What Is The Way Of Chinese Luxury Clothing Brand?

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< p style= "text-align: center > > the predicament of local brand < /p >

< p > fashion has always been the world of foreign goods, and the consumption mentality of worshipping foreign elements has made many national products posing as foreign goods. Apart from an English name, it also calls Italy, France and other ethnic lineages. In order to look more noble, the price is higher. These factors make the domestic a target= "_blank" href= "http://www.91se91.com/" > clothing /a > brand in 90s. With the advantage of not entering the domestic market, information asymmetry, consumer aesthetic level and low cost, the brand has rapidly expanded to make big money, and its price has been catching up with international brand names in minutes.

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< p > along with the age of information asymmetry caused by the information developed by the Internet, a large number of international brands have entered China, and the encirclement and suppression of electronic business has made consumers more selective. With the gradual maturity of consumer attitudes, the brand holds a more rational view.

The route of disguised foreign goods can only be fooled in the three or four tier cities. Some of the lines in the shopping malls are not excellent in design or quality, and the price is not high and competitive. At the same price, they can buy the secondary brand of the first line brand.

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< p > looks like the prospect of local clothing brand is worrying, but there is danger and organic environment. It will accelerate the survival of the fittest in the garment industry. The local brand with reasonable price, excellent quality and its own style will have the chance to stand firm. The prosperity of the electric business has also made many a target= "_blank" href= "http://www.91se91.com/" > designer /a "brand" get unprecedented development space, solving the past sales channel problems, the celebrity effect of the first lady style and so on, has made the local brand get unprecedented attention.

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< p > < strong > celebrity effect is not long. < /strong > < /p >

< p > in China, celebrities have great influence on local brands. Fan Bingbing, who is always the focus of the media, can hardly be ignored. When a group of celebrities are present at the events of the season, Fan Bingbing likes to try different things to try new things. He has chosen some young designer brands in China.

Bing Bing was dressed in red with the real VEGA ZAISHIWANG, Liu Qingyang's CHICTOPIA and Bu Kewen's Christopher Bu.

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< p > is also the first lady Peng Liyuan's outfit, which makes Guangzhou brand "exception Exception" unexpectedly red. Recently, Peng Liyuan has been selected for the annual best dressed list of Vanity Fair Vanity Fair in September.

In fact, the exception of mark and Mao Jihong is the high-end designer brand founded in 1996. It has long established a reputation, avant-garde bold unique personality design, art and literature has a unique artistic atmosphere, never fashionable, so always fashionable.

Its brand style is rather fastidious to the wearer, not everyone can control it.

Peng Liyuan's part of the visit was designed by Marco and made by "exception" and "useless". This custom made style is closer to advanced garments, with high popularity and strong wear.

Because it is not publicly sold, it can not be bought in a special store, but the public's attention to the brand is unprecedented because of Peng Liyuan's unprecedented rise. Many of them want to wear the same money, but this customized style is different from the brand's design style, and it is estimated that it will not be specially produced as a production line.

It is expected that Peng Liyuan will be able to wear a local brand clothing series in the future to make an appearance. As the first lady of the United States of America, Michel will promote the prosperity of domestic clothing brands and create economic benefits.

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Not only these domestic brands, P has already set up businesses focusing on advanced customization in China.

Originated in 1979, a small factory with a sewing machine from the staff's home near Dalian was founded in 1995. In 1995, the brand name Trands set up the top suit for men's wear, which sold as high as 88 thousand yuan.

You may not know that the suits that Hu Jintao and Bill Gates wore came from the same brand, that is, the creation. Buffett said in his video recording that he now has 9 suits from China, and the others are thrown away by him.

He also made fun of opening a shop with Bill Gates to sell the brand's < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >.

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< p > it can be seen that in China, there is no shortage of high quality products in China, but few are appropriate publicity and promotion with Chinese elements.

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< p > < strong > Where is the road of Chinese luxury brand? < /strong > /p >

It is impossible to pull the whole local clothing brand solely by celebrity effect. Under severe market competition, it is the key to run the brand culture and product line competitiveness. It is a short-sighted behavior to enhance the brand premium by packaging and using the "foreign brand" for P.

In order to enter the ranks of luxury goods, Chinese fashion brands must enter the pition period.

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< p > at present, the propaganda strategy of Chinese fashion brands, whether brand handbook or exclusive interview with employers, is a slogan forever repeated by Chinese brands: "young people who are between 18-30 years old, like fashion and shopping."

The foundation of international brand operation is brand founder and story, which are basically zero on Chinese fashion brands and lack of Chinese elements.

On the contrary, many good brands, including the first lady's "exceptions", all adopt the "foreign elements" packaging brand, from the store to the clothing LOGO are all English design, which is mistaken for a foreign brand.

This is the Chinese brand that must be improved.

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< p > apart from the lack of brand culture history and story, personality elements are also lacking in Chinese fashion brands.

Ouyang Kun, China's chief representative of the World Luxury Association, once said: "now the luxury demand of Chinese luxury consumers is very strong. Many high-end people want to get personalized services at the same level in the process of luxury consumption growth, because they hope to distinguish themselves from many other high-end people, have a higher level of personalized consumption, and reflect their social identity and value."

This means that the luxury market providing personalized services will further expand. The low-key, sophisticated and considerate luxury brands will face greater development opportunities in China.

In the future, the Chinese clothing brand can only abandon the imitation of "Westernization" and really go out of the road of individuality with Chinese elements.

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