“The sad song will always wake up from the dream, telling some sad past events. What seems to turn around indifferently is the bleak shadow after the tears have dried…”
When the song “The Way You Are” performed by Lin Zhixuan was played, the young man in the picture suddenly changed his clothes and became “mature”. He walked around the park and instantly mingled with the older men.
That’s right, this generation of young people has started a new round of work.
This time they played with “mature dressing”. The slogan is “When a man is over 20 years old, he should stop dressing like a child.”
After looking at more than a dozen “mature outfits”, the one with the highest appearance rate must be the so-called mature three-piece set of POLO shirt, trousers and leather shoes.
The core element that injects soul into maturity is definitely the POLO shirt.
As the old saying goes: There is no maturity in the world. If there are more men wearing POLO shirts, there will be maturity.
In this issue, the brand brother will talk to you about how PPOLO shirts have become exclusive for middle-aged and elderly people from aristocratic clothing
1: The origin of POLO shirts in Europe and America
You may not believe it, but in the eyes of young Chinese people, POLO shirts, which are rustic, were once a kind of aristocratic clothing abroad, and the origin of POLO shirts is related to our ancient “shooting sport.”
“Jiju” is a popular aristocratic sport in ancient palaces. It arose in the Wei and Jin Dynasties and became popular in the Tang Dynasty. The general gameplay involves several people riding war horses, wielding sticks, and hitting. A ball the size of a fist. Many emperors including Emperor Taizong of Tang Dynasty, Emperor Zhongzong of Tang Dynasty and Emperor Xuanzong of Tang Dynasty were all masters of bowing.
The sport later spread to India and was called polo. In the 19th century, British colonists brought polo to Europe.
European aristocrats have a fixed set of attire for playing polo. They wear a long-sleeved sweatshirt made of fine imitation wool and cotton on the upper body, paired with white jodhpurs and high riding boots on the lower body.
This slightly tight round neck long-sleeved top is the predecessor of the POLO shirt.
At the end of the 19th century, American clothing entrepreneur John E. Booker traveled to England. After coming into contact with polo sweatshirts, he found that the collar of this jacket was too loose and not compliant. It will be more comfortable to wear with two openings and two buttons to secure it.
So, in 1896, John E. Booker launched a new clothing based on the polo sweatshirt, similar to the current long-sleeved shirt. Since the English name of polo is Polo, this new style of clothing is also named POLO shirt.
POLO shirts did not attract much attention when they were first designed, and polo players were not very interested either. It was the famous French tennis player Rene Lacoste who really made POLO shirts popular.
At the beginning of the 20th century, René Lacoste, who practiced hard every day, had a problem. Traditional long-sleeved tennis sportswear was uncomfortable to wear and made him feel out of breath during strenuous exercise.
Rene Lacoste decided to modify his own clothing suitable for playing tennis. After much deliberation, he found a POLO shirt. Then he had an idea and shortened the sleeves of the POLO shirt and changed the collar to a lapel. Just like this change, playing ball became easier instantly.
With Rene Lacoste’s influence in the tennis world, the new POLO shirt quickly became popular among tennis players and fans.
After retiring, Rene Lacoste saw business opportunities and founded a brand directly using his own name – Lacoste. The brand logo is Rene Lacoste’s nickname – crocodile. In Chinese, it is generally called French crocodile, or French crocodile.
After commercial operation, René Lacoste personally brought the goods, and crocodile POLO shirts became popular in the sports world, frequently appearing in various aristocratic sports such as polo, tennis, and golf.
Afterwards, celebrities from all walks of life in the United States went crazy with their products, directly pushing POLO shirts to the top.
The then President of the United States, Eisenhower, was a die-hard fan of POLO shirts and often wore POLO shirts to play golf. In 1952, a photo of Eisenhower wearing a Crocodile Polo shirt with golf “king” Arnold Palmer was widely circulated. After this photo was released, the American crocodile Polo shirt sold out and gradually became a standard item for the middle class.
Afterwards, POLO shirts often appear in major American and British dramas. POLO shirts appear in more scenes than the protagonists.
To this day, PPOLO shirts are still popular in Europe and the United States, becoming daily wear for celebrities such as Cristiano Ronaldo, Beckham, Leonardo DiCaprio, and Jason Statham.
Two: The development of POLO shirts in China
How did POLO shirts, which were so popular among the upper classes in Europe and the United States, become “rustic” and exclusive clothing for middle-aged and elderly people in China?
To put it simply, the popularity of POLO shirts in China encountered special national conditions, which led to a big error in the brand image.
When POLO shirts became popular in Europe and the United States, China was still in the feudal dynasty era and suffered from invasion. The common people had no time to think about clothing and outfits. At that time, most of the clothing introduced into the country from the West were suits, and only a small number of people could afford them.
At the beginning of the founding of New China, the clothing of ordinary people still more or less continued the style of the late Qing Dynasty. In some big cities such as Shanghai and Beijing, young people mostly wore Mao suits. No matter maleThe classic taste of ��.
Young people have a bad impression of POLO shirts. As a result, the few who are interested are forced to give up.
The most important thing is that the domestic fashion trend is affected by geographical location and film and television dramas. It has long been biased towards Hong Kong style, Japanese style, Korean style, forest style, etc. European and American high street and hip-hop styles also have a certain audience in China.
Hong Kong style is retro, Korean style is exquisite, Japanese style is decadent, European and American style is heavy, various celebrities and Internet celebrity fashion brands basically move closer to these styles. As for POLO shirts, they are difficult to match with any style, and their influence is getting weaker and weaker.
Fortunately, many brands have discovered domestic problems. Begin to pay attention to youthful design, and let young people wear POLO shirts again.
I won’t go into details about the big foreign brands. They basically have national fashion co-branding, but due to the price, just act according to your ability.
Domestic Septwolves Men’s Wear said that in order to attract more young people, the brand has carried out more detailed designs in the fashion series of Polo shirts, and its sales performance has been relatively outstanding.
Domestic sportswear brands such as Li Ning Wade’s Way, FILA and Anta have also made some localized changes to POLO shirts, focusing on simple color matching and focusing on functional features in sports. , which attracts many consumers who need quick perspiration and breathability during summer sports.
Four: Ending
After seeing this, attentive viewers should have discovered that the consumer groups of POLO shirts are all male, so why are there no women’s clothing?
The fact is that most POLO shirt styles are masculine and the texture is too heavy, leaving little choice for girls.
Many years ago, Meituan founder Wang Xing once joked that in the fields of consumer investment and market value: girls>children>young women>elderly people>dogs>men, which can be summed up in one sentence, that is, “the consumption power of men” Not as good as a dog”.
Even though domestic POLO shirts are transforming towards a younger generation, stereotypes are deeply ingrained and it is difficult to see much improvement in sales. Maybe we should change our thinking and develop more women’s clothing products.
Just like the black POLO shirt worn by Thai pop singer Lisa, many fans said it was too beautiful and wanted the same style.
Some female fashion bloggers also expressed their opinion on this: If a brand of Polo shirts makes changes for women, she will try to buy it.
