Mass Phil Opens For Shenzhen Fashion Week, But The Women'S Wear Brand Is Not Popular.

In Shenzhen in March, rain always kept down.

In another humid and sultry "Hui Nan Tian", the annual Shenzhen fashion week arrived on schedule.

Unlike China fashion week or Shanghai fashion week, which has been developing for many years and has a steady fashion week, Shenzhen fashion week has strong local characteristics. Compared with a platform for releasing new products and trend, Shenzhen fashion week is more like a display opportunity for Shenzhen local fashion group and designer brand.

This is also evident from the performance of the fashion week's opening show this season.

On the afternoon of March 14th, fashion group Mass Phil staged a short play in the experimental theater of Shenzhen contemporary art and Urban Planning Museum.

The main elements of the whole short play are the collection platform MDC of the group's designers and the new retail project "fitting home", and the actor is Mass Phil's staff.

The plot begins with the scenes of men's wife giving gifts, customers' desire to change their self image, and close cooperation between MDC and designers. It introduces the business mode of MDC and the use of "fitting home".

Mass Phil group's most famous brand is its namesake dress brand, Mass Phil Marisfrolg.

In fact, in addition, according to its official website information, the group currently has a younger brand Marisfrolg.SU, a designer brand named ZHUCHONGYUN, named after the founder of Zhu Chongyun, a designer brand AUM emphasizing the return to nature, and a Italy designer brand KRIZIA with over 60 years of history acquired through acquisitions.

According to public reports, Mass Phil group also has a men's wear brand MJU:T.

Most of these brands can be bought in the MDC designer collection store.

However, the more important role of MDC is that it is a bridge between Mass Phil and independent designers.

According to the plan, Mass Phil will also provide support for the development of channels such as channels, supply chain, management and so on, in addition to selling products selected by Chinese designer brands in MDC.

Conversely, in the future, some designers who establish contacts with Mass Phil through MDC may also provide design assistance for the brand within the group.

"Fitting home" is more like trying to make Mass Phil group's own brand and MDC online and mobile.

Customers can get the home fashion assistant's door-to-door delivery and matching service after shopping through the fitting APP.

According to the content of the short play, even if customers do not pick a particular product, they can get the product recommendation service of "family fashion assistant" by uploading photos that they wear on weekdays, or specifying the wearing scenes, preferences and other information. APP will bring several clothes to help customers try, match and pick products.