The Five Interpretation Of Chinese Fashion Conference: Culture: The Path To Ascend The Brand Highland

I believe many people will see Li Na's embrace of the Susan Landgren cup after the French Open, and the photos of a Chinese brand of Chinese wind gown under the Eiffel Tower will feel China.

In fact, after realizing output first, export first and consumption first, China has become the largest country in the world garment industry. It has long been widely recognized by the international world. However, it is far from being a strong garment country, and it is also a fact that the Chinese garment industry has to admit.

How to become a powerful country in garment industry is a historical proposition related to the overall situation of the industry.

Clothing consumption is a kind of consumption behavior in a certain mode of production, life style or survival state. It naturally has certain characteristics of the times, regionalism and nationality. It embodies the aesthetic orientation, values, ways of thinking, beliefs and customs of a region and a nation.

However, at present, many Chinese clothing brands obviously can not do this.

Although Bosideng completed its export output value of US $185 million in 2010, up 16.3% compared to the same period last year, while adhering to the down jacket as its main business, the company's men's clothing also showed a good development trend in expanding overseas markets such as Britain. But Gao Dekang, chairman of the company, still felt that his brand was missing in culture.

"In the process of opening up the international market, we find that China's independent clothing brands are not inferior to many famous international brands in terms of product quality, fabric technology, production technology, and even better than them.

However, our independent clothing brands still lack some culture and accumulation, "Gao Dekang said." many famous international brands have decades or even hundreds of years of history, and our brands are generally not established for a long time.

In fact, it's really too early to build up the history of Chinese brands only for twenty or thirty years. But we really need a good start to create brand culture.

"What enterprises need to do is change the way of development, make use of culture to create value, increase the added value of products, complete the brand contribution, and achieve sustainable development."

Chen Dapeng, executive vice president of China Apparel Association, said.

"The growth of Chinese women's fashion industry is closely related to the unique corporate culture and brand culture."

Design director He Shujun said.

Ka Wen is the core brand of Shenzhen's Jiaxin dress in the domestic clothing market. At present, there are more than three hundred stores in the country, which are distributed to the provincial capitals and first tier cities, including Beijing, Shanghai, Shenyang, Xi'an, Hangzhou, Chengdu, Shenzhen and so on.

"Pure commodities only have labor value, this value is limited, and to convert commodities into brands, we need to endow commodities with intangible cultural symbols, commodities can be copied in a short time, and culture is not a day's work. It is unique, unreplicable, and endless brand power."

He Shujun said.

She advocates the authenticity and freedom of the "natural inaction", and what the company needs to do is to analyze the emotional needs and aesthetic elements of the contemporary women, combine this cultural spirit with the needs of consumers, and "sell a fashionable attitude towards life", which is the top priority of the company's failure to work.

Compared with the new brand awareness, the traditional brand has also turned its attention to cultural construction.