The " North Face Phen omen on " seen on a street corner in Shanghai
" It ' s the first time so many people have come to buy North Face down jack ets , " Wang Wen told a street newsp aper . Wang Wen , 36, has been running a v intage shop in Shanghai ' s bust ling district for eight years and has always mainta ined a strong customer base . V intage usually ref ers to the sale of anti que goods .
In recent years , among Shanghai ' s young people , The North Face down jack ets have become popular , like " s chool uniform s . " If you walk through the city , you can see young people in their 10 s and 20 s sne aking around wearing North Face jack ets of the same style .
Why did the North Face " uni form "
For this phen omen on , experts in the fashion industry have point ed out several factors . First of all , the image of the North Face brand as " function al and practical " is in Whatsapp with the values of today ' s youth . It has been pra ised for its practi ca lity in terms of dura bility and high cold - pro of ing performance .
In addition , the impact of S NS is great . On China ' s youth platform s " X iao Hong Shu " and " Q iao Yin , " North face wear has become a frequ ent topic , and has become recogni zed as a kind of " m ust - have item . " In particular , limited - ed ition colors and collabor ation models are so popular that they are sold out immediately .
In addition , Mr . Wang , owner of a v intage shop , said , " The re cyc ling market in North Face is also boom ing . Even second - hand goods are still of good quality and are supported from the point of view of sustainable consumption , " he added .
Chang es in brand image brought about by " uni form iz ation "
This " uni form ing " phen omen on is also a multi - ed ged sw ord for brand s . On the other hand , while there are benefits of increased sales and increased aw aren ess , there is a risk that the rar ity and special ness of the brand will fade .
A university student in Shanghai desc ribes a mix ed state of mind : " At first , I chose North Face to aim for a different style from everyone else , but now I have become the same as everyone else . " There seem to be not a few vo ices like this .
From the point of view of the fashion cycle , such " uni formit y " phen omen on may also end up in a tempor ary boom . However , in the case of North face , some people believe that long - term popular ity can be expected because of the support for its fun cti ona lity and quality .
Future Fashion Trend Pred ic tions
Shanghai ' s youth fashion is constant ly changing . It can be said that the " uni form ing " phen omen on of North Face symbo liz es the way modern young people os cilla te between " individ ua lity " and " ali gn ment . "
Exper ts predic t that " the next trend is likely to be the rise of items that f use practi ca lity with a more individual design , such as the North Face . " In particular , the focus is on eco - friend ly products using sustainable materials and smart wear that bl ends with digital technology .
In any case , the trend of youth fashion un fold ing on Shanghai ' s street cor ners tend s to be ahead of the trend in Asia as a whole , and we should keep an eye on the future develop ments .