2010 Fast Fashion Or Light Fashion Is More Popular.

In the fourth China recently held

Reporter: China brand Festival puts forward a "

Tan An: "fast fashion" reflects that since the 90 generation of the last century, the development of China's clothing industry has entered the "fast fish eating slow fish" rather than the reality of "big fish eating small fish" era.

But the word "fast" is a "light" word "subtext".

However, "light" is a basic value orientation index of clothing and even all consumer goods.

Therefore, we should ask for the word "light" and let it stand out openly and be consistent with the word "fast". It is called "light fashion".

How does this appellation match the reality? Let's look at several cases together.

Qingdao Yat fat group's new underwear has two notable characteristics: first, in recent years, the underwear developed by them has developed from ordinary cotton textiles to high density and high density. The underwear of the past 20S and 32S yarn has now developed into 120S underwear products.

The underwear made of high count yarn has the advantages of smooth surface, smooth touch, breathable and comfortable, easy to wash and fast drying. It is especially suitable for wearing in summer and is the preferred choice for business people.

Two is the clothing to health, environmental protection, functional direction.

The chitin fiber, which is developed immediately, has the functions of antibacterial, moisturizing, skin care and relieving itching, and is easy to degrade.

Gray cloth from ordinary Jersey to add spandex and composite structure to print products, make clothing more light and comfortable.

Another is Bosideng International Holdings Limited, the weight of the brand down clothing stuffing, showing a decreasing trend over the years.

That is to say, fabric gauze becomes high, fabric becomes thinner and weight becomes smaller.

From the above cases, it is easy to see what the trend of today's clothing development is.

Reporter: in your speech, I think China has entered the era of personalized consumption. Is that so?

Tan An: Yes.

In 1984, I went to Japan to study. Japanese friends said that if there were two women wearing the same style of clothing at the banquet, one of them would find an excuse to withdraw.

At that time, I felt puzzled.

A few years ago, a similar situation appeared in China. Since then, China has entered the era of personalized consumption.

Over the past 20 years, China's garment supply chain has made some qualitative leap in understanding the practice of dealing with the two major consumer markets both at home and abroad.

The most important thing is to develop from "tailoring" to "tailoring".

In a sense, if "tailoring" is the primary stage of individual consumption, then "tailoring" is the advanced stage in the era of personality consumption.

Reporter: "tailoring" is a new formulation.

How to measure people and how to cut them?

Tan An: at present, our country is in the advanced stage of individual consumption.

The emphasis should be on the specification and size, and strive to be both fit and suitable.

The quantity of human beings is not only quantitative but also "heart".

Now some people still stay in the stage of "tailoring" thinking, so there are concepts like "dress is human body packaging" and "clothing is the second layer skin of human beings".

Today, the boundary between the commonalities and individuality of consumption is somewhat obscure, because everyone is pursuing "freedom".

Can we use another expression: two straight lines of individual consumption and general consumption, and the final intersection point is "free". Therefore, the basic skill of the supply chain is to make free and easy sharing, and to lighten the difference of individuality.

Reporter: what is the status of clothing's personal consumption?

Tan An: personality consumption is a life condition of a person, a good personality life condition. It has both Zhang and chi.

Personality consumption is based on emancipation of personality first, while emancipation of personality is based on ideological emancipation.

In the past sixty years since the founding of new China, the path of ideological emancipation is reflected in the clothing consumption. It is the "four release" stage of "no liberation, half liberation, great liberation and real liberation".

The production mode of individual consumption is multiple varieties, small batch, short cycle and quick delivery; the best index of individual consumption is "tailor"; the ultimate goal of individual consumption is "free and easy".

Stepping into the gate of twenty-first Century, the vast number of consumers entered the real liberation stage of "what clothes are and how to dress".

The emancipation of the mind with the emancipation of the mind has also entered the rational stage, thus promoting the consumption of personality into a new stage.

Therefore, we must lock in the characteristics of the personalized consumption era and grasp the initiative of the personalized consumption supply chain.

Reporter: what is most talked about is the pformation of enterprises. What do you think of the pformation of garment enterprises?

Tan An: the "brisk fashion" mentioned above is an important index for people's pursuit of individual liberation and freedom, and is also the basic goal of pformation and upgrading of enterprises.

Since the 90s of last century, the status of the word "light" has been rising and rising in the first place.

For example, the characteristics of men's suits are four words: light and soft.

The basic features of women's fashion are four words: light and thin.

Bosideng eiderdown represents the trend of changing the weight of winter clothing, that is, underwear represents the trend of underwear changing from light to weight.

The light fashion of clothing has two advantages, one is Taka Sa, the other is thin fabric, low weight, simple, soft, comfortable, skin friendly, light and elegant fashion sense. Two, it is economical to save fiber, save resources and reduce costs.

If Japan's three cross department store will sell the world's lightest "feathers" this month, the fiber will be about 1/5 of the thickness of the hair, and only 10 grams of cloth per square metre, which is very consistent with the direction of low carbon and environmental protection.

In short, the pformation of enterprises to brisk fashion can not only meet the new needs of consumers' personality, but also reduce costs and improve efficiency.

Only by making profits can the development of light and fast fashion survive and develop. Why not?

Reporter: you have always disapproved of the term "per capita fiber consumption". Why?

Tan An: per capita fiber consumption in the United States is more than thirty kilograms, which is more than 3 times the world's per capita fiber consumption and 2 times more than that of China.

Now, is our wardrobe a bit "full of clothes"? So what is the situation of the American wardrobe?

The experience of successful enterprises at home and abroad has proved that developing new fibers is the key. It determines not only the fineness of yarn, but also the function of body building.

The product chain competition with brand as the banner has replaced the competition of products.

Who is the leading runner and the winner of the fiber commanding point between the chain of clothing products.

If we still follow the American footsteps, continue to pursue the "kilogram" of fiber, imitate the American lifestyle, add consumption and waste resources, then the fate of the earth is really bad. Human beings must set up another green value concept. The essence of green values is the unity of heaven and man.

We must conscientiously carry out the green values and strive to create brisk fashion brands, so that the consumers of five continents can respect China more in the benefits of experiencing the value of Chinese brands.