Leisure Fashion Has Become A New Trend, And Advanced Customization Has Become A New Highlight

　　 Leisure fashion becomes domestic Clothes & Accessories new trend

In this list, Li Ning, Anta and other sports familiar in previous years clothing The brand value of the enterprise has declined significantly, and the brand value of leisure fashion clothing enterprises such as Sima has risen rapidly. Although there are some factors that led to overcapacity and weak development of enterprises due to the early expansion of sportswear, there is also the impact of the current transformation of consumer demand in China.

Although Metersbonway, which is mainly engaged in fashion and leisure clothing, also faced huge inventory pressure last year, its operating revenue in last year was basically the same as that in 2011. Relevant data also show that in the last 10 years, the sales of leisure clothing have basically maintained a rapid growth of 15% - 20% every year.

Chen Guoqiang, director of the Industrial Economy Research Institute of the China National Garment Association, believes that at present, when facing the choice of fashion leisure clothing and sports leisure clothing, domestic consumers will prefer to choose fashion leisure clothing. This is because the demand for sports attributes is becoming smaller and smaller in the current demand of Chinese residents for clothing for daily wear, The demand for fashion elements is growing. Therefore, clothing that can give consideration to both fashion and leisure has become the new love of domestic consumers.

　　 New highlights in the development of high-end customized clothing industry

Among the clothing enterprises on the list, the vast majority have high-end customized clothing business in China. For example, Seven Wolves launched a high-end customized show in autumn and winter 2013 in this year's China International Fashion Week, and Youngor recently announced the establishment of a high-end customized department.

"At present, the dressing styles of domestic consumers are diversified, but many people still have the problem of blindly following the trend and following others without forming their own style in dressing. I think people can be brave to express their preferences and habits, properly pursue personality, and have their own unique dressing rules." Zeng Fengfei, founder of the Chinese men's clothing brand Zeng Fengfei, Design Director, believes that customization business is one of the indispensable businesses for high-end brands. Customization service strengthens the relationship between enterprises and customers by establishing customized customer information files and long-term stable after-sales contact.

　　 More Chinese elements should be used due to lack of innovation

Although the rapid development of domestic garment enterprises in recent years is obvious, the lack of unique innovative design still restricts the market expansion of domestic garment enterprises. Mr. Liao, a consumer, said: "I often buy the products endorsed by a star because I like him, but the star's recent endorsement of a domestic Brand clothing I won't buy it because the design is nothing new, even out of touch with fashion trends, and can't be worn in daily social occasions. "

"International fast selling fashion clothing enterprises such as H&M and ZARA can update their products every month, which keeps their products in step with the world trend, and it is the rapid update speed of such products that enables enterprises to continue to develop at a high speed." Chen Guoqiang suggested that the innovative design of Chinese clothing enterprises should be based on the classics in Chinese traditional culture, And keep up with the trend of world fashion, culture and art.

Zeng Fengfei also said that Chinese clothing enterprises should be rooted in local culture in fashion design style, and should design products with a thorough understanding of Chinese culture based on the preferences and habits of Chinese people, because such products with local cultural characteristics can better arouse the resonance of consumers in a certain level.