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Under A City, &Nbsp On Top Of Every City; Milan's Big Players Have Tricks.

2011/1/14 9:27:00 121

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Vt Milan station

Speaking of the late legendary master Versace, ready-made clothes business Armani, a senior in Beijing. Latest fashion Valentino, the leader of fashion, is the Prada and avant-garde of the dress brand. brand Gucci, recognized as the model of knitwear Missoni, Italy women's shoes Ferragamo, men's wear top brand Zegna, women's wear Max Mara...... Their hometown is Italy.

If Paris is the pinnacle of the fashion capital of the world, it has the charm of no one in high fashion. Then there is another city that is "under a city, above the city". It is Milan that makes the fashion business and the advanced clothing brand a national secret. In Milan, there are many local masters of clothing. Because they have appeared in Paris for many years, let the global market sometimes think that they are the top of Europe. All this made the Italians steal pleasure while the flanks were furious.

Consumption in Milan is more natural than consumption in Paris, because Italy fashion brands are cheaper than Paris brands. For example, Dior leather bag 1000 euros, Prada leather bag 400 euros, Chanel glasses 600 euros, Gucci glasses 260 euros. {page_break}

Master's mystery

What makes Italy fashion famous in the world?

Yes, this is also a city that lets Paris get nowhere. Though some implicit European upper class think that all the famous brands in Italy are nouveau riche, they seem to prefer gray tone and soft and elegant costumes. But these can not obstruct the Middle East Far East's fascination with Italy's brand cluster effect.

Zegna Menswear

What I have to say is that at first, Italy was only a link in the French fashion industry chain. In the 70s of last century, many fashion traders in Italy were doing business in French fashion periphery: for example, Italy became a French supplier of large surface accessories and penetrated some indispensable upstream parts with advanced dyeing and finishing technology. Then they cut the weak links in French fashion economy with spectacles, leather shoes and other single fist products. They inherit the tradition and steal the tailored titles of British traditional men's suits. When the British Royal tailor was busy working for the royal family, they cracked the technology into a clothing brand. Zegna and Cerruti1881 were two of them.

As a matter of fact, Milan is only a window for Italy, and Milan becoming the fashion capital of the world can not be separated from the struggle of Italy as a fashionable economy. In addition to the Milan Fashion Week held in the two quarter of spring and autumn every year, the Rome high fashion show and the Pitty men's Wear Exhibition held regularly in Florence, capital of Rome and Italy in the central cultural city, also serve as a weathervane to predict the trend of international men's wear in the coming year.

In the central part of Italy, known as Italy's green heart, the Milan area is hidden in Italy secret. In addition to the wine estate and the Fashion Park, there are a large number of medieval castles in which there are several generations of crafts and technicians from the old to the young.

Reporters have visited the super factory here, each factory has its own trump card technology, such as fur clothing, cashmere, knitted, windbreaker... These special factories are scattered in towns in central Italy. These are not only the special plate shop for famous brand garments, but also the secret of Italy masters' collective rise. In every workshop, there are not only samples of Prada, Gucci, MiuMiu and Ferragamo yet, but also various templates for the development of the DKNY and Fendi brands of the US. And in many cases, a garment is completed by several factories.

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Figures 1, 2, 3, 4, 5 and 6: the curtain call of the designer of Milan's big brands has its own demeanor.

For example, the knitted part of a windbreaker is made by a specialized knitting research and development company, and the woven part is made by a wind garment manufacturer authorized by the brand. The final completion of this garment is to be sent to the product development company specializing in drawing out for adjustment and improvement. All this is not done by Brand Company itself, but by outsourcing. These industries are also growing rapidly with the global fashion brand business cooperation, and the ultimate goal is to support their own national brands.

Business and cooperation

Although Milan is the latest fashion week for the four largest fashion week in Europe and the United States, Italians opened stores in important blocks such as Paris, London, New York, Tokyo and soon opened the momentum for Italy's multi brand strategy. Some of the Italy brands that were born in Rome were bought by the French luxury group. And they are good at accounting and commitment to the commercial characteristics of the final global advanced garment technology research and development trend in Italy manufacturing owners in the hands of more Italy brand rising stars are well developed.

It can be said that the secret of the success of Italy fashion industry lies in the "marriage" between famous designers and textile and garment processing enterprises. Armani, the fashion richest man in Italy in 1970s, attached importance to fashion design and joint ventures with relevant manufacturers in the related fields. The fashion designed by Armani is mainly produced by GFT group, the largest ready-made garment manufacturer in China. Since 1980s, Armani has also cooperated with Italy's spectacle production King lux titica to produce "Armani glasses series", which is sold exclusively in spectacles stores and Armani stores. This successful example was later emulated by other fashion designers. Strong brand awareness enables these textile and garment manufacturers to have strong competitive advantages and consolidate Italy's leading position in the international fashion industry.

Over the years, Milan fashion week has been hailed as the "barometer" of the world's fashion design and consumption trend. They undoubtedly become the second peak of the fashion capital of the world. More Chinese designers who go to Milan fashion week to make a press conference are taking their own plans. They are not looking at the global coverage like Paris fashion week.

"In fact, even if Chinese brands and Chinese designers show up in the international fashion week, they will not be proud of themselves in the short term, and we will pay more attention to Italy's industrial cluster efficiency and process facilities." Wang Liangxing, President of Li Lang, told reporters: "to participate in Milan fashion week is more pragmatic than other fashion week is that we can talk about some commercial cooperation in Italy, so that the brand products can be integrated into some clothing concepts and advanced technologies that are in line with the world."

In January 2007, the Chinese men's wear brand Li Lang successfully held the autumn winter fashion conference in Milan men's wear week. This is the first time Chinese menswear brand has been invited to participate in the world's top fashion show. And more private entrepreneurs in Milan also feel that Milan's experience is also feasible for some fashionable cities in China.