2013CHIC Exhibition: German Fashion Army Test Water China (Photos)

< p > when it comes to the textile and garment industry in Germany, the first cognition of most people is sophisticated and advanced textile machinery. But for Germany's fashion taste and design concept, it is difficult to sum up in one or two words.

Or frankly, it is not as impressive as people in Italy and France.

In March 26th, at the China International Clothing Fair (CHIC 2013), the reporter visited the German Pavilion with the original intention of exploring the essence of its design.

At the exhibition site, 26 German most competitive fashion companies competed in appearance, bright color matching, tailored design, and German "quality assurance".

Of course, while showing their brand image to the Chinese industry, they are also observing the needs and responses of the Chinese market.

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< p > > German fashion > /p >

< p > after many years of precipitation, the textile and garment industry in Germany is now made up of small and medium-sized enterprises. The Monari company of this exhibition has 215 employees and only 80 employees at Gronau headquarters in Germany.

Most people will interpret such a business model as the result of highly developed German textile machinery.

No doubt, in the context of rapid industrial development, "made in Germany" has become the pronoun of "quality and credibility" in the world market. But what is the contribution of German manufacturers in designing and manufacturing equally important fashion areas? < /p >

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< p > German women's wear is characterized by the neat tailoring and the matching version. < /p >

< p > Frank Henke fashion company first promoted its high-end brand BLACKY DRESS, which is located in independent women, and its design uses a large number of leather and wool products.

MarkusDejori, chief executive of the company, said that the German design was unique and different from that of Italy and France.

"Our clothing is suitable for women's daily wear, and fashion in Italy and France may be more fashionable, but it is not suitable for everyone."

Markus believes that the sustainability of design creativity also provides a guarantee for the market share of German clothing brands. "We develop 500 new products every quarter, and about 1000 new products come into the market every year, including no duplication of design."

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Thomas Ash Rasch, President of the German Clothing Industry Association, is one of the important organizers of the German Pavilion. In his eyes, Germany's clothing is close enough to the market and meets the needs of consumers. To describe it in a straightforward way is to "connect the air to the earth", which opens the door for the German fashion industry to the domestic and even the European market, P Thomas.

In addition, the guarantee of quality and fitness is also the director of fashion in Germany.

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"P" benefits from the advantages of the above industry. In 2012, in the background of the European economic crisis, the sales of German clothing industry still reached 12 billion euro, and the average growth of enterprise sales exceeded 2%.

This result has enhanced the confidence of German garment manufacturers. The German Apparel Industry Association's survey of 340 member enterprises shows that enterprises have high expectations for this year's sales. It is expected that sales of German clothing industry will grow by 2.7% in 2013.

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< p > Professional Women's wear excavating Chinese market < /p >

< p > in the German fashion industry, exports account for 40% of the total sales.

On the whole, the export of German fashion industry in 2012 was relatively slow, but it accelerated at the end of the year, resulting in a 1.6% decline in export volume throughout the year.

At present, Germany is an important clothing exporter in Europe. Its main export markets include Austria, Holland, France and Switzerland.

Thomas Ash said: "although our overall exports have declined, China has maintained an upward trend.

The steady demand in the Chinese market has also made more and more German companies eager to come here and tap more opportunities. "

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< p > German women's wear is characterized by the neat tailoring and the matching version. < /p >

At P CHIC, many German garment enterprises are making their debut.

They hope to find partners through this exhibition and establish brand stores in the terminal market.

The BLACKYDRESS brand currently has 150 stores in the world, of which 50 are in Russia, 30 in Germany, and 20 in Poland, and China will be the next major market for the brand.

MarkusDejori, chief executive of the company, said: "when it comes to China's high-end women's clothing market, you may think of pioneers like GUCCI and Armani. They have indeed achieved great success.

But in the next 10 years, I think the brand will be guided by the low positioning brand, so we also plan to push the second line brand JEANPAULBERLIN to the Chinese market.

With the improvement of the status of Chinese female consumers, it is believed that mature and tasteful clothing will meet their needs.

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< p > according to the reporter's observation, among the German enterprises attending the exhibition, most of the professional women's clothing brands are sold, and the price of the single products is generally 2000~3000 yuan.

The German dress brand Laurel, which was born in 1978, is also the first time to participate in the CHIC exhibition. The company's marketing planning manager Xia Mei Zhen looks at the changes in the Chinese women's wear market. "I think Chinese professional women now have a knowledge of women's clothing brands, and they hope to find some brands that are not too exaggerated, quality assured and tasteful.

So I think this is a good time to enter the Chinese market, because our brand is oriented towards those women who pursue their careers.

According to the introduction, in the product design for the Chinese market, Laurel has retained the most outstanding part of the brand, and has improved in tailoring, in order to better conform to the physical characteristics of Chinese women.

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