Looking Forward To CHIC&Nbsp; 2011 New Deal With Post Fashion Crisis

When the world is deserted, "discovery" brings civilization; when civilization is saturated with society, "

Transcendence contains too much meaning, pcendence of human thought and realm, pcendence of social culture and productivity, pcendence of natural reproduction and alienation, and so on.

The most urgent problem is that "pcendence" is no longer a sounding "written word" for the contemporary people. The double crisis has come to the end. It has finally made people see their own environment. The so-called "peak of civilization" means that the two sides are unfathomable cliff.

Standing on the cliff and looking at the future, the most urgent problem is to find the direction of pcendence. When people stand on the same starting line (cliff side), the "discovery" Horizon determines the distance of "surmounting".

CHIC2011 set the theme as "discovery", but not only in this year.

In fact, every year's CHIC will be discovered, and the future CHIC will continue to be discovered. Different stages will discover the existing problems and opportunities that will affect the future, and aim to "surpass" in a targeted way. This should be the purpose of CHIC's discovery every year.

Then, "

After experiencing the first baptism of "double crises", the global fashion industry has finally discovered its own environment, which is a mountain road with more twists and turns, easier to fall, a careless and lost self.

The international financial crisis has just stamped the soft spots of the fashion giants and top brands, and unwittingly suppressed the footsteps of big powers.

However, heaven is catching up with others. "

"Environmental crisis" may be a more difficult task for Chinese fashion.

However, in the early stage of the pformation and upgrading of the industry, it will take the initiative to resist the task of "environmental crisis". While undertaking social responsibilities, there must be tremendous opportunities for potential health, waiting for it not far away.

The key is that all of this must be discovered.

Discovery -- the fashion and the heat of fashion for the post crisis

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1, discovered by the "Spanish heat effect"...

Standing on the threshold of an industrial upgrading, "Chinese fashion" needs to have equal self-confidence to discover the place that we can learn from, absorb, discard and blend with Spain, Japan and even Italy and France.

The purpose of discovery is not only to find the so-called "objective gap", but more importantly, to establish a pattern that we can achieve and participate in in the future.

At the end of the world cup, is there anything worth finding? Standing in the perspective of fashion industry, if we concentrate on "discovery", we will suddenly realize that the "battle of Princes" on the South African arena is not the epitome of the "spring and autumn pattern" in today's fashion world.

Almost to be swept into the "debt crisis" of Spain, with an epoch-making world champion of the world, become the "Post Crisis Era" anxious, the first to trigger the global hot effect of the excitement of the spotlight.

As a fashion person, at the same time, there may also be a Spanish fast selling brand after the "crisis", that is, the luxury brand which is not worth the luxury of Italian style. ZARA:

Is there a comparable place between "Chinese fashion" and "Spanish fashion"? Without the name of "big manufacturing power", can the situation of "Chinese fashion" be presented in the future, can not we find more merits to learn from the hot effect of ZARA, or even from the Spanish football, which "always controls its own rhythm to drag down its competitors" in terms of team work, no matter what the outside becomes?

As for the fashion power, Italy and France are like thunder, and Japan and the United States also have the possibility of being mentioned, but no one will put a finger on Spain as a fashion country.

In the shadow of the fashion of France, Spain, with its long culture and many schools of art, has never been able to sit on the stage with its neighbors.

But in the face of the top brands, ZARA with Spanish ancestry has never felt timid and inferiority. Not only has the store been built up in the top of the top brands, but also has the "internal quality" such as the absolute fast market response ability and the changing speed of fashion styles.

And is "Chinese fashion" not too much in the shadow of Japan and South Korea? It is difficult to climb the peak of Asian fashion. Similarly, China has a long and unique culture. Even more than Spain, "Chinese fashion" has more and more energy and the spirit of being born.

In addition, "walking on two legs in Japanese fashion" is also a topic that can be found in "Chinese fashion". When the world's big names such as Lssey Miyake and Yamamoto Teruji failed to escape the financial crisis, UNIQLO, Muji, Wakubo Ling and other fast selling fashion brands turned into another force, continuing to maintain and maintain the position of "Japanese fashion" in Asia's leading position.

Looking back at the Chinese clothing industry, after more than ten years' hard history of creating brands, China's high-end brands and fast selling brands are not lacking, even the diversity of their products and the number of brands owned by each brand are much better than those of other countries.

Then, from the perspective of the industry, we can find out the changes of the world fashion pattern in the post crisis era. Can "Chinese fashion" learn from the rising stars in these fashion fields, and set up a flag of Chinese fashion to the world?

Standing on the threshold of an industrial upgrading, if we want to find more "pcendent ways", we must completely liberate all kinds of fetters brought about by "made in China". With equal confidence, we will find that we can learn from, absorb, discard and blend with Spain, Japan and even Italy and France.

The purpose of discovery is not only to find the so-called "objective gap", but more importantly, to establish a pattern that we can achieve and participate in in the future.

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2, in the face of ZARA find...

The most direct reflection of the "fast selling culture" in the post crisis era is the essential change of market positioning. The market positioning pattern established by Chinese brands has been greatly impacted. Standing at the height of the industry, we can discover the new problems faced by the brand in the post crisis era, and support and create the environment with the strength of the industry, so that we can complete a perfect process of pcendence.

What did we really find in the post crisis era? The rise of the new consumption concept of fast selling fashion, the psychological age of market positioning, the Slacker camp in the Internet age, the sighs of the top international luxury discounts, and so on.

Let us make a tentative plan from the discovery: even if the top brands are no longer in the trend of today's fashion, it is absolutely impossible to create China's Burberry or Yves Saint Laurent in a short time, because these top brands, no matter what kind of embarrassment they are in, will always have a strong sense of regional culture, personal charm and historical superiority.

So, in a short period of time to train a group of China's ZARA or UNIQLO, at least will not be resolutely opposed to spurn.

But before long, before we discover the true nature of these brands' market appeal, do not have such an idea.

Some people have said ironically: ZARA have no culture or charm.

That is because the speaker does not really find the eroding power of "fast selling culture".

When you find that people are buying fast selling products such as ZARA, H&M and other popular products, while they are losing their brands in such a way, they crazily squeeze into the cashier's Bank to pay for their silver. They can only show that even though the fast selling products are not perfect, they never lack the charm and allure of the brand.

So what we really want to discover is what has been ignored by conservative fashion people: the real connotation of fast selling brand culture characteristics and charm.

For a long time, more professionals only focused on ZARA's quick response; UNIQLO's low price and high quality; ONLY's market intrusion, but few people found out why ZARA would "eat old and young"; women aged 15 and 50 were rushing to wear; UNIQLO would "love men and women"; successful men and fashionable women were buying in bulk; ONLY would cover urban townships, and city dads and country chicks never abandoned ONLY for rotting streets.

The direct reflection of these findings is that the new consumerism derived from the "Post Crisis Era" is not only because the fast selling products are inexpensive, rich in style and fast in updating, but more importantly, the consumption psychology of consumers has undergone an essential change. The age specific positioning, environmental location and identity positioning have suddenly become more and more blurred, and some new positioning nouns have gradually emerged: psychological age positioning, ecological environment positioning, mentality and preferences positioning.

This change must not be underestimated, directly affecting the brand's reshaping and reengineering in the market positioning, and the new market positioning is triggered by a series of reactions from production to the end of all links. Innovation or persistence is a problem that can not be solved by entrepreneurs.

Industry upgrading and brand upgrading will always complement each other. Standing at the height of the industry, we can discover the new problems faced by the brand in the post crisis era, and support and create the environment with the strength of the industry, so that we can complete a perfect process of pcendence.

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2, in the future, harmony is found.

The creation of China's "green fashion" is a difficult and huge project. Especially after all these years, all kinds of pollution problems left over by "big manufacturing nations" and the gradual process from concept to scientific research and development require the industry to have the courage to find problems and breakthroughs, and have the courage to go beyond.

To tell you the truth, until now, no one can justifiably say that "Chinese fashion" has mixed the "green" harmoniously. However, by constantly finding out that Chinese fashion has indeed made outstanding achievements in the green innovation sector.

If an industrial chain is enlarged to sort out, the upstream fabric enterprises' green R & D from the technical level has reached a relatively high level.

The "green index" of brand enterprises in the middle reaches also has a rapid growth. At least, most of the operators and designers strive to use natural environmental protection raw materials, cotton and linen wool and plant fiber and other environmentally friendly natural fabrics, which are rapidly becoming the new favorite of the consumer market under the brand's drive and supervision.

Some powerful enterprises have already developed environmentally friendly pollution-free dyeing and weaving methods and other green innovation technologies. At the same time, many enterprises will "advocate green lifestyle" into the concept of brand culture, and promote the environmental awareness of target consumers through cultural pmission.

Looking at the terminal links of the industrial chain, the green coverage seems to be less luxuriant.

How can the end market be integrated into the environmental protection concept? It can be seen that the industry has not given more effective solutions. In addition to the response of a few fashion brand operators to "reduce the excessive decoration and complex display of stores, and the details of gorgeous packaging", many operators, especially the managers of major shopping malls, have not yet found an effective way and means of "low carbon in fashion and harmonious coexistence".

Facing the end consumer's cultural and cognitive guidance, "Chinese fashion" seems to be somewhat inadequate. For example, "green lifestyle" can be called out as a cultural concept, but what lifestyle is fashionable and green is still difficult to provide answers to the entanglement.

After looking at the whole situation, it is easy to find that even in the various links of the upstream and downstream industrial chain with high green index, the concept of "green fashion" mostly stays at the level of technology research and development, and technological development is also mostly a production link, and a certain item has carried out environmental protection innovation and reform.

How many enterprises can achieve environmental protection and pollution-free in the whole production process? I am afraid no one dares to give the exact answer.

In other words, the creation of China's "green fashion" is a difficult and huge project, especially the various pollution problems left over by many "big manufacturing nations" all these years, all of which require the industry to have the courage to discover, and have the courage to go beyond.

Finding a more harmonious green innovation and environmental cultural guidance from a fashionable perspective is a key project for the future garment industry to collectively "discover".

After all, the fashion that can harmoniously coexist with nature is the highest level that the fashion creative industry can achieve.

CHIC2011's theme location "discovery", once released, causes a lot of vibration in the industry.

A word that looks the simplest and most straightforward is also most easily overlooked by busy people.

When CHIC stands out from the perspective of the industry, the word "discovery" is distilled out. This often overlooked word is like "the most powerful voice" of an era suddenly, so that people can not help but pay close attention to it. They can not help thinking, but with the process of thinking, they discover more and more "discovery" in surprise, and the more they think, the more they discover, the more they feel inexhaustible.

In turn, every person and every brand in the industry understands and interprets the discovery, no matter microscopic or macro, regardless of the details or the overall situation, it is also a valuable asset of CHIC and industry.

Editor's comment: most importantly, on the platform of CHIC, the industry will gather their discoveries, the discoveries of people around, the discovery of brands, the development of enterprises, the market, the designers and the media, and continue to accumulate. How much energy and creativity will it generate? What kind of attitude will an industry take to "surpass"? Maybe, every year, CHIC will publish the exact "answers" in the world.