Chinese Women's Clothing And International Brand &Nbsp; Secret International Luxury Big Is How To Be Born.

Dior, Chanel, Armani, Prada, bolberry, Calvin, Klein, Donna Karen make the world fashion. Female sex Crazy names, not just their own Latest fashion The pride of the company is also the country of which it belongs. Proud 。

Because mentioning these names also brings people to the fashion capital of France, Italy, Britain and the United States. It can be said that it is precisely because of these world-renowned fashion brands that they have achieved the reputation of "fashion capital" and "clothing power" in Europe and the United States.

Conversely, the unique cultural, natural and economic environment in Europe and the United States also determines that there is always a need to produce super large ladies' clothing. In other words, a specific historical time plus a specific national environment has achieved the overwhelming majority of women's clothing in the world today.

Social humanistic foundation

Daly, the greatest surrealist in twentieth Century, once described cocoa Chanel: "her high fashion industry has a biological determinism -- she has the most beautiful body and soul in the world." This sentence seems to be acceptable if the subject is changed from "Chanel" to "all French".

Indeed, when it comes to fashion, perfume, shoes, bags and all the other things related to fashion, it is necessary to mention France, because they are the most romantic and dressed people in the world.

The French themselves admit that they attach great importance to appearance, and "always like to regard fashion as an eternity and regard trifling as a fundamental". Perhaps it is because of this innate external form and the extreme importance of details that the French will dress up to turn from a handicraft into an industry, an art, and a culture.

Chanel fashion, founded in 1913, is always elegant, simple and elegant. The designer is good at breaking through the tradition, and successfully pushes the women's clothing with "big binding" to a simple and comfortable way. Her dress has abandoned the tight waist girdle, the whale bone skirt hoop, advocates the shoulder back type leather bag and the fabric suit. Her design concept was quickly recognized by the French upper class women.

At the same time, Chanel also benefited from the trend of feminism rising in the French society at that time. Women desperately wanted to be liberated from all aspects, of which clothing was perhaps the most direct and speedy way of expression. Chanel designs generous knitwear, simple black dresses, trousers, suits and sandals to cater to the feminist psychological demands.

Chanel knows most about women, and Chanel has a wide variety of products. Every woman can always find something suitable in Chanel's world. In Europe and America, there is a popular saying in the female society: "when you can't find the right clothes, you can wear Chanel suits."

By the end of the 1940s, great changes had taken place in the social environment of France. The country and people coming out of the war need to relax, so the era of sexy and enjoyment is coming. The change of social atmosphere has brought a new trend in French dress. In 1947, Kristen and Dior launched the "new look" dress featuring gorgeous, sexy and exaggerated features. The New Look, a record Dior fashion show, has revolutionized women's wear. The tall chest, the slender waist, the long skirt, and the half eyed hat, all of which broke the conservative lines of the World War II women's clothing, and brought a strong impact to the heavy gray society at that time. "We have witnessed a fashion revolution and witnessed a fashion show revolution," the editor of Vogue magazine praised. The editor in chief of the International Herald Tribune fashion edition even said Dior won the war for France.

Economic strength

The degree of fashion of a country and the dream of "fashion power" have an inevitable connection with its economic development level. The United States is a typical example. In the first half of the twentieth Century, the United States did not yet have a clothing brand that was heard in the world. At that time, "American fashion" was still a vague concept. At that time, fashion people in the world were interested in the French high fashion. At that time, the ladies in the United States did not care about their designs at all. They were more interested in going to Paris to "wash goods" and make them happy and proud.

This seems to make us feel familiar, because the American female consumers at that time is a historical portrayal of the Chinese female consumers.

However, with the end of the Second World War, the United States economy was unprecedentedly prosperous, and entered the golden development stage. The economic strength decided the superstructure, and also decided the international discourse power of a country, which naturally included the cultural values and the fashion outlook.

The United States does not have such a long history and tradition in Europe. Naturally, there is no red tape and rules in the traditional European society. What Americans advocate is comfort, practicality and freedom, which is also expressed in their requirements for clothing.

In particular, American women are more unfettered than traditional women in the continent and their economic independence has gained more confidence for them. They are bright, frank and straightforward; they are brave, willing to try and willing to take risks; they love sports and outdoor activities. Under the fast pace of life, they do not have time to change several sets of clothes one day to suit different occasions. On the contrary, they like the relaxed and enjoyable style of dressing. This is the first time that the United States has been independent of European taste and has its own clothing culture. Donna Karen, one of the three top designers in the United States, successfully captured the hearts of American women at that time. She created a revolutionary "simple seven" concept, that is, a tights, a skirt, a pair of trousers, a cashmere cardigan, a coat, a fur and an evening dress to meet all the dress requirements of a modern girl.

Donna Karen's design is very suitable for career women, because her design is decent and comfortable, and there is no lack of personality in the Convention. One of the basic elements of her design is tights, which can be used to match skirts and trousers, and can be worn individually when they are cold. When they are cold, they are wearing a jacket. If you want to change the color feeling of the whole set, you can change the color and style of the tights. In short, convenience and practicality are a major factor in the success of the brand.

China's women's clothing brand's road to power:

Strong brand is national strength.

Having world-class brands is the only way to become a powerful country. This is not limited to clothing. Looking at the development process of various industries, having famous brands has become a powerful indicator of the industry. As for the clothing industry, China is a big country of textile and clothing, but it is far from being a strong country of textile and clothing. Our textile and garment brands need to make greater efforts to have a truly world-class brand on the road of textile and apparel power. Li Guangdou, founder of the brand marketing organization of Li Guangdou, said at the 2011 clothing conference: "China needs to enhance the soft power of Chinese brands. What is the strength of the United States, not because of the US Army, nor the US dollar, but the 100 most valuable brands in the world, the top ten brands in the United States, which are all American brands.

Wu Jianmin, chairman of Shu Lang brand, said that the famous fashion brand LV has many foundry factories in China, many of which are also well-known foundry brands. But if we want to have the right to speak in the fashion world, we must have world-class clothing brands, and only the famous foundry brand and raw material brand can not become a powerful clothing country.

To become a strong garment country, we must have world-class brands. This world-class brand must be recognized by consumers in various countries and accepted by the world market. World class brands are not famous in China. The high price is the world famous brand. First of all, world-class brands must be recognized by consumers in important world class stores such as Europe, America and other developed economies and important cities. Secondly, there are many marketing modes such as shopping malls, franchised stores, agents and so on, and brands with market share can be regarded as world-class brands.

According to McKinsey, the percentage of Chinese consumers who believe in local brands relative to foreign brands is 46% in 2005 and 53% in 2008. Nowadays, Chinese people are very confident and believe that Chinese people can create good brands. This belief is very important.

In the past thirty or twenty years, the Chinese consumer goods market met with fake foreign brands because consumers believed that a foreign brand could bring more value-added. Today, the Chinese believe that China can create a truly good brand, which is undoubtedly a historic opportunity for enterprises based on building Chinese brands.

In the face of such opportunities and new situations, how can we create the brand? Zhigang, President of the marketing center of Shanghai Mei song Cosmetics Co., Ltd., said: "the brand can bring the greatest return to the enterprise. But as the market matures, fewer and fewer brands will succeed. This environment is full of opportunities for growth and threats to every brand and every enterprise. In the foreseeable future, brand enterprises will continue to face these challenges. On the other hand, local brands will face the best era of historic rise.

Wu Zhigang believed that consumers did not believe that Chinese enterprises could make brands in the past thirty years, but today the Chinese people's confidence in their brands is getting higher and higher. Although compared with the past, because of the international economic problems that make us face a very harsh economic environment, our country's brand awareness and perceptions of consumers have changed a lot. The success of a brand stems from the consumer's recognition of the national brand and regional brand. Today, Chinese consumers are optimistic about the brand identity of Chinese brand, which is the biggest opportunity for our local brands.

Wu Zhigang also said that only strong brands will survive in the future. This is the basic sign of a strong brand. In contrast to the brand characteristics of garment industry, in addition to high visibility, repeated users are different from other competitive brands. Therefore, building a strong brand is a great challenge.

Women's clothing leads fashion.

Fashion as a fashion industry, the trend of leadership is the fashion of women's clothing. Women's clothing is leading the trend of clothing, leading the trend of accessories and leading the trend of fashion peripheral industry. Therefore, the strong brand of women's clothing for a country has the right to fashion discourse has a role to be reckoned with. Yang Dayun, President of UTA fashion group, once had such a saying at the clothing conference: "the most popular companies in the international garment industry, the top seven are women's clothing, while the largest clothing companies listed on A shares in China are men's clothing. But I think the future fashion market must be the world of women."

For the important position of women's clothing in the fashion industry, most of the colleagues in the clothing industry agree. Since women's clothing is so important in the fashion industry, what is the development of our women's clothing brand? How far is it from world-class brands?

In an interview with Xia Guoxin, general manager of Shenzhen song's brand, Xia Guoxin said that China's clothing industry began to have brand awareness and had a very short time to own the brand. Facing the hundred years of European and American clothing brand culture accumulation, we still belong to the beginner stage. Therefore, there is still a big gap between our brand and the traditional European and American garment giants. It takes time to accumulate, not to work overnight.

Wu Jianmin, chairman of sulang brand, believes that Chinese brands have really begun to have brand awareness in the past ten years, know the relationship between brands and trademarks, know the relationship between brands and regional brands, and know a series of related concepts of brand development and innovation mode and brand management in the process of development, market management, brand operation, brand persistence, brand and quality, brand and word of mouth, and so on. In the past 10 years, women's wear brands have really begun to examine whether they have the ability to make national brands and world-class brands, and consider whether they have the ability to seize opportunities.

Speaking of the quality of Chinese clothing brands, Xia Guoxin, the head of the famous women's clothing brand in China, expressed his confidence in the Chinese women's clothing brand. He said, "if you take out two women's clothing, one is an internationally famous brand, and the other is a famous brand in China, we don't have much difference in quality, design, technology and other hard targets. We are still the accumulation of brand image, and the accumulation of brand image in customers' mind takes time.

When talking about the pace of China's brand moving towards the international market, Xia Guoxin said: "international brands must have a certain market share brand in the international market. If Chinese brands want to become international brands, they first need to open their flagship stores in the international metropolis, and they can get the recognition of local consumers and occupy a certain market share, so as to say that the brand has taken the national door. Now many brands choose to go abroad later, because the Chinese market is the best market in the world. Compared with the international market, there are more space for development and growth. Many foreign brands are crowded into the Chinese market, and the Chinese market is very important. As a Chinese brand, we must first do our own market well, so many brands are not eager to go global now, which is also a brand strategy.

Chinese women's wear and international brand

In the face of how to view China, there is no world-class women's clothing brand yet. Wu Jianmin said: "the Chinese market is a big regional market in the world. It is undeniable that China is an important part of the world market. But the Chinese market is bigger, and the Chinese brand is doing well in China. It is also a famous brand in China, but it can not be called the world brand. Only when we go abroad to sell products to other countries in the world can we truly become world-class brands.

Wu Jianmin also said that Chinese women's clothing did not go to the international market. This shows that Chinese women's clothing has not enough ability to go to the world at present. Of course, each brand itself is different. But if you have enough ability, even if the brand does not take the initiative to go abroad, there will be international agents who want to cooperate with them. But at present, Chinese women's clothing brands can do little. However, if the brand is positioned as a world brand, it must be constantly groped and tested, and then will find a way out of the country. Wu Jianmin also talked about the experience of Shu Lang moving from Shandong to the whole country. He said: "Shu Lang moved from Shandong to the whole country. At first it was not so satisfactory, but we kept exploring, and finally let us go to the national market. If the goal of moving towards the whole country has not been established, I am afraid that he will not even go out of Shandong. Many local women's clothing brands in China have done very well. Why they can't make national brands is because they have lost historic opportunities because of their limitations. From the beginning, he began to look at the brand development from the global perspective. Therefore, we spent 10 years using international resources to find out the international methods, rules and rules. Through the layout of the Chinese market, we explored the regional characteristics, seasonal characteristics, consumer characteristics and aesthetic orientation of the Chinese market, and trained and built marketing talents, design talents, logistics talents, informatics talents and commodity science talents to adapt to the global market. Only in this way can enterprises and brands become the foundation of a world-class brand.

When it comes to the emergence of world-class brands in China, Wu Jianmin believes that world-class brands must be the product of integration of social resources, multi-dimensional, and have the ability to integrate social resources. Only if the whole society has the sense of world brand, can China have the world brand. Only if all sectors of the society work together can China's world-class brand emerge. There is still a long way to go for Chinese women's clothing to become world-class brand. People in all sectors of the society need to work hard for this national goal. Of course, China is developing very fast. As long as the whole industry takes the brand awareness of the whole country to treat the brand development, China will surely have world-class brands.

Xia Guoxin is also confident of the emergence of world-class women's clothing brands in China. He said that China will definitely have world-class women's wear brands. He said: "when Chinese culture gets more recognition, China's international brands will emerge." This cultural identity is not only the recognition of Chinese culture by foreign people, but also the recognition of their own culture by the Chinese people. Fashion is a cultural background. The fashion in Italy is romantic. French fashion is noble. The fashion in Britain is rigorous, and the American fashion is relaxed, which is closely related to the culture of every country. China has its own cultural tradition and will have its own fashion context in the future.

Xia Guoxin said that China's fashion is following the trend of Europe and the United States. "China's fashion industry starts late, and it will go through the stage of imitation. Once we have used this development period, we will have more innovations. Chinese people's thinking patterns are divergent and diverse. China does not lack innovative genes. Although many women's clothing brand enterprises are learning from Europe and America, they are not copying completely. They are learning in innovation.

Chinese women's clothing has been greatly improved in the past 10 years. Although the road to international is not easy, it is believed that in another 10 years, 15 years and 20 years... Through the continuous improvement of Chinese women's clothing brand, there will be a Chinese women's wear brand going abroad to become an internationally famous brand.