Chinese Brands Set Off "Foreign Aid" Fever

Following the introduction of French and Italy designers in the past year, Kai Wang and other brands, this year, more and more Chinese brands have begun to introduce foreign designers and overseas marketing teams, hoping to rely on international strength to push the brand to high-end.

Men's "pformational wind" has the strongest momentum.

Men's clothing is the most powerful trend in this "pformation wind". Inviting famous designers and craft designers to enhance their brand is the most important weathervane in this pformation wind.

The most representative is the "new designer brand SEPTWOLVES" created by the seven wolves for inviting French designer Daniel Faret. The new brand dress was officially unveiled at the end of last month.

Men's clothing brands such as YOUNGOR and Chuang Ji aim at the market, hoping to enhance their brand value with foreign aid.

The women's clothing brand has also taken on the "pformation wind". Recently, snow lotus cashmere launched the "pformation" strategy, not only signing Li Bingbing as the first brand image spokesperson, but also working with the authoritative Fashion Management Group UTA and Italy Lebelleforme fashion design group to make strategic cooperation with the help of its international brand and channel retail management system.

Domestic consumers worry that prices will rise sharply after pformation.

In the face of the "high-end pformation wind" of domestic clothing brands, which is almost fanatical, the reporter learned from interviews that about half of the consumers hold a positive attitude and think that this can change the relative situation of domestic design, while more consumers are concerned about price. Most people believe that the price of domestic brands will rise sharply after pformation.

In a random purchase intention survey, the reporter found that if the price is similar to domestic brands and international brands, more than 90% of people are willing to buy international brands. "After all, domestic brands have less historical details and brand connotation", but prices are still an important factor for domestic consumers to buy clothes.

Many domestic clothing professionals also questioned the practice of employing foreign aid by domestic clothing brands, and thought that "foreign monks may not be able to read domestic classics". Inviting foreign aid has little impact on the long-term development of domestic clothing brands.