No Creativity And No Innovation Are The Biggest Risk Factors For The Clothing Industry.

from

Creative embodiment

Yiwen clothing chairman Xia Hua confessed: "Yiwen's first pot of gold comes from innovation.

When the western-style clothing manufacturers in the country were making blue and black suits, I began to look for other kinds of fabrics in foreign magazines, such as lattice designs and so on.

As a result, the new suit made by Yiwen is refreshing.

It can be said that Xia Hua is different from the creativity of the masses, and has realized the value added of the brand.

And Jerry, the chief designer of fashion design, believes that "creativity creates business value. This is the basic goal."

Besides, creativity has more value than commercial value, that is, the value of culture.

This is the highest pursuit of creativity.

Commercial value is the purpose. In the end, it is the pursuit of cultural value. Culture has the most charisma.

In the future, we must use the culture behind brand culture and brand to guide consumers.

This is a cultural value that enables consumers to understand a brand and touch your brand. "

Similarly, in terms of value-added services, we are not afraid of failure to do so.

In this regard, Xia Hua, as a female entrepreneur, touches more areas than ordinary people can hardly reach.

"I find that men are less sensitive to shopping and clothing than men, but men are more loyal than others. If a good guest is done, others want to rob them.

There are two things I do in marketing. The first element is value recognition. I will never wear many brands because I do not agree with his value.

Xia Hua thinks, "for today's Chinese clothing brand, what we lack is not the value of the product itself. What we lack is not the ability to make good products.

What we lack is the value of consumer value. A LV package may sell to more than 10000, and our package sold to one thousand or two thousand is still very expensive because they can't find the value promotion. "

If you look for value and enhance value? Do you also go to CCTV to advertise? Others do it, and you follow up later.

No differentiated follow-up requires more cost and cost to advance with the forerunners.

Therefore, we should be bold in self innovation, and take another way to be wise.

Because brand ratio is different.

Brand homogenization will reduce the cognition of value and generate the homogenization of price.

So, Yi Wen created a unique service mode and marketing mode.

One of their brands, Kevin Kelly, has changed the form of department stores in the past, by creating their own fashion clubs to achieve the integration of selling products and selling services, so that guests can be respected here.

When customers buy products, they are willing to go into Yi Wen's clothing store again because they can get free cleaning, even if they are a pair of socks.

Customers not only buy products, but also buy services.

In this way, there is more communication with customers, no longer a relationship between businessmen and customers, but a friend relationship.

In fact, this is also an extension of the format and innovation of category.

The traditional clothing store has evolved into a club that helps customers solve problems, enhance customer value, develop customer care and maintain emotional communication.

In the new hall of Kevin Kelly, there are even some porcelain and furniture associated with life. It is said that the next step is to start "housekeeping service", where guests can receive their friends.

In this way, Yi Wen realized the higher value from the value of clothing itself to the customers beyond clothing.

Value method

In recent years, a series of new brands have appeared in CHIC exhibition, including Disney, Hong Meng, Harry Potter, tennis prince and so on, while Harry Porter is a brand derived from a novel.

It is the process of value realization through linking cultural and creative derivatives to different industries and realizing the application and circulation of cultural creativity.

So far, the output value created by Harry Porter has reached tens of billions of dollars.

The book sales account for only a small proportion, mostly from other fields such as films and movies, audio-visual products, toys, clothing, games and so on. The theme park that will be built extends the value of "Harry Porter" to fields such as real estate.

Hu Zhengrong, a professor at Communication University of China, believes that "Harry Porter" has created many stories and contents at the time of its birth. The development and application of these stories is the key to creating the value of Harry Porter.

According to statistics, in the cartoon industry developed in Japan, the animation industry has become the third largest industry in China, and the value created by exports is usually 3-4 times that of steel exports. A large part of it comes from the sale of animation peripheral products, including cartoons, films, sea newspapers, dolls, clothing and games, and other related derivatives.

"Cultural and creative industry is not a traditional industry, but a value realization process spanning over a dozen or even dozens of industries."

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, believes that value realization is the most fundamental element that distinguishes cultural and creative industries from cultural creativity. Only through the application and circulation of cultural creativity can we create the concept of cultural creativity.

{page_break}

Value innovation

Mao Jihong said: "exceptions" from the birth of the creation of something unusual to come out, create some better and more unique way of understanding, I feel that innovation will be fully integrated into our "exception" of every action, and can be achieved through customer contact or products, in every link will be reflected.

In marketing, the "exception" uses many different ways from other brands: "first, we will manage every store, including the trial product system and the space experience system first. We need every consumer to enter the" exceptional "shop. He can feel a very deep cultural background, and feel a very modern and international trend. He can have his own unique view.

No matter from every lamp, every display, every object, every dress or every detail of the clothes man. "

Seemingly ordinary things, but they have totally different meanings.

Zhao Weiguo, a professor at the school of clothing at Zhejiang Sci-Tech University, believes that the value of clothing depends on creativity. "When you talk about clothes, there is a concept," the number of times "of your clothes, which determines the value of the design content recognized by the business.

If you want to reflect the high-end value from the middle level, you have to achieve it through creativity.

Value promotion

"Zhou although the old state, its destiny reformed."

It has been said that the clothing industry is a "sunset industry". In a sense, it is reasonable to say that if there is no creativity, the clothing industry is a sunset industry.

Xia Guoxin, chairman of the company, believes that the biggest risk of the clothing industry is that there is no creativity and no innovation. "We are making clothes. The problem we face every day is innovation. Innovation is an eternal topic for fashion industry."

Fashion is indeed a changing industry. Every day is different and changing.

"For example," Xia state said, "every year we have to make fashion conferences all over the world. It is very important to make a fashion show where the location is and where to do it, which is a very very important choice."

Xia state said that the annual conference was held by the singer, and he spent a lot of time and energy in finding places.

The reason is not that the place has any special needs, it is to find a place that others have not done.

"Last year, we made a fashion show in Beijing. When we looked for a lot of places, we didn't have to look at 798. We must have done many times. Later, we thought of the the Great Wall commune, and others did it. Finally, when we looked for it, we found the China Film Museum. We found that no one has ever made a press conference yet.

For the site selection of the conference, the international brand is very important.

Chanel came to China and made a fashion conference in Shanghai. Before it took a long time to choose the location, finally chose to make fashion conference on the maglev train. The result was very sensational.

Why do we need to do this? "If you think about the same thing every day in our industry, you will have no room for survival."

Only by constantly innovating, doing what others have not done, and daring to do what others have not done, will it be possible to succeed.

"For our industry, no innovation is the biggest risk."

New theory of Xia kingdom.