New Fashion Consumption In The Future Trend Of Digital Technology

From September 4 to 12, "China International Fashion Week in spring and summer 2023" was held in Beijing. In order to boost the confidence of fashion consumption, explore a new way of industrial development, and highlight the power of Chinese fashion, the theme of "constant dynamic and new" is around China's international fashion, focusing on seven major directions: business consumption, Chinese aesthetics, intangible cultural heritage innovation, fashion style, sustainable fashion, the universe of time and the protection of intellectual property rights 141 brands and 361 designers from 19 countries and regions including Turkey participated in 134 events including fashion shows, fashion forums and designer competitions. The chairman of Indonesia International Fashion Week, bobi, praised that "in the past 25 years, China International Fashion Week has successfully developed into a representative platform for all sectors of the world to grasp fashion trends, observe consumption trends and broaden business cooperation".

　　 The future trend is concentrated

Fashion is a mirror of the society, which reflects the current background and future development trend. Looking forward to the future, lifestyle changes will bring new fashion consumption content and form. Advocating safety and health and practicing sustainable development will become two major trends of fashion consumption in the future.

"Future consumer fashion forum" is the highlight of fashion week's annual release of new fashion trends. The forum predicts that the new generation of consumers who focus on higher quality lifestyle and those who are keen on health care will become the key fashion consumer groups in 2023. How to integrate the consumption mode and the general environment should be the focus of the brand side. Gao Xiping, the top ten fashion designer of the 25th China Fashion Awards, believes that "with the gradual rejuvenation of the main consumer groups in the future, consumers' aesthetic will gradually improve, and designers should pay more attention to details and ingenuity.".

Sustainable development is another subject that fashion industry must face. The new concept of "protecting green mountains and green waters with sustainable fashion" is making efforts to reshape China's fashion consumption. Yang Jian, full-time vice chairman of China Fashion Designers Association, believes that "the sustainable proposition of fashion industry is a common question on aesthetic culture, humanistic spirit and product strength under the background of market and consumer demand of the times". Designers and brands participating in this year have reduced pollution, carbon emission and resource consumption in raw materials, design, processing and packaging, increased the use of natural fiber, degradable fiber and technological regenerated fiber in fabric selection, and adopted environmental protection technologies such as grass and wood dyeing in dyeing process.

　　 Virtual space experience fashion

It has become a new channel for consumption to keep up with the trend. Xu boting, director of trend training in China of Nari Lodi design firm, believes that "the rapid development of digital technology has given birth to diversified lifestyles and brought new opportunities and challenges to traditional consumer goods and creative design".

This year, the fashion week launched the concept of "time Shang Yuan universe". It created the virtual fashion landmark of "Yuan universe · Beijing 751D · Park" in China by using 3D technology, and reconstructed the "central hall" and "first workshop" of the iconic retro industrial fashion show in the virtual space, providing multi-dimensional immersive experience for all participants.

The virtual interactive space is another highlight of fashion week using digital technology to innovate consumption scene. This virtual space is a virtual exhibition hall specially created for the selected representatives of the past "10 + 3 showroom youth designer base plan". Users enter the virtual space with the image of virtual human, which can not only experience designer's works in visual landscape, but also build virtual social circle to create conditions for deepening communication in real life.

With the new stage of virtual fashion landmark and virtual interactive space, it is natural to have a new protagonist, Xiaomei, the virtual spokesman of fashion week. Today's youth and other avant-garde designer brands have created virtual fashion for "Xiaomei" for virtual release. As a virtual curator, "Xiaomei" also guided the virtual fashion shows of 8 brands including Anta. In addition, the fashion week also jointly launched "Xiaomei" with hongxingerke, JeansWest and other brands for the first time. Together with other 62 sets of fashionable digital collections, it was put on the shelves of NFT China for the collection of consumers.

　　 Global first brand gathering

From Paris and Milan of "industrialization 1.0", to New York and Tokyo of "industrialization 2.0", and now from "industrialization 3.0" to "industrialization 4.0", a new batch of international fashion centers are about to emerge.

Sponsored by Beijing Municipal Bureau of Commerce, Chaoyang District government and China Fashion Designers Association, the "global first festival" is exactly the ambition of building Beijing into an international fashion consumption center in the new era. In addition to the "10 + 3 showroom youth designer base plan" designer brands, there are also overseas designer brands from "10 + 3 international project". The gathering of Chinese and foreign brands, in the form of buyer's meeting, star bringing goods, and bloggers planting grass, not only comprehensively presents the new international trends in the fields of clothing, jewelry, bags and home furnishings, but also vigorously promotes the rapid commercial transformation of fashion brands, and helps to build Beijing into a hot spot for card punching and a purchasing destination for fashion buyers at home and abroad. "Beijing has a thousand years of cultural and artistic heritage. After it is incorporated into the fashion gene, it will inject new vitality and give China a greater say in fashion." Model Ren Yihong has a "Z generation" expectation for Beijing to become a new international fashion highland.

At the inaugural Festival, Yelena from Russia, a network organization called "health and fitness ambassador" of global beauty, said, "I have lived in China for 18 years and witnessed the magical changes in China's fashion industry. Chinese fashion people, who play an important role in the global fashion industry, can not only carry forward the essence of traditional culture, but also give full play to the advantages of modern science and technology, making" made in China "increasingly become a symbol of high quality in the world. This is the blessing of Chinese consumers and the fortune of the global economy.".

In addition to the hard power of manufacturing, it is also important to cultivate the soft power that leads the global fashion consumption. Grace, founder of Canadian outdoor clothing brand loopdivision, said, "after attending this fashion week, I firmly believe that Chinese fashion consumers will integrate Oriental cultural connotation and life aesthetics into global values and lifestyle in the near future, and lead the global fashion culture with sustainable fashion consumption with Chinese characteristics.".

Yan Min, director of the Macroeconomic Research Office of the Economic Forecasting Department of the state information center, believes that "consumption will play a fundamental role in the process of building a new development pattern of China's economy. As an industry closely related to the general trend of consumption development, the clothing industry will also usher in opportunities such as expanding market demand, enhancing development momentum, deepening global expansion and business model innovation."

Daily (economic source)