Fast Fashion Boosts Brand Innovation And Industry Upgrading

After the impact of the global macroeconomic situation, the textile and garment industry of Quanzhou in the post crisis era did not shrink or fall. Instead, it continued to develop in the test, speed up the docking with the Taiwan industry, launched the brand upgrading war, introduced the international design power, and repeatedly launched a sprint to the capital market, showing signs of strong development potential of the industry.

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After the baptism of the international financial crisis, the textile and garment industry in Quanzhou has become more mature and calm. It has made Taiwan's industry look impressive and has enhanced Taiwanese businessmen's confidence in investing in Quanzhou.

From the data released at the Expo held in Shishi in mid April last year, we can see that Quanzhou has become a new undertaking for the pfer of Taiwan's textile and garment industry.

In recent years, with the platform of cross strait textile and clothing exhibition and Taiwan Science and technology incubation base, the exchange of Quantai industry has developed in depth in the direction of high-grade fabric research and development, energy saving and environmental protection technology application, and has been bearing fruit in many fields.

After the Haibo meeting, Taiwan textile and garment industry group visited the 2010 Taipei charm international clothing and apparel brand exhibition (TIS) by the invitation of Quanzhou textile and Development Association, and exchanged with Taiwan's textile and garment industry related leaders in deepening economic and trade cooperation.

The delegation said they should attend the Taiwan textile extension conference to further strengthen Quanzhou's textile industry.

Forming a major alliance of industry, University and research

Under the pressure of rigid cost growth, textile and garment enterprises are also working hard to innovate their research, marketing and management while reducing costs. They form alliances with universities and research institutes, and set up various product and technology R & D centers to promote innovation and development of the industry.

At the end of last year, Donghua University and the Whampoa military academy, known as the textile and garment industry, announced the establishment of a fast fashion research center, which is also an attempt to attract Quanzhou's clothing brand.

The reporter understands that the fast fashion research center is located at the Yanan Road Campus of Donghua University. It makes use of the strength of schools in talent, information, scientific research and comprehensive disciplines, as well as the strength of enterprises in product R & D, production and sales, and forms the combination of production, teaching and research and industrialization of scientific and technological achievements between universities and enterprises.

Analysis of the industry, many textile and garment enterprises in the attempt to increase the added value of products, the idea of "industry university research" cooperation on the agenda again, as a new way to develop their own research technology.

Prior to this, Qipai (China) Co., Ltd. set up the "seven card Chinese collar men's clothing series product research and design center" at Academy of Fine Arts, Tsinghua University.

Analysts believe that this move not only means that Qipai has injected new forces into product research and development, boosting product development by product independent innovation, but also encourages more Quanzhou brand enterprises to invest more in R & D.

In addition, the seven wolves invested 5 million yuan, jointly sponsored by the television research center of Peking University, and set up the seven wolves culture development fund of Peking University.

Zhou Shaoxiong, chairman of Fujian seven wolf industrial Limited by Share Ltd, said that cooperation with Peking University is a breakthrough attempt.

Haitian textile and Tianlun textile jointly launched new materials with Donghua University and Tianjin University of Technology respectively. The former introduced high moisture conductive polyester fibers, and the latter developed new nano far-infrared textile materials, which have been widely recognized in the industry.

According to industry analysis, cooperation with universities and research institutes will make up for the short board of fabrics, which will help promote the development of local fashion industry.

Last year, the new nano far-infrared textile material project jointly developed by Quanzhou Tianlun Textile Technology Co., Ltd., Tianjin University of Technology and China Textile Science Research Institute has become the most advanced fourth generation nanometer far-infrared textile material technology.

Unlike the single brand alliance with universities, at the beginning of last year, the seminar on cooperation between Quanzhou and Quanzhou was launched at the beginning of last year. The Tainan University of science and technology and the Shishi Productivity Promotion Center and the science and technology incubation base across the Taiwan Straits formally signed the cooperation agreement of "industry University Research". This means that the cooperation between Taiwan and Quanzhou in textile and garment industry has begun to move deeper, and it has also installed an accelerator for the upgrading and pformation of textile and garment industry.

Initiate brand upgrading strategy

The seven wolves have been committed to building their own brand culture, and their brand culture demands are the best historical testimony.

From the wolf culture of "endless struggle" to "men are more than one side", the seven wolves have gradually upgraded their brand culture through deep ploughing and meticulous work, thus creating a model for the deep accumulation of Chinese clothing brand culture.

Last year, the seven wolves launched the 2010 autumn winter "fashion blockbuster" jointly produced by Zhang Hanyu, Honglei Sun, Chang Chen, Lu Chuan and Hu Jun. On the basis of the original image, the brand combines the current hot spots to create a new generation of men's demeanor.

Through the short films of five heavyweight male stars, the spirit of "tolerance and encouragement", "tenderness and tenderness", "fashion classics", "bold and unrestrained tenderness" and "seeking close and thinking far" are presented. The male image of career, love and family is presented, and the brand connotation of "men is more than one side" is deeply interpreted.

The strategy of Leon today is to "jump out of clothes and make clothes", and establish the brand culture style from the perspective of fashion creativity, and put it into the company's management behavior.

"I hope that through the implementation of brand culture strategy, we can truly enhance the brand's original ability in clothing culture."

Wang Liangxing's understanding of clothing culture is not just clothing itself, but also needs to convey a way of life through clothing.

"It's not just about designing a few clothes, doing a few shows, or buying some works of art to attend several art festivals.

We must inculcate a spirit of culture and art to every employee, agent and dealer. "

He said.

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The cold pfer printing technology introduced by Gage and Taiwan Changsheng textile can save water consumption of 2/3, and the recovery and utilization rate of the discharged water also reaches 90%. At room temperature, printing at room temperature and fixing at room temperature can save 65% of energy.

Mamie Marka (MOMOCO) children's wear of Bao de group carries out the environmental protection children's clothing series of natural fiber fabric and environmental life concept.

Zhuang Baozhong, the purchasing manager of the company, said that he began to focus on low carbon and environmentally-friendly materials from purchasing fabrics.

He said: "low carbon has attracted more and more attention from the general public, and children's clothing industry is also following the new trend of low carbon, of which organic cotton has become a new bright spot."

Sprint overseas capital market

Last year, following the listing of Quanzhou brands such as shin IA in the US capital market, the left bank apparel once again sprint to the US capital market, and is expected to become another Shishi clothing brand to realize the US listing, which will further normalize the phenomenon of Quanzhou clothing enterprises going to the US market.

According to expert analysis, under the global economic integration and the further enhancement of China's domestic demand, consumers are increasingly inclined to express their international lifestyles with local culture. Brand companies try to expand the influence of clothing brands through international capital markets.

Yang Ge, chief representative of the Beijing Representative Office of the New York stock exchange, pointed out that at the time of the recovery of the US stock market in the two quarter of last year, the first appearance of traditional consumer companies in a large number of Chinese enterprises listed on IPO in the US showed that under the background of sustained economic growth in China, American investors' attention to Chinese companies is increasingly widespread.

In particular, domestic consumption has gradually become the engine of China's economic growth, and Chinese enterprises from the consumer sector have begun to affirm among US investors.

Introduction of international design power

Early last year, Fujian Green Group Co., Ltd. and Spanish brand children's clothing company Kids Gallery reached a strategic cooperation agreement on fashion design, trying to introduce international design strength.

In fact, since the introduction of seven wolves into French designers in 2008, more and more clothing brands have begun to introduce foreign designers such as foreign designers and overseas marketing teams, hoping to push the brand to the high-end level with the help of international counterparts.

In Shishi, Quanzhou, employing Korean "senior casual workers" to tackle a specific project or a technical problem, effectively solved the problem of lack of famous designers and high-level technicians in small and medium-sized enterprises.

The design concept of the children's wear industry in China has been emulated by Europe and America, followed by it, resulting in the limited competitiveness and sales scope of China's children's wear foreign trade enterprises in the international market.

Zhao Jianhe, chairman of Fujian Green Group Co., Ltd. introduced a widely accepted view in the domestic children's clothing industry that "second years after the popularity of Europe and America will become popular in China".

He believes that by hiring a senior designer of Spanish brand children's clothing as the design director of his company, the design workshop will be pferred to Europe, using the latest and most fashionable design styles and design concepts in Europe and America, combining Chinese elements with the world fashion elements, so that children's clothing products in Quanzhou can stand at the forefront of the world's fashion trend.

Wolf Road clothing has won the proxy of "WRANGLER", one of the three largest cowboy brands in the United States, and is responsible for developing its Fujian market network.

Previously, Quanzhou's well-known clothing brands such as dragon and West have also approached international brand clothes.

While operating their own brands, they make full use of the resources of marketing channels and management teams and cooperate with international famous brand clothing enterprises to achieve international integration.