Casual Wear: The Debate On The Concept Of "The Third Generation Of Leisure" And The Debate Of The Industry

At the time when Beijing Olympic Games created many wonders of the world, a controversial topic on the development of the clothing industry was also on the Internet.

"The third generation of leisure" has become the focus of controversy in the industry since its definition and launch last year.

After more than 20 years of vigorous development, China's casual clothing industry has experienced a market baptism from products to brands, channels and resources management.

Now, the industry has entered a period of adjustment and strategic opportunities. The types of casual clothes are also changing and evolving: mass leisure fashion, fashion and leisure stylization, sports and leisure thematic, business and leisure youth, outdoor leisure life, cowboy leisure individuation.

Li Kailuo, an economic research expert in the famous fashion industry, said in "the thinking of the future development of China's casual wear market", "but in any case, the lifestyle will continue to be the theme of all business research in the future. The third generation casual wear is advocating a more fashionable, personalized and self life style."

CEO Liu Hong also believes that the domestic casual wear brands have been quietly changing, sports brands continue to be leisure, business casual brands continue to be younger, outdoor brands continue to live, and so on, which makes the third generation casual wear style of personality life more distinctive.

In the domestic casual wear market, fashion and leisure brands represented by Mark Ed Faye, EMU and CABBEEN have sprung up. They are innovating the service connotation of the brand around the personality fashion lifestyle, stepping out of the dilemma of the homogenization of the leisure wear industry, and becoming the leading brand of casual wear.

In this regard, Yang commentator, the Fashion Critic and deputy director of the China Textile Industry Research Department, has the same feeling.

He said that instead of always describing the new evolution of the casual wear market with the old concept of shuffling, it is better to "discover" its structure in depth.

Now the leisure clothing market can not be defined with the traditional impression of leisure clothes.

The entry of fashion elements is the first direction.

Some brands can even be regarded as "avant-garde leisure", vigorously absorbing rock elements such as rock and punk.

Motion elements are second important elements.

Social phenomena such as the national fitness campaign, the fashion of sports and the stardom of athletes are fully reflected in the clothing culture.

CEO, the general manager of China garment net, Liao Bin, who is also concerned about the garment industry for many years, has expressed similar views and opinions.

"At the last stage, it seemed to emphasize the sense of individuality and treason.

But entering the third generation of market competition, a group of consumers who have initially positioned their brands have begun to mature. Therefore, the positioning of brand consumer groups has also widened, and the feeling of expression has also begun to change, starting to get rid of the original emphasis on youth, individuality and individuality, and pay more attention to the expression of fashion elements.

For the industry to stir up the concept of "third generation leisure" clothing, the Beijing Olympic Games Chinese team entered the clothing design appraisal committee, the The China Academy of Art Professor, the master's degree tutor, the clothing structure and craft teaching room director Zhang Xin Ke actually displays calmly and is cautious.

He believes that there is actually no existence of the "third generation casual wear". At least, such understanding and speech are too Chinese, too limited and too utilitarian.

He believes that a simple fact is, assuming that the third generation is more advanced than the first, second generation, any unit, brand or region can immediately replace you with "fourth generation" and "N generation".

But I agree with some of the good connotation of the concept of "the third generation of leisure" and the idea of "wanting to change" with the times.

He also believes that "the leisure clothes we create should be based on" culture and aesthetics "as the starting point and destination. It should give us a real sense of tranquillity, happiness, satisfaction and quality of life.

The quality of life I talk about is precisely a kind of mindless leisure mentality with oriental cultural characteristics and universal values, a leisure way, a leisure life attitude, and even a pioneering spirit of leisure, which is a very high quality.

The development of brand reflects the progress of the times.

The debate on the concept of "the third generation of leisure" and the debate on the industry will show new trends along with the advancement of the topic and the practice of the explorers.

But no matter how it changes, it can be foreseen that, driven by the needs of the times, the third generation of casual wear is bound to have an obsolete day. The emergence of the fourth generation, the fifth generation and even the "generation after generation" is only a matter of time.

This is the inspiration of the third generation leisure concept, and the dialectical relationship between the times and the development of enterprises.