After Bao Bao's wedding, Yan Yun went to the United States.

This time, Yan Yun is the Y· · Y's creative director came to the United States.

Y· Y fans have derived from the American "street youth" in many different fields.

In more than two years, he has opened 30 stores in the United States, and each store is a "half-hanger", so he can continue to open new stores in this way, and without opening a single store, it can cause a wave and explode social media.

But anyone who can be called a "social hot spot" is indispensable to media people.

2015 Y· The popularity of Y has continued from the online community to the mainstream media.

Y· The rise of Y also carries a lot of mystery.

In addition to the strange business method of "going out of business" for at least half a month every month, Y· The speed at which the Y brand is launched is also incomprehensible.

It is more than twice as fast as Zara and H and M, which are known for their efficient industrial chain integration, agile supply chain management and advanced IT systems.

For ready-to-wear by luxury brands with deep heritage, it takes at least six months from the time the fashion show is held to the final hit of the ready-to-wear.

A brand like Zara, which started with copycat design, only takes a month.

Because of such a time difference, the "cheap and non-expensive" Zara has sprung up in the field of mass clothing. (Zara is expensive in China, but it is much cheaper in Europe and the United States.) ）

Twenty-eight days after the launch, Zara's ready-to-wear garments have arrived on hangers in stores around the world.

And the clothes of the real big brands in Fashion Week are likely to have not entered the production process at all.

Quality factor aside, don't doubt the fact that a "bargain" like Zara has gone ahead of the big names when it comes to fashion.

Of course, the real big names don't necessarily have to be passable. For example, the brand of the Queen Mother of the West is famous for its poor quality.

Fast fashion chains like Zara are constantly imitating big brands to create the trendy colors and trends of the season.

Otherwise, if only a few people are wearing it, how can it be popular?

Zara's copycat is just an imitation, not a copy of other people's clothes.

In the beginning, when these "fast fashion" companies were small and unsuccessful, everyone was still fine.

When a company like Zara grows on a large scale, there will certainly be no good fruit to eat in places where this kind of copyright protection is extremely strict in Europe.

Although, there is a lot of clothing in the world, and it is difficult for you to say who copied whom, especially the designers of "not very high-end brands", as soon as they make a move, they directly mix and match the elements of several big brands, and there is no way to say clearly.

It is not clear why this matter has led to not too many people in domestic copyright lawsuits.

But in Europe, it's a no-brainer.

Zara has been riddled with lawsuits for a long time, annoyed by many huge fines.

In the end, Zara simply pays hundreds of millions of "protection fees" every year.

Not only did I pay it, but I also had a lot of fun.

Being sued by major fashion brands can also be regarded as an alternative marketing for Zara.

Every time a "cheap brand" like Zara is sued by a big brand, it is a kind of brand recognition increase.

After all, not everyone can afford big brands, and it is also an option for the public to buy a Zara that imitates a big brand before the big brands bring real design merchants.

From the point of view of speed, Y· The Y brand is also "fast fashion", but it is not a "cheap brand" like Zara.

Y· Any item of Y, even if it is a simple hat, has no unit price of less than 100 US dollars, and a T-shirt worth a few hundred US dollars can be regarded as a light luxury brand.

Named after Y· In terms of the speed of Y's new release, it must have copied a lot of other trendy brands.

A lot of "melon-eating media" are waiting to see Y· After Y developed and grew, there were lawsuits from time to time.

However, the media waited and waited, and did not wait for a designer to announce that Y· Y's "immoral" behavior.

At this time, Y· Y's strange company philosophy, the designer's name must have a Y in it, a purely electronic management system, a unique company structure, and a mysterious behind-the-scenes boss have increasingly surprised the mainstream media.

Y· Y is not a public company, is not accountable to the "public", and does not need to disclose too much information about himself.

There was a bit of a need to hide it before.

Since the Yan family brothers and sisters reached a consensus, they felt that Y· After Y went further, Y· Y no longer deliberately avoided the mainstream media.

Media reporters do investigative journalism.

These people's investigative abilities are quite remarkable.

By Y· Y's registration information, a reporter found Lingyan Shoes in Wenzhou and wrote a report.

There was an uproar in the mainstream media and social media.

How did a small place in Wenzhou, an OEM company, make such a big brand and such a big movement?

Americans' natural sense of superiority was deeply stimulated.

Investigative journalists feel that Y· The Y brand is suspected of fraud.

The mainstream media began to publish articles.

Someone went to interview Y· Y fans asked them if they knew the details of this brand, and whether they knew that this was a low-end, inferior "goods" produced by a low-end and inferior Chinese factory.

The media reporters who first discovered this information were a little fierce.

After a disparagement, Y· Y's huge group of designers is gone.

Y· The Y makes them all limited editions, those that only have one or two pieces, and many of them are handmade by the designers themselves.

The handiwork here is not the kind of handmade that has to come by yourself in the sense of haute couture, but the designer himself directly takes the machine to make the sample.

If every piece of clothing is produced in a small factory in a small city in China, I don't know how long it will take to go through those complicated export procedures, and this is not even the time of freight, it is impossible to reflect it in real time.

Y· Most of Y's clothes are definitely freshly made and sold, which is why Y· Y's reaction speed is "otherworldly".

Y· Y brand, initially, Yan Yun and Yan Ling had the idea of having fun and accumulating some experience for Maison Yan II.

After the mainstream media made a lot of noise, some fans who knew the truth felt more angry, and some people who didn't know what was going on began to turn black.

There are even some unruly people who start to sabotage Y· The graffiti in store Y that has obtained a "permanent license".

At this time, Y· Y's huge group of designers has taken the initiative to enter the center of public opinion, including the current and former Y· Designer Y has stepped forward.

Especially those who are special designers - who have received graffiti copyright fees.

At this time, Y· Amazing designer crowdsourcing IT systems are starting to surface.