the “original ancestor” of Net Red, will talk about its evolutionary history on the Internet; famous singer Yuan Yawei not only brings Live performances, more talk about the story behind the music. They have used a unique perspective to elaborate the concept of “fashion for the people”.

From left to right guests: Ma Jun, Qi Mengyao, managing partner of Yongbai Shengye Film and Television Fund, Yang Yuancao, CEO of IPCN International Media, and Qi Ying, President of China Run Fund

The fashion weekend IP has received great attention and love from the capital community at the beginning of its birth. There are two special partners in Shanghai Fashion Week 2017: one is the upstart in the financial sector. In recent years, Yongba Capital, an active investor in private equity, securities funds, global real estate, and cultural entertainment, etc.; one is the investment community. The veterans have once participated in the China Run Fund, which is owned by the Zhida Group under the Olympic Games, the World Expo, the Capital Airport and other major venues. Everyone is very fond of Fashion Weekend this new pan-culture entertainment IP, providing strong capital backing for the Shanghai Fashion Week Organizing Committee and IPCN International Media, and working together to create another city event in Shanghai, the fashion and international capital.

At the same time, during the current Shanghai Fashion Weekend event, Yongbo Shengye, a subsidiary of Yongbai Capital, has also entered into a strategic cooperation with IPCN to jointly establish an IP incubation fund. In the future, both parties will work together on cultural entertainment content and IP as the core to jointly create quality products, enhance the commercial value of the pan-entertainment industry, and make positive contributions to the upgrading of China’s cultural consumption.

[Conclusion]

Shanghai Fashion Weekend is sponsored by the Shanghai Fashion Week Organizing Committee. Ms. Yang Yuancao, founder and CEO of IPCN International Media, jointly produces products. The young, elite team of 26-year-old IPCN International Media is responsible for overall content planning and execution. Also, the Chinese and French curators who specialize in adooor art exhibition culture and new media jointly implement the art planning section with the team of top international designers. No matter whether it is the development of youth culture, the birth of a new model of the city, or the testing of the new retail order at multiple levels, the Shanghai Fashion Weekend has a pioneering significance of sustainability. The project will also carry out long-term layout and development, and follow up the consumption concept of young groups in real time, thus promoting the emergence of a refreshing consumption model. After its first successful launch from April 14th to April 16th, 2017, Shanghai Fashion Weekend will surely become the iconic B2C immersion fashion event in Shanghai and even in China. It will continue to attract fashion and lifestyle brands, as well as the enthusiastic participation of a wide range of fashion enthusiasts. .