Riding on the "Olympic fever", French-style leotard outfits are popular
2024-08-14
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Huasheng Online Omnimedia Reporter Bu Lan Correspondent Shen Jialu Tang Haiping
Riding on the "Olympic fever", "Paris purple" quickly became popular. The scientific name of "Paris purple" is French uleille, and its popularity has also made French uleille outfits popular. Recently, there have been many posts on major Internet communities about the same photos and outfits of "Paris purple". The topic of "French uleille outfit" on Douyin has reached 5.26 million in one week, and many clothing brands have also launched related products.
Some stores have sold more than 800 new models of "Paris Purple"
"When watching the Olympics, what attracted me most was the purple track, which was very different from the traditional red and white track." Recently, Ms. Zhang, a resident of Changsha, was deeply attracted by the "Paris Purple". "On the opening day of the Olympics, I ordered a lavender dress and purple quick-drying pants. I felt that this outfit was very romantic and artistic."
With the love of citizens, "Paris Purple" has quickly entered the fashion circle this summer.
On August 13, at the Adidas store in IFS, Tianxin District, Changsha, a "Paris Purple" mannequin was placed in a prominent position in the window. The mannequin wore a lavender short top and dark blue quick-drying pants, which was very eye-catching. "The 'Paris Purple' outfit on the model is currently selling well. Often three or five sets can be sold in one morning. Many consumers are attracted to this outfit and come to the store to shop. In addition, there is a taro purple quick-drying short-sleeved shirt priced at 249 yuan, which has also been sold out."
Not only that, the spokesperson stand of the W.Management store in Huinong Building, Tianxin District, Changsha, is even decorated with pink and purple as the main color, attracting many consumers to check in and take photos. Regarding this move, the staff explained: "The main colors of the store in summer are lavender and olive green, which are more dopamine-sensitive colors. Some accessories in the store, such as lavender mid-tube socks, baseball caps, purple dumpling bags, etc., have recently received many orders from customers. For example, this 70-yuan baseball cap can sell 3 in one morning."
In addition, La Chapelle's Taobao flagship store has also launched a number of new dresses related to "Paris Purple". One of them is a sleeveless vest dress priced at 143 yuan, which has been purchased by more than 1,000 people within a week of its launch. The sales of other new "Paris Purple" products have also exceeded 800 pieces.
“Olympic Effect” Ignites Consumer Enthusiasm
The lavender runway at the Paris Olympics made purple the most powerful color in summer.
In addition to clothing brands, many brands of shoes, bags, pendants, etc. have also launched a number of "Paris Purple" featured peripheral products. For example, the purple and gold badminton launched by VICTOR, the Paris Olympic purple swimming training backpack launched by AimeeUp, and the Olympic purple limited pendant launched by RS Selects are also selling well.
"In terms of color, 'Paris Purple' gives people a very innovative feeling and is particularly dreamy and romantic, which is in line with the characteristics of today's young people pursuing literary and artistic personality." Industry insiders pointed out that the brand used the "Olympic effect" to ignite consumer enthusiasm, and through event marketing, trendy IP diversion, and theme event promotion, it created new consumption scenarios and attracted more consumers' attention.
At the same time, the industry insider said that the popularity of "Paris purple" is mainly because it is closely related to the purple theme of the 2024 Paris Olympics. The French romantic aesthetic with a sense of relaxation can give busy modern urbanites a sense of relaxation as if on vacation, and it is also a manifestation of culture and lifestyle. "This kind of dressing reflects the combination of France's profound artistic heritage and modern fashion elements, showing the unique charm of French culture. Coupled with the use of purple by fashion designers in international fashion shows and the promotion on social media, this style has quickly become popular among young people."
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