Six New Forces Leading Fashion Forward

In the minds of consumers, is there a brand that can be called "the most fashion leading power"? Who is the new leader of Chinese fashion? Whether celebrities or white-collar elite, or college students who have just entered the society, no matter where they are, they have their favorite and loyal clothing brands.

In order to better explore the new driving force of fashion, we should recognize a permanent challenge posed by China's apparel industry: who can control the next moment, and launch the most fashionable and leading brand news survey of 2012 Chinese clothing.

As a professional media in the clothing industry, we find that

The fashion activity is higher and higher, and there is no shortage of new fashion forces. What is more important is that to some extent, those new fashion leaders who have risen or are coming out represent the new trend of the future development of Chinese clothing.

In the joint survey conducted by 2012 of the most fashionable brands in Chinese clothing, 63642 of the respondents participated in the survey. They had their own definition of the most fashionable brand, and many of them were loyal consumers of some famous brands.

New luxury brands: cultural influence is valued

Asking consumers for new information

When the cards were recognized, 47.96% of consumers believed that the most important thing for new luxury brands was brand influence. For example, many famous luxury brands in the world did not know what their new products were during the new season.

And 40.87% of the consumers with similar votes think that the new luxury brands should have high added value and spend money to satisfy them. Therefore, luxury brands should not only have high-end quality and design, but also have better details in store management and VIP services.

Finally, 11.17% of consumers said that the new luxury brands had unique charm and identity, because buying expensive is to embody their identity. If the luxury brand and other clothing brands are not different in this respect, then I am sorry for such a high price.

{page_break}

New classic brand: the most important thing is enduring.

46.51% of the respondents believe that they can be known as the new classic brand. They will remain enduring. In such a competitive environment, they still have the influence of their own brand creation. 39.97% of the respondents believe that the new classic brand must have a historical label, and it can be regarded as a classic with a history of ten years or ten years. Another 13.52% of the respondents said that the new classic brand should best reflect the essence of the Chinese garment industry, and it should be innovative, dynamic, energetic, inclusive and socially responsible.

Brand name: high value for use

When asked what characteristics the new brand should have in the respondents' mind, 54.72% of the consumers believed that the value of the new brand was high, and 29.27% of the consumers believed that the new brand should be of high quality. 16.01% of the consumers thought the high-end product could be equal to the new brand.

These respondents said that although the new brand is not higher than the price of luxury brands, but it can be called "new expensive" title, the price will not naturally be low, the audience should aim at the high-end crowd, and such a crowd really has high requirements for taste, use value and so on.

Trendy brand: innovation can not be lost

When investigating the characteristics of consumers who believe that the brand of the new trend must have, 55.27% of the respondents said that the new fashion brand should be innovative, and they think that innovation is also varied from all aspects.

For example, design innovation, fabric innovation, accessories accessories innovation, marketing concept innovation......

In short, young people prefer fashionable brands, and innovation is also a major feature of clothing brands attracting young people.

In addition, 31.66% of the respondents said that the new fashion brand is to have more audiences. In their view, the new fashion brand should be the popular price matching with the avant-garde design, so the audience also represents the loyalty to the brand, which is an important criterion for considering whether the brand is new.

In the end, 13.07% of the respondents believed that the new fashion brand should be younger because the young people like the tide, so the important audience of the new fashion brand is the young people, which embodies the design and idea of younger generation, so as to retain the young consumers nowadays.

Brand new: mainstream personality

When investigating the characteristics of the cutting-edge brands of the respondents, 44.87% of respondents said that the cutting-edge brand should be distinctive, and it can be impressive and stand out in the dazzling fashion brands.

31.31% of the respondents said that the brand idea of the cutting-edge brand is strong enough, which includes their advertising slogans, their corporate culture and their main series of interpretations.

The remaining 23.82% of the respondents believe that the new brand should reflect the characteristics of fashion pioneers, and such clothes can only feel the cutting-edge avant-garde.

Comprehensive survey:

The new classic brand is most popular.

The price of clothing products is the most controversial.

When many of the respondents raised their awareness of the classification of the five major new brands, the clothing times and the first textile network also showed that the most popular clothing category was the new classic brand, and 37.75% of the respondents said they would often buy the new classic brand.

In the second place, it is the new fashion brand. 22.01% of the respondents said they would buy the new fashion brand frequently, and then ranked the top brand, the upscale brand and the new luxury brand. Their supporters' purchase rates accounted for 16.24%, 14.77% and 9.23% respectively.

When asked about the price of a single item acceptable to the respondents in recent purchases, 34.41% of respondents said they accepted the price range from 500 yuan to 1000 yuan, 31.20% of respondents said they could only accept clothing less than 500 yuan, 18.05% of respondents indicated that they could accept the price of clothing from 1000 yuan to 3000 yuan, 10.44% of the respondents indicated that they could accept the price of clothing more than 3000 yuan, and more 5.91% consumers said that if all aspects of clothing were satisfactory, they did not care much about the price.

With the rising cost of garment enterprises in recent two years, labor cost, raw material cost, management cost and innovation cost have become the pressure of garment enterprises, and these costs are gradually being added to the price of clothing, which makes more and more consumers shout too much.

Before the clothing counters in shopping malls, the number of clothing items priced below 1000 yuan is less and less, which has gradually increased the consumer's acceptance of the price of single products.

Brand should pay attention to service links

Participating in the exhibition will help to improve the brand image

There is a lack of customer awareness in changing goods; 23.29% of respondents said that local fashion brands lack original design, and many fashion elements still copied the design concepts of internationally famous brands. Although they had improved on the basis of their original design, they still failed to achieve the original origin; another 18.11% and 16.06% of respondents said that local fashion brands lacked the international taste and cultural value, but these shortcomings in many industries seem a bit too reluctant for Chinese experts because the development of Chinese clothing brands was late, and many brands only grew for more than ten years or even years. In such a short period of time, it is not easy to create satisfactory international taste and cultural value. According to the growth rate of these brands, giving them plenty of time will naturally achieve satisfactory results. What is the most lacking in China's fashion brands? Many fashion oriented consumers express their opinions. 42.54% of the respondents said that China's fashion brand is the most lacking in service spirit nowadays. Many brands have better service on the surface but poor after-sales service.

If there are shortcomings, we need to correct them.

When it comes to improving fashion guidance, 23.52% of respondents believe that the design concept needs to be improved. 23.46% of respondents believe that they can improve through international and domestic exchanges. 23.16% of respondents think that they still need to work hard in publicity and promotion. 18.61% of respondents believe that brand image needs to be improved, and 11.25% of respondents mentioned that terminal stores also need to improve their service quality.

In recent years, a large number of large and small exhibitions of various forms emerged in China, and 83.07% of the respondents believe that the participation of enterprises is of great help to enhance brand image.

"Exhibitors can let more domestic and foreign partners know this brand, understand the brand, and at the scene and brand negotiations may fall in love with this brand."

Every year, fashion brand managers who take part in exhibitions of all sizes recognize this.

In the light of the current situation of China's fashion brands and the current consumption level in the Chinese market, and whether the Chinese fashion brands are ready to compete with the international counterparts, the issue of Chinese fashion brands will be thrown out every year to make many entrepreneurs talk about it, but there are obvious two positive and negative supporters.

36.61% of the respondents said that Chinese brands were well prepared, while 29.34% of respondents said that according to the current situation of Chinese fashion brands, there are still many aspects to be improved and improved, so local brands are not yet ready to face fierce competition.

Another 34.04% of the respondents were neutral, indicating that the conclusion of brand competition at home and abroad remains to be seen.

But no matter whether Chinese brands are ready to compete with international brands, the trend of rapid growth of Chinese fashion brands in recent years is obvious to all, and the growth strength of many excellent brands is also recognized by people.

As long as they can become the most fashionable brands in the minds of consumers, these brands are worth respectful.