China'S Menswear Brand &Nbsp, Rising On The Road Of Clothing Power

In fashion, men's clothing is far from being.

The origin and prosperity of international men's wear brands

Giorgio Armani, Dolce&Gabbana, Hugo Boss, GUCCI...

These world-class brands of men's clothing like thunder are a symbol of quality in the eyes of consumers.

The development of Chinese men's clothing has become the mainstay of China's garment industry. Most of the listed clothing companies are men's clothing, but there are still no signs of surpassing these international brands.

How to pcend and how to become an internationally famous brand? We are going to track the development of Western men's clothing and hope to find the root of the success of the brand.

Economic development promotes the prosperity of international brands

The rise of international clothing brand originated from the two World War. Due to the influence of war, people's dressing had undergone revolutionary changes.

In the industrial revolution, textile and clothing became the first industry to rise. Fashion and fashion began to develop vigorously with the help of the industrial revolution.

And the pformation of the department stores has made the internationalization of the clothing brand step.

And after World War II, modern pnational corporations began to rise in countries such as the US and Europe.

Multinationals had already appeared in the first half of the twentieth Century, but until the Second World War, the early multinational companies focused on local areas, and their economic strength and diversification of business operations did not reach the level of modern pnational corporations.

After the war, modern pnational corporations first gained unprecedented development in the United States, which played a decisive role in the economic development of the United States and even the world.

The reasons for the rapid development of modern pnational corporations in the United States are: first, the United States grasped the leadership of the world economy with its economic, political and military dominance.

The monopoly enterprises in the United States are free to expand overseas, making full use of global resources and the world market, and through direct investment, instead of exports by investment, expand and maintain their absolute share in the world market, thereby gaining high profits.

Two, the US government takes a very tolerant attitude towards enterprises, especially to large companies.

From the end of nineteenth Century to the beginning of twentieth Century, the United States experienced three wave of enterprise annexation.

The first wave of mergers took place at the turn of 19 and twentieth Century, mainly for large enterprises in the same industrial sector to absorb small businesses.

The second wave of mergers took place in the 1920s. It began with controlling production and controlling the supply and processing of raw materials until the final control of the sales market.

The third wave of mergers took place after World War II. From mid 50s to 70s, it was characterized by mixed merger, that is, the merger and annexation of enterprises which were not related to the production and sale of products, thus forming a mixed joint company.

Such a mixed joint company started from the beginning not only to compete for the domestic market of the United States as its main goal, but to design commodities for the world market based on the world market, and produce products in several countries according to the different distribution of global resources (material resources and human resources), and aiming at its own financial and sales strategies in the world market.

As a result, post-war mixed mergers and acquisitions of large American companies have become modern pnational corporations.

They have huge capital and extensive business scope, and their business operations emphasize "global strategy", so they can get huge profits.

They set up subsidiaries on a global scale to form a global production and sales network to reduce costs and increase profits.

The maturity of multinational companies makes global sourcing and global market possible, and the international clothing brand is also being born.

Giorgio Armani1975 was born in Milan, Italy. This famous clothing brand, born after World War II, has become an internationally famous menswear brand through global strategy.

In 1975, Giorgio Armani opened its first year of business and achieved unprecedented success.

In 1979, the company set up Giorgio Armani Corporation in the United States and began expanding its business to overseas markets.

In the late 70s, Giorgio Armani has become a leading international fashion and design company, and has launched several new product lines: Le Collezioni, Mani, Armani Junior, Giorgio Armani accessories, underwear and swimsuit.

In the early 80s, Giorgio Armani opened the first Emporio Armani specialist store in Milan, and then opened the first Giorgio Armani specialist store in Milan.

The company also began to strengthen publicity and marketing and other departments, while establishing brand value and management philosophy, both of which are still the key to the successful development of the company.

Today, Armani group is one of the leading fashion and high-end consumer goods groups in the world. It has four thousand and seven hundred direct employees and thirteen factories.

Responsible for the design, manufacture, distribution and retail of fashion and daily necessities, including clothing, accessories, glasses, watches, jewelry and cosmetics; its brands are Giorgio Armani, Armani Collezioni, Mani, Emporio Armani, Armani Jeans, Armani Exchange, Jeans and Mani.

Changes in the department store industry to change the pattern of garment industry

For the prosperity of international clothing brands, the development of department stores is also important.

Take France, which has a long history of fashion culture in Europe as an example.

The large department stores in France are 150 years old.

They originated in the middle of the nineteenth Century, and in early twentieth Century, like all European countries, the initial department store in France was also designed to serve the aristocracy.

After World War II, with the development of economy, the department store industry is also changing. The Western department stores began to become mature after World War II and began to show saturation. The department stores began to take the middle class as the main target consumer group and gradually expand it into a place where people consume.

Professor Bill Webb of the London School of London believes that department stores still exist and develop and play an irreplaceable role in other retail formats because they are closely related to the quality of people's lives.

Patrick Pergament, senior vice president of French department store, the largest department store in France, said: "Lord Buddha's share in the two main products of cosmetics and fashion is 15% to 25%, and the market share of some textiles even reaches 80%.

It is precisely because of the expansion of consumer groups aimed at the department stores that the clothing brand has a wider consumption target and moves towards internationalization.

Unlike the domestic department stores, with the saturation of the department stores, the brand stores and chain stores in foreign countries have formed a situation of resistance.

In recent decades, chain stores have become an important place for the consumption of terminal consumers in Europe and America. This is obviously different from the current development of domestic commerce.

This is also an important basis for the establishment of flagship stores after the entry of international fashion brands into China.

The chain stores in Europe and the United States, because of their large scale, can purchase goods uniformly, the purchase price can be greatly reduced, and a unified promotion can be carried out. The huge advertising cost allocated to each store is less, and it will be in a favorable position in the fierce commercial competition.

Because chain stores implement nationwide networking, customers can purchase different places to exchange, which greatly eliminates the worries of customers shopping.

Because of the historical reasons, the large shopping malls in Europe and the United States, without exception, occupy the most prosperous commercial area of the big cities.

In terms of price, it is difficult for large department stores to compete with supermarkets, franchised stores and factory outlets, so most of them have abandoned the price strategy, instead of giving full play to the characteristics of their own commodities, high quality and good image to conquer customers.

In several famous shopping malls in Paris, customers can choose clothing, jewelry, cosmetics, shoes and hats in the world's famous brands.

It is with the help of department stores and chain stores that the development of various retail modes of supermarkets and stores has led to the fact that clothing brands have been able to enter the consumer line of vision in a broader channel, so that clothing brands can move towards the internationalization process.

Department stores and clothing brands seem to be in different fields, but they have a lip and tooth relationship. In the whole market chain, the retail terminal builds a commercial structure, which is a bone. Clothing brands fill more than 70% of the commercial space, which is meat.

Therefore, the development of the super retail mode of department stores and chain stores plays a decisive role in the development of clothing brands.

The development of domestic men's wear brands

At the launch of the China Industrial Competitiveness Report (2012) NO.2, Guo Zhaoxian, deputy director of the industrial organization Institute of the Chinese Academy of Social Sciences, pointed out that the competitiveness of the textile and garment industry is the most competitive industry in China. Whether it is from the international market share, trade competitiveness index, and reality comparative advantage index, it is the strongest in the world.

The market share of China's textile and garment industry ranks second in the world, 6 times in Italy, 7 times in Germany and 12 times in the US. In terms of productivity, China is 9 times that of Italy and 14 times that of the United States.

"This means that our industry has strong international competitiveness and indeed has a solid foundation."

Guo Zhaoxian said.

Brand makes clothing industry more powerful

Indeed, since the reform and opening up, China's garment industry has made considerable progress. China has become a big garment country in the world, and the goal of clothing power is also being implemented step by step.

Xia Hua, chairman of Yiwen group, said that having world-class brand is a very important index to measure the power of a garment country.

"The strength of a country's industry depends on the number of brands that allow people to respect and voluntarily vote with money."

Ding Hui, chairman of the regional fashion company, thinks that an important indicator to measure a country's becoming a strong garment country is whether it controls the link with higher added value in the apparel industry chain.

Nowadays, the high value-added of the clothing industry is mostly embodied in the brand, design and sales channels.

In these respects, brand is the embodiment of the biggest added value of the global garment industry. For example, an international brand suit can be sold at tens of thousands of dollars, and most of our brand suits are priced at several thousand yuan or even several hundred yuan, and the difference in brand value is obvious.

Li Guangdou, founder of Huasheng Zhi ye Li Guangdou brand marketing organization, said: "made in China has become a synonym for cheap.

Since China's reform and opening up, what is the biggest mistake in China? No confidence in Chinese brands has been established. Chinese consumers are proud of not having their own brands.

Many Chinese have the tendency to advocate foreign brands.

A rising power must have its own brand. "

For the clothing industry, although women's clothing is the fashion vane, it is a very important support for taking the road of power.

But if we want to balance the balance of a powerful country, how can we lack men's clothing at the other end of the balance?

In an interview with reporters, Xia Hua said that at the present stage, Chinese men's clothing is in the process of pformation from manufacturing brand to retail brand.

"In the past 20 years, Chinese men's clothing is basically in the development stage of the manufacturing brand in the first 10 years. Many enterprises are doing a production oriented enterprise. After 10 years, some fashion brands that have an important impact on consumers have really appeared."

Ding Hui told reporters that Chinese men's clothing and even China's clothing industry has gone through the stage of production and brand development. At present, many brands are striving to enhance their influence through brand building and promotion, but they also bring serious problems of homogenization of brands and products. Some brands are making efforts to gradually develop their brand direction through the integration of industrial chains and the development strategy of multi brands.

According to Xia Hua, in 2000 -2010, some brands were born in China's men's wear market. Some brands just passed the survival period. At the same time, a number of brands emerged from the industry. They had distinct styles and personalities and formed a certain market influence.

Ding Hui expressed his approval of Xia Hua's view. He thought that in the past 10 years, Chinese men's clothing really entered a period of rising development.

In this period, the development of Chinese men's clothing is characterized by pformation from manufacturing to brand building, and the brand strategy of celebrity plus advertising has been successful for a while. At the same time, men's clothing brands also pay more attention to independent design and development, and consciously increase the integration and utilization of industrial chain resources, expand product categories of brands, and make product lines more complete and diversified.

Xia Hua also believes that 2011-2020 years is the 10 year that some brands have strong influence in China's local market.

"Because of the entry of luxury goods around the world and the rigid demand of Chinese consumers for fashion consumption, it is hard to disappear once this rigid demand arises, because people may be able to lower the value of their low-end items after passing through the brand clothes with high quality, design sense and style.

However, at the same time, the era of consumer rational consumption has begun. In recent years, consumers have not only identified the clothing brand by a LOGO, but really understood the quality of the brand product and whether the style is suitable for themselves.

At this time, it is possible for China to have a high-end brand with obvious brand style, which is respected and liked by Chinese consumers.

So, I think these 10 years are a prime time for the development of China's high-end fashion brands.

The central economic work conference, which was just concluded soon, suggested that next year's economic work should be "steady progress".

However, behind this "stable" general tone, the demand for expanding domestic demand is still accompanied.

In addition, from the macro level, the government's regulation of housing prices is not relaxed.

In this regard, Xia Hua believes that people's investment in owning type assets will be reduced, and the desire to enjoy consumption (for example, the purchase of high-end fashion can be immediately worn) will become stronger and stronger.

"Clothing is no longer limited to people's perception of products, and has become one of the spiritual pursuits of people.

In the process of stimulating consumption, clothing consumption should maintain a strong growth.

Xia Hua said.

In terms of men's clothing consumption, Xia Hua thinks that the original clothing consumption is relatively large. Now people pay more attention and purchase to holiday entertainment, evening dress and even men's ornaments. People are changing from the past single practical clothing demand to fashion and style.

Shaping brand culture to embrace the world

Like the general trend of the development of the domestic garment industry, the overall situation of China's men's clothing industry is facing structural adjustment and pformation and upgrading. The export situation is improving, and the domestic market competition is becoming increasingly fierce. It will become the focus of development. The construction of men's clothing industry with creativity as the foundation, innovation as the means, and the brand contribution rate and the contribution rate of science and technology to improve product value will be an important topic of its development.

At present, China's men's wear industry is becoming more and more mature. The international competitiveness is changing from the labor cost advantage to the high level of product development and innovation advantages, product quality innovation advantages, brand innovation advantages, and cultural innovation advantages.

For China's men's clothing industry, Xia Hua believes that in the design and marketing, men's clothing in the past few years of development in a breakthrough is not strong, but also constrained by resources.

"Yi Wen has completed the integration of global suppliers because of insufficient support for raw materials in China.

An industry should be the common progress of the upstream and downstream, and globalization will enable us to share the same raw material manufacturers and manufacturers with the international men's wear brands.

She also believes that the neglect of Chinese men's fashion has also affected the development of men's wear in China.

"In the past few years, the top brands that have been accepted into the Chinese market are almost all European brands, causing people to ignore Chinese men's fashion.

When it comes to advanced brands, consumers first react to Italy and other countries.

In fact, there are also good senior brands in China.

In the view of Xia Hua, the important reason why Chinese men's wear hasn't come out in all these years is that many men's clothing enterprises have neglected their own cultural values.

"I have always said that the Chinese people's attitude towards fashion has not yet been opened.

In fact, Chinese clothes, Sui and Tang Mandarin Liriodendron, Nakayama Ki, Qing Dynasty people do not want to cut the braids and so on, are Chinese people's distinctive fashion attitude.

But after the reform and opening up, when we have the ability to embrace the whole world, these things become blurred.

A very important factor in the development of Chinese men's clothing in the next 10 years is whether the fashion attitude of Chinese people can be accepted by the whole world. Can the voice of Chinese men's clothing be heard all over the world?

In fact, the culture of a brand should grow with it since its birth.

"After a period of cultural blanks, some Chinese enterprises suddenly realize the importance of culture, and then find a foreign enterprise to help comb their own brand culture. This is a problem.

Cultural connotation is the most important foundation of a brand. It should be owned from the beginning and must continue to go on. "

For Yi Wen, its brand culture is always surprising.

For example, in 2000, yvin made a stir in the industry's "my father and my mother's emotional fashion", calling on the urban people to return to their emotions and starting to link the social reality with Chinese brands. During the SARS period in 2003, Yi Wen made a large-scale exhibition of "beauty in the wind and rain", and thousands of people took photos of the hands to stir up the industry and the whole society. In 2005, the desire for "stuck in the throat" in the emotional fashion of Yi Wen appeared on Wangfujing street. In the same period, the second batch of emotional story hanging cards came out again, playing the chapter of clothing culture again.

In recent years, Yiwen has begun to study and protect Chinese craft, including the display of a Chinese craft and Chinese fashion attitude in the capital museum in September this year, all of which are important points of the combination of brand culture and fashion.

"There is still a long way to go for the emergence of world-class famous men's wear brands in China. Compared with world-class famous men's wear brands, we lack more brand culture and independent research and design capabilities."

Ding Hui said.

For brand culture, Ding Hui believes that we should start with positioning the brand, and then dig and precipitate the brand culture.

"It has always been positioning itself as a private brand clothing retailer, so it is more through the terminal to directly understand consumers, cultural background, consumption habits, consumption potential and understanding of fashion culture, and then through data integration to excavate the cultural commonalities and interaction points between brands and consumers, and then decide what kind of products and services to meet customer needs."