Unscramble The "Fashion Code" Of Shenzhen Clothing Industry

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The fashion code is from the heart of happiness.

OZZO Ernie creative director, Wen Wen tan.

"The fashion code of Yi Hui is to capture the temperament of a woman."

Zhao Huizhou, founder of Yi Hui, explains it.

"The fashion code of Ji Xiang Zai is an eternal culture of Chinese tradition."

Yang Fan, founder of Ji Xiang Zai believes.

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Different fashion interpretations make Shenzhen women's costumes different and wonderful. They are different from each other, and do not interfere with each other. The Shenzhen clothing industry community, which is dominated by Shenzhen women's garments, quietly completes the industrial upgrading from "Shenzhen manufacturing" to "Shenzhen creation" by supporting the perfect industrial system and gathering effect. Shenzhen garment industry is gradually pforming into the fashion and creative industry of Shenzhen, becoming a model and model for the pformation and upgrading of traditional industries.

As of 2011, Shenzhen

The output value is 150 billion yuan RMB, and exports about 8000000000 US dollars. There are more than 2500 garment enterprises and about 300000 employees.

At present, more than 2300 women's clothing enterprises in Shenzhen have more than 1200 independent brands, more than 100 of which are famous brands in China. Shenzhen brand women's wear sells well in more than 100 large and medium-sized cities, and the market share of shopping malls in big cities is more than 50%.

Shenzhen women's clothing leads the fashion trend

The rise of women's clothing in Shenzhen is inseparable from the wonderful pioneering work of the founders.

Zhao Huizhou started from a small workshop in the past to create the famous clothing brand "Yi Hui" in Shenzhen. Yang Fan also started from the small clothing store in the street, and now he has more than 100 stores all over the country.

When journalists explored the context of the rise of Shenzhen's women's clothing, they found that many founders had set up shop or opened a small clothing store, or had experienced in foreign-funded clothing enterprises. The common ground of these founders is that they have ideals and pursuits, seize the thread of the development of the times, and become the tide makers of the times.

"It's a breakthrough in recent years by" Interpreting Chinese elements in an international way. "

Ernie's creative director, Wen Wen Tan, talked about the recent breakthroughs in Ernie's recent breakthroughs. When he approached the consumer, he found that consumers and fashion were getting closer and closer. The customers in the first tier cities had great demand for the international fashion trend. However, the customers in the city had their own understanding of fashion. So when he was in fashion, he would have his colors and patterns positioned according to his customer base. For example, the blue color of Ernie would be softer and the color should be between 70~80 degrees.

Zhang Hongtao, Secretary General of Shenzhen clothing association, believes that Shenzhen women's clothing from "three to one patch" to self created brand, to thousands of stores and Wanjia monopolies, thanks to the different brand design team and management level, the accurate grasp of women's fashion trend and the leading fashion design creativity, thanks to the innovative thinking of Shenzhen women's wear traders who dare to try and adapt themselves to circumstances.

"The management and design teams of Shenzhen women's clothing all come from all corners of the country, for example: to see the same show, everyone feels different about fashion and beauty. There will be many ideological collisions. The key is that these people dare to interpret the" spark of thought "into different brands for different interpretations of fashion. This is also the reason why Shenzhen women's clothes are so varied.

Ernie advocated ease and happiness.

Different Shenzhen women wear different fashion language, they become the most expressive representatives of Shenzhen women's clothing.

At present, Shenzhen has become one of the most complete industrial supporting facilities, the most significant cluster effect and the best original brand.

Tens of billions of fashion groups will emerge in Shenzhen in three to five years.

In the next 15 years, a dream of fashion is to make the best fashion group and create an international fashion brand.

In OZZO interview, Ernie creative director, Wen Wen Tan, is confident of the future of Shenzhen's fashion industry: "Japan, the United States and Europe have emerged billions of fashion groups. China's emergence of tens of millions of fashion groups is faster than we expected. I am optimistic about Shenzhen, Shenzhen inclusive and inclusive. In 3 to 5, Shenzhen will emerge 10 billion fashion groups."

According to the introduction, Ernie sold over 100 million yuan last year, nearly more than 500 stores in China, and 60% of its own businesses.

It is a long way to go to build tens of billions of fashion groups, but Ji Wentan believes that it is man-made. Recently, Ernie has opened over 300 square meters of brand upgrade stores in Wuhan and Chengdu, including some fashionable elements such as shoes and hats. In order to grasp the great opportunity of e-commerce, Wen Wen has set up an e-commerce company specializing in "NO WHERE" brand.

Zhang Hongtao, the Secretary General of the Shenzhen clothing association, has the strength to build tens of billions of fashion groups. In the eyes of Secretary General of the clothing association of Shenzhen, a large number of famous brands such as "Mass Phil", "Ma Di Ni", "Ying Er", "Song Li Si", "Ai te AI" and "Erni" have all the strength to build the future fashion giants. Mass Phil positioning high-end women's clothing, Liang Zi fashion positioning cultural celebrities, the brand diversification of brand positioning, and creating a fashionable female fashion, etc. they lead the fashion trend of China with the extremely original and avant-garde style, gradually form the core elements of their market competition, and win the absolutely strong position of the domestic women's clothing industry.

At present, there are more than 20 garment enterprises in Shenzhen whose output value exceeds 1 billion yuan, and many garment enterprises have become the largest taxpayer in Shenzhen. The contribution rate of the industry has been rising.

Shenzhen clothing continues to extend to the high-end value chain of R & D, design and brand marketing, and Shenzhen's old brand.

"Ma Tian Na" has more than 500 franchised chain stores in the country, with about 1000000 clothing sales per year, and 5 of the 5 brands nationwide have reached 1000 stores.

Only five or six years old Yi Feini, pink and blue wardrobe, the national stores also rapidly developed to 600 and 300.

More than 18 years of history, there are more than 500 branches and 30 airport stores in the country.

The garment industry in Shenzhen is no doubt a model for upgrading and upgrading traditional industries.