Market Demand Of Chinese Style Clothing Brand With National Style

In 1980s, Hu Xiaodan launched a fashion show called "bright China". Yuan Jie Ying, a professor of Academy of Fine Arts at Tsinghua University, used to use the printed cotton cloth as a dress material. In 90s, Wu Haiyan launched the "heyday" clothing series in the brotherhood youth designer competition, and the "cheongsam special show" in the movie "love years". At the APEC conference held in Shanghai in 2001, the leaders dressed in "Tang costume" and so on, the clothing design circles triggered the fashion of Chinese style clothes again and again.

Following the development rules of popular elements, Chinese style costumes quickly cooled down over time after the upsurge. It seems that, as some ordinary people have said, Chinese style costumes are only suitable for national festivals.

At present, in the Chinese market, a group of people are making Chinese style clothing. They may mostly embrace business psychology, the customers are mainly foreigners, while others do Chinese style costumes, while they publicized the clothing culture and do Chinese in order to carry forward the traditional culture.

Even when designing Chinese style costumes, they show different designers' understanding and expression of the meaning of "Chinese style costumes".

However, they did, and insisted that as long as someone was doing it, there would be hope for the development of Chinese style clothing.

The author has conducted a lot of field market surveys, visited high, medium and low-grade clothing sales outlets, and found that almost all clothing sales outlets sell Chinese style clothing. Among them, "wooden real", "Shanghai Xu", "Tianyi", "Sulu", "black clothes", "Ge Qipao" and "Pu Yu" are representative clothing brands.

Their designers interpret the contemporary significance and value of Chinese style clothing in their own way.

How do consumers understand "Chinese style clothing"?

What kind of Chinese style clothes do they need?

Through questionnaire survey, I understand that consumers are familiar with the special clothes of Chinese style costumes "cheongsam" and "Tang costume" worn by heads of countries and regions in the APEC conference. Chinese costumes and Chinese costumes are not very sure, but all Chinese style clothes are generally recognized by Chinese style clothing. This shows that consumers' interpretation of Chinese style costumes is broad, free and tolerant. "The Chinese people's cultural concept is not conservative at all. It will not be as traditional as the Japanese nation, but only keeps some traditions, such as kimono, which has remained unchanged for hundreds of years.

The consumption concept of Chinese people is generally flexible and pragmatic.

Chinese characteristic clothing can adapt to modern people's ideology and life style on the basis of inheriting tradition, and its development is desirable.

Most respondents chose to buy 100-500 yuan Chinese style clothing, followed by 500-1000 yuan or less than 100 yuan.

In view of this, the middle and low grade Chinese style clothing is more suitable for the needs of ordinary consumers.

At present, the problem of high price exists in Chinese style clothing. The reasons are: the production cost of Chinese style costumes is relatively high, manual embroidery occupies a lot of manpower; two, there are fewer producers of Chinese style clothing, "less expensive products" and less competitive pressure; the three is that the production and operation of Chinese characteristic garments have not formed scale; four, Chinese style costumes are mainly high-end clothing such as gowns and so on.

This shows that consumers are optimistic, tolerant and receptive to the development of Chinese style clothing. Chinese style clothing has great potential for development, which is worthy of efforts by the apparel industry.

The Chinese costume culture has great inclusiveness. It can integrate the dress culture of different nationalities for its own use.

Chinese traditional costume is not only the object of study in the archaeological and historical circles, not only as a representative of Chinese culture but also on the international stage, and Chinese style costumes should be used as a Chinese holiday dress, and should be developed as a Chinese daily wear. Only in this way can it be more vigorous and occupy a place in the development trend of the world clothing.

Compared with the competitive fashion brands that are already very developed abroad, Chinese clothing brand is not only a shortcut but also a necessary way to develop the national style.

The revitalization of China's garment industry needs the joint efforts of Chinese fashion designers and entrepreneurs. If the apparel industry can do this, the development of China's garment industry will be around the corner.