Fast fashion brand TOPSHOP march into China "guerrilla concept store"

Different from ZARA and other fast fashion brands to quickly deploy channels into China, TOPSHOP settled in Shenzhen are pop-up shop preheating shop, also known as "guerrilla concept store." Just like TOPSHOP's "Guerrilla Concept Shop," you can conceptualize the gentleman-like "test water" of traditional English gentlemen and can also be seen as a cutting-edge initiative under the avant-garde spark of creativity. Horse said that the future TOPSHOP will be British fast fashion labeled "double personality" label. In a recession-stricken environment, fast-fashion clothing brands allow young people to save on their pockets while still enjoying fashion needs. Affordable, fast design and production of luxury brands with high-end style, fresh fast fashion brand is leading a wave of new fashion trends. According to the Voice of Economic Report, in May 2012, the famous fast fashion brand TOPSHOP, owned by Arcadia Group, the largest apparel retailer in the United Kingdom, was set up in Shenzhen. As an international fast fashion brand, Topshop previously had only two stores in Asia in Tokyo, Japan and Shinjuku. Different from ZARA and other fast fashion brands to quickly deploy channels into China, TOPSHOP settled in Shenzhen are pop-up shop preheating shop, also known as "guerrilla concept store." Fashion commentator, LC style network CEO Ma introduction: Ma friends: In a specific period, in a particular place, all sales are for this service. Or choose some new sales, or choose a special series of sales. In the topic effect is very good, we feel for such a fresh marketing, or quite interested. More like the brand before entering China to test the water. Topshop is a fast-fashion brand business miracle. Topshop was established in London, England in 1964. At that time, there was only one counter in the middle of Sheffield department store. Ten years later Topshop became an independent retailer and gradually became successful. Now Topshop has 309 fashion stores in the United Kingdom, including one of the world's largest fashion stores in London's Oxford Circus, attracting 200,000 consumers a week. TOPSHOP has a number of product lines, covering a wide range of apparel and accessories, ranging from vintage, understated British styles to trend-setting exaggerated styles. Especially the Unique series, by virtue of the uniqueness of design in one fell swoop embarked on the stage of London Fashion Week. Li Jia-condensate, head of non-space for China's channel partners at TOPSHOP, goes without saying that the modern and classical aspects of TOPSHOP embody the "no-class" spirit of fashion. Li Jia condensate: It emphasizes that there is no class fashion, they are pursuing an eclectic design style. Always lead the trend, not a follower. In recent years, some domestic garment enterprises have also tried to use star, advertising and price offensive fashion fast fashion brand, but eventually failed. Ma La said TOPSHOP brand molding force embodied in many aspects: including the reference to the big-name models, POP-UP and other innovative marketing methods, but also more importantly transfer distinctive dress concept. Horses: it will popular fashion icon wardrobe, dress concept, with the concept of personal characteristics with the brand together, a series of cooperation. These are the feelings and means of shaping the brand image and FASHION INSIDE. In shaping the luxury clothing brand, how to tell consumers a good "story" that reflects the history, style and culture of the brand is the most important part. But for fast fashion represented by TOPSHOP, the sense of rhythm is more important than the story. Ma friends: This sense of rhythm is a sense of rhythm involved new products, the second is the market approach and marketing rhythm, are very fast. From the traditional big-name luxury goods, the process of going too fast fashion, fashion faster and faster rotation. It turned out to be two seasons a year, fast fashion now break this speed, it is in the global chain every week, will give users more fresh choices. Just like TOPSHOP's "Guerrilla Concept Shop," you can conceptualize the gentleman-like "test water" of traditional English gentlemen and can also be seen as a cutting-edge initiative under the avant-garde spark of creativity. Horse said that the future TOPSHOP will be British fast fashion labeled "double personality" label. Horse friends: their own British fashion has a particularly strong duality, and now the concept of fashion in the British brand, pioneer new feeling more. This is especially the concept store, they are very fresh approach. But do not rule out the way the traditional retail flagship store to do. However, these two are not contradictory. If we can mix and match together, is not it more interesting?

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