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2011 New Definition Of Fashion Industry: Have You Crossed The Border?

2011/4/7 11:25:00 110

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Cross border cooperation seems to be the winning rule for the business world to create blue ocean.

In 2011/2012 autumn winter series China International

fashion week

From underwear to swimsuit, love products are leaping across the board. In collaboration with SWAROVSKI designers, AOKANG has launched a series of new crystal shoes, ranging from dress design to jewelry design, and Hongkong's Grand National crossover.

However, cross-border is not only a simple superposition of multiple elements, but also an integration of cross-border thinking.

Advocating "lifestyle"

Underwear

Brand love test swimsuit

Underwear crossover swimsuit

Love, which is famous for its underwear brand, was launched for the first time in Fashion Week this year.

Swimwear

。

The 81 sets of swimsuits are presented to the senior members and elite classes of the swimmers.

Beginning this year, admirers will publish swimmers' fashion trends, design concepts and lifestyle in a timely manner.

Admiration for the launch of the swimsuit series has broken the tradition of traditional bathing suit design concept, with a fresh and creative attitude, and enriched the brand strategy of "great fashion" connotations.

Zhang Hongyu, chief designer of the love brand, said: "to meet the basic needs of sports functions, we admire the typical visual elements of ingenious use of advanced garments and dresses, and mix with the luxurious craft."

The theme of the conference is "water dream".

Admiration gives swimsuit the concept of "fashion". Through the 4 theme series of "summer sun", "colorful objects", "classic upstarts" and "golden Rhapsody", the prism of life is displayed in different styles and brilliance.

Zhang Rongming, chairman of the love group, said that the lingerie has gone beyond the stage of simply selling "products" and has gradually completed the evolution to "lifestyle brand".

Zhang Rongming said that in the future, the lingerie will continue to advocate healthy lifestyle and independent value proposition. Through creative inspiration design and accurate fashion trend, we will continuously strengthen the deep emotional interaction with the consumers.

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Developing "crystal shoes"

AOKANG hand in SWAROVSKI

In March 26th, AOKANG launched a new crystal shoe series in Beijing international fashion week.

The shoes are inlaid with hundreds of SWAROVSKI crystals.

Shoes and crystals were once the perfect combination of fairy tales.

This is the first time that AOKANG shoe industry has undertaken cross-border cooperation with major international brands.

As early as 2003, AOKANG cooperated with Italy's famous casual shoes brand GEOX to open the prelude to the international brand.

He Guozheng is not particularly famous in the clothing design field in mainland China, but the brand Dorian Ho, named after his English name, has long been rooted in the United States and Australia. In China's Hongkong area, he is a household name.

Vivian Chow's wedding dress comes from his hands. Michele Lee, Gigi Leung, Sally Wu and other Hongkong performing arts celebrities are his regular customers.

This year, He Guozheng design crossover jewelry from dress design, and high-end jewelry with Hongkong.

Brand ARTINI sign.

He Guozheng graduated from Boston University and returned to Hongkong in 1993.

In 2001, he founded his personal brand Dorian Ho, which was devoted to the design of evening wear and advanced garments, and became popular after Australian and New York fashion week performances.

"I have always been designing evening gowns, not involving jewelry, and my market has not been in the mainland of China, such as overseas and Hongkong, China.

Later, I learned that consumers who buy jewelry often have to attend some formal occasions. They really need to dress up with accessories to enjoy the real one-stop service.

So ARTINI took a fancy to He Guozheng, who was good at dress design.

ARTINI's consumers do not have time to choose a dress for their ornaments.

They need more package service.

"Before that, I never tried to design jewelry directly to clothing.

At the beginning, it was rather difficult. For example, I like to use some lightweight fabrics such as chiffon and lace, and this fabric is difficult to bear the weight of jewelry, so I have made many improvements.

Now that we want to cross the border, the idea we want to express is that customers can buy clothes and accessories to buy home with ARTINI consumption.

In fact, some accessories have been integrated into the design of clothing, which is actually a very good marketing tool.

He Guozheng said.

He Guozheng said: "I have been interacting with the clothing industry in the mainland.

I have been developing overseas for many years and always hope to have the opportunity to enter the Chinese mainland market.

Now there are so many stars in the mainland and more and more occasions are required to wear evening gowns. The market prospect is very good.

Before that, I also participated in fashion show activities, hoping to pave the way for entering the mainland market.

This year I think the time has come.

Unlike in the past, the cooperation between AOKANG and SWAROVSKI crystal is a combination of different industries, breaking through the boundaries of traditional marketing.

Jiang Yihan, director of brand promotion of AOKANG group, said that crystal gives people a sense of resplendent and luxurious.

The combination of AOKANG shoes and SWAROVSKI crystal will bring new consumption experience to consumers.

As the leading enterprise in Wenzhou footwear industry, AOKANG is one of the earliest enterprises in the industry to combine with the strong brands of international brands.

Wang Zhentao, chairman of AOKANG, said that as a traditional industry, Wenzhou footwear industry is facing heavy pressure of pformation and upgrading. Cross border cooperation is an attempt for AOKANG to seek pformation, and it is also a new mode of cooperation triggered by fierce market competition.

In this cooperation, AOKANG and SWAROVSKI will jointly develop 12 constellation series shoes and push them to the market.

The AOKANG shoes with SWAROVSKI crystal are divided into three series: "if you are the one," the series of "crystal shoes", "comfortable crystal shoes" series and "elegant crystal shoes" series.

The product is expected to be on sale in May, and the retail price of each pair of shoes is between 800-2000 yuan.