The Return Of Fashion Discourse Under The Platform Strategy

When the fashion industry smiles at the top of the "Smiling Curve" of the global industrial system, when the "fashion capital" becomes the most brilliant card of the "national brand", when the "Shanghai culture" matches the western mainstream fashion, Shanghai, the most dynamic and ideological city in China, has no reason to remain low-key or shy at the moment in the era of "fashion oligarchy".

Such a high profile and self-confidence will be confirmed again in October 2011.

This October, following the official announcement of the Changning fashion declaration last year, the Changning District government of Shanghai will join hands with the Chinese fashion alliance again to launch a fashion industry picture and to talk about the future of the fashion industry.

For Shanghai, this is the best era - the global economy is accelerating restructuring, and the economic gravity and fashion are moving and expanding. At the same time, Shanghai, which has "past" and "future", is no longer far away from the golden crown of fashion capital.

Right: Mr. Liang Yong, deputy director of the China Fashion alliance organizing committee, Mr. Zuo: Mr. Yun Yun, deputy head of the people's Government of Changning District, Shanghai.

Creative source: Remolding the character of "fashion capital"

Shanghai, as the most prosperous symbol and symbol of Shanghai style culture, as early as 20s and 30s twentieth Century, has the reputation of "Oriental Paris" and "Pearl of the Far East". As the largest financial, shipping and Trade Center in the Far East, it has been ranked the four largest city in the world with New York, London and Paris.

According to historical records, the natural port advantages and the extremely convenient inland spanportation conditions made Shanghai account for 62% of the total foreign trade in 1880. export trade The amount reached 65% and 59%. The importance of economic status has attracted the inflow of foreign cultures. It has also made the costumes culture become a luxurious and unique landscape of old Shanghai.

However, it is regrettable that in 1980s, due to the precipitation of historical problems and the environmental impact, Shanghai, as a symbol of the mainstream fashion, was diluted to a certain extent. A prominent manifestation is that the proportion of Shanghai textile in the national textile industry has gradually dropped, from 9.17% in 1990 to 5.87% in 1996. The textile industry in Zhejiang, Jiangsu and Shandong has come back to the top, making the leading position of Shanghai's light textile industry facing the test. industry The decline of foundation also affected the strong position of famous brands and fashion highlands to a certain extent. {page_break}

Facing the collective aphasia of local fashion brands and entering the new century, Shanghai has begun to reflect on and explore constantly. The foundation of fashion capital is the emergence of fashion brands, and even in the relatively vacuum of fashion industrial soil, even if there are several fashion brands thriving, it can not last long. Only by accelerating the spanformation and upgrading of "modern textile" from "traditional textile" to creative, design and capital oriented brand, can Shanghai pick up the lost "shopping paradise" and return to the "prosperous Shanghai" era of famous brands, the trend ahead, and the strong consumption boom.

From left to right: Mr. Huang Zhixiang, President of App China Group Ltd, Mr. Chen, President of VIC Beijing limited, Mr. Chen Jijun, general manager of marketing and public affairs of 3M China Ltd.

Therefore, changing the objective phenomenon of "consumption outflow" and creating the market position of "leading consumption" through the creation of "creative source" has become the key goal of Shanghai municipal government in formulating urban development strategy in Shanghai.

　　 The first is fashion. industry Strategic recognition of status.

In September 17, 2008, the general office of the Shanghai Municipal People's Government spanmitted the key supporting catalogue of Shanghai Industrial Development (2008) formulated by Shanghai Economic Development Commission and the municipal development and Reform Commission to the city. Among them, one of the "producer services" is clear about the entry of "fashion industry". This is the first time in China that the government has used this term and clearly defined its orientation as an industrial development.

　 Secondly, we should take the orientation of "fashion strategy" and "consumption guidance" as the driving force. Fashion industry The main direction of development.

"Around the goal of building a modern international metropolis, Shanghai should not only become a technological and economic important city, but also be a fusion place for East West fashion culture, a source of Chinese local fashion and a leader in fashion consumption." Ai Baojun, vice mayor of Shanghai, said: "this is the process of spanformation from a big manufacturing country to a" powerful country ", and Shanghai should shoulder the responsibility of the times.

Paris romantic, Milan classical, New York natural, London avant-garde, Tokyo changeful - "fashion capital" only has the distinct personality characteristic, can become the genuine fashion source, has the indescribable fashion charm. Then, what side of the character will Shanghai mature to the world?

Platform strategy: Fashion wisdom of "Shanghai culture"

To grasp the return of fashion discourse and to create a unique city character, Shanghai does not think that in the fashion industry as a "chain era", it is a low-cost road to work alone. Only relying on effective platform strategy can Shanghai constantly stimulate potential fashion genes and eventually create healthy operation and systematic fashion operation function. {page_break}

Hosting the "World Expo" is a typical example of success. The platform that matches the "fashion capital" must be able to reflect diversified consumption culture, carry certain attention economy, and the platform itself has certain popularity and reputation. At the same time, this platform also has certain integration effect of brand incubation effect and industrial chain innovation, which has moderate foresight and leading force relative to the development of industry.

This time, after Shanghai was approved by UNESCO to join the "creative city network" and was awarded the "design capital", Shanghai chose a professional platform with a certain exemplary effect in the textile and garment industry -- "China Fashion alliance".

At the same time, as a test window of the creative economy, Shanghai Changning and China Fashion alliance have reached an important strategic cooperation. The Changning fashion declaration has been released, pointing out that the three sides of the Chinese fashion alliance, the Shanghai economic and Information Committee and the Changning District people's government will integrate the basic advantages of Changning District and the strategic planning of the Donghua fashion creative circle, and establish "1+5" (2010-2015 years) strategic cooperation to jointly promote the development of the Changning District fashion and creative industry, making it a landmark area for the creative industry of Shanghai.

In fact, a careful study of the platform binding of Shanghai's fashion alliance with China has a natural spirit of tacit understanding and complementary resources.

On the one hand, Shanghai's pursuit of "fashion capital" means its value connotation: it is not only a fashion consuming city, but also a fashion and popular place with various functions. The intersection of fashion culture, the hub of fashion diffusion, the gathering area of fashion trade, the distribution center of fashion brands, and the cradle of fashion activities. {page_break}

On the other hand, the original intention of the Chinese fashion alliance is also through the integrated innovation mode promoted by the industry brand in the industrial chain upstream and downstream. With the help of regional economic infiltration, we can give full play to the fashion source effect of regional economic and creative resources, the agglomeration effect of zero integration, and the docking effect of Commerce and trade.

Among them, the dissemination and dialogue of multicultural fashion culture will take the visual form of fashion as the main carrier, and at the same time help to brainstorm the development of fashion industry, promote the purchase of fashion trade, and fashion star brand and designer's "star making movement", so that it can truly become the "center" and "hub" of fashion diffusion. This is also the core value of the 2011 fashion publishing campaign, which is the theme of China Fashion alliance with "global context and Chinese fashion" as its theme.

The "showing power" of creative resources plus "thinking power" will be the first step of Shanghai's voice as "fashion capital".

"We can see that Shanghai is becoming the headquarters and R & D center of fashion economy, with its complete industrial foundation, strong economic climate, unique urban character and humanistic atmosphere, mature and diversified consumption culture." Sun Ruizhe, vice president of the China Textile Industry Association, gave positive affirmation to the platform strategy of Changning, Shanghai: "through the integration of fashion projects, such as trend publishing, trend forums and business negotiation, China Fashion alliance will also help Shanghai Changning gradually accumulate the comprehensive soft power of fashion capital through systematic and industrial platform strategy."