Why Is The New Fashion Brand Independent Of The Third Party Brokers?

London, England -- Warby Parker and Everlane face consumers directly.

Pioneers often pride themselves on bypassing the "middleman", the third party retail distributor.

When they tell their success stories, they often describe these middlemen as meddling intermediaries to extract highly unreasonable profits.

No benefit to consumers.

But although it is undeniable that Warby Parker and Everlane have been successful, the existence of middlemen is definitely not worthless.

As Richie Siegal recently pointed out, the business interests of the third party retail distributors are unquestionable. These distributors are responsible for marketing and sales tasks, and brands can focus on design.

But in fashion

Middlemen also play an essential and more important role in the early stage of luxury brand construction.

The value of fashion is far beyond pure functions.

Some scholars believe that the birth of modern fashion began with the fashion craze in Paris in 1850s and 1860s.

It was also during this period that the status of the taste arbiter was consolidated for the first time in the fashion system.

Paris Rue Saint-Honor and its surrounding workshops attract customers from all over Europe, hoping to lay the value of their own fashions in the geographical area. The way they sell their products is described by fashion historian Christoper Breward as a consolidation of the "blind faith of Paris fashion in global hegemony".

In the 1.5 century, Paris is still the most important fashion capital in the world.

But the power to give fashion products is no longer just geographical location.

Even when the time comes to 2016, taste arbitration still occupies the center of the fashion system.

Unfortunately, facing the consumer retail mode, unfortunately, this force is mostly in the hands of influential third party retailers.

Yes, these "intervening intermediaries" are crucial to the development process of luxury brands and the development of young brands, because they rely entirely on young brands who are directly facing the consumer distribution mode, or they will encounter enormous challenges when they are trying to inject brand value into their products.

Of course, it is not impossible to open up another path.

Common solutions include letting so-called opinion leaders help sell products online.

This strategy is useful in promoting publicity, but this is only the first step in the development of luxury brands. It is not clear whether these opinion leaders can really give the product brand value like Barneys or Dover Street Market.

In the past 12 months, many examples have proved that the old system can still function independently and effectively.

Today, new talent is still known to consumers through influential buyers and wholesalers.

After graduating from central Saint Martin, he immediately stepped onto the stage of LCM in London. Kiko Kostadinov first gained the initial popularity through his joint partnership with St u ssy, which first entered SHOWStudio online store and later entered Dover Street Market for sale.

Similarly, Vejas Kruszewski won the LVMH Special Award (LMVH Special Prize) through the Opening Ceremony selling series of loyal fans.

These designers' talent, diligence and dedication are of course important, but ignoring the role of the third party middlemen is a misunderstanding of the actual operation of the fashion system.

The sale of luxury goods is different from the basic affordable or spectacle products that the public can afford.

In fact, to build a strong brand logo in the luxury market relies mainly on the ability to produce desirable attributes in the contemporary consumer culture, which is the most outstanding thing in fashion system "middlemen".

From niche boutiques to large department stores, these organizations already have core customer groups, and they can see some intrinsic value of the retailer, whether they are prestige, tribal belonging, or affirmation of innovation and avant-garde artistic characteristics.

Through the sale of a particular retailer, the perceived value of the retailer can be pferred to the new brand in turn, and the brand building can not be copied through the direct consumer mode.

After all, who can deny that the place where the product is sold has shaped the original consumer perception of the brand?