Thinking About The Right To Fashion: To Be The Next Person To Pull Out Oranges (Chart)

I heard this joke: at a world-class fashion trend forum, a CEO took an orange from his pocket and told another CEO that orange would be popular next year.

The two looked at each other and smiled.

So the fashion color of second years was confirmed.

Do you believe it?

But you have to admit that strength determines the right to speak.

In fact, if you think about it carefully, if the story is true, those two presidents must be the masters of the world.

The status of these big names in the fashion industry is beyond doubt. Market share determines their dominant position in fashion discourse.

I hope that the next president who takes out oranges from his pocket is Chinese, and then he can shoot his chest and say our own fashion words.

So what is the weight of the right to speak for Chinese clothing enterprises?

And how do we have this "right to speak"?

Let's listen to the following voice.

"Gaining the added value of the industry by gaining the right to speak in fashion and achieving the healthy development of the industry should be the way for the development of Chinese garment enterprises in the future.

If an enterprise wants to have the fashion discourse power in the field, it must take the creativity and innovation as the core competitiveness of the enterprise development, which is not only conducive to increasing the added value of the textile and textile enterprises, but also to the industrial products related to the public lifestyle, such as household goods, electronic consumer goods and automobiles.

Du Yuzhou, President of the China Textile Industry Association, said that after the rapid growth in volume, China's textile and garment industry is changing from traditional manufacturing to service manufacturing and creative manufacturing, from "made in China" to "made in China", from "world processing plant" to "fashion birthplace".

"Fashion discourse power is the result of the integration of all aspects of strength. The final supporting point is to integrate excellent brands and enterprises in the industrial chain of upper, middle and lower reaches, so that they can reach cooperation and eventually enhance the right of fashion discourse."

Although enterprises have tried various ways in different ways, Sun Ruizhe, vice president of the China Textile Industry Association, admitted that the efforts of individual enterprises are difficult to change the overall pattern after all.

"China's fashion culture must have the right to speak internationally.

In London, Milan, Paris, New York, Tokyo and other world fashion centers, Chinese clothing should be accompanied by the improvement of the national status and reputation and establish a permanent fashion style rather than a flash in the pan.

The influence of Chinese clothing brands should be radiated around the world, creating a brand name that is recognized worldwide, leaving behind a story, a brand culture that is meaningful and moving, and expressing it to consumers through the market.

Jiang Hengjie, executive vice president of the China clothing association, said that in the next ten years, China's "clothing power" should be characterized by 4 characteristics, one of which is the right to fashion.

"On the one hand, the power of upstream and downstream integration, such as the ZARA mode, raises a question: is the original fashion game rules feasible?

On the other hand, the trend of the whole world is changing, and the strength of China, Japan and Korea is growing very fast.

These factors have broken the previous dominance of Europe and the United States. There have been multiple voices in the whole discourse power, and the weakening trend of Western discourse power is becoming more and more obvious.

These changes are opportunities and tests for our industry. "

In the view of Liang Yong, executive vice president of China Fashion Color Association, the discourse power of the whole world's fashion industry is changing.

"Tracing the history of fashion, every fashion dealer holds high artistic head and claims to be at the forefront of the wave.

The designer's self-consciousness is attacking people's life in the form of brand. In this sense, fashion is the fight for the right to speak between brands, and hence the myth of Versace and the legend of Chanel.

But when the economic crisis has stripped flashy and complicated, the fashion that never cares about cost reveals its deeper meaning: fashion is the contention between nations.

Looking back on the past one hundred years, the rise of the United States once robbed the dominant position of European fashion capital, but the sudden economic crisis in the United States triggered a revival of European fashion, and the European economic crisis made fashion vane return to New York.

Li Guangdou, a famous brand strategy expert, has always said: a rising power must have its own clothing brand.

"If consumption is weak, and circulation and production are relatively strong, such countries are usually exporting countries.

As an exporter, the right to speak is always limited, because there is no way for a country without a consumer base to enjoy it and there will be no fashion without enjoyment. "

Sun Weiting, chairman of Huafu Holdings Limited, holds that a country's right to speak is not determined by production, nor determined by circulation, but by consumption.

"The first point is that we need to understand the rules and channels of the world's popular language.

Now, in fact, most of the world's popularity is controlled by financial conglomerates. These financial conglomerates are basically large private equity funds that invest in the luxury goods industry, and the funds invested in the luxury goods industry almost control the popular voice in the world.

Second, the role of the media is also very, very important.

If you want to have the right to speak in the world and want your brand to have the right to speak, it is far from enough to rely solely on designers. We need to know what the media want to disseminate, what the media want now, and what forms you should use to tell the media. This is also a very important issue that we have been disseminating in Paris by these large media organizations all over the world.

Xie Feng, director of design and design director of Jifen fashion company, tells us that to grasp the right to fashion discourse, we must understand the way and method of the right to speak in the world. At the same time, we must attach importance to the important role of the media.

Although they are all subversive, fashion is much more soft than war, but it does not mean that the victory of fashion is easier than that of war.

That is, the right to speak of fashion is absolutely not to be grabbed. It is the willingness of people to appreciate you from the bottom of your heart and identify with you.

A successful Lv Yan does not mean anything. A Zhang Ziyi does not represent anything. There is still a gap between novelty and climate.

From material shortage to extensive economy, from food and clothing to the beginning of stress, how do you make a person who has been paying attention for many years to begin to appreciate you? It is necessary to have precipitation, to have unique skills, and can not be hard to come.

Shen Zhu, a CCTV finance host, a commentator of global financial connection, and a commentator today, said that the right to speak is not to grab but to attract.

"The clothing brand of the United States, whether it is men's clothing, women's wear or children's wear, or sportswear, casual wear and so on, seems to be stained with the star flavor of Hollywood.

Not to mention the effectiveness of technology and cost, its public effects and additional culture, stories, gimmicks and so on have attracted many consumers. Coupled with some advanced concepts and business models in the clothing industry, it has also created a strong brand, thus contributing to a strong fashion discourse power.

Zhang Weixing's view is that with the improvement of living standards, the choice and consumption of clothing is more of a cultural value and pursuit.

"The power and influence from China will inevitably become the focus of world fashion. Maybe tomorrow or the day after tomorrow, the world's fashion will be completely different from the rise of China. The most spectacular fashion world ever came.

But to achieve all this, the premise is that China should establish its own international value standard system and the world recognized rules of the game, rather than following the Western values, standards and rules of the game.

What deserves our deep concern is that the western apparel industry is also fighting against the goal of conquering the world by constantly changing its standards, and we must have a set of value systems that we can constantly improve and update ourselves.

Zhang Zhaoda, a famous fashion designer in China, believes that when China's cooperation with Chinese fashion forces decides whether an oligarch exists or not, China has its own right to fashion.

This is also the embodiment of China's becoming a powerful country in the world.