"Plagiarize Door" To Expose Common Faults In Clothing Industry

Netizens recently revealed that fans were suspected of plagiarizing the T-shirt designed by American designer FlyingMouse and American T-shirt website Shirt.Woot.

Van goupin responded that the simple and crude question was the disrespect for the designer and emphasized the originality of the design.

Actually, the "plagiarism" incident is just the tip of the iceberg for the clothing industry to "learn from each other".

The brand represented by ZARA and H&M has gained profits by integrating the popular elements. They are in a state of flux in the domestic market. Some garment enterprises have seen the way to make quick money.

But how far can it go after this pattern is overflowing?

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This summer,

Vic has launched a number of cheap T-shirts this year, and is popular among young people.

However, some consumers found that the character design of the shirt was somewhat familiar.

Later, some netizens compared the fan t-shirt design with the T-shirt screenshot designed by the American T-shirt website Shirt.Woot. The superman in a "Superman speeding" T-shirt pattern was more than the American T-shirt website with a cloak and a little penguin pattern.

The "high imitation" T-shirt caused an uproar.

However, some netizens are surprised to say that they have already found that some clothing styles are similar to "big cards".

For the "plagiarism gate" incident of fan Ke Cheng, it is disdain for people to believe that they experience the international elements at low prices and that they are happy with them.

However, in the view of garment enterprises, this is just the result of "big trees attract the wind".

Clothing industry "learning from each other" design is very normal, and fast fashion brands, especially "learning imitation".

The so-called fast fashion, that is, fast delivery, parity and keep up with fashion trends.

Generally speaking, this kind of enterprise collects and designs fashion information through the latest international conferences and other channels to collect fashionable information, and then produces and sells, but the price is not as good as the international famous brand similar style 1/10.

It can be said that this mode allows ordinary consumers to wear similar international style.

This is also the key for fashion young people to follow the brand.

Low cost "quick money"

Mcglaughlin, who has created a brand in the Internet and catalog sales, has made a demonstration for the "quick money making" route.

Not only that, ME&CITY, ME&KAR and even local brands such as online brand wheat bags are competing to enter this field.

The new stars in this field should be multi-channel wheat bags.

Wheat bags will be able to launch 50 new products in one day, and its sales in 2009 will reach about 46000000 yuan, with a sales growth rate of 4 times.

With the advantage of design and development, and shortening production and sales cycle, wheat bags can be shipped quickly, and can be foothold in the "quick money" mode.

In order to build brand, wheat bag sponsorship concert and new product launch conference, however, unlike the high-end positioning of ME&CITY, wheat bags still play a low price strategy.

Spend the least money to experience new products, which is pursued by most consumers. It is precisely this kind of consumption demand that creates enterprises and brands that rely on low prices.

"The export products of our enterprises can be sold in Russia and other places, because they imitate some big brands, but the prices are very low.

In order to avoid being infringed upon, the designer will make minor adjustments by adding or reducing zippers, changing pockets, etc.

A person in charge of an export garment business in Beijing told reporters that the designer of his company collects "design inspiration" through fashion conferences and magazines every year, with little investment in design.

The CEO of another garment company revealed that its annual investment in design and research is only 3% of its sales revenue.

Yang Dayun, President of China Fashion dealer training and President of UTA Fashion Management Group, believes that this is a way of management in this era, which is to meet the needs of consumers with the shortest time and minimum cost.

ZARA, GAP and so on are the brand representatives who rapidly update the design products. They have their own profit models in manufacturing and marketing. ZARA and other brands take some assets to the rear end for design and research.

But some domestic brands simply regard it as a marketing way.

Compared with ZARA and other successful brands, domestic brands are lower in cost investment.

Take designers to collect popular elements and creativity, for example, ZARA and other international brands may arrange designers to collect the latest fashion information from New York, Tokyo and Manhattan. However, most domestic brands will send designers to Hongkong to collect the latest design styles.

Domestic clothing brand is doing the "integration of popular resources" business, rather than "create popular elements", which determines their investment in product design research and development will be less than original design input.

Yang Dayun believes that "some brands invest far less in design and research and development than in international brands. The R & D costs of ZARA and other brands may reach 20%-30% of total investment, and domestic enterprises' input is 5%-10%".

This is related to the low salary of domestic designers, and on the other hand, the low demand for popularity of domestic enterprises is also an important reason.

5 years later, entered the plagiarism period.

As for the "homogenization" of the clothing industry, Li Jiasong, general manager of Xiamen Xin Mei Hua Import and Export Co., Ltd., who is attending the exhibition in Hongkong, has a deep understanding.

As a subsidiary company of Meihua group, Xin Mei Hua company is developing, designing, processing and exporting. It will bring its own clothing, gifts and other products to various exhibition fairs every year.

In an interview with reporters, Li Jiasong said that many garment enterprises are drawing on the design of big brands and their counterparts.

The clothing exhibition held recently in Hongkong found that most brands had little difference in design, and only two or three buyers with bright spots had more buyers.

Li Jiasong bluntly said that the big brands were plagiarizing. After the design team reached a certain bottleneck, plagiarism was unavoidable, but it should not be plagiarized into a fixed mode of thinking.

Li Jiasong agrees with their mode of operation in order to integrate resources, but they do not agree with this approach in design.

"This is equivalent to making traditional handicrafts into fast moving consumer goods, and making Chinese cooking the same as fast food."

In the industry view, Mcglaughlin, fan Ke Cheng and Mai Bao, and so on, which rely on the rapid development of the Internet, "fast earning" brand, have defects in experience function and so on.

Fashion has an irreplaceable sense of experience.

In terms of female shopping, it is more important to touch and try fashion clothes than to buy anything at all.

In these respects, the "fast" in e-commerce channels can not meet the needs of consumers.

The way of attracting customers by low price has created the very low loyalty of consumers in this field, which also makes new brands of similar kind attract consumers.

Yang Dayun believes that the domestic fashion industry's rapid updating of products has just started, but it will flood in 5-10 years, and there will be a phenomenon of plagiarism, which means the decline of this way.

Faced with pressure from all sides, these brands are also actively changing.

While sprinting on the market, Mcglaughlin is also adjusting his business strategy, taking advantage of the online platform to attract more fast fashion brands to enter. Wheat bags gradually outsource production links, increase investment in research and design and consumer behavior research; Vic is trying to shop on the ground to provide consumer experience for its own brand goods.