Shenzhen Fashion Brands Enter Luxury Market

Last night, there was a big fashion show in the star rated hotel in Shenzhen.

Recently, a grand high-end fashion show was staged at the banquet hall of Jun Yue Hotel, leading the army in Shenzhen.

In many parts of the world, these two years have truly felt the strong impact of China's consumption, and Chinese consumers are constantly sending messages to the world. Foreign media have said that "made in China" has found a "brother" - "China buys".

Reporters learned that, in the context of international brands entering the Chinese market in large numbers, including a number of Shenzhen clothing brands officially sounded the bugle to enter the field of luxury brands.

Local luxury brands suddenly rise.

According to a survey by the clothing Research Institute, the number of women made in China has surpassed the total output of all countries in the world. However, a strong contrast with the big manufacturing countries is the collective aphasia of Chinese women's clothing in the international luxury industry.

According to statistics, Chinese women's clothing accounts for 1/5 of the world's market, but Chinese women's clothing is rarely seen on the international luxury stage.

Today, top fashion giants such as PRADA and CHANEL are rushing to China. China's fashion manufacturing industry must rapidly upgrade and seize the commanding heights.

Reporters recently learned that, at present, the Shenzhen film fashion group carries the brand of OBBLIGATO Olivia and "song in Song", and famous women's brands such as "marphil", "Song Li Si" and "Mu Lan" have accelerated to enter the pace of the domestic luxury market.

At present, the high-end women's clothing brand in Shenzhen has won a loyal "fans" among Chinese consumers.

Shenzhen high-end clothing has a large number of stable high-end consumer groups in Beijing, Shanghai, Dalian, Chengdu and other cities. Brand design style and production quality have been recognized by brand followers.

High-end value-added services become the main means

Shenzhen apparel brand enterprises are deploying the development of brand derivatives at the same time to speed up the layout of the high-end market, extending to the clothing brands such as leather goods and jewelry.

The brand has made such attempts and achieved results.

Recently, the winter fashion series launched by the brand enterprise has formed fashion matching from winter clothing to leather bags, leather boots and scarves, and has been welcomed by consumers.

In addition, brand member service has become the main form of value-added services provided by high-end clothing enterprises in Shenzhen for high-end consumers, such as carrying out salon, fashion talks and cultural activities, providing product customization services for high-end people.

According to the marketing director of fashion group, the OBBLIGATO flagship store will be unveiled at Beijing's Huamao commercial street at the end of this month. At that time, Beijing will be the high-end commercial street that converts to the world's top brand, and the four floor building of the clubhouse and brand exhibition is the OBBLIGATO flagship store.

Competitive international T sets up China brand

Shenzhen Garment Industry Association official told reporters that every year in Paris, London, London Fashion Week, you can see the appearance of Shenzhen fashion brand, Shenzhen designer brand shine in the British T show, the oriental charm of Shenzhen clothing brand praise western fashion, are the best show of Shenzhen clothing brand to the world stage.

The international stage of Shenzhen clothing brand competition is already on the road, and it is duty bound to do so.

In an interview with reporters, the relevant person in charge of the fashion group said that Chinese women's clothing looks at Shenzhen. At present, Shenzhen, the "Chinese women's clothing capital", has occupied half of the country. The fashion group is positioned in the high-end position, and strive to build an international fashion kingdom, hoping to open up the door to the international luxury fashion for Chinese women's clothing, and open the Chinese people's own luxury age.

A Shenzhen clothing brand enterprise official said, nowadays, Shenzhen brand clothing occupies 60% of the domestic market share. In the booming high-end brand market, Shenzhen women's clothing should seize the commanding heights, while developing the overseas market while competing with the international brands.

It is reported that Shenzhen's "song song", "masfield", "Song Li Si", "Mu Lan" and "Providence" and other women's clothing brands occupy a prominent position in the high-end commercial buildings and core business districts of Shenzhen, Shanghai, Beijing, Dalian, Chengdu, Nanjing, Wuhan, Xi'an and other domestic first tier cities. From brand research and design standards, high-end fabric matching, fine workmanship, display and packaging of Direct stores, and the promotion of large fashion brands at home and abroad, they are all in the forefront of the country.

Dancing with international top players and learning in competition is becoming the way of developing high-end brands in Shenzhen.

Journalist observation

International big group "change face"

Shenzhen has more business opportunities.

In 2010, an obvious economic phenomenon was discovered: many international brands have changed the agency system to direct operation.

In Shenzhen, Versace stores are all direct outlets, Fendi is also the same.

GUCCI, MontBlanc and other brands also expressed the need to replace agents by direct operation.

Instead, we should try to share with the luxury brands more fully the strong growth of China's luxury market and its huge profits.

The withdrawal of agency power can control profits and have more voice.

But the "big change" of the international brand is likely to bring vitality to China's local clothing while the Chinese agents are caught unprepared.

This year, Shenzhen can be (COPAIS) as a famous international fashion carrier in China. After encountering an international brand "changing its face" and breaking up with the brand, it turns around to pay attention to China's emerging brands.

Shenzhen can send a person in charge of the view that the Chinese market has increasingly become the international luxury goods competition place, creating a stereotyped fashion.

"This situation has seriously hindered the emergence of other new excellent original designer brands in the world and hindered the further growth of China's emerging brands."

It can be considered that there is much room for development in terms of fashion design, production and circulation, and the diversification and individuation of luxury goods have not been developed.

Now more opportunities for creativity and business have given rise to emerging markets.

At present, the high-end clothing clubs in Shenzhen are clubbed together with high-end commercial blocks such as Beijing Huamao street, Shanghai Xuhui, Lujiazui and other first tier cities. It can be said that there are Shenzhen's high-end brand flagship stores where there are international brand image shops.

The strategy of international big adjustment in China has forced agents to open up new business models and find new brands to establish cooperative relations. Perhaps this is a good start for us to make Shenzhen brand a path to the luxury market.