Let Fabric Innovation Keep Pace With Garment Production And Market Demand.

China has the largest fabric production and consumption market in the world. Under the shadow of the financial crisis, China's fabric market has become more and more dazzling. It is attracting the attention of fabric producers all over the world.

How can domestic garment manufacturers improve their quality in the shortest time? How to strengthen fabric innovation, keep pace with the times, lead our textile and garment industry to win in competition? How to promote clothing?

"Promoting innovation of industrial chain with fabric innovation"

- Zhang Longlin, associate professor of textile and clothing College of Southwestern University, permanent member of Chongqing Garment Industry Association

Textile and clothing weekly: which link is most important in the industry chain innovation of garment industry?

Zhang Longlin: in the current fashion industry chain innovation, the concept of leadership is the most important.

For example, many provinces in the West are also striving for the pfer policy of the country in the clothing industry, but they do not consider the local industrial structure and industry matching at all. They just want to win the national policy funds.

Textile and clothing weekly: as the upstream of the apparel industry chain, what is the feasibility of promoting the innovation of industrial chain through fabric innovation?

Zhang Longlin: it is feasible to promote the innovation of industrial chain through fabric innovation.

Because according to the current clothing marketing theory, the differentiated market strategy is the main way to promote product sales and brand building. Therefore, it is feasible to adopt the targeted fabric innovation to promote the innovation of the apparel industry chain in the functional clothing and high-end clothing market.

The middle and low end market has invested too much in fabric innovation, but it is not worth the gain, because the consumers' demand for products in the low-end clothing market is not on fabrics. They even pay little attention to the harm of the materials, such as formaldehyde, and so on. They are more concerned about the price and style of clothing products.

"Textile and clothing weekly": so your business?

Zhang Longlin: China's clothing market is a market that consumers are guided by enterprises. A large number of conceptual marketing of enterprises is to induce consumers.

Chinese consumers' understanding of clothing is still very low, mainly because China has not yet established a complete set of dress codes that are recognized by consumers.

With the improvement of people's living standard, people's understanding of fabrics is getting deeper and deeper.

Fabric enterprises should develop more targeted functional fibers and functional fabrics, and improve the capability of independent research and development of functional fabrics in China.

For civil purposes, enterprises should develop self-adaptive ethical standards for consumers to develop fabrics suitable for different product categories and climates.

"Design ideas and ideas determine fabric selection and innovation".

- Liang Mingyu, a famous fashion designer, fashion designer at the opening and closing ceremonies of the 2008 Beijing Olympic Games, founded the Liang Mingyu clothing research center in Chongqing. He has been the chief designer of many international and domestic events.

- Liu Lili, assistant to Liang Mingyu fashion research center

Textile and clothing weekly: as a fashion designer, what is your most satisfying work?

Liang Mingyu: clothing design for the closing ceremony of the 2008 Beijing Olympic Games.

The fashion show of the 2008 Beijing Olympic Games is magnificent and colorful. It enables the world to understand China's culture and prosperity through clothing.

Textile and clothing weekly: how do you choose clothing materials when designing clothes?

Liang Mingyu: I like the new fabrics very much. Sometimes I see a fabric and I can think of how to design and design clothes.

However, many domestic designers choose fabric according to the design concept of the brand, sometimes they can not give full play to their design ideas.

This may be because designers have always considered the brand concept and market demand of the company for a long time.

Textile and clothing weekly: for companies

Liu Lili: mainly based on market demand, fashion trend and "Kite" style impression.

The target consumers of "Kite" are 18~35 year old women with taste, artistic accomplishment, design details and pursuit of refinement.

Our brand has a higher demand for fabric quality and fineness. As for innovation, it mainly depends on color and variety.

Textile and clothing weekly: as a clothing enterprise, has your company been working with fabric companies to design fabrics for you?

Liu Lili: we haven't worked with fabric companies for the time being. The fabric enterprises in the southwest, especially in Chongqing, are small in size and mainly in the production of low-grade cloth.

However, we are planning to cooperate with the strong fabric companies in the eastern region.

"Brand recognition and market recognition are critical."

- Qi Xiaojie, assistant general manager of Chongqing sand boat Garments Co., Ltd., director of marketing of Chongqing casual Garments Co., Ltd.

Textile and clothing weekly: as a salesperson, what do you think the market needs most? How do you establish credibility and ensure quality in the clothing industry?

Qi Xiaojie: clothing consumers value the quality and brand of clothing most.

For example, our company now operates a famous cowboy series abroad. Although the price is higher than that of domestic jeans, we have gained a lot of market recognition from its quality and brand in the past few years, and gained a large market share, especially in the middle and high-end market. The company's sales growth in 2009 ranked first in the world.

Consumers are more concerned about not only the design style of clothing, but also their brand, quality, especially fabric quality. The jeans with good quality are not only wearable, but also are comfortable and of high appearance quality.

Textile and clothing weekly: so do you think that in the clothing market, can we sell the brand of "fabric marketing"?

Qi Xiaojie: Yes, at least in the middle and high end market.

However, different marketing models should be adopted according to different consumer groups, with different emphasis. We should consider and choose the appropriate sales mode and approach.

In the women's clothing market, the general consumers pay more attention to the style. They can adopt "style marketing" as the main form, supplemented by "fabric marketing", and high-end consumers may focus on brand and fabric quality, technology, and so on, which can be "fabric marketing".

In men's clothing market, the style changes are relatively small, consumers will be more concerned about the quality of fabrics, and "fabric marketing" is very appropriate, but there must be age difference.