In this article, let’s take a look at the most popular designer brands in boutiques (this is an incomplete statistical result, based on the results of 60 large and small domestic boutiques on Taobao and social media) Displays the status of brands on sale, including Blank, Labelhood, InthePARK, Looknow, The balancing, PROboutique, etc.). Although being popular among boutiques is not a complete criterion, it can also show the market popularity and success of a designer brand from a certain aspect.

1. 13DE MARZO

Basic situation: *** There are 26 buyer stores for sale, official website: / , 6800 notes are mentioned in Xiaohongshu, Xiaohongshu official The account has 2.6k followers. Recently, an official physical store has been opened. Previously, only buyer stores and collection stores were selling, and there was no official Taobao store. The official Instagram account has 3.3k followers, and the official Weibo account has 1.7k followers

13DE MARZO was officially founded in Paris in March 2018. The brand name refers to March 13 in Spanish, which is the day when the brand was established. It also represents the special meaning of cheerfulness and peace. The brand is committed to creating temperament, distinctive style and creating diversified clothing.

The small animal dolls such as bears/rabbits attached to the clothes have become the iconic design elements of the brand. They are highly recognizable and full of youthful vitality because the dolls were originally bound to the clothes. The strategy was successful, and now we are expanding on this strategy in more diversified ways, such as sewing many small dolls on the clothes/expanding the position of the dolls from the back to shoulders, sleeves and other places/dressing the dolls in different Clothing is co-branded with other organizations (such as NASA)/co-branded with IP companies such as Bubble Mart. The brand’s most popular items have always been focused on doll styles, and some other attempts (such as Sailor Moon prints) don’t seem to have received a very enthusiastic response (except for a previous suit decorated with butterfly embroidery and metal chains, which was also a hit ), in the future we will still have to spend effort on how to develop new design elements to attract consumers. The stability of the doll element is an issue worth considering.

The price of clothes is basically around 1-3k, and a summer T-shirt costs around 1,500. Relatively speaking, the unit price of this kind of item is on the high side, but it is said that various buyers’ stores have The sales of this brand are very good. Many people know this brand because their favorite idol wears it and want to buy the same style, but they think the price is a bit high.

The brand’s marketing investment should be particularly high on celebrities. There are many celebrities promoting the same style or street style on various platforms. This may be the reason why this brand can quickly invade social media and The reason for entering the public eye.

The contents of Xiaohongshu and the official Weibo account are mostly pictures of the upper body of celebrities. Most of them are young members of boy and girl groups. Recently, members of R1SE, Rocket Girls, Times Youth League, and Deyun Club wear a lot of the same style as the celebrities. Posts generally get more likes and replies when forwarded. Relatively speaking, posts related to members of the Times Youth League have the most likes, which can be hundreds to thousands. Posts about lookbooks or single products have almost no interaction (but clothing brands This is basically the case); most of the products on Taobao are sold in boutiques and collection stores, and the pictures displayed are basically upper body pictures of Internet celebrities; the contents of Ins accounts and Facebook are basically lookbooks, with almost no interaction; The interactions on Huhu are basically the official fashion accounts mentioning celebrities’ outfits when posting about them, or asking where to buy genuine products. There are a few posts recommending designer brands; there are few official or media articles on search engines. category, the search results are basically purchase links or questions/appraisals

Problems:

1) There is no after-sales service for purchases on the official website, no returns, and delivery is very slow. No one knows about the official website In fact, there are not many. I don’t know which one is the real official website. It is difficult to switch the language to the Chinese version.

2) It is relatively mysterious and has less publicity for designers. Some people criticize it because they think it is actually a country. It’s a trendy brand but it’s advertised as a French brand (a fake foreign brand. I can’t find it on the Internet or Google Maps. I found it on the website of the Ministry of Industry and Information Technology and it’s a Hangzhou company)

3) I think the price of the clothes is exaggerated High

Some single product styles:

2. sei carina y

According to statistics, 22 buyer stores are selling it,

Official website: /, the official website construction is not particularly perfect,

Weibo fans 2.9k, Xiaohongshu fans 2.1k

Taobao has a Tmall flagship store, with 7.6k fans. There is an official flagship store on JD.com,

There is an official offline store in Rio Department Store, with more hats

496 Instagram followers, no Facebook account found

Sei Carina Y is a trademark brand applied for registration by Shanghai Suiyi Network Technology Co., Ltd. at the State Trademark Administration. It was founded on January 10, 2017. This is a brand from a female perspective. The brand name Sei Carina means you are cute in Italian, and Y is the abbreviation of the designer's name. The designer hopes that girls can find themselves, be independent and cute, and emphasize being a big woman at work and a small woman in life.

The price of brand accessories is about a few hundred, and the price of clothes is about 1-2k.

In terms of design style, this brand is generally girlish, with elements such as hearts and bows, and materials such as pearls, lambswool, and yarn used more often. Relatively speaking, the accessories category seems to have better sales than the clothing category. Berets, especially fisherman hats, have been worn by many celebrities, and many similar styles have followed the trend. Jewelry has some mixes of pearls and metals. Recently, there have been a few styles similar to those of Justine Clenquet, which use metal materials and diamonds.

Generally speaking, I still feel that the design style of this brand is not very outstanding, there is no particularly new idea, and many things can be easily replaced.

Brand registration information can be found on the search engine (the designer and company legal person is Xie Xiaoyao, but no relevant information about the designer can be found) and some reports (ELLE stars’ articles on the same style on the Baidu platform, vogue , Sohu Fashion, etc.)

The contents of posts on Xiaohongshu and Weibo are basically the same as those of celebrities, with many female celebrities (Zhao Lusi, Jin Chen, Liu Shishi, Guli Nazha, Yuan Bingyan, etc.), boy bands There are not that many girl group members. Celebrity content basically has hundreds of likes and dozens of comments (one of Kong Xueer, Yuan Bingyan, Cai Xukun, and Lu Keran has a particularly large number), but other brand content posts have little interaction; celebrities on Xiaohongshu The content usually has a dozen likes, and the brand posts generally have a few likes; the Instagram content is basically the same style as the stars, but the last update was in 2018; the Zhihu content is basically fashion accounts sharing what celebrities wear To wear (mostly hats), accessories/hat brands are recommended.

Some questions:

1) It is said that the service attitude of the official flagship store is very bad, and after trying on a few hats, they will not let them try on it

2 ) There is very little information about designers

3) We cannot rely solely on marketing to support brand sales, the products themselves need to be more recognizable

Some single product styles:

3. deepmoss

According to statistics, 22 stores are selling it,

Official website: / ,

Mentioned in Xiaohongshu Notes 3100, Xiaohongshu fans 1.2k,

Weibo fans 5.4k, ins fans 4.4k

Deepmoss means "dark moss", which is related to beauty and nature. Interesting things can become inspiration for deepmoss, which uses smooth tailoring and strong femininity as its design language to present designs that are not limited by age, time and season.

The single product price is around 700 for T-shirts and around 2-3k for others.

Currently, the brand has entered more than 50 buyer stores including Beijing SKP, Nanjing Deji Plaza, Joyce, and Labelhood. The first season of clothing released was unveiled at London Fashion Week. In addition, the brand has been selected by VOGUE as one of the eight most noteworthy Chinese brands. Gene Krell, creative director of Condé Nast Asia Pacific, calls it a representative of poetry and romance, and regards it as a pioneering force in the fashion industry. Since its establishment, the brand has been reported and interviewed by many mainstream media, including VOGUE, BoF, BAZAAR, ELLE, etc.

Deepmoss is a rational romantic, aiming to present classical aesthetics in a contemporary context, hoping to build a light dream world through designs that are abstracted from reality and the times. Based on the insight into beauty and daily life, the designer injects the characteristics of "soft sculpture" into each season's fashion series, soft on the outside and strong on the inside, creating designs that are not limited by age and time, presenting women in their most authentic state, like a mother-of-pearl. Soft yet firm. Through clothing, we explore and express the arched beauty of women that transcends time and age. The flowing design lines convey introverted poetry and gentle and vigorous vitality.

The brand's iconic design element is the water-rippled fabric (which seems to be a bit like Issey Miyake). With appropriate copywriting, visual promotion and vigorous marketing, this season's products are said to be selling particularly well.

Deepmoss designer Liu Xiaolu grew up in the coastal city of Xiamen. He studied design and marketing at Central Saint Martins College of Art and Design in London and founded the fashion brand deepmoss in 2013. The designer is good at absorbing the nutrients of contemporary culture and classicism through a female perspective. The unique femininity in the design and the ethereal flow in the tailoring have become the logo of deepmoss, presenting a flexible and lively diverse female image, expressing strength and beauty. Unique style.

There are many search engine results, including many fashion reports, fashion week releases, etc., and major fashion-related websites also have brand introductions.

The content on Xiaohongshu’s Weibo is basically bloggers’ outfits or customers’ check-ins or outfit recommendations, with no celebrity tops; the content on Xiaohongshu’s Weibo is basically lookbooks and single products, as is Facebook’s, but the last post was in 2015 Years ago; Zhihu’s content generally consists of single product or brand recommendations.

Problems:

1) Some unpopular styles sold in the official flagship store appear to have inconsistent overall styles and are a bit miscellaneous

2) In addition to relying heavily on fabrics In addition, other highlights need to be developed, and this type of fabric seems to be more suitable for spring and summer, but has a narrower scope of application for autumn and winter

Some single product styles:

4. shushu/tong

According to statistics, 20 buyer stores are selling,

Official website: /,

Xiaohongshu notes 13800, Xiaohongshu did not find the official account

Weibo fans 50,000, ins fans 51.8k

SHUSHU/TONG was founded in 2015 by two designers born in the 1990s, Jiang Yutong and Lei Liushu. They graduated from the London College of Fashion's postgraduate degree in women's wear design. course, they have interned at independent designer brands Simone Rocha and Gareth Pugh, and have been taught in Shanghai and London, two fashion cities. They also have a more childlike and girlish heart than their peers, and their design series also have a strong sense of concreteness. The ability to completely reflect a girl's tangled psychology in clothing.

The unit price of a single product is around 1-6k, which is relatively high among domestic designer brands.

shushu/tong deconstructs and reorganizes familiar traditional Chinese aesthetics and London street culture. The aesthetics full of self-pursuit burst out fresh design inspiration under the overlapping blend of Chinese and Western cultures. Through fine craftsmanship, special fabrics and various feminine elements such as bows, beads, ruffles, etc., they present their eyes The new street girl combines girlish sweetness with flamboyant modern coolness, expressing the independence and confidence of contemporary girls as they grow up.

shushu/tong is a highly recognizable brand. You can almost think of this brand when you see its items. Some people say it is the Chinese version of simone rocha, but personally I feel that this brand does not have many shadows of other brands. simone rocha prefers to use layers of thin fabrics, with a softer outline, while shushu/tong tends to use The crisper fabric creates a clear yet voluminous silhouette. The overall visual image of shushu/tong's brand is also very distinctive. The selection of models, photography and other aspects are very unified.

It is not a brand that is suitable for such a wide audience. Many of its items do not seem to be practical for daily wear, but people who like it will definitely like it very much. For me, it is a brand that I will appreciate but purchase less frequently.

In addition to shopping links, you can search for more content on search engines, including reports and interviews from professional fashion media, and detailed introductions to brands and designers.

It is a brand with a high reputation on social media. The number of likes for a Weibo post releasing new products and lookbooks can range from a few hundred to a thousand, and the number of retweets is from a few dozen to a few hundred. Among them, it may be regarded as one of the most well-known domestic designer brands, and it may also be regarded as one of the most well-known young designer brands internationally. The other may be angel chen; most of the Weibo content is look sharing and new product release, Star Street There is relatively little content about outfits; the content on Instagram is basically lookbook, with a few hundred to more than a thousand likes and a large amount of interaction; most of the content on Zhihu is positive and basically recommends small businesses. The answers from many designer brands involve shushutong.

Problems:

1) Many items are relatively unreliable, not practical to wear, and very selective

2) The unit price is relatively high

3) It is said that shoes are relatively hard and difficult to wear.

Some single product styles:

5. KIMHEKIM

According to statistics, the ones sold in the buyer’s store include 20,

Official website: /,

Xiaohongshu Notes 8900,

Weibo fans 10357 / Glasses number fans: 10026,

ins fans 14.4w

KIMHEKIM is a Paris fashion brand founded in 2014 by Korean designer Kiminte Kimhekim. KIMHEKIM is the full name of the ancient Korean royal family, which symbolizes the era of the Golden Kingdom. Although it is a Korean designer brand, KIMHEKIM itself has the characteristics of a French brand that coexists independence and gentleness.

After graduating in 2009, Kiminte worked at Balenciaga for four years, where he learned the importance of craftsmanship techniques and attitudes. This experience deeply affected the core of KIMHEKIM's creation. He is committed to research Feminine silhouettes with experimental elements. Kiminte's poetic philosophical theory is: the life of flowers is the epitome of human life. He said: "The life of a flower is like a microcosm of life. The two are too similar. It sprouts, blooms, spreads, withers and then disappears. The same is true for humans. It's just that the life of a flower is shorter, and you can feel every beauty of it. It is beautiful when it sprouts from the soil, it is also beautiful when it is in full bloom, and even when it withers, it is beautiful.”

KIMHEKIM combines classicism and modernity, and the design highlights the feminine side. Combined with bold and innovative tailoring, it embodies the sweet elegance and dashing heroic posture of modern women. It has both the innocence of girls and the elegance and spontaneity of women.

KIMHEKIM combines iconic elements (hearts, bows, pleated pearls) and basic items to achieve a balance between practicality and design. It is interesting and versatile, allowing people to wear them and appear in any formal event. Or an informal place, and attract everyone's attention the moment you push the door in.

The soft and flowery female style is its characteristic, but it is not just a simple stack of romantic elements. The design is more moderate through cutting, amplification, and decorative details to create a unique taste. For example, the signature bow design has a sense of drama after being enlarged in size. Every detail is full of extraordinary imagination. Although KIMHEKIM uses pearls, it uses extensive pleats to neutralize the overly feminine material impression, or when using see-through gauze materials, it still maintains a well-defined silhouette, and still maintains neatness and style in a dreamy and elegant sense.

The content of Ins is basically the brand’s single products and lookbooks, without celebrity content; Weibo has an official Weibo and an official Weibo for glasses, but no content is posted; Xiaohongshu The content shared by others includes the introduction of outfits/niche brands and the latest releases of designer collection stores. The two accounts with the same name on Xiaohongshu have too few followers and should not be official accounts; are there some introductions to a certain season on Zhihu? And the same style worn by celebrities.

Searches on domestic search engines are basically about reports from a certain season or brand introductions, and the content is quite homogeneous.

Problems:

1) I was criticized for not respecting the patient groups enough because of the creativity of the show involving diseases.

Some single product styles:

6. both

According to statistics, 18 stores are selling,

Official website: / ,

Xiaohongshu Notes 1w, Xiaohong Book fans 1944

Weibo fans 18,904, ins fans 3.7w

In the past two years, both, a shoe brand based in Paris, has attracted more and more attention. Since then, the brand officially released its first season of products in 2016, entered the Chinese market in 2017, and has released a complete product line for 7 seasons so far. This company has been studying rubber technology for more than 30 years, and its experience in shoe design and manufacturing can be said to be very familiar. It is precisely for this reason that rubber material has become the core of the brand that both has been emphasizing since its birth, with an emphasis on professional rubber processing technology.

Both insists on interpreting the brand image of contemporary footwear in its own way: while constantly developing innovative shoe styles, it also focuses on integrating and promoting global creativity, art and culture. At the intersection of art and fashion, it brings a trendy new perspective on the surrounding environment. With the brand philosophy of creating unique, innovative and durable shoes for the new generation of people around the world, both explore new styles in the future in a unique way.

both has a rich collection of co-branded styles and cooperates with artists from around the world: both’s co-branded partners include niche designer brand MONSE, California ready-to-wear brand SECOND LAYER, cutting-edge fashion brands SMFK, LOST GENERAL, and Korean HAN STYLE , "DAZED" magazine, etc. It also collaborated with domestic designer Lu Yang on the brand Lookbook and created art installations with Tokyo designer Jenny Fax***. Both said that only through such multi-party cooperation and bringing together art creators from different fields can we create a different Both. I hope to collaborate with more young and promising artists in the future.

The unit price of shoes is around 1-4k, and the package price is around 2-3k.

Perhaps for mass consumers, rubber is a common material, but in the design language of both, it has been given more plasticity, combining natural raw materials with modern shoemaking technology. Combining and then incorporating more aesthetic concepts and artistic elements into the design, just like the meaning of the name "both", is an exploration of the balance of all parties.

The brand combines various distinctive classic style elements, emphasizing its clean lines and tough shapes, highlighting the clever balance between simplicity and originality.

BOTH has masterfully used the natural plasticity of polymer materials, and its streamlined items fully demonstrate innovative technology and professional craftsmanship. With the cooperation of a number of international partners, the BOTH brand extracts natural polymers from rubber trees in Southeast Asia, and flattens and vulcanizes the raw materials to make BOTH's iconic uppers, ultimately creating durable shoes with full personality. .

The content posted by others on Xiaohongshu is basically about Amway and clothing. The content on the official account is mixed with brand lookbooks, single products, celebrity tops, etc.; Weibo content has more celebrity tops and likes. The number is also relatively large, basically at the level of a few hundred, and a celebrity with a little higher traffic (Cai Xukun) may have tens of thousands; the content on Instagram is more related to lookbooks, but there is also a small amount of celebrity content

There are many introductions to brands, processes, and materials in the search engine results.

Problems:

1) In addition to boots and sneakers, the designs of some other feminine styles of shoes look awkward

Some individual styles :

This is the end of this issue’s inventory of the most popular designer brands in boutiques. Later, we will continue to sort out the slightly lower-ranked designer brands, including shoes, bags, clothes, and jewelry. All categories are available.

I hope that through this introduction, you will learn more about the treasure designer brands worth paying attention to, and expand the range of choices for daily shopping~