Sharon: The Status Quo and Future Discussion of the Combination of Sports and Trends

For sports brands, our new goal is to meet the aesthetics of fashionable hipsters. What did the previous market look like? How did the sports trend begin? What is the current status of sports brands? What does a fashion brand look like? What does it mean to create a brand? What does it mean for a fashion brand or a sports brand? How should we follow this trend?

In response to this question, Mr. Patrick Peritz, CEO and co-founder of GrandStudio, Mr. KeiHirosawa, the favorite of Japan's top multi-brand buyer store BEAMS, and Mr. Haysun Hahn, a consultant of New York's influential consumer goods expert, have combined seniors. The experience and unique forward-looking vision have been wonderfully shared on the status quo and future of the combination of sports and trends.

Patrick Peritz: Years ago, the fashion industry and the sports industry merged together. As a result, sports brands began to pay attention to fashion crowds. For fashion brands, they are also willing to pay attention to the product design and production process of sports brands.

Wearing two extremes

The phenomenon that everyone saw before is very simple. The dress is divided into two extremes, or it is a very sporty person, wearing professional sportswear, wearing casual clothes when not exercising, living fashion, and sports. About five years ago or earlier, the fashion crowd began to focus on health and sports, but they are also very fashionable while exercising, so they will carefully select some more fashionable sportswear to match.

Fashion brands are also beginning to pay attention to sports elements

With the prevalence of mobile social networks, everyone will start to show off their good-looking sports wear on social networks. These information and trends are spreading more and more widely on the Internet, which is an obvious phenomenon. At the same time, Nike began to consciously cooperate with Japanese fashion brands in 2010 and launched a running series. Nike and SACAI are also famous for their women's collections, as well as Hummer and RIHANNA.

For fashion brands, they have some actions to show their determination of sports products. For example, we have GAP, H&M, UNIQLO also has sports products, and big names like GUCCI's main design and Nike. There is also cooperation to launch a new product line.

But for fashion brands, because of the different procedures for design and production, they are now more concerned about the production and design process of sportswear. They will also be very concerned about the functionality of sportswear, must be 100% fit the fashion theme of the entire season, and choose the right features and processes to achieve. Sports brands are very experienced in the production of these functional clothing. What they need is the fashion trend to extract the elements they really need, and then apply them more accurately.

KeiHirosawa: Since the 1970s in Japan, outdoor trends have begun to appear on the fashion scene in Japan. Take the more representative fashion magazines as an example. The trend magazine POPEYE is about lifestyle.

Outdoor sports trend

Japanese outdoor sports brand items are more and more integrated in men's fashion styling, such as daily leisure, outdoor items like watches, or more outdoor items in the mix of business and leisure. Japan's outdoor sports trends were not at the same time, starting with the popular backpackers and fishing in the early 70s and 80s, and now entering a skiing sport.

Story design

Many brands are now also developing with the outdoor trend, incorporating more story-based designs in the product. In addition, from the display of the store, behind the display of the bag is a single item, in front of the whole, there is a story, according to the scenes of the display of different combinations.

Generally, outdoor fashion brands are highly concentrated and concentrated on the display. In recent years, it has been popular to have story and combination on the overall display, which is the current direction. Some Japanese brands use outdoor craftsmanship to make fashion elements. In recent years, the trend is that fashion brands will use outdoor special fabrics as a single item, and then choose to enter an exhibition like ISPO.

Fashion combined with outdoor trends

The combination of fashionable brands and outdoor fashion items is a way of expressing Japanese brands. In the Beams store, we have magazines for mountaineering and surfing. There is a matching look we recommend in the window. The scene and story in the overall connotation show the combination of the items more clearly. The things that climb the mountain, the things of the military style, will not be presented in the form of mountain climbing, but will be dressed in fashion items.

Another store of Beams is the American style of the American 50s and 60s. The store is also our fashion item, and the shirt series is equipped with outdoor sports shoes. In the product development process, for example, with SPECTRA development, this is a cross-border series. In addition to the cross-border cooperation between Beams and various famous outdoor sports brands, we will release these contents from the production form. . This is the magazine produced by Beams, which is an interview with companies of different outdoor brands.

HaysunHahn: Nowadays, the collection of fashion and sports is getting closer and closer, especially like Nike has a large variety of fashion products and sports products combined.

What we are now focusing on is the trend of sports development and the trend of development in the next five or 20 years. Now some functional fabrics, the entire popular life cycle is about 15 years. I think there is a time lag between the research of the school and the application of the market. This is something that everyone needs to consider. Some of the technologies researched at school may be slightly ahead, but the market is not fully accepted, so it may take some time for technology to be applied to the market.

There is still a lot of space in the sportswear market

Nowadays, the global textile and apparel market, including clothes and shoes, has reached 30 trillion US dollars. This is a very large number, and women's clothing accounts for about 62.1 billion US dollars. In 2015, the entire market is about $300 billion, and the market for sports shoes is about $90.4 billion. It is estimated that the entire sportswear and accessories in 2017 will reach a market share of $16.5 billion. Nike and some big brands account for only 5% of the total market share, and the entire sportswear market still has a lot of space.

Nowadays, most sports brands advocate a lifestyle and no longer emphasize the functionality of individual clothing products. Instead, they reflect the inspiration and will of a designer who combines technology and fashion. Therefore, the expression is a combination of fashion and functionality. If these garments are traditional outdoor clothing, the price is about 500 dollars, and after adding a lot of fashion elements, the price can be about 2,000 dollars.

Three levels of brand

The three levels of the brand are now divided into three levels. The first level is the combination of fashion and function, and the price is very high. At the other end, the functionality and price are very low. The middle is the area where we can all think about the brand direction, function and fashion design. This area has provided us with great development.

With regard to the development trend of 2020, it is very important that sports and fashion are related to this. We have become a new definition and a new concept. Two very important concepts, one is the virtual concept, how our brand is to form this image and visual effect. There is also a real dress, what kind of function we show.

The other one, if we want to express its performance, I hope that everyone pays attention to its color, the shape of the clothing must have a good stability, we probably launched the summer sportswear about five years ago, and In this process, we believe that in the future trend, summer sportswear will be a big development trend. At the same time, the proportion of women's clothing category will be a big increase. And by 2020, women's demand for yoga clothing will be a big market space.

Our current product development has large and wide products, and it has developed into more and more specialized textiles. Nowadays, young people under the age of 30 in the United States are increasingly participating in club activities. This club is more and more focused on sports. For example, golfing and table tennis all require special sportswear, so the more we need these The more you come.

Respect for innovation and technology revolution

Now if we focus on sports development in 2020, we now feel that clothing is paying more and more attention to the design of some functions. Therefore, we must know that the special needs of special sports require us to consider these needs in our clothing design.

So you must respect the revolution of innovation and technology and apply these things to your product design. So if you respect technology and innovation, future products will also show respect for you. The last reminder here is that fashion is following you, don't blindly pursue fashion.