Analysis Of Hong Kong Jinshan "Left Bank" Brand Fashion Values

If you want to make the core competitiveness of the brand reach a realm, in addition to brand your art as a design, when culture is passed on as an emotion, you need to make your brand bear the social responsibility entrusted by the times. Hung Jin Shan, CEO and design director of China fashion casual men's Clothing Co. Ltd., is also thinking this way, and is also working hard like this.

Because of the family's clothing business, Jinshan began to touch clothes from urination. During his internship at the fabric factory in Hongkong's relatives, he heard that Paris, the fashion capital of France, had been fascinated by the painting of Jinshan in her schooldays. She came to Paris to learn fashion design with her strong interest in the mysterious and fashionable clothing industry.

　　 Hong Jinshan, CEO (middle), left bank Fashion Co., Ltd. introduced products to customers at Who s Next fashion show in France.

With a hot dream, Jinshan often comes to the edge of Senna River, a charming cultural art style, in the French fashion design company's learning design and international brand operation. If it is on the left bank of St. Michel street and St. Germanic street, it will feel the pulse of romance, passion, art, culture and pioneer. In the Chinese youth's chest, which is infected by French romantic art and culture, we should create our own. Latest fashion A brand like a "left bank coffee" not only adds sugar and milk, but also adds the literary, artistic and philosophical essence of the fashion brand, making it a symbol of culture, a strong desire for fashion symbols, and constantly peristalsis, stimulating Jinshan in France day and night.

In the second years since he returned to China, Jinshan registered a clothing brand "ZUOAN left bank" which can easily be reminiscent of Paris. In 2002, Jinshan established the left bank Fashion Co., Ltd. This French fashion designer's respect for and preference for art is all in his passion for fashion product design.

However, in the international fashion capital, it sucks the art of economy. Fashion design Philosophy and fashion innovation skills did not make Jinshan's dream come true. His advanced design, full of artistic clothing, is not a big hit when he hits the market. Using design to guide the demand of consumer market, why do I fail to adopt the operation mode of international brand?

In painful reflection, Jinshan found that the pursuit of Paris's artistic atmosphere and humanistic spirit emphasized the international fashion design of the product, while the consumption demand of the Chinese market lagged behind the fashion concept rather than the brand culture. This is the key to the "left bank" in the competition. For a brand designer, it is unquestionable to love art, pursue individuality, and advocate excellence. How to integrate art with the market and how to accurately grasp the real needs of the target consumer group is the fundamental problem that the left bank brand needs to solve.

So, Jinshan put down the design draft, went to the shopping mall to find out the data, looked for the franchisee to analyze the market structure, went to the store to observe the consumer shopping behavior, discussed the emotional characteristics of fashion and leisure with experts, and studied the fashion men's spiritual needs with their friends. In the painful baptism, during the year of 2004, Jinshan almost soaked in the market, looking for art and market The starting point of integration.

In the detailed analysis of the market, Jinshan gradually launched the brand new product design rhythm. He found that the homogeneity of men's clothing in the Chinese market is serious, which is the fundamental reason why the brand's added value is not high. The brand spirit is injected into the brand, the symbol of the distinctive brand is made, and the connotation of the left bank brand is enriched with the design culture.

In the face of the market pattern of business men's uniform, Jinshan didn't make the best of the boat, but instead found a new way. He started with the fashion and leisure trend of international men's wear and explored the emotional world of Chinese fashion casual men's clothing. In the innovative design of the left bank culture, Jinshan found that although the fashionable young group is not huge, it has the ability of economic autonomy, and has the cultural knowledge and the sense of social hardship. This group consumption is closely related to international fashion, and will increasingly become the mainstream consumer market. {page_break}

At the same time of fashionable consumption, Jinshan participates in the China Fashion Week and releases the fashion of the left bank fashion. It sends out the brand "fashion left" declaration, invites many young idol stars to promote the "save the earth" charitable activities in the whole country, donates more than 5000 environmentally friendly bicycles to the community, launches "green envoys" environmental protection and emission reduction actions, and implements the "green lighting plan" in the 1000 left bank clothing brand stores nationwide. It first launched the sixth generation environmental protection shop with environmental protection materials as the main theme, and launched a large amount of planning to organize the "save the earth, China Power" activity, and delivered a keynote speech at the Copenhagen world climate conference to announce the "left bank citizen environmental declaration". To make the left bank absorb distinctive brand ecological nutrition, Jinshan left the brand research and development center of the left bank to the international economic and trade center of Shanghai, and established a research and development team composed of more than 60 designers, focusing on the art of dress and innovation, and studying international young men.

　 Left bank costumes limited CEO Hong Jinshan

By introducing fashion hot spots to every quarter's theme of design innovation, Jinshan has made a positive interaction between the brand and consumer groups, and has achieved the height of fashion innovation on the left bank, and has also promoted the innovation of brand fashion. As the only menswear brand in China that does not rely on the independent research and development products of the OEM factory, Jinshan leads the left bank design team to create male manners and accomplishment with unique, elegant and diversified design styles and details, revealing the personalities and tastes of different occasions such as middle class life and social interaction, so that the left bank company develops 1500 original products on a quarterly basis and puts on the market the innovative rhythm of 600 more fashionable commodities, showing itself from many fashionable men's clothing.

To solve the problem of art service demand, in 2008, the left bank brand achieved a leap of second in the domestic fashion casual men's wear market. In 2009, the left bank in the domestic market casual fashion men's brand, set the top two achievements in total retail sales and average retail sales.

Unlike many designer brands, Jinshan has elevated the brand's technological innovation to the brand's social responsibility. He believes that the development of fashion industry and the times requires us to constantly change. If we take the needs of environmental development as a basic tonality of the brand, we will combine the art and environmental protection as the core of brand innovation from the aspects of brand culture innovation, clothing detail design, fashion lifestyle advocacy, core competitiveness building and brand social responsibility embodiment, and the development of enterprises will gain more power sources.

To make consumers a brand consumer group, first of all, let consumers respect your brand. In order to make "low-carbon" become a low-key and gorgeous magic, Jinshan has brought out half of the resources in the enterprise supply system, R & D system and other links to make environmental protection, so that the strength of professional R & D in the design team has grown to 1/3, and invested heavily in the famous French fashion design machinery, focusing on the innovative ideas of the left bank, providing the latest international popular consulting research achievements and the design, R & D support of international fashion environmental protection products.

At present, the left bank company has concentrated on designing and developing the natural colored cotton and pure cotton products without processing pollution. The low carbon fashions made of recycled fiber, the environmentally-friendly jeans made of organic cotton and the process of reducing the washing process, are treated with unique glue coating, and have the waterproof and windproof functions, washable, wearable, lightweight, comfortable and completely degradable Pulp environmental protection jackets. The single product environmental protection clothing and the low carbon series clothing from outside to inside have been steadily increasing in the proportion of the production and sale of the left bank brand, and many environmental protection fashion put on the market in less than a month. {page_break}

The era of designer brand's specific style is over. Jinshan told reporters: how to innovate the consumption concept of brand and fashion, use new ideas, new processes, new materials, and new ideas to serve the age of consumer culture adapting to the rhythm of modern life, and how to bring brand extraordinary feelings to consumers. This requires our design concept to be highly consistent with the fashion life attitude of target customers.

In the seven years of unremitting efforts and innovation, Jinshan's left bank environmental protection fashion consumption concept has begun to exert a subtle influence on people's fashionable lifestyle. A large left bank group pursuing low carbon fashion has gathered quietly. In 2010, 1103 left bank brand stores realized sales revenue of 870 million yuan in the national market, and increased by more than 30% in the first half of 2011. Hong Jin's left bank brand cultural influence and business performance are among the top brands of Chinese fashion designers.

At the beginning of 2011, the left bank brand led by Jinshan was listed on the New York stock exchange. Jinshan, which has a large number of enterprises' capital for development, has further intensified the innovation of brand environmental protection and fashion. In the golden autumn season, Jinshan is on the left bank. It is the sole representative of the designer brand of the world's garment production country. It displays the distinctive fashion fashion of men's fashion on the left bank in the French Who "s Next fashion show", which is gathered by the international fashion brands. The fourth time is the interpretation of the left bank brand environmental protection pop culture in China's international fashion week. Through efforts to promote the era of low carbon environmental protection, with one's own efforts to infect society, to gather together to save the earth's Chinese fashion force, to represent the global clothing industry in the world climate and Environmental Protection Conference initiative, using the environmental protection and innovative fashion Jinshan face sunshine told me: no matter whether there are traces of the sky, I still have to fly hard.