The Cultural Door Of Underwear

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In May 21, 2011, the first China international underwear culture week took the Shenzhen international brand.

In December 27, 2011, the 2012 China international underwear culture week and the seventh Shenzhen international brand underwear show press conference were held in Beijing. According to the organizing committee, this year's content is more abundant. It will launch a series of activities such as the Chinese underwear culture and creative design competition, the Chinese home furnishings cultural and creative design competition, the fashion public welfare ceremony, the international underwear fashion trend conference, the Chinese underwear industry and the high-end department store dialogue.

Besides

Industry observation

At the news conference of the 2012 China international underwear culture week and the seventh Shenzhen international brand underwear exhibition held recently, many industry leaders, such as cat international chairman Lin Lin, and so on, stated their thoughts on brand culture. Chairman Zhang Rongming and Ordifen chairman Wang Wenzong also expressed their support for underwear culture week in a pre recorded video clip.

Looking at the development of the entire garment industry, every stage seems to have a label or industry theme. For underwear, it is no small progress now to "culture".

At the above press conference, Wu Yiming, chairman of Shanghai north polar industrial Limited by Share Ltd, said frankly, "we have been immersed in products and are still desert in cultural construction."

In the field of thermal underwear, the northern polar pile should be considered a leader. It has developed a mature brand image. Wu Yiming is so modest that it is easy to imagine the cultural status of the underwear industry.

Before the brands such as adoring, Ordifen, cat and others did not play a culture card, China's underwear industry is uncivilized.

Many of the branded and woolen sweaters introduced by many old enterprises have a single function, a single style, no own DNA, and a vague face between the brand and the brand. Who can distinguish the trademark from the trademark?

However, the times are progressing. Clothing is no longer just used for shelter. They begin to have their own language and tell the wearer's personality and sentiment.

The French fashion research center has released a report on the Chinese underwear market. The report points out that Chinese female consumption belongs to the younger generation. In the potential market, about 525 million of the consumers are over 15 years old. Among them, 21% of the consumers are 15~24 years old, and 41% of the consumers are 25~44 years old.

They have strong demand for consumption, the demand for fashion items continues to rise, and about 140 million of Chinese consumers belong to high-end consumers, with a budget of about 300 euros per person per year for fashion garments.

Women who pursue fashion want to show their slender figure and enhance their overall profile through luxurious and delicate underwear.

In order to cater to this market demand, the sexy label of underwear arises at the historic moment.

Whether it's a show of underwear or a commercials shot by the big brands, they are trying to highlight this sexy charm.

The underwear brands such as Ann Li Fang, cat man, and so on, vigorously promote sexy elements in the promotion process.

The "sexy" element that has strongly impacted people has indeed become the selling point of many underwear brands, but the market is easy to be happy and old. When it can no longer stimulate people's nerves, brand players have played other cards, and culture is a very important component.

The Chinese underwear design competition of Ordifen has been for several years in the past several years in China as the theme of "several styles of prosperity", such as "elegance and elegance", "Datang Fengyi", "Han Dynasty Festival", "Yuan Yuan dream" and "Ming men's show". It's like a textbook, so that people can rely on underwear to re understand the rhythm of ancient culture.

After adoring and unwilling to do so, the new products released on the China Fashion Week every year adopt a combination of Chinese and Western design techniques to promote a new classicism and surpass the boundaries between inside and outside garments.

The connotation of underwear culture is not only here.

Because of the close fitting clothing, people's requirements for the comfort and comfort of underwear are much higher than that of their outer garments, so they have the concept of green and environmental protection, and extend to science and technology.

The major underwear manufacturers have made great efforts in the selection of fabrics and the design of their styles.

In addition, public welfare activities have also become an effective way to brand image. Many enterprises join in the action of "Pink Ribbon".

At this point, cultural elements are integrated into the warm stream of love.

At the same time, the family of underwear is also growing, gradually extending to the field of household clothes, swimsuit and so on.

"Home culture" has become the core of every household clothing brand, and the concept of "LOHAS" is linked to it.

As the slogan of "China's international underwear culture week" put forward: "culture makes underwear more wonderful", underwear also makes the life of modern people more wonderful.

The injection of cultural elements has made clothing more humane.

Classic case

Adoration -- Neo Classicism

A new gold bra with 160 diamonds uncovered the mystery of the "love 2012 spring and summer conference" held in the evening of October 24, 2011.

This hand-made gold bra lasted six months and was designed by Zhang Hongyu, the design director of jewelry. Zou Ningxin, the master of jewelry design, led 5 disciples to complete the work.

They used modern technology to improve traditional Chinese silk technology, and combined with European lace making technology, made this modern fashion and beauty of gold bra.

There are two key points in the design concept of the conference. One is the application of underwear external elements and clothing decoration techniques in underwear design, and the two is the embodiment of Chinese and Western design concepts.

According to introducing, this is not only the change of fashion modeling, but also the expression of elegant and comfortable life style and the concept of innocence and free life.

This "love 2012 spring and summer conference" is composed of 4 series, taking classical beauty as the main thread, not only showing the combination of ancient and modern aesthetics, but also boldly using the collision between eastern and Western aesthetic culture.

Zhang Hongyu said: "classical is not only the essence of classical culture, but also the classic masterpiece of the integration of material and spirit. The fashion trend of love 2012 has interpreted Neo classicism from a new angle."

Ordifen green mobile fashion

"Green fashion" is the theme of the "Ordifen Cup" 2011 China underwear design competition. Its intention is to use "green" as a symbol of new fashion and advocate a brand new dynamic new fashion of environmental protection. This is the responsibility that a national brand should fulfill and the leader's responsibility to lead the industry.

The competition organizers hope that by promoting the theme of the competition, more young designers will be able to think, create and participate in the new life of environmental protection and fashion, and lead more people to enjoy the fashionable life while improving their attention to environmental protection and healthy life.

The "Ordifen Cup" China underwear design competition initially took the elements of the dynasty as the theme, advocating the spirit of inheritance and re creation of Chinese culture, and combining fashion design with Chinese culture to create new fashions of Chinese elements.

The athletes injected the elements of the dynasty into every competition, and carefully tailored them with modern, personalized and fashionable perspective.

Cat man -- 3S doctrine

In 2007, the cat international chairman Lin Lin took a tour abroad, focusing on the secret of Vitoria, the brand that opened the American women's desire button.

Since then, the cat has begun a magnificent turn, quietly testing the water "Vitoria secret", to create its own underwear, small underwear, household clothing, swimsuit, yoga suit, and even perfume, jewelry, including the "Chinese sexy fashion dress first brand", to explore the "Chinese style" sexy new connotation.

Unlike the "secret of Vitoria", which emphasizes the visual enjoyment, the sexuality in the cat's ideal emphasizes the "inside and outside repair", that is, 3S ISM (SEXY sexy, SELF self-confidence, SMART wisdom).

Press comment

Professor Lang Xianping once mentioned in his works that underwear with "second skins" is a close fitting girlfriends of women, and shoulders the responsibility of shaping the image of "women's ideal self".

The history of underwear development is also a history of women's ideal self change.

In the Han Dynasty, underwear was called the "heart clothes". In Wei and Jin Dynasties, it was called "two crotch". The Tang Dynasty called "inside" and "cloak". In the Song Dynasty, it was called "breast cleaning". The Ming Dynasty was called the "main waist". In the Qing Dynasty, it was called the "belly pocket". Until 1914, the bra of modern meaning was born in the West. Every change witnessed the awakening of feminine consciousness.

Yang Shibin, President of the China knitwear industry association, asked at the press conference of China international underwear culture week, what does underwear sell? Because of the requirement of comfortable clothing and small size, underwear can not be as colorful as its coat, then how can the brand be superior to others? Broad and profound culture can become an indefinable treasure. Of course, this culture includes corporate culture and brand culture.

Culture is a popular word nowadays. It is hoped that underwear is not only a label, but a product's essence.