Apparel Industry: Building Up Its Own Brand Network Under The Globalization Perspective

Chinese brands and foreign countries

Before, the cooperation between Chinese enterprises and foreign designers may be far apart from each other. But in recent years, the two have been gradually getting closer to each other and getting to know each other better.

Both sides have taken a few more steps for the other side, and are also more aware of each other's needs and intentions.

In the current cooperation, a mode that can last for a long time, and finally achieve certain results, can even continue, is the design consultant's mode.

There will be more models in the future, such as agency, affiliate, sales, etc.

But for now, the design consultant is the best model.

The so-called design consultant does not mean that Chinese enterprises have all of their designs handed over to foreign designers.

For one

When seeking cooperation with international designers, Chinese enterprises or brands should follow the principles of bringing international designers and more creative elements to the brand to better extend or express the style of their original brands, rather than let international designers re-establish a new brand style.

At the initial stage of cooperation, the design direction, design theme and design elements of the brand should cooperate with the international designers.

The whole design process is a cooperative process, rather than one side entirely following the other side.

In this process, when the two sides disagree, the more exchanges and adjustments are needed, the better results can be achieved.

If one side completely listens to the other side, it will not be possible to achieve good results.

If the Chinese design team feels that the other side is an international designer, it regards it as a savior, and it is very difficult to get a good product because it is full of power to hand over to the other party's decision, because the designer is not everything.

The size of the achievement of the first time that international designers will be put into China's clothing industry depends on the degree of knowledge they have about the enterprise.

This is not only an understanding of design style, but also an understanding of corporate culture, history, brand target audience and so on.

This is a comprehensive understanding. The more the two sides are able to explore, the more sparks they will get.

However, international designers can not fully follow the domestic design team.

In some ways, they still need to stick to it.

The process of mutual insisting helps to enhance mutual understanding.

At first, when the two sides have not yet understood each other, if they walk very close, they will often feel disappointed at the end, and then produce some differences in understanding.

In this way, it can not be said that Chinese enterprises are not internationalized enough, nor can they say that there is no talent for international designers.

Therefore, the more we start to contact, the more we need to maintain a certain distance.

It is worth noting that the use of design consultants to intervene in cooperation is likely to continue the next quarter's cooperation after one season's cooperation.

Enterprises can also decide whether to cooperate with international designers according to the market effect of last season's products.

If the effect is ideal, Chinese enterprises may give more control over international designers and let them intervene more.

Generally speaking, after two years of cooperation, the two sides can achieve a relatively deep understanding of running in and understanding.

At this point, some Chinese enterprises can consider whether they should take part in the design independently. Some enterprises can consider whether or not to turn this cooperation mode into another form, such as becoming a Chinese agent of the international designer brand, making cooperation closer.

At this point, the nature of cooperation has also changed, and has entered the second stage -- brand cooperation, which involves the sales of international brands in China.

The third stage may be capital cooperation, and Chinese enterprises inject capital into foreign designers.

At the same time, Chinese enterprises can directly set up design centers abroad, so that they can directly rely on local human resources advantages.

Many enterprises have begun to try this way, including Shandong Nanshan Group and Shu long group.

Nanshan Group set up the design center in Italy, and Shu Lang has set up a design studio in Paris, Seoul, Hongkong, Beijing, Shenzhen and other international cities.

"He also wants to build his men's clothing design center in Italy, and introduce the famous French women's clothing brand."

Wu Jianmin said.

Their goal is to build their own brand network in the perspective of globalization.