Spring/Summer 2024 Fashion Week has come to a successful conclusion around the world. This year, major fashion brands highlighted the flow of ideas, the expression of personality, and the change of ideas on the runway, on the streets of the city, and on social media. Some people in the fashion industry said that how to upgrade and iterate brand propositions and concepts to meet the needs of consumers has become the "main show" of this year's fashion week. According to the report "The Next Decade of China's Fashion Industry: Can Premiumization Be Sustainable" released by the Boston Consulting Group (BCG) this year, China's fashion industry is currently in a deepening period of "stable quantity and quality increase" of fashion consumption, and the industry market structure is facing accelerated reshaping.
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In the environment of "quality over quantity" driven by growth, apparel brands need to combine their own resources with the external development environment. The well-known fast-luxury fashion brand URBAN REVIVO (UR) has handed over the answer sheet for the industry that belongs to this era - in order to achieve high-quality development, it is necessary to move towards the two ends of the "Smiling Curve" with higher value, that is, the product side and the brand side.
The smile curve theory points out that the added value in the industrial chain is more reflected in the "intangible production activities" at both ends, such as R&D and design, service experience, marketing, etc. At present, UR takes product research and development as the cornerstone and "fast luxury fashion" positioning as the spear tip, and successfully occupies both ends of the "smile curve" to achieve high added value in the industrial chain. At the same time, UR is committed to promoting industrial upgrading and development, leading the development of the entire industry with innovation and high-end, and further enhancing its status and value in the industrial chain.
The "extended password" of fashion brands: understand consumers, understand fashion
In September this year, the People's Daily (overseas edition) conducted an interview with consumers. In the interview, a number of consumers talked about the need for fast fashion brands to meet the changing needs of consumers in terms of personalization, version, quality, and environmental protection. How to have a keen insight into consumers' personality expression and consumer needs has become a key research topic for brands.
Recently, UR was awarded the "New Domestic Product Model" by China Business News magazine, which is the fifth consecutive year that the brand has won this award. The award was voted for by consumers, which is enough to see how much consumers love UR in the new era, and also represents that the brand has been highly recognized in terms of accurate insight, positioning and quality.
The core reason why it is loved by consumers is that UR has always been focused on consumer needs. UR not only pays attention to the simple functionality of clothes, but also pays attention to the expression of consumers' aesthetic style.
In the first half of this year, UR took "I AM FREE, MY UR MY WAY" as its brand proposition, encouraging young consumers to show their free and independent personality and express themselves boldly; In the second half of the year, UR joined hands with global brand spokesperson Liu Yuxin to launch an autumn and winter blockbuster, with the new brand proposition of "MY UR KEEP ALIVE", further encouraging fashion lovers to experience life in their own way and show a casual and unrestrained fashion attitude.
In UR's fashion concept, each consumer is a unique individual with their own unique aesthetics, life attitudes and values. Li Mingguang, founder and CEO of UR, previously said in an interview with the media: "In the past ten years, UR has driven brand development by product power. Starting from 2023, we will focus on brand power building to make the brand's personality and spirit more distinct. The fashion industry has always needed to be expressed. "UR continues to iterate on fashion propositions through a keen insight into personality, and innovatively designs a variety of product lines and matching suggestions.
It is reported that UR joined hands with 3 supermodels to launch a fashion down known for its high quality and fashionable design on the occasion of this autumn and winter, opening a new track in the industry. Traditional down jackets focus more on the warmth function of clothing, which cannot meet the needs of consumers for fashion sense. Insight into market demand, UR combines the function of the product with its own professional design, and creates a fashion down category that subverts the perception of the industry.
From the perspective of products, this category not only presents a high sense of fashion and quality in appearance, but also fully considers practicality and comfort, and perfectly combines the warmth and fashion sense of down jackets. From the perspective of the brand, UR not only meets the aesthetic needs of the new generation of down jackets with a sense of fashion, but also wins a new growth space for the brand with the category of "fashion down" equivalent to UR.
The "extended password" of fashion brands: understand technology and fashion
Li Mingguang once emphasized that UR will adhere to the "fashion-based, technology-based", and will rely on the "rational analysis" of big data and the "perceptual innovation" of designers to create products that are more in line with market demand for consumers and the industry. Over the years, UR has been committed to realizing full-link digital upgrades, demonstrating the rapid response and collaboration of technology-enabled innovation, manufacturing, assembly and other supply chain fields for the fashion industry.
In the current rapidly changing market environment, a flexible and fast supply chain system has become one of the key elements for enterprises to maintain competitiveness. By building this system, UR has realized intelligent production scheduling, ecological production and normalized fast return. In terms of intelligent production scheduling, UR is based on big data analysis and prediction, with the help of algorithms and models, to accurately predict consumers' fashion needs and accurately optimize the allocation of production resources. This enables UR to quickly adjust production planning and order allocation according to changes in market demand, further improving the flexibility and responsiveness of the supply chain.
It is worth noting that the digital intelligence of the UR supply chain feeds back the efficient innovation of the design team. At present, UR has a global designer development team of more than 500 members, with global creative headquarters in London and China creative headquarters in Shanghai, and has been working closely with different designers for more time this year. Recently, UR officially announced that Masha Ma, the first Chinese designer to appear on the official agenda of Paris Fashion Week, will be the "guest designer" of the autumn and winter charm series, injecting multiple fashion genes into the UR charm series with bold tailoring and exquisite craftsmanship, and jointly exploring the thousands of charms of modern urban women. With fashion as the root and science and technology as the foundation, UR has demonstrated the innovative combination of "sensibility and rationality" for the industry. The expansion of the brand and the industry still needs to complete the "service sector".
The "extended password" of fashion brands: understand service, understand fashion
Continuous innovation and diversified offline services have enabled UR to build a bridge with fashion lovers. It is understood that UR held digital art exhibitions in Chengdu and Changsha this year, combining fashion, art and technology, and bringing new experiences such as virtual fitting rooms and AR try-on to fashion lovers. In addition, UR has built a UR Fashion Life Hall in Dongshankou, Guangzhou's "trendy mecca", to create a new fashion life experience space integrating shopping, leisure, entertainment and socialization for Tmall members.
In order to serve more consumers in different regions, UR opened the first flagship store in East China and the third flagship store in China in Nanjing, following the Guangzhou Rising flagship store and the Chengdu Red Star flagship store. On the opening day, UR invited fashion KOLs of different styles to appear as models, showing a new fashion attitude in the form of a "shuttle pop-up show" - no longer conformist, bravely breaking boundaries, and "MY UR KEEP ALIVE".
The opening of UR's first flagship store in East China not only provides more consumers with high-quality fashion items, but also further provides the "fast luxury" fashion experience created by UR through in-depth interaction with different fashion lovers.
With its unique strategies and means, UR has successfully attracted the attention and love of a large number of consumers, which just confirms UR's positioning as a "fast luxury fashion brand" - adhering to the spirit of continuous innovation of "fast", showing a steady stream of creativity and the attitude of pursuing fashion to meet the changing and diverse needs of consumers. At the same time, through the pursuit of higher quality of "luxury", we break the inherent cognition of "poor quality" and "not enough environmental protection" in the fast fashion industry, and communicate with consumers with a fashionable, innovative and high-quality brand image in an all-round way.
In the future, UR will continue to be based in China, face the world, further expand the international market, and bring more development models to the industry with technology empowerment.
Source: Xianning News Network