Hangzhou Style Women Wear The Southerly Breeze

Stroll in

On the streets of Wulin fashion women's clothing, a series of fashion brands such as "autumn and water people", "all over the place", "Jiangnan Bu Yi" and "blue sentiment" are coming into view from time to time.

The fresh and unpopular "hang school" women's dress made people feel the peculiar smell of the south of the Yangtze River.

There have been "two days of ice and fire".

For Hangzhou faction

This dress code, the women's clothing owners loved and complained.

The concept of Hang Pai dress appeared in 1996.

In the early 90s of last century, at the time of the initial stage of upgrading and pformation of China's garment industry, many college graduates from The China Academy of Art, Zhejiang Sci-Tech University, Zhejiang University of Science and Technology and other universities in Hangzhou chose to start from scratch.

They started from several sewing machines, designed, tailored and made their own, and embarked on the road of entrepreneurship.

Since then, a number of "husband and wife shop" style women's wear pavement has gradually upgraded to a monopoly chain store.

Many brands such as "autumn and water", "roam", "old wood sunset", "three colors" and "flowing gold years" sprang up like mushrooms.

According to statistics, there are more than 2000 women's clothing manufacturing enterprises in Hangzhou, forming a huge industrial cluster. The industry collectively referred to the Hangzhou women's wear in this period as "Hangzhou school" women's wear.

Wu Bibo, a teacher in the Department of fashion and a doctor of art and design at The China Academy of Art, said that because of her academic background, the leader and designer of Hangzhou style women's wear were also called "academics".

"Unlike the northern clothing brand, it pays more attention to the sense of design," Wu Bibo said. "Emphasizing the tone and detail processing, the style is more gentle, giving people a sense of small family jade."

However, in the following years, the situation changed.

Some women's clothing enterprises do not work hard on technology, design and brand, but blindly grab the market, and even sell products in the name of "hang Pai" women's clothing. With the increasing number of clothing styles and the continuous entry of foreign brands, Hang Hang women's clothing has gradually become the pronoun of middle and low grade clothing, and it is difficult to make elegant appearance.

At that time, a shopping mall in Hangzhou had adjusted the 5 Hangzhou women's clothing brands in just a month.

The concept of "hang Pai" women's clothing is bound to our development. The name "hang Pai", which is nourished by the strong regional culture of the south of the Yangtze River, has become a noun representing the style and geographical restrictions of "small family spirit".

Looking for life under pressure

In the face of difficulties, the operators of Hangzhou style women's clothing feel that the management mode of "husband and wife" can no longer meet the needs of the market.

In this regard, some enterprises have begun to enhance the brand, do deep penetration of existing brands or turn to new brand registration.

As a result, there are some brands that add "foreign flavor" on the market, such as the "COCOON" of the autumn people, the "OTT" of the ancient wood sunset, the "LESS" of Jiangnan cloth, the blue and colorful "ah Qi Qi" and the tri colored IBUGU.

These new brands appeared in the Hangzhou market with more fashionable products and more "noble" prices. They were soon recognized by the market. Some of them were not only successful in shopping malls, but also sold in the forefront of similar women's clothing.

"From then on, hang Pak women's clothes began to take off the unique style of gentleness and gentleness, and tried to make the most of their families." Wu Bibo said, "hang style" women's wear has begun to absorb the styles and styles of Japan, Europe and the United States. For example, "COCOON" has adopted the European dress style, the color and decoration characteristics. "LESS" has studied the expertise of Japanese and Korean fashion design, focusing on creativity and leisure.

In addition, Hang Hang enterprises also realized that if we want to further expand the market share in the market now, we must reform our marketing strategy, that is, from the original product strategy to the brand led marketing strategy.

Take "Hangzhou style" women's wear representative as an example, "the whole body" has developed from a foreign trade store in 1994 to a well-known women's clothing company with more than 400 franchisees. The biggest difficulty is positioning.

Xue Liang, chairman of the "all over the world", said: "until 1999, the new goal of" going all in one place "was to make a famous brand enterprise of domestic women's clothing, and then expand to the international market and expand to Southeast Asia.

Xue Liang also said that "in 2001" abandonment of production and designing and selling in a single mind, "the goal of" going all in one place "is not to be the biggest clothing manufacturer, but to run the best brand that can be passed down.

The future road of Hangzhou style women's wear

From the original "Ladies" style to today's "hundred flowers bloom", Hang Hang women's clothing has played down prestige while weakening the color of schools.

Where does Hangzhou school go? Is there any need for the name of Hangzhou dress?

Qian Feng, chairman of the designer association of Hangzhou Garment Association and chairman of "blue color", said that there was nothing wrong with playing the banner of Hangzhou women's clothing.

"A city should have its own personality and style, to have its own brand and label, not only to make its citizens agree, but also to let all the people agree," Qian Feng said. "Hang Pai" is such a label, like people drinking yellow wine to think of Shaoxing, seeing the sword thinking of Longquan.

Speaking of the future style of Hangzhou style women's wear, Wu Bibo believes that the development trend of Hangzhou school can not be separated from the trend of internationalization, but it also needs to form its own style of Jiangnan in the new era.

"Over the past decade, Hangzhou has achieved some success, but it is best to form its own style while integrating with the international community," she said. "For example, Chanel" sometimes follows the trend to join sports and leisure elements, but its noble, elegant, and lattice based features will not change. "

This year, the "palace style" style is popular, and the "Jiangnan cloth", which is good at using cotton cloth, has designed a number of "palace style" cotton clothes, which not only follows the trend, but also maintains its own unique style.

Wu Bibo believes that "Hangzhou style" women's clothing should also adhere to the future development.

But to break through the limitations of the past, "the New Jiangnan style should be a delicate style, both from the plate, color, fabric, and handwork."

In addition, hang Pai women's clothing enterprises have begun to try to do what those first-class brands do.

It is understood that "COCOON" in the Stadium Road flagship store, specifically launched VIP customer service.

Unlike the popular brand VIP customers who enjoy discounts, "COCOON" VIP customers can customize women's wear, jewelry and women's shoes series, especially to meet the needs of customers who attend regular banquet and other special occasions.

"Hang pie" women's clothes have not really formed a more unified style and a stable market, "Xue Liang said." therefore, "hang school" women's clothes should have a more open mind, the market target should be refined, their own brand, do fine, occupation of the real market.