Xu Ming: Individuality And Fashion Of Non Mainstream Men'S Clothing

Publicity, but not crazy; perceptual, but not indulgent; personality, but not alternative; leisure, and

Xu Ming

At the end of March, Hangzhou, the sun was shining, and the West Lake was being watched.

The headquarters of the non mainstream clothing enterprises (China) is located in an industrial area not far from West Lake.

Entering the headquarters creative base of non mainstream clothing enterprises, Mr. Xu Ming, the founder of the brand, has been waiting for us in the conference room.

Xu briefly introduced the venue of the meeting.

When it comes to men's clothing, people's impression is that they can't be compared with women's clothing.

Women's clothing is always bright and fashionable, and men's clothing seems to be simple and traditional styles. At least in most people's eyes, this is a pattern.

But Xu doesn't think so. In his vision, men need fashion, personality and passion.

Back in Hangzhou in 1995, Xu Ming, who graduated from the Chinese Department of Zhejiang University, went to Hongkong for 3 years in tourism, resigned the envy of many people and still decided to go to the sea.

Xu said that the clothing market in 1995, women's clothing has begun to trend, the influx of international fashion brands and the upgrading of domestic brands, so that the women's clothing market has seen more fashion elements.

But the men's clothing market still stays at a more conservative level. Most men wear most of them just to meet basic needs.

This year, Xu Ming made a decision to set up the first clothing store in the busiest District of Hangzhou, the name is called non mainstream.

The popularity of non mainstream culture does not know whether Xu always set a precedent, which can not be verified. But Xu should be one of the first people to put forward the concept of non mainstream in China.

By 1998, Xu Ming, who has successfully opened several branches, registered "non mainstream" brand, mainly engaged in men's wear and men's series of consumer products development and sales.

From this time, Xu officially began to march into the men's clothing industry.

Xu said that the "non mainstream" brand was inspired by the popular music elements at that time, and the Punk's jazz and the sexy of Jazz were imported into the design.

"Non mainstream" pursuit of the ultimate personality, a deep publicity, dedicated to flaunt independence, passion, advocate the ultimate life, fashion, wisdom, sensibility, healthy young Yap man tailored.

Our products cover men's clothing, shoes, bags, caps, wallet, belts, neckties, watches, perfume, socks, underwear and accessories.

Every year, we develop thousands of new products with core competitiveness and strong vitality.

At the beginning of the brand creation, Xu Zong defined the direction of fashion avant-garde for the non mainstream. The differentiation of non mainstream clothing in the market is obvious, and the degree of discrimination is high.

The traditional men's wear is much more competitive nowadays, and its style is blurred. There is no clear division so that it can not adapt to the fragmented market and become a bubble in the tide of shuffling.

Since 1999, non mainstream clothing has experienced three sublimation.

From 99 to 2003, it is the development stage of enterprises. The non mainstream products in avant-garde, fashion and personality have been recognized by the market quickly, but enterprises still focus on wholesale products and investment in some areas.

From 2003 to 2007, it is the development stage of enterprises. After 4 years of product accumulation, it has gained very high market recognition, and the non mainstream products have begun to move from one corner of Hangzhou to the whole country.

At present, non mainstream clothing enterprises have opened nearly 300 stores in nearly 80 cities in 28 provinces of China.

Xu has positioned the development after 2007 as brand promotion. Although the sales volume has not been worried, the popularity of the brand has never been recognized by the society.

For the clothing industry, people always tend to locate it in the manufacturing industry. It is easy to think of several equipment, a group of workers, and several factories as a garment factory.

Similarly, several stores in good lots, several salesmen are clothing brands.

From the traditional point of view, only the crisis of product quality is the fatal wound of the enterprise, and the brand is only a sign.

This idea exists for a long time in the minds of businessmen and consumers.

But now that things are changing, it is a sign that advertising campaigns and frequent brand crises all over the world are a sign of the end of an era of enterprise.

Xu Ming realized that clothing has changed from the durable products in the past to the trend towards fashion consumer goods nowadays. Most people are gradually forming such an idea in their subconscious. The standard of choosing clothes is not a shame and warmth, but also a manifestation of personality fashion and passion.

What type of person I am will choose the brand that fits my style.

To express my status, aesthetic taste and personality.

China's local women's clothing market segmentation has ended. In this brutal competition, the brand that adheres to the design concept and positioning style has stabilized the foundation.

The era of men's clothing market segmentation is coming.

If local brands want to survive in competition, they must have their own unique characteristics.

Hangzhou's non mainstream costumes catch the spirit of freedom in the city and the heart needs of young people. They take "neutral", "fashion" and "personality" as the breakthrough points, and take the strategy of segmentation to occupy a larger market space.

If the clothing sold in the past is of high quality and the clothing sells brand now, the future trend is the competition of brand style.

Xu Ming said that after exploring the future trend of the neutralization of men's clothing, the non mainstream will strictly control the quality. On the basis of the original design style, we should constantly pay attention to and draw lessons from European and Japanese design elements and inspiration, and turn the non mainstream clothing into the mainstream force of domestic fashion men's clothing.