Local Fashion Men'S Clothing Speeds Up Internationalization

At present, there are some local fashion and leisure. brand The price is directly related to foreign brands, so they have to compete face to face with foreign brands. At the same time, at present, Fashion leisure The main market of the brand can only be a second tier market. In the second tier market, it is very difficult for local brands to surpass foreign brands to occupy the minds of consumers and win consumer loyalty.

At the beginning of September, the left bank took part in the WHO S NEXT exhibition in Paris and became a bright spot on the central exhibition hall of the exhibition. Subsequently, VLOV displayed the international professional standards of local fashion brands in New York fashion week. In September, Wolf Road joined hands with the FIA GT1 world super sports car championship, and in August, HOPERISE made a major adjustment to 15 days' shipping in order to achieve "more money and less quantity". Earlier, mascini, while sponsoring the "Earth Hour" campaign, also made the brand's fashion and environmental protection popular among the people.

These actions appear in different modules of different brands, but behind these seemingly nothing related events, it shows that a collective trend of local fashion men's clothing is internationalization.

Internationalization is no longer "shouting".

In the early years, internationalization was more like a slogan that a brand enterprise had just picked up.

Inadvertently, there are many brands such as marcasini, left bank, Wolf Road, HOPERISE and so on. The imprint of internationalization is becoming more and more evident in the development of these brands.

Mar Cassini signed the 2011 earth hour with the WWF, and promoted the concept of environmental protection through international activities. The left bank actively prepared to apply for an international exhibition and presented itself in front of the world's customers. HOPERISE adhered to the international design concept and began to integrate with the international fashion from the most critical design aspects.

"Different ways may have different effects, but there is only one purpose: go global and let the brand internationalize, so that more countries can recognize our brand." The above corporate brand or marketing leader said frankly.

Many local consumers, distributors and industry observers expressed their recognition and support for the collective internationalization of local fashion casual men's wear. They believe that collective internationalisation is not a collective worship of foreigners, but today, when the global economy is integrated, when the Chinese market becomes an international market, local brands must grasp the international resources, use international elements, introduce international talents, and use the international mode, step by step to "internationalization", so as to stand on the international stage and accept the more vigorous baptism of the market and grow into more powerful brands.

Draw on international resources

It has to be said that "internationalization" is a new sector for fashion and leisure, and it requires courage and integrity for these newly launched local fashion casual brands.

However, a number of enterprises such as the left bank and Mar Cassini said they had to do something. Because these local fashion casual brands "born" were put into an international competitive environment. Fashion and leisure have only begun to emerge in recent years. In recent years, foreign brands have been pouring into the market for a number of years. To some extent, fashion and leisure are also the plates brought by foreign brands. So, fashion and leisure together have great pressure. Insiders said Mr. Wang.

At present, some local fashion casual brands are directly priced in foreign brands, so they have to compete face to face with foreign brands. At the same time, at present, the main market of fashion and leisure brands can only be a second tier market. In the second tier market, it is very difficult for local brands to surpass foreign brands to occupy the minds of consumers and win consumer loyalty.

"In the face of such a market environment, we began to think, do people really worship foreigners? What is the difference between us and international brands? What are the international resources that can be used for our own use? Liu Hong, director of the brand of cassasini, told reporters that they had done many similar explorations. In the end, they found that the international environment should not be an obstacle to them. Grasping resources in an international environment and learning and surpassing them is the way out for local fashion and leisure brands.

Yes, when our Chinese market has become an international market, we have no reason to be complacent. From grasping international resources, applying international elements, introducing international talents, and using international mode, local fashion and leisure brands are moving step by step towards internationalization. They are standing on the international stage and shouting China's voice.

Reporter observation

Internationalization should go out of "international norm"

When I look at the internationalization process of these local fashion and leisure brands, I really admire them. Because these brands are really not strong compared to the clothes predators like ZARA.

However, a small amount of body weight does not mean that they do not have a strong viability, nor does it mean that they have no future. In fact, the reason why they dare to "internationalize" is that they stand firmly on their own ground. They do not have no advantages, because they are weak and flexible, so they can make things suitable for Chinese consumers for Chinese consumers. Although they are weak, they are more daring, and they are more "fast and accurate" in capturing terminal channels.

Therefore, the first thing to be sure is that the survival of local fashion and leisure brands is actually the "internationalization" of them in order to keep up.

Of course, although the "internationalization" process of every enterprise is going on. But personally, I think that before we can find out our market positioning, we can only pursue "internationalization" without seeking a firm foundation. There are not many practical meanings for the consumers who are very discriminative in fashion and leisure.

The real internationalization is not whether we go out, but whether we can make our own things in our Chinese market and even the international market, and we can have enough "gas fields" to let consumers "because you are you, so they like you". Such a moment is another realm, that is, "international norm".

When our brand moves from "internationalization" to "international norm", I believe that the whole world will cry for you.

Hand in hand international activities to show the world

[international activities]

Sponsorship is actually very routine. But when brands look at the world and find world-class resources, such activities show different components. Brand has been brought to different heights.

In March this year, marasini and the World Wide Fund for nature (WWF) jointly signed the 2011 "Earth Hour" official sponsorship agreement, officially becoming a sponsor of the 2011 "Earth Hour" official event. Subsequently, the environmental protection of mascassini was spread around the world with the "Earth Hour" campaign. Coupled with its launch of the "maasini" and "10000 environmental attitudes" large-scale grass-roots environmental action, maasini's environmental advocacy from abstract to concrete, has been recognized by many audiences. "This event opened a new strategic journey for Mar Cassini brand." Ding Geng, President of marasini, evaluated the activity.

It was also a sponsorship event. In the first two weeks, the speed and passion of the FIA GT1 world super sports Championship shocked many audiences, while the local fashion designer's brand Wolf Road costumes also appeared in the audience's view with the appearance of the racing car. "The mental quality of the top sports car Championships in the world is highly consistent with the passion and the avant-garde brand culture. Wolfgang hopes that through the cooperation with international competitions, through the fashion, passion and speed of competitive sports, more audiences can feel more about the brand characteristics of wolf fashion dress, such as "trendy", "frontier", "dynamic", "passion" and "wild". Liu Yiqun, general manager and art director of Wolfe fashion, said that with the help of top sports car tournaments, Wolfe dress can expand its brand international influence.

Standing on a broader platform and shouting to the world

[international stage]

Standing on the international stage is representative of China's strength. It has to be said that this is an affirmation of the mainstream of international fashion for local brands. As a brand itself, such a stage not only lets the world see us, but also lets us see the world more clearly.

From the New York Stock Exchange in the United States to the WHO, S NEXT, the largest and most authoritative fashion trade exhibition in Paris, known as the "international fashion trend laboratory", and boarded the central booth of the exhibition to participate in the release of 2012 color and design trends. However, the left bank Clothes & Accessories Hong Jinshan, CEO and chief designer, is not only satisfied with the display on the international stage. Through this platform, he unraveled the previous doubts about the international market and strengthened the pace of entering the international market. "We will set up an international trade department on the left bank to expand the international market independently. The first stage is to expand the European and American markets. Hong Jinshan revealed.

It is gratifying to note that on the international stage, the local fashion clothing brands not only attend static exhibitions such as exhibitions, but also walk on the fashion week of New York. This time, Wu Qingqing, the local fashion designer, came with his designer brand VLOV. The biggest Chinese designer conference in the history of New York fashion week is the theme of "Outline". It shows the fine and low-key design aesthetic sense of VLOV under the contours of infinite possibilities. Besides winning the praise from professional media and buyers, it also attracts many people. Designer Wu Qingqing is a congenial creative and fashionable person.

Standing at the forefront of the world to grasp the trend of the world

[international elements]

It can be said that nowadays, the international elements of local clothing brands have been ubiquitous, and the international elements have been flexibly applied from the external factors such as fabric to design, and then to talents.

"Internationally, popular elements are usually seen in Europe and America, and then transmitted to Japan and South Korea, and finally in the country." Chen Yancheng, chief designer of HOPERISE China, said that most of HOPERISE's fabrics were imported from abroad. "When we need functional fabrics, we usually buy them in Japan. When we need textured fabrics, we usually buy them in Italy."

And Mar Cassini's 2012 spring and summer products are also part of Japanese fabrics. It is learnt that this part of the fabric was imported directly from Japan by Mar Cassini. Ding Gang said that Japan's cotton and linen fabrics are better in the world, while cotton and hemp materials are in line with the brand appeals of mallasini. For this reason, 2012 spring and summer makasini developed an independent cotton linen series. At that time, there will be a special display in the big shop of mash Cassini.

It is reported that in recent years, in order to get closer to the world Popular Trends, mascassini, Wolf Road, JIM`S and other enterprises will organize design, R & D, space design, Chen division and other personnel to Europe, Japan and South Korea to receive the most fresh information. In addition, HOPERISE is the chief designer of German designer THOMAS. The costumes on the left bank were formally signed with Nelly Rodi design firm, Paris international fashion and lifestyle research group.

Study the international model and move closer to the world

[international mode]

At the 2012 spring and summer ordering conference, HOPERISE from Germany announced a major change in brand operation next year.

Chen Yancheng revealed that from January 1st next year, HOPERISE's spring and summer clothing will be divided into 11 bands, which will carry out the complete unit shipment. That is to say, every 15 days, there will be a complete unit shipment, and the total number of units per unit will be up to 14. This way of shipping is also the practice of internationally renowned fast fashion brands.

In fact, "multi style, small batch" is the most fundamental difference between international fashion casual brand and local clothing brand. This is also a trend that many local clothing brands are approaching. In fact, in the beginning of brand, such a move is hard and costly, which involves many problems such as production cost, design research and development, even order preparation. "But this is a necessary step for consumers to truly feel the brand fashion." Chen Yancheng said that what HOPERISE wants to do is a brand culture, not just fashion clothes.