Eleven Fashion Wars: How Local Brands Develop And Innovate

According to the latest GDP data released by Japan, China has surpassed Japan as the second largest economy in the world. China, which is growing in importance and influence, has a long way to go to spanform its economic influence into other soft power, like Europe and the United States.

"China Garment industry The stage of rapid growth relying on exports has come to an end, and the era of domestic sales has arrived. In the 1-6 month of this year, the proportion of domestic sales of Enterprises above designated size has reached 81.8%, and the share of domestic sales is continuing to grow. Domestic sales will become the main driving force for future industrial development. " Sun Ruizhe, vice president of China Textile Industry Association, said.

A large number of export oriented enterprises, manufacturing and processing enterprises are fighting for the domestic market at the same time. Overseas brand The army is also in a tight corner. Domestic market The competition is more intense. Following the entry of Zara, H&M, Uniqlo and other overseas brands into China, the GAP brand is also about to enter the Chinese market in the second half of this year. Levi s has just announced the launch of a brand-new brand tannin town (Denizen) for China's consumer market. China is not only a battleground for LV, Chanel and Gucci, but also a battleground for overseas high street (HighStreet) brand.

In the new competitive environment, what are the future trends of Chinese clothing? How can local brands innovate and develop strategies to meet challenges?

Control of fashion discourse

Sun Ruizhe said that in the past, most of our industrial structure was mainly processing, especially in international trade. How can we control the supply chain control step by step in the context of international change? This is what we call market discourse power and fashion discourse right. Such control requires a lot of internal strength. In the past, we emphasized tangible innovation from scratch, what to produce, how to control the quality of production process, etc. in the future, more attention should be paid to the methodological innovation from disorder to order, through the innovative development mode, the establishment of Chinese fashion culture and the control of fashion discourse power.

"We must establish a fashion culture belonging to China. What should be popular in China? We must be able to speak clearly and establish a popular style of Oriental people.

"Three key industrial clusters in Italy, more than 3700 Enterprises above Designated Size, have an output value of 9 billion 900 million euros and a per capita output of more than 100 thousand euros. The total output value of the entire textile and garment industry in the United States is 99 billion dollars. The employees are 550 thousand and the output per capita is US $186 thousand. China's Enterprises above Designated Size employ 21 million people in the whole industry. The output value of the industry is 419 billion dollars, and the per capita output value is 39 thousand dollars. If you don't increase the added value, you can't win the initiative. Chinese fashion and fashion industry has become an important force in the international fashion layout. The acquisition of fashion discourse is the development needs of national strategy and industry strategy, and is the most direct manifestation of Chinese cultural renaissance.

The connotation of Chinese fashion

Sun Ruizhe pointed out that the prevailing fashion culture has its own characteristics. The current international luxury brands are almost entirely produced in Europe, and European fashion is a precipitation of European classical aristocratic culture in modern cultural and social life. After the Renaissance, aristocratic culture gradually spread to the social level and became the goal pursued by people. The US following is an industrialized market. American fashion is to reduce the cost through industrialized production and turn the fashion that the public can not afford to become a relatively cheap product, so that ordinary consumers can consume. Japanese fashion takes another extreme: grafting European and American fashion with strong regional and national elements, forming a Japanese style.

So what does Chinese fashion advocate? Sun Ruizhe said, "I think first of all, popular fashion should be the basic connotation of Chinese fashion, and secondly, it should reflect the values respected by consumers, including low carbon, environmental friendliness, social responsibility and so on." For Chinese fashion that has just emerged in the international arena, it is the same process to assume responsibility and acquire rights. If China passively participates in or even evades the process, the ultimate responsibility is someone else who has the final say, and the right can not be enjoyed.

The Chinese fashion connotation of popular fashion is first consistent with the "new normal" (Newnormal) of the global economy after the financial crisis. The financial crisis has not only squeezed out the financial bubble, but also squeezed the consumption bubble. The financial crisis has damaged the financial assets of the mainstream consumer groups in the West. Market consumption is shifting. In the past, high-end consumption was spanferred rationally to the middle and low end, and the overall consumption tended to be rational.

Industry chain linkage to create Oriental Fashion

The common image and external influence of an industry is not a single enterprise that can be changed. Instead, it is necessary to form an integrated promotion platform through the linkage of the industrial chain and cross-border cooperation with the industry. At the 2009 China Textile Innovation annual meeting, the "China Fashion alliance" was established, and the upstream and downstream enterprises of the textile and garment industry chain, from the color, yarn, fabric, clothing to all aspects, integrated the thinking and an integrated way to build the fashion language right.

In Sun Ruizhe's view, the publication of fashion trend is the most direct expression of fashion discourse power, and it should be influenced by the trend of fashion. "Popular trend is a game rule that is advocated jointly by enterprises and is observed by enterprises as a result of industrial production." The consumption of Western society is often reflected in the fashion trend, color, fabric style and clothing style through the leading brands, guiding the social trend.

"Fashion discourse power is particularly important at the industrial level and business level, and at the media level." Sun Ruizhe added: "the establishment of fashion discourse power requires the textile and garment industry to break away from the barriers of its own industries and carry out deep integration of cross-border resources. Let mainstream department stores join in and influence the public at the most direct consumption terminals. Let fashion media join in to form a kind of media power to jointly promote the popularization of a concept in the industry, and disseminating good products and good ideas to the society in the name of fashion.