Domestic Brands Prefer Foreign Waistcoats

Ou Shili, Rebecca, Ig, Mark Huafei, Manya Nu... these sound very foreign Clothing brand It is made in China with original taste. Yesterday, the reporter visited the store counter and learned that Oushili was made in Guangzhou, Rebecca was made in Wuhan, Aige and Mark Huafei were made in Shanghai, and Manyaru was made in Shenzhen.

Not only domestic clothing brands prefer foreign names, but also some clothing brands known as Japan and South Korea, whose manufacturers are mostly located in China. On the third floor of a department store on Jiefang Avenue, there are five women's clothing brands near the elevator, namely, IORI, IMMK, NICE CLUP and TAPNADE. A shirt in the store costs five or six hundred yuan, and a coat costs thousands of yuan. Their price tags clearly indicate that the origin is Qingdao, Shanghai, etc. The sales staff in the store unanimously claimed that its brand was Japanese, and also designed by Japanese designers. It was only produced and processed in China. If all the clothes were imported from Japan with original packaging, plus tariffs, the clothes would certainly not be at this price. Look carefully at the tag. Only the word "Japan" is marked in the design column. Its production place and dealers are all in China.

Why do clothes prefer "foreign names"?

In fact, it is not a new phenomenon that domestic clothing brands like to wear "foreign waistcoats". A person from a shopping mall in Wuhan said that as early as more than ten years ago, some domestic enterprises had begun to become foreign names. "In a department store in Wuhan, 70-80% of clothing brands now use foreign names."

It is said that oriental consumers generally have the mentality of worshiping foreign countries. This is not just the English used by Chinese, Japanese and Korean clothing brands. There is nothing wrong with brands catering to consumer psychology; In addition, many domestic brands are now favored by foreign enterprises, with the background of joint venture or capital injection, and the English name is changed; Another situation is that many domestic clothing bosses do OEM of foreign brands, and their designers are foreigners, so they will also give foreign names to brands due to the factors of international integration. "In short, in consumers' minds, foreign brands are still more expensive than local brands."

The person said that the sales of some Chinese brands are also very good now, but after a certain stage of development, they can begin to expand the overseas market, and need a foreign name, which is also the process of brand promotion.

A person in charge of a clothing enterprise said that choosing a foreign name is also a learning process. First imitate a foreign name, and then invite some foreign names designer It can play a positive role in enterprise development, advanced technology introduction and other aspects in the early development of the clothing industry.

Hard work is fundamental for garment enterprises

A foreign name is sure to win the market? In this regard, neither consumers nor people in the industry agree.

Miss Yang, a fashion person, said that she seldom recognizes the brand and price when buying clothes, mainly depending on the style, as long as it is suitable for her own style. "The clothing brands in the shopping malls are changing every year. Now many brands use English names, but what I really remember is those styles that are suitable for me."

Some people in shopping malls said that if more than ten years ago, there were many blind followers in China, now the situation that big brands and luxury goods dominate the world is being broken, consumers will also think rationally and have personalized needs. Clothing enterprises should not be blindly led by the international trend, but concentrate on building their own brands. At present, some domestic brands are developing very fast. Although they cannot compare with the international first tier brands, they are not inferior to the European second and third tier brands in terms of overall product quality and service. For example, Guangzhou's "Exceptions", Shenzhen's "Jixiangzhai", Hangzhou's "Jiangnan Clothes", etc. have quite a number of loyal consumers.

Li Qunbao, Secretary General of Wuhan Garment Chamber of Commerce, said that garment enterprises are not labor-intensive industries, but high value-added fashion industries brand In the end, it is necessary to improve the added value of products. It is not possible to win the market just by taking a foreign name. It is necessary to work hard on clothing design and product research and development to make its own characteristics. "If it is just old wine in new bottles, it will fail." Generally speaking, the cost of design, research and development and product promotion accounts for at least 10% of the cost of clothing enterprises, However, some enterprises have not enough investment in this field, and it is difficult to win the recognition of consumers by copying.