Men's Resuscitation Medicine &Nbsp; Turn Tradition Into Fashion.

Customers are classic and iconic. clothing More and more interesting influence. Men's wear brand The past tradition became a new fashion, turning fashion into retro - now all the old things are once again new, and all new things look old-fashioned.

Advocacy history becomes the primary strategy

Referring to the original myths and legends, we respect the early days of brand creation, ancestors and handcrafts. It sounds like a trip to American Museum of Natural History or a local store.

Experts analyzed various reasons for the reverse development. Economic instability has promoted the development of nostalgia. At present, customers in the saturated market are eager to feel the real and reliable products and arouse the simpler life in the past. The more popular shopping trend of consumers is to choose a brand with historical background and transparency. But no matter what history and tradition are like - perhaps the brand had some unpleasant history of business a few years ago or some tainted records - but now the practice of promoting history has become the center and first strategy of many companies.

"Building any brand requires a solid foundation." Frank Matijas, the men's clothing director of the J.Crew brand, said. This brand has been working with other traditional brands, such as Red Wing Boots and Thomas Mason. "Tradition makes a brand more believable, bringing heart and soul. As time goes on, things will get better and better. People also respond to this view. " He said.

In the United States, this trend is the original fascination of designers and progressive brands. For example, the Woolrich Woolen Mills brand, founded in 2006, is a high-end brand. Designers make new modern attempts on the past, and have the sensibility of the old world. After the fashion companies began to revive the brands that were closed in the 80s and earlier, including Penfield, B.D.Baggies and Maui&Sons. At the same time, there are aging customer base respectable brands, such as Gitman Bros., Schott, Baracuta and Stetson, which are beginning to be interested in male magazines and younger, fashionable customers.

such Trend As the market began to spread more and more this year, Kantar Retail, an American market research firm, listed this trend as one of the ten major retail trends in 2010. "If you are trying to attract more customers to open their wallets, this is a useful piece of information," said Kelly Tachtit, a senior analyst at Kantar. "One of the ways is to work towards the core of the brand as a reliable or traditional brand."

So far, tradition has become an important information for any historical brand to be popularized. Many companies are relying on their traditions to create a series of cleansing using traditional design styles. These series are often made up of brand names, such as the purification series of Williamson Dickie manufacturing company - Dikies 1922, Rockport's series of footsteps for young men - Rockportest 1971.

All these requests for historical reference have forced many companies to become more serious about their bloodline. HMX group is undertaking a huge historical project. The company broke away from bankruptcy last summer. Many brand images and sample styles are in a difficult position in the company's factories. Now, some image Peugeot has been changed because of the renaming of the company.

Keds brand has just set up a traditional website, called theoriginalsneaker, which is stepping up its efforts to get Keds's historical costumes at auction. "I really think archivists are a new occupation in the fashion industry," said Kristen Kerr Burrows, President of Keds. "We need almost a full-time staff to do this."

Other companies are treating retail space as a museum. Levi s recently renovated the flagship store in London to show the 201 jeans that were born in the last century. This store also provides a redesigned product for brand historical sales.

{page_break}

Brand tradition attracts consumers of all ages

There is a reason why companies are integrating their brand traditions with younger customers. According to market experts, these young customers are especially attracted by brand legends. "Customers between the ages of 16 and 29 are easily attracted by passion, originality, credibility and authenticity. Tradition is the most representative of these. Ian Pierpoint, executive director of Sound Reseacher consulting, which focuses on young markets, said.

According to Pierre Pointer, the reason why young people are fond of history is that they want to listen to the past because things are simpler at that time. They are paralyzed by a lot of information in the modern world, and there is no certainty for the future.

This general trend is pursued by a group of people, obsessed with the past style. This group of people connect to the flea market to buy retro items online, such as L.L.Bean's Fisherman's boots. Their apartment is full of first-hand fashion books, magazines, Stephen MacQeen's movies, jeans made of old treatments. They not only know who designs for their favorite brand, but also know where they are produced.

Like any suitable market, those who love retro people also have their megaphones. Cultural fashion blog AContinuousLean is the leading commentator of traditional aesthetics. This website was built by publisher Michel Williams in late 2007, attracting 300 thousand of the volume in one month. It is dedicated to recording the male fashion style that was rooted in the past. There are brand atlas browsing, such as the new series of clothing brand J.Crew album - 2010/2011's autumn and winter series. "For a long time, we invested in this advertising culture. Everything here is fast and fresh. Promoting the development of classics. Williams said, "my style is historical and original. A large number of people came to this website to share this idea.

Love for retro people's passion for past events also promotes the supervision of these styles of clothes. If the clothing is not well made, the interior is rough and the old shop service is old, for example, the design of the fitting room is not convenient, which will lose the essence of the traditional classic clothing and lose the people's basic love for it.

Maybe tradition is tempting for young people who love retro, but that doesn't mean that it has nothing to do with these people's parents and their parents. Rich and middle-aged customers are equally concerned about the tradition of their purchases. In a August study, 54% of respondents said that history and tradition were the core of the definition of luxury brands. In addition, it is high quality, handcraft, design and uniqueness. These respondents were not young people, but middle-aged people with an average age of 51 and earning 233 thousand dollars annually.

Of course, in the clothing industry, there are a long history of traditional brands, after all, a few. But the relative youth of this market has not prevented some brands from going deep into the customers' desire for brand sources, even though these brands are lacking in background.

Brand will combine today with the past

J.Crew brand is only 27 years old, but this brand has matured in these days, all of which benefited from the way that people liked highly imitating the history to cooperate with the old brand. This is an unusual step for retailers to invite foreign brands to enter. It can get more benefits through joint historical rich partners, rather than exaggerate their past.

Respect for another brand's past is not always friendly. Take the Evisu brand, the Japanese Cowboy brand recently plans to release a limited edition series based on the Levi 's antique style. In the details of this idea, Scott Morrison, chief executive of the brand, said that the "private collection" dress will pay tribute to Levi's 501 Jeans in 1890, the Nevada cowboy series of the brand in 1890 and the Campbell series of the brand in 1917. This kind of imitation has surprised many people and brands, including Levi 's itself, which soon brought legal charges against trade violations in the near future. But the 19 year old Japanese brand inspired the vitality of the old brand.

This has created an unpredictable advantage for some companies, such as L.L.Bean, which launched a younger series of Signature in spring this year, or Alex Karnaton, the brand creative director. The establishment of Signature relies on the traditional style of Bean brand, modern improvement and the spread of traditional brand publicity, attracting new customers for the company. "Such customers are looking for real things. They have realized the authenticity and integrity of commodities. Chris Weeks, vice president of L.L.Bean Signature, said, "well, Bean doesn't need to be fabricated. We have our own history, which makes us very outstanding."

But the traditional way of market operation is subtle and complex. It requires the ingenious means of balancing your brand history and mining customers. "We risk making fun of traditional design," said Weekes, Sigature's trade director. "Our traditional costume design must be connected with today's customers. The present design can't be just a practice exercise in the past.

6 weeks after the launch of Keds's new website, it is now integrating the previous Original Sneaker website, which focuses most on current events rather than historical phenomena. "We plan to better integrate today's things with yesterday." Khloe Bolos said.

The American manufacturing brand Gitman and Oxxford of Individualized Apparel Group of the US textile trade group are gradually losing their traditional advantages. The company is falling into the tradition of publicity, but is afraid of exposing the old and poor contradictions. But it hopes to reveal its ancestry through new cooperation with Max Vostel. Max Vostel is a fan of retro men's clothing and a blogger for men's blog ALLPlaidOut. In addition to being a salesperson for Gitman, Vorster M also works for Oxxford on the website, promoting the legend of the brand Chicago factory and the tradition of making luxury suits. "We need to start telling people about our stories," Vorster M said. "Some people do not understand the origin of creation."

Those who love retro may also be changeable. "The good thing is that they are our most enthusiastic customers. Any brand will be lucky to have them," said the marketing director of the Gant brand. "But it is very uncertain that you have to be more careful about your decisions, every traditional practice."

But a big problem with the retro trend is how long it can last. The brand may be concerned about the history of brand promotion for a while, but the fashion industry has a tradition of competition: to maintain a long-term belief in change.