China's Taste Will Refresh Another Milestone In The History Of Clothing.

"Chinese style" and "Chinese elements" have never been. clothing The new topic in the world, but the sound of discussion has always been heard. Because it is about culture, like a "secret" taste that can only be said to be ineffable. The moment, Designer The industry people, even at the level of processing and manufacturing, are beginning to find ways to get a prescription that can be used properly, trying to turn the "Chinese flavor" into a relatively powerful appeal and refresh another milestone in the history of clothing.

Chinese clothing has come to this day. Some "leading geese" figures are thinking about the same question. What will be the future of Chinese clothing? Is it the best choice to follow the international line? From "made in China" to "made in China", what is our basis in the world?

When this problem is not clear, the reporter chose to use "China Intelligent Manufacturing" as a "virtual direction" to solve this problem -- with the products with strong Chinese characteristics and national elements as the main products, and do local brands with profound Chinese cultural connotations.

Different from the formulation of "China's creation", the reason why it is called "intelligent creation" is that designers and industry people need more brains to coagulate and disperse the wisdom left by their ancestors, and then mix them into products and brands, so that Chinese clothing can have an overall "national style". Today, whether western fashion is still the dominant direction, whether it can become the way for the future of the industry and the way out for the local brand, we can not easily draw a conclusion, but to explore the problem itself, it is an urgent solution to express itself.

Has the "Chinese gas field" formed?

Right view: for most consumers, western fashion is still the mainstream.

A large number of Chinese elements may be feasible for a narrower designer brand, but is there any risk for a brand facing the mass market? Is this kind of Chinese element enough to support its next release season?

For this question, Jack Walker (Shanghai) Clothes & Accessories Liu Changqiao, deputy general manager of the company, has the same question: "Chinese people wear their own local brands. clothes Not so confident, most consumers do not have this confidence. In economically developed areas, some people are proud to wear clothes with international brand names. Because he thinks this shows his wealth, success and taste, and he feels confident.

This is an unavoidable situation. From the true and false "big Logo" phenomenon on the street, it is blindly following the wind and strengthening the ocean. On the other hand, it is the lack of aesthetic quality.

A friend who made a custom designer once regretted that although the brand of her custom shop was Beijing, it also had a professional design and production team. However, there were still many "high-end customers" who did not enjoy customized design services, but rather "high imitation" with the big picture or objects in the international market.

This may be "relaxing" for the designer's work, but it's really chilling! This perceptual designer describes this.

The high-end customers are still so, for those new generation of young office workers, the unsuitable pouch is unable to support their fashion taste. But this generation has just received a good education and grew up in the Internet age with fashionable information. It is very likely that the international fashion elements will be known. They are looking for "Lee Hyolee to wear a version" and search for the scarf of Jonny Depp. If they are to fall in love with local brands, unless they are dressed like Western stars. shoes "Otherwise, it will be even more difficult.

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Left side view: we should have enough confidence to show.

When our garment industry just came into existence, the public thought that suits, ties, jeans and miniskirts were "fashionable and fashionable". At that time, Chinese elements could only be a symbol with symbolic meaning. In the eyes of foreigners and even the Chinese people, they could only be recognized as "unique" but not really psychologically recognized, and naturally they would not become "household clothes" for mass consumption.

If there is no strong industrial foundation in the country, and even if the comprehensive national strength is not valued by the world, it is likely to be somewhat wishful thinking repeatedly emphasizing "national elements". Now, China is already proud of this pride. With the rise of the economy, the success of God seven, the hosting of the Beijing Olympics and the convening of World Expo in Shanghai, the atmosphere of Chinese style has already become increasingly enthusiastic.

"The whole world is learning Chinese, and Confucius's words are becoming more and more internationalized." This is not just a popular song lyrics, but a true portrayal of the times. All the familiar songs in Dongfeng, blue and white porcelain and chrysanthemum terrace reveal the wisdom of their ancestors. A large number of ink and Wash Animation flows in the footage of public service advertisements, publicity videos and music MV. Of course, besides the Chinese elements that have long been on the T stage, there are more and more Chinese faces such as Chinese supermodels and Chinese designers.

In such an era, there is a "Chinese imprint" era on the cutting edge stage. Is our clothing brand and the "made in China" that we once proud of should not have doubled the confidence to make breakthroughs?

Who will sell Chinese elements?

Right-wing view: of course, the domestic market with stronger cultural identity.

Examples of support for this argument are those of the first tier luxury brands who want to further attack the domestic market.

Many luxury brands develop targeted products of Chinese elements in the product entry period or brand development stage, in order to quickly narrow the distance from Chinese consumers. They know very well that once these elements are applied, their media exposure rate and exposure rate will be particularly high.

Some people may say that these considerations are for commercial purposes, but only for a while, not for cultural identity. Well, let's take a look at the latest action of a brand -- Hermes will launch a new brand "ShangXia" for the Chinese market. The first store will open in Shanghai this spring.

This is the first time that the Hermes family has established a brand in China. It bought a large share of a ShangXia company in Shanghai, and Patrick, President of Hermes international group.

Thomas said: "ShangXia is a unique brand, from style, material to workmanship, will reflect Chinese culture." The aim of the company is to introduce products with relatively low prices, and seize the opportunity to make full use of the China's luxury market that will be fully developed this year.

Insiders analyzed that Hermes created new brands in China, in addition to snatching relatively low-end consumer groups, and perhaps the intention of "salvaging" Chinese culture. Cultural elements and handicraft are the essence of Hermes's inheritance in past dynasties, and China's precious intangible cultural heritage is an inexhaustible "gold mine" at the senior level of Hermes. Therefore, it can be expected that ShangXia will be a brand with rich Chinese elements.

Despite the fact that consumers are influenced by European and American culture and attracted by Japanese and Japanese culture, most of the development of a nation is accompanied by a growing sense of national confidence and a sense of national identity.

It can be seen that consumers are gradually returning to reason and will not be so blindly looking for foreign brands. In terms of culture, local enterprises know more about the consumer psychology and consumption habits of their own market, and if they can make more convincing actions on the excavation of culture, the domestic consumers who have resonance will get more water into the canal.

"Chinese style" and "Chinese elements" are never new topics in the clothing industry. Because it is about culture, like a "secret" taste that can only be said to be ineffable. At the moment, designers, brands and even manufacturing people are beginning to find ways to get a prescription that can be used properly, trying to turn the "Chinese flavor" into a relatively powerful appeal to refresh another milestone in the history of clothing.