Luxury Men'S Clothing Market Attaches Importance To "Fabric Plus Points"

Han Bin, 27, recently plans to buy a shirt from a high-end men's wear brand store for more than 1000 yuan, changing his past style, but his girlfriend agrees with him.

"My girlfriend actually said that shirts with 1000 yuan and one shirt are actually not two kinds of products sold in supermarkets," she said. "It's too bad to spend 1000 yuan on buying a brand."

Han Bin said despondent.

Later, Han Bin dragged his girlfriend to the store to try it on.

When Han Bin, wearing a blue shirt, walked out of the fitting room and appeared in front of his girlfriend, his girlfriend was immediately attracted by the unique color and delicate workmanship of the shirt. Especially under the light of the light, the shirt fabric was more luxurious, so the two agreed to buy the shirt without hesitation.

In fact, in the luxury men's wear market, big names have become more and more aware of the hard truth of "fabric addition".

In solving the impracticality of design and enhancing the luxury elements of design, fabrics have also become the most direct magic weapon for winning.

Many foreign brands, such as Zegna, kangnali, shark and so on, have applied hi-tech fabrics to their costumes, and have launched more intelligent clothing. They swear to let people feel the value of their products from fabrics.

Brand new fabric

As a man's clothing enterprise with a long history, Zegna opened the first factory in 1910 to design and produce high-quality textiles in Italy. Its fabric technology has always been a leading industry.

This season, Zegna launched the world's first smart clothing, "Elements".

"This is a" breathing "garment that can automatically adjust and control temperature according to climate change.

Zegna company officials told reporters.

This fabric is developed by Zegna Lanificio woolen factory and is a unique product in the "Upper Casual" series.

Its design principle is to discharge water vapor condensed on the surface of the fabric through the opening and closing of the fiber hole, and effectively separate it from the external environment so as to maintain the temperature.

Another Italy luxury brand, Kang Nali, is also starting to write articles on fabrics.

In its 2009 spring and summer series, there are many interesting new fabrics besides wool and silk blended fabrics and Exclusive200K wool and ah Ji combed cotton blended materials. For example, the waterproof jacket made of taffeta has a "memory function" and can still be restored after folding. The nylon jacket of the motorcycle jacket can withstand bad weather and even fold into a small bag.

Designers keen on new fabrics

For designers who are very explorative, fabric innovation is always the driving force for fashion.

Zucchelli, creative director of Calvin Klein, believes that "compared with women, men are more reluctant to try new fashion styles, and new fabrics are the first hurdle to open their interests."

This crazy designer has recently found inspiration from the bicycle seat, trying to make the foam of the bicycle seat foam used as a fabric for making clothes, making trousers, sports jackets and jackets, or even lighter and thinner hooded overcoats.

"This is probably the most special and complicated job I have ever done."

Zucchelli said he has been studying the feasibility of making clothes with foam over the past 6 months.

In order not to make his bubble clothes look like the props in science fiction movies, Zucchelli decided to use foam coats to match woollen, nylon and other materials, such as T-shirt and cotton T-shirt, and used Calvin Klein's monochrome style in color to cater for the minimalist aesthetics of the brand.

Not only men's clothing, but also the whole fashion world.

Many European designers are actually masters of fabric design.

Prada, a fashion styled queen of fabrics, once said, "fabric is the most important part of my life because the quality of fabrics is fundamental."

Prada has been putting 90% of its efforts into fabric research and development, and is committed to introducing new high-tech materials into the practice of traditional luxurious fabrics. It is widely used in silk and wool blended fabrics, and the hairy Ma Haimao is used instead of fur to make wrinkle embossing effect and dyed irregular gradation.

In the past ten years, she has made an amazing fabric practice.

Fabric piracy is not easy.

"Men's designs are more likely to be plagiarized than women's clothing because their designs are not so unique and varied as women's wear.

The expensive and complex production process of special fabrics is an effective way to prevent this plagiarism and imitation.

Stephen, the executive director of the American fashion designers Council, said.

Mr. Xu, 25, recently saw a white Dunhill shirt. But the price of 1700 yuan made him somewhat unbearable. So he ordered an American Dunhill from the Internet according to the pattern of his shirt. The price was only 79 yuan, and he tried to make a real mistake.

But when I got it, I found that the $79 "American Dunhill" was not much different from the genuine product in the shop at first glance, but it also printed the word "Dunhill". But the fabric feels very different. After washing several times, it was shrunk and neckline changed. Now Mr. Xu is embarrassed to go out wearing this shirt again.

"The styles and trademarks of luxury men's clothing may be duplicated, but the fabric they use is indeed something that other brands can't counterfeit."

Mr. Xu finally came to this conclusion.

In fact, the top men's clothing can be opened to tens of thousands or even hundreds of thousands of yuan, the fabric occupies a large proportion, many brands are looking for unique and valuable fabrics, to show their dignity, but also different from other brands.

The fabric used in Zegna's tailored suit is selected from the top Merino wool in Australia. The fineness of each yarn is only 15 microns. On the list of Kang Nali's customized fabrics, the word "Esperidi 230" means that the customization cost is 150 thousand yuan, and the extraordinary quality of its fabric is 12.4 micron fineness and stronger toughness.

In the economic crisis today, the customization of a top fabric can also become a way of investment for many people.