Domestic Garment Upgrading Is Imminent. Brand Rise Starts With Design

This year's China fashion week ended in late March.

In this fashion week, we can see the years of exploration and persistence of domestic clothing in the bustling of the neon and feather clothing, and also feel the opportunity to upgrade domestic garments. Under the impetus of new consumption groups and consumption patterns, how to make the design of domestic garments more stylish and how to run the business step by step, it is urgent for domestic brand clothing enterprises to think calmly.

　 Brand rise starts with design

　 Liu Jin

If we can come up with refreshing designs, create unique features and fashion foresight, and spread through appropriate marketing means, local clothing brands will be promising.

Nearly half of the 15 Chinese designers who participated in the China fashion week have their own designer brands. Insiders said that the rise of China's local clothing brands should start with independent design.

At present, China's clothing brand has no advantages in fashion leading, the influence of design is not enough, and the platform construction is insufficient, making the western design idea easy to affect domestic consumers. Our country as Textile and clothing There is no world-class clothing brand in the first export country, and the lack of designer's originality is one of the important reasons. If we can bring forth new and refreshing designs in the R & D process and make the brand products form unique characteristics and fashion foresight, and then spread through appropriate marketing means, the local clothing brands will be promising.

The huge demand of clothing consumption in China has given the independent brand and local designers a broad stage. Chinese brands and Chinese designers are rooted in this soil, it is easier to understand the consumption habits of Chinese consumers, and more conducive to grasp the trend of China's fashion. All garment enterprises should have confidence in Chinese culture and clothing, have confidence in their brands, and pass this confidence on to consumers.

Nowadays, the electricity supplier develops rapidly, and the grassroots designers who promote their designs on the Internet also have a new display platform. This power will also help promote the development of the independent brand of the garment industry. Taobao has a special Tmall original, including a large number of original designer works. Taobao's women's wear data show that from 2009 to 2011, Taobao's original brand of women's clothing quickly occupied the market share, and the turnover has jumped from 13% of Taobao's total market share to 40%.

The great development of local design is inseparable from the support of excellent designer team. China International Fashion Week Organizing Committee has done a lot of work in developing new brand and cutting-edge designers in recent years. The organizing committee gives preferential treatment to the designer brand which is very outstanding in the professional field and has a unique style. In terms of the environment, the government should introduce relevant support measures, increase publicity and promotion of local brands, reward outstanding designers, and consider providing preferential policies for designers to start business and introduce financial loans.

　　 The design system of "international norm"

Clothing enterprises should refine the most competitive things to locate their position in the market and industry.

During the fashion week, many domestic clothing brands and local designers held men's wear, women's wear, winter clothes and casual wear. Wedding dress Activities such as dress, luggage, make-up, etc.

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Dozens of hot and noisy releases are like "a high activity in the industry", and they don't leave many fashion labels to the fashion industry. According to the industry, China International Fashion Week lacks its own style compared with the four international fashion week. Many brands release the trend idea. Most of the designs will not reach the sales terminals of the brand at last. The conference that costs less than hundreds of thousands of dollars and has more than one million yuan will not bring direct market benefits to enterprises.

The soul of brand is design. People in the industry say that at present, China's clothing design and development are still at the initial stage, and well done enterprises are just having a little bit of their own style. Therefore, increasing the intensity of clothing design should become the primary task of clothing brand construction.

Executive vice president of China Apparel Association Da Peng Chen So far, the time for Chinese clothing to focus on brand is relatively short. In the future, we need to enrich the connotation of brand culture and make the brand positioning more precise and more vigorous. Clothing enterprises should refine the most competitive things and locate their positions in the market and industry. "At present, this core force is reflected in the design of integrating Chinese culture and the world trend."

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd. believes that breaking the homogeneity of clothes and forming their own style must rely on the designers and unique design ideas with an international perspective, and use modern techniques to build a more "international fan" design system.

　　 Learn to meet the needs of consumers in all directions.

Clothing enterprises should start with fiber and raw materials, upgrade technology, and provide attractive and noisy services.

After more than 30 years of rapid development, China's garment industry is entering a period of adjustment and transformation. Especially in recent years, the global fashion industry is competing for the layout of the Chinese market. Data show that in China's high-end clothing market, international brands occupy about 2/3 of the market share. In January this year, the top ten brands of men's shirts sold in China's major retail enterprises fell by 1.6 percentage points from last month, while women's wear and children's wear also dropped by 3 percentage points and 1.4 percentage points respectively.

The responsible person of the China Textile Industry Federation said that strengthening technological research and development is an important guarantee for brand building. Putting the blueprint into practice depends to a large extent on technical support. With the progress of science and technology, the competition of garment industry is also advancing to the upstream of the industrial chain. Clothing enterprises should start with fiber and raw materials, upgrade technology, improve product quality, acquire technological innovation value and independent brand value. To make the brand acceptable to the market, we need to work hard on the service.

"Clothing needs to meet consumer needs and psychological needs." Miao Hongbing said that clothing enterprises should let customers feel the "customized" service, so as to explore new needs.

"When consumers do not spend time and place at the time specified by the merchants, businesses should change their minds and provide customers with convenient door-to-door service or online ordering." Xia Hua, chairman of Yiwen group, said that garment enterprises should create new demands through customized service and fine management to obtain new profits.

　　 Try diversified marketing strategies

Without affecting the brand positioning, Chinese garment enterprises have been trying to transform their marketing strategies and business channels.

Quality marketing strategy is a good way to boost the development of Chinese clothing brand. Chinese garment enterprises are trying to change their marketing strategy and operation channel. "UNIQLO, ZARA and other brands entered the Chinese market when they introduced the concept of supermarkets and adopted supermarket self-help shopping." Chen Dapeng said that building e-commerce platform and innovative store joining mode will make the existing clothing marketing methods more diversified.

At the same time, China's International Clothing Fair, many businessmen have begun to try to change. MJ style and other women's clothing brands have launched a one-stop shopping platform integrated with design, clothing and collocation. The MJ style director said that the brand often introduced new products according to customer feedback to satisfy customers' needs for fashion and personalization. Tamsoon, the women's clothing brand positioning the new classical Chinese style, also said that there will be another way to distribute the shops, not only in shopping malls, but also in clubs, beauty salons and other places.