Menswear Brand Liu Dan: Tailored For Situational Needs

"Etiquette" is the culture and values behind clothing.

Reporter: Hello, everyone. I am here today to interview Mr. Liu Dan, assistant general manager of Shenzhen City, and assistant director of private senior custom. Welcome.

Guest: Hello, everyone. I am Liu Dan from the golden Dun dresses company. I am very glad to be here to communicate with you. Thank you.

Mr. Liu Dan

Mr. Liu Dan, assistant general manager of Shenzhen golden Dun Garments Co., Ltd.

Reporter: card Dan ton is an influential Chinese men's wear brand, please tell us about the brand's group background and related brands.

Guest: OK, thank you! This brand has been established since 1993. It has developed two brands and four series since its foundation.

The two brands are the brand and the brand of the brand.

Reporter: Karl Denton is still very competitive in the Chinese men's wear market. What do you think is the brand value advocated by Karl Denton?

Guest: after nearly 20 years of development, he has become China's high-end brand.

I think the greatest core value we give consumers is our brand values. We advocate four respects: respect between us and consumers; the respect between us and our partners; and respect between people, that is, mutual respect in different cultural backgrounds, or under different values. Finally, the most important thing is respect between us and nature.

Because we think that clothing is the most important cultural symbol and expression form of mankind, and human civilization and nature should be harmonious, so we advocate harmony with nature.

Since Karl Denton was founded, the respect we advocate has been running through all our business activities. This is our greatest core value.

Reporter: there are different schools of design for men's wear in Italy. Are these schools different from details? Can you describe them to us directly?

Guest: OK.

The design of Italy men's clothing is mainly divided into the following schools: Rome schools focus on lines, and their lines are more angular; Milan genres will be more soft and comfortable, with a focus on comfort; Naples schools, on the basis of softness and body shape, also pay attention to some artistic ornaments.

For example, the famous Naples shoulder shows the romance and elegance of art and culture through some folds.

Men's wear design in Italy is leading the world because their culture is integrated into clothing.

We learn the design style and design elements of Italy, and then merge the eastern culture to produce the costumes that match our eastern figure and aesthetic standards.

In China's current clothing industry market, it is more chaotic, we call it the two cloud, a cloud is not known, another cloud is parrot.

Many domestic clothing brands do not understand the cultural background of foreign clothing design, which is incomprehensible. On the other hand, what foreign designers say is what they do. This is parrot, or blindly follow suit.

Therefore, a brand must be designed according to its own value proposition instead of blindly following suit.

In fact, there is another value concept in the design of the brand, which is the "ceremony" emphasized in our traditional culture.

China is a state of ceremonies. We feel that dressing appropriately on different occasions is a manifestation of a person's "rite".

This "ceremony" is also the culture and values behind clothing. We should carry forward this culture and provide customers with this kind of deep customization service.

Tailor-made for different needs of customers

Interviewer: I think this should be advocated at the moment.

In terms of dress etiquette, we have a certain gap with the West and even ancient China, but this is probably what every brand will do. Why do you specialize in making advanced customization? Is it because this demand is particularly strong, or do you think you should take this responsibility?

Honored guest: you ask very well, actually these two aspects all have.

On the one hand, with the rapid development of the economy and the increasing number of business activities, we make advanced customization according to different business situations in business activities to deal with different business scenarios.

For example, there are domestic and foreign meetings, internal meetings, industry meetings and so on.

At different meetings, you are faced with different people. You need to show your ideas through clothing.

For example, negotiations, negotiations may express your seriousness and rigour, so we also hope to design corresponding costumes to match different scenarios.

In fact, dress appropriately is respectful to others in business etiquette. In many official business occasions abroad, tie, wear black conference clothes or tuxedo or dress is to show this respect.

So in this respect, we design different products according to different job characteristics according to different business situations.

For example, the sales director and the marketing director are outgoing, and the financial controller may be more introverted.

So our concept of tailored design is not just about making suitable size for clothing, but also for the occasion you need to face.

Professional services benefit from excellent resource integration.

Interviewer: I have interviewed some of the brands that I have done before, but the message that the past brands sent to me is the concept of tailor made by tailor made and tailored by the senior tailors.

Today, you have given me a completely new idea of advanced customization. How do you provide services? Do you provide all kinds of services to all stores, or do you provide them with an independent business line or an independent store?

Guest: you asked this very well. Now we have two lines of advanced customization, one is called makebyyou, and the other is makeforyou.

Byyou is what we do according to the requirements of customers; foryou is that we will provide an image consultant to help you design, according to your position, identity, temperament to do image design for you, next is tailored and customized.

Finally, we are also supporting the service, such as punctual delivery before the time required by the guests, or helping the guests maintain regular clothing.

Reporter: these two business lines need strong management and personnel support. I would like to ask you how to implement makeforyou specifically. How many professionals do you have in the country? How do you realize the logistics support behind the service?

Guests: we introduce private high-end customized services, can do this brand, enterprises, he has a very strong supply chain management behind, or very strong resource integration capabilities.

After 20 years of development, we have developed a supply chain management system. We have excellent supply chain partners. Our factories at home and abroad, including our own factories, have high standards of hardware and software.

At present, we have nearly 500 stores in the country. Such a huge sales network has already formed a scale effect in logistics distribution. So we have such a solid foundation to really achieve our goals.

Information management is the future development direction.

Reporter: do you support the management of customer data with professional database software?

Guests: we invested nearly ten million funds in this area last year to establish information management.

We will record customer's body data, purchase data and special needs data, and we will establish a complete file.

In the specific operation, our resource system extends from the client side, the store side and the sales terminal to our factory end, the manufacturing side, and our supply chain, our fabric supplier and so on.

Once we have data entry, we will also see it in the whole process, so that we can quickly achieve real service for our customers.

Information management is very important. The original clothing industry is a labor-intensive industry. Of course, some people say that it is a fashion industry and an urban industry, but anyway, our understanding of this industry is that when you want to develop and take off, we need two assistants.

One is design and the other is information management.

In particular, information management is not only the best way to solve resource optimization and improve work efficiency.

Another important thing is that we can collect and analyze product data in great quantities, so that we can get feedback on products in time and understand the elements that are welcomed by consumers.

Clear the international strategic target and push the brand to the international market.

Reporter: just now, you have introduced the current situation of the development of many business cards. What kind of long-term plan will you have in the future? Or what is the vision of your company?

Guest: let's sum up the development of the brand in the past 20 years. He is determined to create a world brand. We have always been on this road and we must concentrate more on it.

At the same time, we also hope that our value proposition can attract more partners and provide better services for more consumers.

We now have four modernizations: the simplicity of brand values, the internationalization of brand development, the leading quality of technology, and the globalization of industrial chain construction.

The four modernizations show our internationalization strategy and the vision of our company and our brand.

Reporter: I would like to ask you just what internationalization is manifested in what aspects?

Guest: actually, in our business activities, internationalization is very obvious now.

For example, our designer team has Italy designers; we produce and supply fabrics to foreign partners.

I believe we will be able to see the figure of card Dun on the famous clothing festival in the world very soon and hear the voice of card Dun ton.

In addition, we will soon see the performance of our specific sales market abroad. At present, we have made detailed plans whether it is Karl Denton or other brands.

Building brand takes time to accumulate.

Reporter: I think the domestic men's clothing is also divided into factions. There are Shenzhen, Fujian, Zhejiang, Beijing, and Hongkong. You have been engaged in the clothing industry for many years. What difference do you think these schools have and what unique advantages do you have?

Reporter: there is a saying in the industry called "east evil west poison, South emperor North beggar", to card Dan ton has a description is "South emperor".

Maybe because we are in the south, and in the south this influence is still relatively large.

I think Shenzhen's clothing industry has two characteristics, one is from the beginning of the creation of the first, he began to integrate into the world's textile and garment industry adjustment, from South Korea, Japan, Taiwan to Hongkong, the mainland of China, itself is a wave in a partial undertaking.

From another point of view, the clothing industry in Guangdong and Shenzhen is not only a labor-intensive industry, but also a large number of international brands.

Therefore, the quality of technology and production has been leading, and now Shenzhen is trying to advocate the capital of design, so we also attach great importance to the design of human settlement.

We feel that giving him time, he can make excellent Chinese brand and world brand.