Analysis Of "Civilization" And "Culture" Of Garment Industry

    A "Earth" landscape model, called "home", stands at the entrance to the South Square of the new national exhibition in Beijing. This giant monster, 8 meters in diameter, is a cotton, linen and silk fabric provided by exhibitors. hair And other natural textiles constitute the earth's surface pattern. After the meeting, these textiles will be donated to the poverty-stricken areas. This is the theme of environmental protection and philanthropy conveyed by CHIC this year. The idea is also incorporated into the exhibition booth design and construction. "Creativity, luxury, waste, pollution free". During the exhibition, the exhibition of green, environmental protection and creativity was launched. Some enterprises also displayed their achievements in the exhibition hall.

    Such words as low carbon, environmental protection, love and charity are combined with an exhibition, which makes people think of civilization. Idea When you combine with an industry, you will think of the real meaning of culture.

As Asia's largest clothing The exhibition, as the world's largest clothing industry base, CHIC, China, what do you need to show to the world? This year's CHIC has led us to think more deeply.

Clothing is the evidence of human civilization and progress, and also the carrier of culture and art of a nation. One National Costume Along with the continuous development of national culture, it has not only reflected people's life style and living standard, but also vividly reflected the changes and sublimation of people's ideology and aesthetic ideas. Therefore, the civilization of a country or a nation is not advanced, is culture developed, and can be found from a large-scale exhibition in the clothing industry.

In addition to environmental protection, charity Exhibition "civilization discovery", this year's CHIC, from the exhibitors' "cultural reflection" is more worthy of pondering. The Shanshan Group, which has shouted many brands and internationalized for many years, has just launched a surprise exhibition this year. Brand S2 。 It is the practice of international brand operation for many years that it is difficult to lay a deep root for non top brands in the Chinese market without western international cultural background. What is equally surprising is that YOUNGOR has insisted on the single brand for many years, but this year it launched the "multi brand" strategy for the first time, and announced its cooperation with international brands. Behind this move, there is a problem. It is the blind "national flag" that is difficult to adapt to the needs of globalization. International brand or national brand? The problem may not be understood by the layman, but Shanshan and YOUNGOR have begun new actions: international brand Foster local culture and inject international culture into local brands. Only by keeping pace with the times and integrating the new culture can we become a healthy and nutritious soil for international enterprises.

Perhaps this is the case. CHIC Menswear For the first time, the theme of "culture, value and taste" has been set up in the exhibition hall. With the two static exhibitions, 100 years of Western costume history, antique picture collection exhibition, and high-end leisure coffee area, the exhibition hall has fully constructed high-end life scenes, integrating clothing, brand, culture, value and taste into one brand, so as to achieve the realm of brand "all I am one".

The rise of clothing to the level of cultural industry has become a consensus among the industry's senior people. Jiang Hengjie, executive vice president of China Apparel Association, said that clothing belongs to Cultural field There will be much room for spiritual consumption. After the financial crisis, we should stand taller and look a little further. In the next decade, China will have the international discourse power of fashion culture if it wants to build a strong garment country. The influence of Chinese clothing brands should be radiated around the world, creating a brand name that is recognized worldwide, leaving behind a story, connotation and touching brand culture and expressing it to consumers through the market.

The pursuit of advanced civilization and the creation of new cultural integration are the excellent traditions of the Chinese nation. Chinese clothing The only way to reshape the "great power of the Silk Road" in the East. This is probably the most valuable message CHIC conveyed to the world this year.