2025.11. 02 作者 | 第一财经 沈晴 封图 | COMME MOI 上海时装周图 "如果你要发展欧洲市场，不在当地找一个好的合作伙伴，冉冉上升的新星，也会像流星一样转瞬即 逝。"2023年，沈威廉带着自己的羽绒服品牌Raxxy第一次到欧洲做秀展，一位意大利操盘手这样告 诉他。 "时尚的风向标在欧洲，我觉得必须要到那里去，但得给出一个理由，为什么要买我们的东西？"一 个初创不久的设计师品牌在兼顾国内市场的同时，是否要考虑全球化？不少主理人和沈威廉有着相似 的心路。 过去20年，中国独立设计赶上了快速发展的黄金时代，尤其是近十年涌现了众多具有商业号召力的 设计师品牌，从中生代的王汁、王海震、张卉山、周祥宇，到年轻一代的陈安琪、王逢陈、裘淑婷、 周睿等，他们凝聚成为中国时尚行业的重要分支。 XU ZHI 上海时装周图 但整个行业严重内卷并重塑的当下，一个新品牌拥有好创意、好设计已远远不够，越来越同质化的风 格表达和营销包装，也让市场的期待值开始降低。 2026春夏上海时装周，时堂showroom的订货情况显示，"买手采购的意愿和预算不足。整个独立 设计师品牌的生态，经历了从预定制到预定+现货，再到品牌铺 ...

Core Insights - Chinese designer brands are transitioning from product output to cultural and aesthetic output, marking a structural advancement in the industry [1][13] - The competitive landscape is intensifying, with new brands needing more than just good design to succeed, as market expectations are lowering due to homogenization [3][4] - The need for collaboration with local partners in Europe is emphasized for successful market entry [1][9] Industry Trends - The independent designer brand ecosystem is evolving, with a shift from pre-order models to a mix of pre-order and inventory sales, leading to a significant decrease in price points [3] - Consumer demand is contracting, and the cost of trial and error is rising, making it challenging for designer brands to grow in a market that lacks patience [4] - The women's apparel sector is experiencing revenue declines, prompting brands to seek differentiation outside the mainstream market [5] Brand Strategies - Raxxy, a rising brand, aims for high-end positioning despite the challenges of price competition, utilizing artistic methods to innovate its product offerings [5][7] - The brand is focusing on establishing a presence in key European markets through partnerships and high-profile retail locations [9][10] - Raxxy's first commercial collection is set to launch globally, with prices ranging from €2000 to €3000, indicating a strategy to penetrate the luxury segment [7][10] Cultural Integration - Chinese designers are increasingly drawing from local cultural elements and traditional craftsmanship to enhance their brand narratives and global appeal [8][12] - Collaborations and pop-up events are being used as strategies to build overseas recognition and market presence [8] - The emphasis is on creating a strong brand identity and narrative that resonates with international consumers [12] Market Challenges - New brands face the challenge of quickly establishing their identity and positioning in a mature and competitive market [9] - The rising costs associated with entering global markets necessitate careful financial planning and brand pricing strategies [9][10] - The importance of innovation in design and marketing is highlighted as a key factor for achieving international success [7][10]