Analysis Of The Four Fashion Rules Of Chinese Clothing Brand

The real war started.

What is the core weapon of this war?

"On the eve of the new year's holiday, the company is still operating as usual." Said Miss Song of Dongguan wilderness company.

However, when she returned from business, she found that the company was empty.

In January 2, 2012, the company holding the Guangdong brand "stranger" broke down.

For Miss Song, working here has always been her pride. Now that the company has gone bankrupt, she has to find a job again.

This seems to be a footnote for industrial development in 2011. In the past year, "Dongguan is now closing down" and "Wenzhou enterprises". Collapse tide And so on.

"Last year, the cost of raw materials and labor increased, leading to an increase of about 30% of business expenditure, which is too much pressure on enterprises." Li Shengzhi, executive director of Guangzhou's company, talked about the collapse.

However, banks' tightening of money has brought about a fatal impact on the development of garment enterprises. Some scholars say.

Obviously, for many enterprises, banks loan Suddenly tightened up and became the last straw to overtake many enterprises.

Indeed, in the past year, many enterprises have come to the crossroads of development.

"At stake," said Zhou Dewen, President of the Wenzhou Association of small and medium enterprises, "2011 is the most difficult year since the financial crisis."

In fact, as early as last October's China clothing convention, Chen Dapeng, executive vice president of the China clothing association, asserted that in 2011, it may be more than 2008. financial crisis It's also difficult.

This is mainly reflected in small and medium-sized export enterprises.

"Europe and the United States economic uncertainties, leading to the decline in clothing demand in Europe and the United States, which is the main reason for the slowdown in China's clothing exports." Xia Lingmin, vice president of China Textile Industry Federation, said.

Under the pressure of China's cost, many orders have begun to shift.

"We are being affected by the rapid rise in wages in China's manufacturing sector." "In the next five years, China's capacity will be reduced to 40-50%, and the new orders will be transferred to countries such as India, Vietnam and Philippines," said COACH CEO Lew Frankfort, chairman of the US brand.

The transfer of international brand orders has accelerated the breadth and speed of China's market development.

Even those luxury brands are breaking through the layout of China's first and second tier cities, striding into the three tier cities, and the Chinese market has become their racecourse.

For example, LV has opened 27 stores in 22 cities in China, including two or three cities in Changsha, Xiamen, Wuxi and Wenzhou.

"After the luxury brand attracts popularity, many start to go down." Chen Hongbing, a luxury consultant, said they were not satisfied with the high-end market and became popular. extravagant Ism, snatching the middle and high-end market, and extending the new market.

For example, designers such as Chanel and other luxury brands were invited by H&M to design for H&M. These products were robbed when they got on the shelves.

H&M stores even used police to maintain order, becoming a landscape of the city.

"We can't squeeze in the high-end clothing market," Zheng Yonggang, chief executive of Shanshan, said. "But the sales volume in the middle market is the biggest. We must occupy the market."

In fact, the international mid-range brands also have a comprehensive layout in China as early as possible.

For example, Zara, a fashion brand from Spain, has opened up a store since its opening in Nanjing West Road and Huaihai Road in 2006, and its appearance is constantly appearing in large and medium-sized cities in China. Up to now, there are nearly 80.

In fact, with the cooperation between Chinese garment enterprises and foreign brands in the fields of design, production and marketing, thousands of international garment brands have entered the Chinese market in the form of territorial production.

And Nike started the development of China's three or even four line cities.

In February 22, 2011, Nike's largest logistics center was put into use in the Asia Pacific region of Taicang, Jiangsu.

According to the introduction, the logistics center has an area of 200 thousand square meters, which is responsible for logistics operations in China including clothing, footwear and so on.

Analysts believe that this is Nike for the layout of China's 234 tier cities to make preparations.

The market structure began to be broken.

As we all know, the early entry of Nike has always had an absolute advantage in the first tier cities, while domestic brands regard the two or three tier cities as their home.

But at the moment, Nike is firmly in the first tier cities to enter the two or three line or even four line cities, which will undoubtedly bring great challenges to Chinese brands.

More importantly, Nike has gradually introduced cheaper products. They gradually abandoned the high-end image when they first entered China and began to take the civilian line to compete in the middle end market.

The enemy approached the walls.

Chinese clothing brands have to fight with international brands.

"Foreign brands have a great impact on us, coupled with the need for domestic consumers to understand their brands. They always believe that foreign brands are more fashionable than domestic brands." Wu Bangdong, President of Chuang Ji, said that the development of Chinese brands is under great pressure.

It is true that many Chinese brands have to rely on "foreign identity" to improve themselves.

In this pattern, "the birds are like a sandwich in the middle, under which there are thousands of soldiers in the country. There is a high ranking cloud in the world. They live in the attack." Wu Zhize, chairman of the wedding bird, said so.

However, if the middle end market is lost, the problem of Chinese clothing brands will become bigger. Zheng Yonggang said.

The real war started.

What is the core weapon of this war?

We can start from the international background of industrial development.

In 1930s, the world garment industry took the first round of migration, and the United States, Italy and other countries formed a new world fashion center.

In 1960s, garment manufacturing industry began to transfer to new Asian industrial countries and regions, such as Japan, Korea, Hongkong, China and Taiwan.

The third round of migration began in 1980s, and gradually moved to mainland China, India, Pakistan and Southeast Asia.

But in this transfer, the fashion oligarchs transferred the lowest value part to the less developed countries and held the high value-added links in their own hands.

In the process, Chinese clothing has formed a complete industrial chain system and processing system, and has begun to shift from labor cost advantages to functional advantages, efficiency advantages and cost performance advantages.

"Fundamentally," made in China "becomes" China created, "said Du Yuzhou, President of the China clothing association. This is a roadmap for China to move from low end to high end.

The question is, can China form its own fashion rules? What is China's fashion rule?

This needs to start with the market.

　　 One of the fashion rules -- market planning

　 How to define Chinese fashion consumers is not so simple.

2008 of the global financial crisis, all brands can be spared.

From the US subprime crisis in October 2007 to the collapse of Lehman brothers in October 2008, LV's share price dropped from 89 euros to 45 euros.

However, Hermes is against the trend. It rose from 60 euros in late January 2007 to 118.8 euros in October 1st.

In fact, on the eve of the storm, Arnott, President of LV, once said that although LV grew by more than ten percent in the world, the growth of emerging markets and the US market increased sharply. This shows that the focus of LV has been placed on the US and emerging markets, not on the negative growth in the European market.

Almost at the same time, Thomas, President of Hermes, has indicated that although Hermes has doubled its performance in Asia every year, they still focus on France.

Thus, Hermes didn't pursue the pace of expansion and kept the traditional market away from a bubble and risk.

This is a commitment, but also a manifestation of brand values.

"Positioning is very easy. It's hard to concentrate. In the face of temptation, many people can't resist temptation." The vice president of Jin Ba group said.

And more importantly, "if you don't know where the consumer is, you can't exert yourself." Zhou Shaoxiong, chairman of the seven wolves, said.

In fact, after the "seven wolves" trademark registration and the successful operation, nearly thirty "wolf's" brand came into being one after another. They all hope to make their brand bigger by the name of "seven wolves".

However, only a few brands such as "seven wolves" have grown up, and other developments are generally "dead" or "half dead."

"At the early stage of market development, the follow up strategy of these enterprises will bring a lot of benefits," some experts believe. With the development of the market, enterprises lacking brand culture will surely decline.

Indeed, many brands in China are homogenous.

For example, men's clothing, consumer advocacy are mostly "good men" or "successful men".

For example, women's clothing, mostly targeting 25-40 year old white-collar women. Newly born college students often worry about not buying clothes when they enter the workplace.

But how to define Chinese consumers is not such a simple problem.

This has also brought challenges to bestsellers.

Foreign clothing brands are Pyramid type as a whole, while Chinese consumers are more dumbbell models. How can they find their customers?

After investigation, the market is targeted at young people aged 20-30.

This group has a certain purchasing power, but the international first-line brand is too expensive for them. At the same time, they also pursue fashion, and many domestic brands can not satisfy them. The neutral market appeared, and the market between the two became the target market.

Adhere to such positioning, bestows on the Chinese aquatic wind.

Obviously, brother is also one of the successful brands in recent years.

The more than 30 year old woman began to gain weight, and the body shape of the woman who had been born will also change. It is generally inappropriate to wear A clothes again.

As a result, the elder brother took aim at the backbone market of middle-aged white collar, produced B and C model clothing, and launched a version design according to the characteristics of the consumers, which had a good market effect.

In fact, many enterprises are constantly adjusting.

The Pacific bird has a process of constantly trying to find out. Starting from the rules of shirts, formal dress and professional wear, and developing casual men's clothing, and then creating fashionable women's wear, after years of development, it has formed a series of all-around brand chains including fashionable women's wear, Lok Chai women's wear, fashion Menswear, HP Menswear, and menswear men's wear.

Since the transformation of China in 2004, "fashionable sports" has been a blue ocean, and some domestic brands that have taken this route are not fashionable at all, so the market has been swept away by Kappa.

Not long ago, Anta acquired the FILA brand, which is also located in Italy and positioned in the same direction as Kappa, from BELLE.

Therefore, Chen Yihong's major strategic decision was to acquire the Japanese skiing brand Phenix in April 2008 to enhance the scientific and technological strength, which was agreed by the industry.

In fact, about how to locate, we should learn from foreign experience, a brand has several series, such as: X brand, has a "girl sentiment series", there will be a "golden autumn charm series", multiple series meet different levels of consumer demand, expand market share, and then get rich market profits.

In fact, positioning reflects the way of thinking of brand operators, seeking similarities or seeking differences.

Some experts believe that we should have the spirit and method of "one way, one life, two life, two life three, three things all things" to discover different development space. This is the starting point of the future brand development.

In fact, China's market segmentation begins to develop in depth, which provides conditions for brand positioning.

For example, exercise and fitness will become a major component of the new generation of "new nobility", "new middle class" and "new generation" entering the society in the future. It will also generate more updated sports such as hiking, camping, mountaineering and so on, and there will be more specialized segments of the market.

For example, jewelry, shoes and hats, bags and other clothing accessories will be included in the clothing accessories category. Clothing accessories will gradually become an integral part of everyday dress.

McKinsey predicts that in the next ten or twenty years, the purchasing power of Chinese will increase significantly, and the real consumption power of the city will increase by more than 5 times, and it will rise to 19 trillion and 200 billion yuan by 2025. Especially the generation born after 80, they will be a remarkable consumer group.

This is a huge space for Chinese clothing brands to play.

However, in the face of new market demand and consumption patterns, we need to intensify our efforts to further study.

"The pursuit of consumer demand, but also to tap the needs of consumers," experts say, so that the brand can create the market.

"We emphasize market demand very much and conduct consumer research every year." Xu Bo, President of Barbara, said.

And the market changes also excited him. Parents used to want their children to be cute, but now they emphasize that children should wear beautiful fashion.

"According to this demand, children's clothing is completely adult," Xu Bo said. And children also have their own values, and know what clothes to wear on occasions.

Only in this way can we adjust the strategy around the consumption orientation, first of all, make the product well. {page_break}

　　 Two of fashion rule -- support for science and technology

　　 The era of scientific and technological productivity is coming.

On the eve of the fashion release season, Chanel will go to a village not far from Paris, and find an old lady to help her make the advanced ribbon.

This tradition began decades ago, and after cocoa Chanel saw her craft, she was appointed to make the ribbon. The old lady first disassembled the fabric sent from Chanel, then extracted the longitude and latitude line, then reassembled it, and then made the unique ribbon with her own invented wood loom.

In fact, the old lady had never seen Chanel's clothing style, and her designers did not know how to make ribbons, but these craftsmen constituted the cornerstone of Chanel and constituted the cornerstone of French luxury industry.

Of course, the luxury industry in France also pays special attention to the selection of materials.

For example, hermes bags must be made from the same animal and must not be flawed. It's not easy to hide calf skin. But Hermes has never lowered the standard of keeping a guest. As a result, an Hermes Birkin bag will have to wait in line for several years.

This is the spiritual value of French luxury brands.

In China, the power of technology is also witnessing history.

In November 1, 2011, Cajumi's down jacket was equipped with the "God eight" flying Apsaras, becoming the first time to carry the down jacket brand of Shenzhou spaceship.

This is a major breakthrough. According to the characteristics of space microgravity and strong radiation, Cajumi analyzed the related variation materials and made breakthroughs in science and technology.

In fact, as early as 2006, they launched the "breathing down jacket". In 2007, the Fujian mountaineering team wore this waterproof and breathable down jacket and boarded the mousse snow mountain.

Similarly, YOUNGOR chairman Li Rucheng has his own pride. "More than 700 years ago, Italy traveler Marco Polo introduced China's silk to Europe. More than 700 years later, I would like to be once again" Marco Polo ", introducing Chinese hemp to Europe.

In October 2010, YOUNGOR moved the "hemp family" life hall to Italy and held the "YOUNGOR hemp fiber application and Exhibition summit".

In fact, as early as 50 years ago, Europe tried to make hemp fiber products, but the technology of degumming was still out of line.

Later, YOUNGOR and the PLA General Logistics Department jointly conquered the world problem and spun 60 or even 80 yarn.

"We used to go to Italy to imitate and learn, but this time we are going to show our leading technology." Li Ru Cheng said.

"First, choose linings according to fabric characteristics." This is the case with the deputy director general of Yuya group and the non adhesive wool (linen) hand-made suit.

Because of the non adhesive all wool (linen) linen, the hand-made suit is humid, the front body is wrinkled and the cover is easy to turn out.

For example, the lining cloth is soaked in 40 degree temperature for 24 hours. After drying, the lining is cut, and the clothes and lining are steamed for two hours before drying.

The lining is related to the front styling, and the retort line needs to pull up the 0.5-0.7cm. The curve of clothing and lining should be manually positioned first and then applied to liners. Manual handspike should follow the head curve. After application, steam is applied.

To ensure that the shrinkage of sewing thread is similar to that of fabric, he chooses a flexible sewing thread. Use three strands of thread, two strands in the middle, and real silk thread on the ends. At the same time, the sleeves, ribs, bodies and post middle joints are all imported with green liquid. Besides, the head, collar and other parts should be manually returned.

At present, he has completed the single volume single cut business in the United States, France, Italy and other countries, and has set up three free brand stores in Japan, with 1700 sales in 34 stores in South Korea.

Similarly, the fixed source of red collar mass customization keeps coming from the United States.

After carrying out the volume measurement, the data of the American customers are imported into the database through the Internet. There are about 5000000000 plates in the database, which correspond to customer data.

In Qingdao, the 35 workstations in this department can be directly connected to the database, and adjust the corresponding version according to the customer data, and then directly cut through the automatic cutting equipment.

"Mass customization production is informationalized, modular or modular, highly flexible, totally different from rigid large production line." Wen Lisheng, deputy director of science and Technology Committee of China Garment Association and deputy director of the national garment design and processing engineering center, said.

However, there is a certain error in red collar anthropometry or manual operation. Mark Ed Faye's FACE72 website and PGM website have launched three dimensional fitting. The scanning system has the characteristics of short time, high accuracy, and many measuring parts.

The HY-SCANNER310, which is made up of the science and Technology Committee of China Garment Association, Soochow University and Eagle Technology Company, and the Eagle garment system, not only realizes 3D human body measurement, but also realizes the seamless connection from 3D body measurement to garment CAD/CAM.

According to the introduction, the use of 3D CAT/CAD/CAM clothing rapid generation system, can quickly obtain human data, and can subdivide the measurement location, thus establishing the human body database.

After having a huge human body database, the design of the human platform will be more standardized. At the same time, the interactive three-dimensional design can be generated by recreating the "real person", and finally the clothing samples and clothing pieces will be generated.

Xiang Ming, a lecturer at the clothing Institute of Donghua University, has set up his own process in the "web-based E-MTM men's clothing customized production information system". First, a three-dimensional human body scanner is used to collect body data, while customers choose styles on the website. Then, the system completes the basic pattern and generates personalized patterns.

Subsequently, the system loads the 3D virtual human stage of the customer and completes the virtual simulation suture of the garment. At this point, customers can see the virtual clothing effect of clothing, if the fitting is satisfied, the customer can be formally customized. The system also saves paper patterns and starts cutting and producing.

And one of the warehouses that enter the United States is forklift.

At the warehouse exit, there is a code reader to read the code and weigh it with the computer. If there is no problem, the goods can be diverted to the corresponding places.

After its listing, the United States invested 510 million yuan to establish an automated three-dimensional storage system, and its automatic sorting and distribution packing system was based on VANRIET in Holland.

With this system, the working efficiency of each class is increased by 4 times, and the company's annual orders will increase from 4 to 7 times.

"With the development of technology, a convenient, rapid and accurate identification, tracking and management of individual items, RFID technology has developed." Wen Lisheng said.

After each of the down garments was implanted in the RFID tag, Jin Yujie had his own electronic ID card for every garment, which could monitor the whole supply chain.

For example, once a garment is found to be of a quality problem in the sales process, the enterprise can track the data quickly and know its production point, so that it can find problems quickly.

At the same time, because of the uniqueness of RFID tag TID, it provides a powerful help for clothing anti-counterfeiting, and basically eliminates fake products.

More importantly, Jin Yujie greatly increased the accuracy of distribution and delivery, and the logistics speed increased by 30%.

For Han Yongsheng, director of the center for industrial management and design engineering, Software Institute of the Chinese Academy of Sciences, in the face of the phenomenon that the market is not accurate enough to predict the shortage or stock of terminals, the "pull up replenishment" is used instead of the traditional "push".

He believes that the number of stores to sell, how much each link. At the same time, adjust the inventory water level dynamically, which will not lead to shortage and will not cause inventory and release more liquidity.

Since then, inventories have been reduced and carbon emissions reduced.

In fact, Ordos, Saussurea, cashmere and other well-known wool textile enterprises, in many large shopping malls, set up a counter that allows customers to pay for the new cashmere sweater with a high discount on the old cashmere sweater.

Lining and the ECO CIRCLE recycling technology have completely removed dyes and other materials and recycled them without limit.

Similarly, the company uses "steam ladder utilization" technology and steam energy saver, and the steam economizer enables them to reach more than 400 tons of coal per year and save nearly 300 thousand yuan annually.

"In the first 4 years of 11th Five-Year, the output value of textile industry was reduced by 24.44%, energy efficiency was 38.69%, and the production capacity of polyester recycled fiber reached 7 million tons, with an annual output of 4 million tons." Du Yuzhou said.

Obviously, "12th Five-Year" will remain the focus.

However, "we should also be soberly aware that textile technology is still dominated by tracking and imitation, and the core technology of original scientific achievements and independent creation is not much."

As a result, enterprises need greater efforts, and in the system it is necessary to "improve the technological innovation system and mechanism" to liberate innovation and vitality.

It seems that there is still much room for technological innovation.

In fact, for the product, not only the quality, but also the style.

This requires design.

　　 Three of fashion rules -- Design magic power

　　 The essence of fashion is subversion.

"What we need to do is to surprise consumers." Mao Jihong, an exception, said.

In fact, the exception was released in Paris fashion week and was called art by the international fashion industry.

Indeed, the essence of fashion is subversion.

For example, Paul Polret, the world famous designer, designed the loose fitting trousers for women, which completely ended the history that women could not wear trousers.

Another example is that Chanel's small black dress is undoubtedly more tasteful, and her style of neutral dress has become popular with her.

The history of fashion design is a history of creation. For many Chinese brands, there is a lack of Chanel's "little black dress", even if it is not the masterpiece of the era of clothing change, it should also have its own standard.

Of course, this requires style first.

Students often ask Liu Guanzhong, Professor of Tsinghua college of Fine Arts: when can you have your own style? Liu Guanzhong's answer is: honestly solve your own problems and have your own style.

This requires the designer's solid creation and further refinement.

Only when the artists of the new era inherit the essence of Chinese culture and have the vision of international art can they gain the right to speak and breed the world's top brands of Chinese ancestry. Wu Zhize, chairman of the news bird group.

For Mao Jihong, he prefers Jobs's famous saying: "your time is limited, so do not waste it on other people's life path. Do not be bound by dogma. It is to live in other people's thinking. Don't let the noise of others' opinions drown out your inner voice. The most important thing is to have the courage to listen to your heart and intuition. They may already know that they are becoming such a person. Everything else is secondary. "

In fact, he has been carrying forward and spreading contemporary life aesthetics based on Oriental philosophy.

"We need to have our own understanding of modern civilization, and the world needs a new way of Chinese aesthetics." He said.

Japanese designer Lssey Miyake's famous saying - "I was exploring the spirit behind the kimono", gave him a great influence: the most national and the most international, and the brand ties of Chinese designers in China.

So he put forward the slogan "looking for the aesthetics of contemporary Chinese life".

"Our ultimate pursuit is truth, goodness and beauty," Mao Jihong said. "Simplicity, origin, nature, harmony between man and nature are all our philosophical pursuits."

Obviously, for the Chinese market, "first of all, we should learn to discover the temperament of black eyes and black hair, and inject this temperament into the design before we can develop." Zhou Chengjian, chairman of the US state.

This requires "grasping the natural beauty, social beauty and technological beauty". Du Yuzhou said that we must broaden our horizons and expand our knowledge.

"If you are not able to cultivate your inner culture, how can you design and sell the clothes that consumers are touched by?" said Cao Shichao, director of Shanghai de Cun Culture Research Institute.

"The elegance, elegance, and elegance of the Chinese people can't match the whole world," Cao Shichao said. "Make a point and push it to the extreme."

"It's impossible to innovate behind closed doors," Guo Donglin said. If any good design person does not always contact the outside world and learn from others, he will lose his excellence. Only by mastering the pulse of fashion and popularity can we innovate with our own advantages and unique brand culture.

Therefore, they adopted the strategy of "going out and bringing in".

One of the most striking ways is that YISHION set up its own independent studio in London. "London is the fashion capital of the world," and the establishment of the design studio "can make YISHION connect with the fashion in Europe and America for the first time".

YISHION designers do not have to work in and out of the company. The company gives them enough time to familiarize themselves with the market and understand the market. Even in the evenings, they are not allowed to rest at home, but to integrate into the local life. In China, the company has several design centers and employs over 200 fashion designers. At present, YISHION launches 1500 models every year, and each designer achieves 150.

Similarly, the Taiping bird has more than 300 designers and more than 2000 new products each quarter.

While guris hired the international master JEAN PAUL KNOTT, Ordos invited Chanel former art director Gile Dufour as the design director.

In fact, "designers are getting older and there is no fresh blood to replenish them in time." Wang Qing, former chairman of Chinese fashion design, said.

Obviously, the growth of designers is also very difficult.

In 2004, Wang Peiyi set up the Alex Wang custom studio. "Foreign designers first get government support, they give designers many opportunities to show themselves."

But in China, "we have to rely on our own efforts to fight alone, and the clothing market environment has been chaotic, it is fortunate to be able to persist."

Because of demanding, he refused several investment opportunities. If the investor is ignorant of design or wants to design or operate, it will easily violate the brand idea and original intention of the design.

Similarly, the cooperation between designers and entrepreneurs is also a problem that the industry needs to seriously explore.

"In the United States, 90% of the design has failed in the end, and only 10% can be converted into productivity. Many enterprises in China can not afford to take risks." Liu Guanzhong said, "while we are cultivating good seeds, we must also work hard to improve the soil."

And "our design team management is very humane. We advocate an open working atmosphere and promote the design of our ideals and common goals for our work." Love design director Zhang Hongyu said.

In fact, this is related to the company's concern for talents and core departments.

As a result, a highly mobile occupation is very stable in love.

In fact, designers need a wider range of support.

In December 2011, the Red Square of Hongbo West was designated as the "China Fashion cutting-edge fashion publishing base" by Chinese fashion society. China's new fashion designer has its own publishing platform.

Obviously, the growth of designers also needs government support.

For example, in 2007, Japan proposed the creation of the perceptual value initiative, and set it as a key measure for the future Japanese government to revitalize its design strategy.

This is all about product competitiveness.

The product is the material carrier of fashion competition and the first element of brand competition.

Like Malcolm Gladwell, a New York geek in the United States, the law of adhesion emphasized in the book "tipping point": there are special ways to make a contagious message memorized.

This is the attractiveness of the product for the clothing industry.

Of course, the attraction of products is not enough, and the rule of others is needed.

That is, influential people promote and even lead the trend in essence. {page_break}

　　 Four of fashion rules -- marketing detonation force

Fashion is a factory that makes desires.

"It's entirely up to the tide, not to catch up with the trend." Hush's head said.

In fact, Hush Puppies had been obscurity and even thought about stopping producing casual shoes that became famous overnight.

But a miracle happened.

Several young people in East Village and SOHO District in Manhattan began to wear hush shoes. The young man had a good communication, and their friends were also affected, and they put on Hush Puppies.

So, there has been a store in Manhattan. People rushed there and sold out.

Later on, many of the design fashion shows used hush shoes.

Immediately after that, sales of hush shoes grew year by year and became a favorite brand of the world's consumers.

The other brand, walking in the clouds, is not as lucky as Hush Puppies, and can not find a correspondent or contact person at once to help him spread and make it popular.

Therefore, they try to let themselves play the role of relay conversion in order to achieve the purpose of popularity.

Thus, they designed avant-garde advertisements.

For example, in TV commercials, the camera lens is swept from the bedroom floor and swept away from the clothes left behind by the floor. Finally, it is fixed under the bed. The air is filled with the sound of trembling on the mattress. Finally, the lens is removed from the bed, so people can see a young man dressed in a dazzling fashion, jumping in and out of the bed with his walking shoes in the cloud, trying to kill the spider on the ceiling.

Such a cool image immediately attracts many trends to catch up with new people.

These trends are the foundation of the trend.

In fact, when SONY just launched the Walkman, it was also looking for many young people with headphones on the streets, and then the market became popular.

Indeed, advertising in place is of great significance to the development of enterprises.

The turning point of the development of international brand Diesel also occurred at the moment when international advertising began.

At that time, they hired Paradiset, a small advertising company in Sweden. The adventurous advertising company established a slogan for it: "Diesel leads a successful life".

"At that time, fashion advertisements were black and white, but they were all black and white photographs. We sang a different tune, but the advertisements were colorful, and they were instantly remembered." Diesel president, said.

Later, Diesel changed to several advertising agencies, but the advertising strategy remained unchanged. Among them, a postman with a gun on his back and a sneer at the American gun culture caused an uproar in the American society.

"Traditional marketing is based on demand, but fashion marketing is creating demand." Fashion scholar Bruno Remaury said, "fashion is a factory that makes desires."

In fact, when clothes leave the factory, they are only "clothes", and they become "fashion" in the hands of brand operators. Through marketing, identity and brand value directly connect, whether elegant, smart or smart, consumers have matching clothing.

This is the secret of fashion marketing.

In fact, the marketing of Chinese clothing brands has begun to integrate internationally.

In China's official Premiere of Iron Man 2, Semir and film designer Mary Sophries jointly launched the Special Collection tidal clothing conference, including a series of racing clothes emphasizing the sense of movement and technology.

Alfonso Fries was very excited when he turned the original superhero style into a ready-made series.

After the cooperation, "Semir produces a series of related costumes, inspired by black spiders and Tony Stark's clothing", Semir hopes to extend the movie costumes to clothing design.

Starting in April 2009, Metersbonwe opened Transformers area in more than 2000 stores nationwide, launched Transformers animation products and sold them in the market.

This stems from Metersbonwe's implantation lens in Transformers 2.

According to the introduction, there are two more obvious embedded lenses: roadside "Meters/bonwe Metersbonwe" billboards, and "Meters/bonwe not taking the unusual road" body advertisement. There are 3 other commercials.

This time, Metersbonwe's advertising is not only Metersbonwe, but by embedding Chinese advertisements, it will attract consumers who were originally Metersbonwe and enter the movie theater.

Inspired by the hot selling of Transformers animated products, Metersbonwe began a cartoon tour and launched a cartoon series T-shirt product MTEE.

One of the T-shirts, the positive printing pattern was Sun Wukong holding the land, and Sun Wukong wore a red scarf. Her arm was also attached to the young pioneer team leader "three bars", which was written in English, "YOUNG PIONEER IS MY NAME".

In fact, the hot selling of MTEE also has much to do with the choice of spokesperson.

MTEE spokesperson Jay Chou, hip-hop STOCREW and BEATBOX have many fans after 80 and 90.

Besides, the show is also an important marketing place.

"Fashion show is not art -- it's a marketing tool." Sri Refors, the lighting designer, said: "the money you invest in a show will eventually become a huge photo, TV program or other in newspapers and magazines, which is equivalent to 10 to 100 times the appreciation.

Compared with traditional media, the emergence of new technology and new media has changed one-way propagation and formed another source of communication.

In August 21, 2011, the 2011/2012 Boston autumn and winter fashion conference in Jiuzhaigou, Sichuan, used the advanced "naked eye 3D" technology to turn the fashion show into a 3D fashion blockbuster.

LV is also working with Facebook, Youtube and other Internet users to see the latest fashion releases at the first time.

Micro-blog is also used in marketing.

In March 2011, ice cream held "ice cream spokesperson micro-blog competition" activities, more than 510 thousand people participated in the play, "palace heart lock jade" heroine Yang Mi popularity far ahead, and smoothly signed with ice.

Subsequently, micro-blog users would have the opportunity to get $1600 worth of digital cameras and fashionable U discs, and three delegates would have the opportunity to interact with Yang Mi on the spot as long as they were concerned about Forwarding comments to five friends.

Once released, micro-blog was forwarded more than 51000 times in a few days, commenting nearly 40000 times.

Before H&M was listed on LANVIN for H&M, Anna Dello Russo, editor in chief of the Japanese edition of Vogue, wrote a blog.

Within a couple of days, the fashion industry has caused a great stir. The latest news about the H&M visiting designer has swept the headlines of bloggers, and the bloggers speculate that it is Alber Elbaz, the artistic director of Lanvin.

Subsequently, the fashion show and several designers were interviewed on the H&M website, and the two buttons of "E" and "envelope" were added next to the playback keys. Viewers could release the news to social networking sites, micro-blog or friends' mailboxes.

Then, YouTube, Twritter, Kaixin... Almost all Internet communities can see this message transmitted by netizens.

Next, netizens discuss various styles of clothing and how to match them, and then rush out when the limited edition products are listed.

Besides the Internet, mobile phone marketing is also an important strategy.

DHC, a Japanese company, has entered the Chinese market and has been pushing online ordering and SMS ordering. Yang Jing, head of DHC public relations, said that DHC will carry out mobile phone promotion activities on most of the university campuses in China to stabilize the consumer group after 80.

The Japan Fashion Report released by WGSN, an online subscription service provider, showed that the transaction reached by Japan through mobile Internet (Mobile Commerce) was 258 billion yen (about 17 billion 900 million yuan) in 2006. In China, with the popularity of mobile phones, the market will be bigger.

Show, advertising, celebrities, media reports, everything is for one thing, someone can open the door, walk into the boutique.

It is a paradise for consumers and a paradise for clothing brands.

This is Malcolm Gladwell's last principle in the tipping point, the law of environmental power, and consumers need a good business atmosphere.

And a little change in the environment may lead to the transformation of the whole trend.