Southern Style Clothing: Fashion In The Pformation Of The Spread

10 years ago, the Shenzhen international brand clothing and Accessories Fair opened in the public's expectation.

In 10 years,

Emphasis on conceptual expression

In from July 7th to 9th, the eleventh (China) Shenzhen international brand costumes fair was held in Shenzhen Convention and Exhibition Center.

Shen Yongfang, President of Shenzhen garment industry association, said that the theme of this year's exhibition will be "Metamorphosis" at the starting point of the second ten years in Shenzhen's clothing trade fair. It is necessary to truly pform the "exhibition" from emphasizing the commercial function of the exhibition to leading the innovation of the industrial concept.

During the exhibition, Mass Phil, movie, euro, NGO, AI Dai, Lang Dai, powder blue wardrobe, Tai Ming, Jia Fen, Bai Tao, Kevin and other well-known brands of women wear fashionable wings. Weiyang song, Kok Ke, AUM and many other new brands have become a highlight of the current trade fair. At the same time, the exhibition has set up men's wear exhibition area, and nearly 30 famous men's clothing enterprises such as Kal Dun, Jeni dress, indu Homme, VJC and so on have also concentrated on the Shenzhen trade fair.

After attending the Shenzhen clothing trade fair, the reporter found that compared with the previous exhibitions, the exhibition emphasized the function of product display. Many brands participating in the Shenzhen fair now emphasize the expression of "concept".

That is to say, on the huge booth, spectators may see less brand products, and brands give viewers more intuitive perception of the overall image.

KAVON also came with "concept".

The pavilion is divided into three exhibition areas, namely, past, present and future.

He Shujun, chairman of the board, has his own understanding of brand and art. She thinks that the essence of art lies in finding a rich humanistic idea from the busy life, and making it vivid and colorful.

She persisted in using this understanding and pursuit of art throughout the early days of her career, and even in the future.

He Shujun told reporters that the focus of the previous exhibition was merchants, and now entered the stage of brand promotion. Therefore, there are not many products on the booth.

He Shujun thinks that the clothing function was strong before, but now it is the time of emotional consumption and the age of consumers' self assertion.

"What consumers like is very clear.

Therefore, the overall display of brand image and the expression of brand concept are particularly important.

He Shujun is very clear about the future direction of the brand.

She said that multi brand operation will be the goal of the company.

But at present, for the brand of only 7 years, the operation of single brand is the key point.

"In fact, one of the venture capitalists is in the wind.

But I think the introduction of venture capital also needs the right time, including the level of qualified personnel, the steady channel, popularity and so on.

It is a devastating blow to the brand when it is inappropriate to do something inappropriate. "

The old brand, Ma Tian - Na, presented another concept display at the Shenzhen Clothing Fair. The brand did not set up a booth in the stadium, but carried the opening ceremony with its La Danum (A Danna) brand.

According to Wu Suiping, chairman of Ma Tiannu clothing Monopoly chain Co. Ltd., La Danum is a brand line that takes MYTENO (Ma Tiannu), a more high-end brand than MYTENO, and extends elegantly and elegantly.

The brand entered Beijing Xinguang world in April 2011, and its monthly sales reached 1 million 20 thousand yuan.

Wu Suiping said that since 2005, Ma has adjusted the orientation of the whole position.

"We have followed the successful positioning of" fashion oriented professional clothes "by Ma Tian - Na, and made innovations in the theme of fashion classics.

Luxury is actually a specific state of classical change.

Wu Suiping also said that in terms of price positioning, Ma Tian - Na made 60% improvement in 2007, and was determined to cut down all his ADA and other mid-range brands. At the same time, in order to rebuild the image of Ma Tian - Na, the headquarters shut down 11 stores in Beijing.

Winning cultural creativity

If a brand wants to gain vitality, cultural and creative factors are indispensable.

It is commendable that, at this Shenzhen fair, many brands are bringing forth new ideas in culture and creativity. This is an important addition to the exhibition for Shenzhen's garment industry to move towards new glory.

The film fashion group has a history of 17 years.

At this fair, the group held a large-scale fashion art exhibition featuring the theme of "brand praising life".

In the form of fashion art, the exhibition shows the efforts of the fashion group for more than ten years, and the countless efforts and efforts behind it.

It is understood that the movie fashion group has 5 brands, namely YINER (sound), INSUN (En Shang), PSALTER (Psalm), SONG OF SONG (song song), OBBLIGATO (Olga To).

In 2002, Yu Qigang and Zhou Cuiqiong went to Europe to investigate. They found that the European market was depressed, and a large number of fashion professionals were idle.

In contrast, the domestic market has greater room for development.

Therefore, after returning home, the couple quickly adjusted the company's development strategy and formulated the goal of multi brand operation and the establishment of fashion group.

Today, this goal has been achieved.

Zhou Cuiqiong, chairman of the film Fashion Group Co., Ltd., repeatedly told reporters that the brand dream of the movie company is to be China's DIOR and CHANEL.

"Over the past more than 10 years, our multi brand operation has been achieved, but it is far from enough.

The goal of the new ten year is to become an international group company. Our management needs to be tested by international standards.

At this Shenzhen trade fair, Jia shifted the scene of white-collar workplace creatively to the scene of the exhibition, and showed a stage show to show the white-collar workplace atmosphere.

According to Zhu Fang, chief designer and chief designer of Jia fan Fashion Co., Ltd., the brand was originally located in purely business women's clothing, with a conservative style.

"Nowadays, professional women are becoming more and more personalities and pay more attention to fashion, so the product styles of Jia Fen are slowly changing along with this trend.

Jia Fen re expresses the traditional business dress through fashion design techniques. The clothes will add some seasonal elements, and the colors will be more abundant to break through the traditional design techniques.

It is understood that in 2005, Jia Fen brand began to fashion the product, deducing its own unique "fashion business" style, and began to cross regional development. In 2009, Jia Bo set up the brand vision of "fashion business dress preferred brand", and made clear the brand mission of "good luck - the bonus of workplace charm".

In the same year, Jia Fen launched a franchise system on the basis of stable and solid direct operation system, and began the rapid layout and development of the national market.

To promote the combination of creativity, design and brand, and further promote the upgrading of China's clothing industry structure, the "Baoan District creative Museum" hosted by the people's Government of Baoan is located in hall 3. The museum is a relatively independent creative design exhibition area and fashion culture corridor. It closely links the brand culture and fashion concept, no longer simply displays, but integrates many fashion elements such as art, creativity, culture, fashion and so on. It achieves the unique creative incubator and shows the development trend of Shenzhen's "fashion Silicon Valley" in the future.

At present, there are more than 500 garment enterprises and 100 clothing brands in Baoan District. In 2010, the output value was about 15000000000 yuan, and exported 1 billion 250 million US dollars, an increase of 34.25% over the same period last year.

Another theme of the 3 Pavilion is the "Wen Chuang Yi Hui" pavilion, created by Yi Zhi Hui fashion group. The pavilion takes cultural creativity as the theme, and interprets the connotation of fashion, brand culture and clothing from five angles: "design (Art)," "culture (Art)," "reativity (Art)," "Art (Art)," "Art (Art)," and "science and Technology (Science)."

By presenting the design works, classic logo elements, graphic manuscripts, and art collections, the exhibition will analyze the spiritual world of Zhao Huizhou, chief designer of Yi Hui, as a Chinese original designer with a sense of responsibility, and the spirit of Oriental spirit inherited by Yi Hui.

Regarding this, the relevant responsible person of Yi Hui believes that the 14 years of Yi Hui has been developing for second years in the second years of rapid growth. It is important to inherit Chinese culture, pay attention to contemporary art, take culture as the foundation of brand management, is the driving force for the sustainable development of Yi Hui, and is also an important practice to realize the docking of cultural and creative industries with traditional industries, and to upgrade and pform traditional industries.

In fact, as international brands enter the Chinese market continuously, their impact on local brands will inevitably become stronger and stronger.

This requires that Chinese local brands need to precipitate their brand culture, shape the soul of the brand, adhere to their beliefs on the basis of building brand culture, adhere to their own style, and maintain the brand's own strong and lasting vitality.

Focus on brainstorming

Zhang Hongtao, Secretary General of Shenzhen garment industry association, thinks that the most important thing is to upgrade the ideological level from "exhibition" to "exhibition".

"We need to let people know what we advocate and what we advocate through exhibition.

At this year's exhibition, we will explain some forward-looking ideas, which may be controversial and will cause discussion in the industry. "

This year's Shenzhen costume Fair has hosted the Chinese Food Industry Forum (Shenzhen) department store, the China excellent brand terminal operator conference, the modern business channel mode innovation and change summit, etc. the brainstorming of people inside and outside the industry has brought rational and multi-dimensional thinking for the development of the domestic garment industry.

Prof. Lang Xianping, a famous economist, said in the MYMO "2011 re legend" China Department Store (Shenzhen) forum that China has handed over all other non manufacturing sectors such as product design, raw material procurement, warehousing, pportation, order processing, wholesale and retail to other countries, such as Europe and the United States, which has enabled Europe and the United States to grasp the pricing power of the manufacturing industry.

For the current Chinese manufacturing industry, the loss of pricing power, coupled with the heavy tax and macro control factors, has led to the deterioration of the investment and marketing environment.

And the financial tsunami has led to overcapacity in manufacturing, making manufacturing more difficult.

Li Kailuo, an expert on the economic research of the famous fashion industry, believes that if the per capita GDP reaches more than $3000, the fastest growing is the consumption field in the clothing market, and the consumption level of China's clothing market is similar to that of the US in 60 and 70s.

From this perspective, the conservative growth of China's garment industry will be 15%~20% in the next 15~20 years.

Li Kailuo also said that people should not look at China's clothing industry with industrial perspective, nor look at the development path of Chinese brands from the perspective of manufacturing.

At the MYMO "2011 hand in hand future" China excellent brand terminal operators conference, Vice Minister of foreign affairs of China Fu Yingzuo made the keynote speech of "situation and costumes".

Fu Ying said that at present, China's garment industry is in a big but not strong stage.

On the one hand, China is a big country in garment industry. Its "big" is because we have a large scale of garment production capacity, many international brands are made in China; on the other hand, China's clothing industry is not strong enough, and lacks its own international brand, and the domestic apparel industry is still at the low end of the industrial chain.

At present, the apparel industry is facing the enormous pressure of rising cost and price competition.

Fortunately, the development of China's garment industry is facing a new situation of good domestic and foreign market changes.