JW Menswear Brand Director Ye Haibin: Leisure Men Wear Deep Tillage Market How To Solve The Problem?

At present, the development of leisure men's clothing is maturing in China.

Choosing the right brand

Reporter: could you tell me about the JW menswear brand and why the brand is introduced into the domestic market?

Ye Haibin: JW men's clothing comes from the fashion capital of Milan, Italy. It is a famous menswear brand with nearly 40 years of history.

Joy Wesley, the founder of the brand, is a hybrid of Spain and Italy. In the 70s of last century, Joy, which was deeply influenced by European and American rebellion, opened its first design studio in Milan.

From the very beginning, Joy established the design orientation of aristocratic advanced garments, such as Viktor&Rolf and Balenciaga, which had obvious differences.

Actively participating in hippy and yup's street costumes, keeping pace with the trend of history.

At the beginning of the last century, JW entered the mashup era. Its style was integrated into various elements such as history, aristocracy, streets, nationalities, women, and so on, creating an elegant and mild taste and emphasizing the street style.

At the same time, Joy emphasizes the creation of shopping space.

From space division to re shaping, from the architectural and decorative references of Italy to the meticulous display of small props, from clothing to lighting, props and space, the combination of tradition and modernity, and the perfect expression of the whole and the details are everywhere.

JW its consistent orientation and design concept coincides with the current domestic trend of clothing development.

The pace of work is accelerating, prompting urban white-collar workers to choose a casual dress that can both perform well in their work and be relaxed at a party with 35 friends after work. JW is in line with this demand, so the choice of JW is to provide the most suitable and not the most expensive fashion for men in the workplace.

Reporter: why is it that the combination of Jia Jia Wen Clothing Co., Ltd. and JW brand is the most perfect?

Ye Haibin: Ningbo Jie Jia Wen Garments Co., Ltd. was founded in 1996. Now it owns an embroidery factory, a printing factory, a foreign trade company, an e-commerce company, and also a JW casual menswear.

In 2009, the company moved into a new office area of 70 mu, forming a relatively complete industrial chain through the optimized combination of subordinate businesses.

In the same year, the Hongkong company saw the trend of men's clothing in the mainland's semi vacuum market and huge business opportunities, as well as the highly respected JW brand. It invested 25 million in the development and operation of JW brand in mainland China.

The mature development and operation mode has benefited from the accurate analysis and precise judgement of the market for years, the strong execution power, the complete hardware facilities and the careful marketing promotion plan. It has become the magic weapon for JW to occupy the market rapidly in China. After two years of development, JW has become more standardized and mature under the operation of Jia Jia Wen.

Aim for the right time.

Reporter: what's the special significance of choosing JW brand for men's wear after the financial crisis?

Ye Haibin: the introduction of JW to men's clothing is the result of the thorough investigation of the domestic men's wear market.

The competition of domestic men's wear brands began in the late 80s of last century.

Ningbo native brand represented by Shan Shan and YOUNGOR is the main force in the domestic men's wear market in this period.

But beginning in the 90 years of the last century, the market share began to give rise to the Wenzhou men's clothing, which is represented by the news birds and Zhuang Ji.

At the same time, casual wear such as Semir and Metersbonwe began to emerge in Wenzhou.

At the beginning of this century, the trend of men's clothing in China was abrupt.

Business casual wear in Guangzhou and Shenzhen began to occupy the market quickly.

The low price market is carved up by life casual clothes, and suits are beginning to quit.

A large number of Wenzhou garment factories give up their own brands instead of OEM processing.

After five or six years of strong development, the business casual wear and leisure wear of domestic brands have begun to go downhill under the expansion and dissemination of foreign brands.

Especially under the promotion and dissemination of foreign brands and the fashionable Street pads in the Internet, the Chinese people really realize the gap between domestic men's dress consciousness and international differences: the domestic men's wear brand lacks the sense of design, the integrity is not strong, lacks the plasticity of the overall match, and the integration degree of the overall match and the life scene is relatively low.

The popularity of Korean and Korean costumes in China has also provided the direction for the pformation of domestic men's wear.

In view of this, Jie Jia Wen believes that the current trend is the best entry point for men's clothing to enter the market.

Just like business men's clothing cut into the market.

Reporter: what does a brand want to gain foothold in the market? What is the most important thing?

Ye Haibin: a brand wants to have a foothold in the market. The most important thing is to follow up the trend, close to the consumer group, and be able to identify with its target customers.

Reporter: in brand promotion, how does JW men's wear plan?

Ye Haibin: in brand promotion, JW menswear believes that the best way to promote is to open more shops. The image of the store itself is advertising.

This is one of them. Secondly, the performance of the store itself is the best publicity.

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Locating potential target markets

Reporter: what kind of group is the target consumer group of JW men's clothing? What are the unique features of this group in product design?

Ye Haibin: JW men wear the urban tide of 18~28 years old.

We do not divide the consumption group with occupation and age. Instead, we focus on the fashion mentality to target customers: a healthy figure, a positive fashion mentality, and a positive urban trend.

The JW men's wear series emphasizes the lifestyle of the city's Chaozhou people, and creates a series of NewLife (new life) and NewJeans (new leisure) series with the urban Chaozhou as the main consumer group.

NewLife products are mainly urban businesses: they advocate the everlasting mainstream style of the atmosphere. They use more popular fabrics and fashionable techniques to deduce the classic styles of men's clothing, which is suitable for urban white-collar workers.

Advocating the natural and fresh and free and elegant expression of elegance and elegance, but not innocence, creating a youthful trend of "civilian aristocracy"; the NewJeaws series is dominated by the British style. It integrates the leisure trend with the business travel series. In the product design, the street elements are used, from T-shirt to leather prints to the design of jeans, from the classical England pattern to the family badge.

Stitching from knitted fabric and woven fabric to wool and leather.

JW men's clothing embodies the elegant life of the new young aristocracy in the process of deducing history, aristocracy, streets, nationalities and other elements.

Reporter: positioning such a consumer group, what does it mean for the JW brand?

Ye Haibin: in the face of such a group of consumers, JW is not the creator of fashion, but just the disseminator of fashion, and is also the resonator of fashion for fashion.

This group of fashionable people has sensitive fashion antennae.

Have a unique view of the trend.

We conform to the consumption habits of these people.

Emphasis is placed on the combination and enhancement of design elements.

At the same time, we should learn more about Korean style clothing on the plate, so as to meet the needs of East Asian people in terms of body shape and aesthetics.

In-depth analysis of the consumer market environment

Reporter: what kind of products are most needed in the men's clothing market? What is the social root behind this?

Ye Haibin: what is most needed is the product with design grade. It can be seen clearly from tens of millions of brands in CK jeans, D&G and other brand shops.

The root of this is the openness of the society and the identity of the Chinese people to the mainstream culture of the world today.

Reporter: in this market atmosphere, what is the next step of JW's plan? Has it taken action?

Ye Haibin: the next goal of JW shop is to introduce JW fashion ladies.

Domestic women's clothing is also entering a bottleneck, and it is also a good time to cut in.

JW is actively preparing for this goal, including early research, product chain integration, talent preparation and pre planning.