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Clothing Brands Should Speed Up Integration With Cultural And Creative Industries

2013/7/16 21:00:00 27

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People who come back to the West have talked about their shopping experience: no matter which big shopping malls they are visiting, people who are queuing up to buy watches, < a href= "http://www.91se91.com/news/", "famous brands less than /a" jewelry and famous brand bags are mostly Chinese people, so long as they encounter discounts. "P" Therefore, in the eyes of Westerners, the first impression of Chinese is Shopaholic. Some famous shop owners have disclosed to Chinese friends that after the financial turmoil, their performance will be miserable unless they are supported by Chinese tourists. Some luxury stores earn more than 50% of their sales from Chinese tourists. 
 is the Chinese really a Shopaholic? From a certain perspective, especially from the consumption pattern of traveling abroad, Chinese people do tend to have a shopping supremacy. According to the statistics of New York Tourism Bureau, in recent years, a questionnaire survey shows that 91% of Chinese tourists believe that shopping is their first mission to New York, far exceeding visiting places, cultural reception or gourmet tastes. 
 in fact, shopping in a tourist place is normal. However, everyone has the habit of bringing gifts in different places. But if shopping is viewed as an opportunity to appreciate and learn, it will be more meaningful to put this experience in the attempt to create brand. 
 of course, the fact is unavoidable and let people think: how can the Chinese market be so large and domestic brands stand up? How can we not compete with foreign tourists? How can we make the cultural characteristics and spiritual connotations of Chinese brands attractive at home and abroad? How can we create a brand with Chinese cultural heritage? 
 accelerating integration with cultural and creative industries /p >
 after decades of development, the achievements of Chinese brands have attracted much attention. But we can not fail to see that in the process of rapid development, there is still a lack of core competitiveness. According to recent media reports, some brands are scrambling to buy or lease "foreign brands" for the sake of "gilding" for their products. This shortcut brand includes "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "and" bag ". Actually, cultivating brand is not easy, but this is not the best policy, because brand lacks brand's core value and innovation spirit, and is bound to be limited to others. Some people in the industry have questioned whether the Chinese consumers will benefit or discount after the foreign brands drift across the sea. 
 no matter what the effect of gold-plated is, it is undeniable that nowadays, more and more consumers have been pursuing the value of clothing and paying attention to the intrinsic value behind clothing. People have more and more cultural connotations and cultural and creative needs of clothing brands. The clothing market is no longer an era of "making money with eyes closed". Accelerating the building of brand culture and cultural creativity has become an inevitable trend in the transformation and development of fashion industry, less than a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a >. 
 look at those brands that are enduring in the market. They all have decades of brand history. Of course, this is not a brand with history, it must be competitive. But this also shows that the cultural accumulation of these decades or even hundreds of years has made the brand's historical connotation. 
 how to make the brand have cultural connotation? This topic has been mentioned. To sum up, any effort to brand needs to be persistent and meticulous. To enhance brand culture and creativity, we must first identify with the culture we give, and have the courage to break traditional ideas. Take the Chanel brand that Chinese people are all keen on, Chanel fashion always has elegant, concise and exquisite style. She is good at breaking through tradition, and successfully dressed the "five tied" women's clothing in 40s as simple and comfortable as possible. This is perhaps the earliest modern casual wear. In addition, a target= "_blank" href= "http://www.91se91.com/" > dress /a /a (jerseysuit), two piece twill soft suit (tweed), broken old value jewelry or feminine color Camellia totem, Chanel has repeatedly challenged the new fashions created by the old system. That is to say, the combination of brand and culture and creativity can not be creative solely for creativity. We should understand and analyze elements based on the aesthetic elements contained in cultural and creative elements, so as to design distinctive clothing products. In fact, it requires that a target= "_blank" href= "http://www.91se91.com/" > designer < /a > pay more attention to understanding and mastering the knowledge of the history of the country and the world as well as Chinese and foreign design history and aesthetics at home and abroad. 
 in fact, some independent brands have many cultural connotations, but some brands still have some misconceptions in their design. They think that it is OK to copy the elements of ancient China in fashion design. In fact, this is just a misunderstanding of culture. Culture is not a tradition, nor is it used for the past. The real idea of cultural connotation is to extract the essence of culture and integrate modern demands, so that it can transcend time and space and become natural. 
 of course, create a brand with international influence, non a href= "http://www.91se91.com" > clothing enterprise < /a > with one's own strength can be completed. In fact, this is closely related to the economic strength of the whole country and its cultural influence in the world. Western culture has been infiltrating in China for a long time, and its influence on China and the world is deep-rooted. For instance, English has undoubtedly dominated the world in terms of language. In terms of cultural transmission, Chinese language is no longer comparable with English. For example, the position of Chinese universities in the world ranking is far behind the ranking of universities such as Britain and the United States. Such facts and so on, all reflect the importance of a nation's cultural heritage and spiritual charm to brand building. 
, as professor Mundell of the world brand laboratory, Professor robertmundell said, brand is both a culture and a specific manifestation of a country's soft power. Last year, the list of top 500 world brands was selected in 26 countries. From the national distribution of the number of brands, the United States ranked 231 in the top 500, while the United States is the most powerful country in soft power. France and Japan ranked second and third respectively with 44 brands and 43 brands. Obviously, the soft power of these two countries is also ranked first in the world. Only 23 brands in China were selected, less than the UK, and Germany ranked fifth. This is neither commensurate with the second largest economies in the world, nor matched with the ancient powers with a history of 5000 years of civilization. Therefore, it is suggested that the Chinese government upgrade its brand strategy to the height of its national strategy. Stephen Vogl, Professor of Oxford at University of Oxford, UK, believes that more than 90% of European and American citizens can't even name a Chinese brand. This is precisely the opportunity for Chinese brands to globalized. (stephenwoolgar) Other Asian countries and industries, such as Japanese cars and South Korea's electronics, have provided successful examples of global expansion. I believe that Chinese brands have the strength to show their spiritual charm and have the ability to win the respect and admiration of the world. 
 it is worth mentioning that it is essential to create brand details and honesty. According to the relevant data survey, 45% of the enterprises believe that the credit system of the domestic garment industry is not perfect. Many products are built on the "foreign brand" quality standard, which is actually made of raw materials and the price is too high, making the whole industry uneven. 
 quality problems are common in China. For example, the recent controversial milk powder incident. No matter how the official emphasizes the quality of domestic milk powder, the masses still lack confidence in the quality standards of milk powder. It's really freezing. It's not a day's cold. No matter the milk powder incident, there are not many enterprises that have smashed the brand because of quality problems. Just imagine what brands that domestic people do not believe in, and let foreign people compete for them. There is no denying that the current outbreak of the crisis of brand integrity is related to improper supervision by the relevant government departments and inadequate punishment, but the root of the problem lies in the enterprises themselves. The two word "integrity" is not just written on the surface, but a real action in the connotation of the brand. 
 industry insiders say that establishing an honest, trustworthy and socially responsible brand image is a booster for brand value preservation and appreciation. The brand that can get consumers' trust can be sustained. Only by constantly strengthening their credit awareness, being sincere and trustworthy, can enterprises strictly implement every link in production, marketing, communication and service so as to gain consumers' trust and loyalty. Brand equity consists of five parts: brand awareness, brand awareness, brand association, brand loyalty and other brand proprietary assets. Among them, popularity, awareness, association and loyalty are based on consumers' evaluation indicators, and integrity management has an enhanced effect on these four aspects, thereby promoting the brand to achieve value-added goals. 
In short, as some experts have said, creating a brand with international influence will take a long time, not only for the whole international and domestic environment, but also for the core factors such as core competitiveness, brand spirit, high end design talents and professional management system, etc., as some experts have said. P From the consumer's point of view, it depends on whether the brand provides consumers with value. The most important thing is to improve the quality chain of China and create integrity products, so as to make China made, and China won the respect of "a href=" http://www.91se91.com "brand" /a ". Brand needs refinement and needs to be meticulous. It takes time and patience to achieve an international brand.