What Factors Do China Need To Achieve "Men'S Clothing Brand"?

In recent years, South Korea

Now, we are in the way of "fashion power" to "clothing power". What is the development status of China's men's clothing as the main force? What's the difference between our brand and the road to "clothing power"? How far do we need to go? With these questions, this newspaper interviewed Chen Guoqiang, deputy director of the Institute of industrial economics of the China clothing association. After a dialogue, the forward-looking view on the advantages and disadvantages of Chinese men's clothing and the collision between the dream and reality of the "clothing power" and so on are presented by Chen Guoqiang's deputy director.

The author: clothing industry developed in Europe and the United States and other countries have their own world-class clothing brand.

World class clothing

Chen Guoqiang: the famous clothing brand in the world is an important symbol of whether a country has reached a "garment power" or not.

This is for sure.

If there is not a group of first-class brands recognized by the world, then the "clothing power" can not be mentioned.

The author: what is the development status of China's men's wear brand?

Chen Guoqiang: according to the present development of Chinese men's clothing, Chinese men's wear has already had a very good production process, and also has a fairly high level of design ability and a relatively complete industrial chain.

If we don't look at brand awareness, we can even say that Chinese men's clothing has the same quality level with men and women in Europe and America.

Many of the clothes sold abroad in China are made in China and designed by Chinese enterprises.

There are also some famous international brands, which are entirely designed in China and are designed by Chinese designers.

The author: what advantages do Chinese men's wear brands have?

Chen Guoqiang: this has something to do with the history of Chinese men's wear.

In the 20s and 30s of last century, the "red gang tailor" appeared, specializing in processing Western-style clothes for foreigners.

In this sense, China has made nearly 80 years of history in making men's suits. In the process, it will inevitably absorb the production technology and design technology of Western clothing, and in addition, in recent years, China's research and development of high grade suit fabrics has been constantly improving, so China's men's clothing has already had a certain strength.

Moreover, not only Western-style clothes, but also many other Chinese brands in men's clothing.

The author: Unfortunately, Chinese men's clothing has already had the international first-class level in production and design, but has not yet appeared a world-class super brand.

Chen Guoqiang: in fact, a brand can become a world-class brand, not only requires the quality of the brand, it is very important to have the consumer's approval.

The so-called world-class brand is to be recognized by consumers all over the world.

In addition, we should have the following points: first, we must have a cultural idea that can be accepted by the whole world, and the culture behind it.

The author: can be recognized by consumers of consumer countries, is an international brand essential quality?

Chen Guoqiang: Yes.

It is not only the recognition of the country of origin, but also the recognition of the consumer country.

In this regard, the big international card is doing well.

China's brand is worth pondering. In our "going out", did we carefully study the culture of foreign countries? The reason for the failure of foreign brands in the course of operation is the fact that cross-cultural communication has not been done well.

It can be said that our first step has been preliminarily successful, that is, product quality and design, but it is far from enough in terms of cross cultural communication and global resource allocation, and this capability is relatively weak.

Over the past few years, we can find that Chinese garment enterprises have improved the ability of individual enterprises, and have gone all the way. However, from the perspective of the whole industrial organization, China's entire apparel industry chain is far from enough to integrate the global and global resources.

Author: is this the next development direction of Chinese clothing brand and menswear brand?

Chen Guoqiang: you can say so.

It takes time to become an international brand.

After all, our reform and opening up has only been 30 years. It is not easy for Chinese brands to develop today. We should see their own development, cherish their own development achievements, but at the same time we should also see deficiencies.

Author: what are our deficiencies?

Chen Guoqiang: the internationalization of clothing is not about products, but also a way of life.

The elements of the product itself, the operator's own level and the consumer's consumption level must be possessed simultaneously.

For example, for example, a well-known fashion designer abroad may also have deep attainments for home design, or is insightful for architectural design.

In China, although there are some buds, but in general, the domestic clothing design, home design and architectural design belong to three distinct areas, which is very unfavorable to the formation of a life style.

So, that's why our brand is well developed, and the individual design is good, but it's still hard to become an international brand.

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The author: that is to say, we should learn to cross the boundary, more fields, and more extensive crossover.

Chen Guoqiang: Yes.

You can see that there are many cross-border modes of international brand names, such as cross-border cooperation between clothing brands and electronic products, Armani mobile phones and Samsung mobile phones.

We also have shortcomings in this respect, which, to a certain extent, has become a factor affecting the internationalization of Chinese brands.

The author: in fact, apart from the reasons for the brand itself, as consumers, it seems that the phenomenon of domestic consumers worshipping the ocean is more serious.

Chen Guoqiang: This is also a process.

Many trends start from the West. Consumers have a preconceived sense of fashion. The first quarter of the season is released to the West. Although we have two fashion weeks every year, consumers still pay more attention to fashion week in Paris, Milan and New York.

Author: do they have a congenital advantage?

Chen Guoqiang: Yes, from the cultural background, they have a time lead.

We can not deny this.

Therefore, many entrepreneurs and designers say that the internationalization of brand development, in addition to the brand's own capabilities and efforts, is also closely related to the enhancement of the country's overall economic strength and the increase of cultural influence.

The author: taking all the above factors into account, you can make a hypothetical judgement. How long will it take for China to produce world-class famous menswear brands?

Chen Guoqiang: This is really hard to judge.

I think less is five to ten years, more than twenty or thirty years.

This is in keeping with the position of our country's economic and cultural discourse in the world.

Brand is not only a reflection of an industry, but also a reflection of the state's influence.

We need our business efforts, industry associations' efforts and government efforts.

As far as I know, in the past two years, we have explored a lot. I feel that our entrepreneurs and trade associations and governments are constantly learning how to cultivate China's world-class brands.

Overseas cases

South Korean men's clothing has attracted more and more attention from the world's fashion industry. It is very important that there are a number of Korean men's fashion designers on the world fashion stage.

Like Jung Wookjuun (Zheng Yujun) and Choi Bum Suk (Cui Fanxi) are frequent guests of the world's fashion week.

Jung Wookjuun (Zheng Yujun) first appeared in the name of Juun.J in the spring and summer June 2007 Paris fashion week in June 2007. Its design completely showed subversion and trendy, which made the fashion world in Paris amazing.

On the theme of "Repositioning", the general once again made a thorough interpretation of his coat and deconstructed the classic, presenting a new design style.

"Another fashion star," "a creative designer," and so on, came to Zheng Yujun. He was even selected by France's "Le Figaro" as one of the 6 most concerned designers.

After the success of the Paris fashion week in 2007, Zheng Yujun opened her JUNN.J brand store in Paris and became a frequent visitor to Paris fashion week.

With the increasing popularity of JUNN.J brand, Zheng Yujun has been invited to participate in fashion festivals such as the Athens Fashion Festival in Greece and Russia fashion week, and has become a designer active in the international arena.

In the fashion week of New York in 2009, Choi Bum Suk (Cui Fanxi), which owns the General Idea of men's wear brand, was a blockbuster. It was chosen by New York fashion week organizers IMG as one of the three noteworthy designers.

In 2010, PUMA, the world's leading brand, released its first asian designer cooperation project. It joined Cui Fanxi in designing a unique limited shoe for PUMA's classic nostalgic product DiscBlaze.

"We are delighted to be able to work with young fashion designers like Cui Fanxi.

Because this cooperation contributed to the creative design, closer to the distance between PUMA and young consumers. "

PUMA Asia Pacific Marketing Director ChristophPeterIsenbuerger praised the collaboration with Cui fan tin so much.

On the other hand, Cui Fanxi's talent and crossover in music are also important points for PUMA.

With the emergence of men's wear designers in the "international rush", South Korean men's clothing enterprises are also stepping up their exploration of the new direction of development.

Cologne, one of the most famous men's clothing companies in Korea, has recently started a business with famous designers at home and abroad to strengthen cooperation between brands and designers. This cooperation is not simply to produce designer products, but to hire famous designers both at home and abroad as the creative director of the brand, and can directly participate in the company's commodity planning.

For example, HEAD, its sports brand, has recruited Cui Fanxi, the pioneering designer of Korean fashion industry as the creative director, to prepare for the next brand new start.

Another famous Korean brand named CAMBRIDGE has been working with British designer TimothyEverest, who is famous for its hand-made suits since last year, and has hired him as creative director. So far, the brand has gained a good harvest in sales.

There are also some men's wear brands that are collaborated with well-known artists to cross the category of some products.

Apart from deep cooperation with famous designers, Korean men's clothing enterprises also attach great importance to the training of talents. Although they like to recruit employees who have experience, many enterprises have been recruiting continuously all year round, through the establishment of talent data repository for contingencies.

Even so, the Korean industry is constantly calling for attention to the cultivation of talents, giving talents better space and salary.