Clothing Customization: Luxury And Progress

The reason why foreigners identify with Chinese clothes is simple. They see a new cultural tradition, which has nothing to do with interests.

China's luxury needs market space at the moment, which can only be a gradual process.

In terms of sales volume alone, CANALI (Kang Na Li) is no stronger than Metersbonwe and YOUNGOR brands.

Canali family heir Elisabetta Canali said in 2007 that the company's annual sales volume was 180 million euros in 2007, and it was expected to increase to 200 million euros in 2008.

But there is no doubt that Metersbonwe and YOUNGOR consume more resources, including manpower, energy and logistics.

Chinese luxury has been improving. Of course, the future direction of Chinese clothing is luxury, even if it can not become a real luxury.

Luxury spokesperson

China's high fashion custom has started, such as Zhang Zhifeng, Marry Ma, Guo Bei and other designers have entered the industry, but so far, this is a lonely industry.

Because they have just started marketing minority, but not forming a niche culture.

At the beginning of April, NE TIGER (northeast tiger), "China's first luxury brand", released a series of high quality customized Chinese clothing in Hongkong. After that, the NE Boao TIGER custom dress series was put on the political and business leaders of various countries.

China is the world's most attractive luxury market, and many foreign luxury brands are entering China's pursuit of new rich groups.

Seeing this, a group of Chinese designers began to face the new rich group.

But unlike the luxury brand that has a history of over 100 years in Europe, although the market is at its door, it has not won many spectators.

As Zhang Zhifeng, founder of NE TIGER, has pointed out, it is simply ridicule that the beautiful Chinese clothes are not seen by foreigners, but Chinese people do not buy them.

In fact, the impact of consumers is a marketing issue. European brands have strong import effects. In addition to the insensitive class, more consumers can only look up to it.

More importantly, they are the exporters of luxury rules, such as customized services, consumer interests arrangements, and so on.

They have mastered the systematic method of luxury marketing.

In this way, they are able to turn the buying and selling process into an instant and brilliant process.

The reason why foreigners identify with Chinese clothes is simple. They see a new cultural tradition, which has nothing to do with interests.

China's luxury needs market space at the moment, which can only be a gradual process.

Chinese designers like to mobilize traditional cultural elements.

Before Zhang Zhifeng launched his extravagant series, the international fashion industry once swept the Chinese wind. When Chinese designers moved the cultural symbols of dragons, Phoenix, Peking Opera, ink, calligraphy and other cultural symbols to foreigners, foreigners were moved.

But it's just a show, not a business.

Since Pierre Cardan launched the first fashion show in Beijing in 1979, many foreign brands have been performed in China, and celebrities, entrepreneurs and other celebrities such as luxury brands have always been invited.

Unlike Chinese designers who go to Europe to perform, European luxury goods to China show a clear marketing purpose.

Because guests are their market and opinion leaders.

Besides, there are many marketing ways besides fashion show.

For example, CANALI (Kang Na Li), the Italian company has not hired any chief designer or design director, all the design is completed in its own factory.

But the company's excellent move is to collaborate with Hollywood stars.

In the history of Canali, over 30 sets of costumes have been made for the leading characters of Hollywood.

For example, Tom Cruise in sugar trap, Schwarzenegger in real lies, Wei Jima in the Holy Ghost, Charlie and Richard Charles in shadow plot, and so on, are their collaborators.

CANALI luxury

Canali represents a model of luxury industry.

Walking into the Beijing World Trade Center's Kang Li Li shop, it looks like a bar box rather than a monopoly store.

There, the price of a suit ranges from tens of thousands of yuan to hundreds of thousands of yuan.

However, this is just a series of advanced garments, not the so-called "limited edition" and "collector's Edition".

According to the introduction of the Canali family's third generation successor, Elisabetta Canali (Elisabetta Canali), today, Canali has more than 1000 stores or counters in more than 100 countries around the world.

When Canali entered China in 2002, he developed rapidly from the first tier cities to the second tier cities, with more than 50 stores in 32 cities.

In 1934, Giovanni of Italy and Giacomo Canali of Ji'an created a clothing factory dedicated to the production of high quality men's wear.

By 1950s, the second generation of family made great efforts to increase the sales performance of the company. In the middle of 70s, Kang Na Li began to open up overseas markets. Up to now, the export of clothing products has accounted for 3/4. of the total clothing output of Kang Na Li company, and with the launch of Proposta and Exclusive Collection series, and its involvement in shirts, ties, belts, leather shoes and sportswear with distinctive characteristics, the product of Kang Na Li has been unprecedentedly broad.

It can be said that the history of Chinese clothing and European luxury goods since twentieth Century has just been the opposite. European luxury clothing brands have been manually customized to explore the garment market to seek scale, while Chinese clothing should be upturned from the garment market to achieve quality improvement.

The most realistic difficulty here is the image of the place of origin.

Canali's production marketing is very determined and full of confidence.

When Elisabetta introduced the brand value of the company, one of the most important ones was "100% made in Italy".

In her place, Italy is a symbol of quality, which is sure to be envied by Chinese fashion circles.

Because in the eyes of global consumers, "100% made in China" and script src=>