Interview With Professor Kevin, Dean Of Paris International Fashion Art College, Shanghai Univer.

< p > after experiencing the global financial crisis, China's < a href= "http://www.91se91.com/news/index_c.asp" > Fashion Industry < /a > is rising rapidly. But Professor Kevin, Dean of Paris International Fashion Art Institute of Shanghai Univer, seems to have seen the fashion position of Shanghai, once the fashion capital of China, gradually declining. The influence of fashion industry and its role in the whole country and the world has gone beyond that. The strategic pformation of Shanghai textile industry is imperative.

The development and growth of local clothing brands is a key step to enhance the core competitiveness of local products.

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< p > according to the survey, the consumption concept of Chinese youth has gradually entered the stage of rational consumption after experiencing a fickle conformist consumption view stage. Especially since twenty-first Century, the "herd consumption view" has gradually dropped out among young people. They have paid attention to the self consuming form of individuation, and began to know what they need and what products are suitable for themselves. They are also familiar with the products and brand connotations of internationally famous brands, and the quality, performance and price of commodities tend to be more than three, which reduces the blind and passive.

This is bound to have an impact on Shanghai's local brands, and also requires them to further improve their demands.

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< p > how to let the "a href=" http://www.91se91.com/news/index_p.asp "Shanghai" /a "old brand" rebirth ", Professor Kevin expressed the need for government support on the one hand, and on the other hand, the cultivation of talents and the creation of the environment.

"I think the government needs some support plan, because Shanghai's comprehensive advantages and basic conditions are not very strong. We must restore the fashionable ecological environment. The government should also realize that fashion is the soul of urban development."

President Shen placed the hope of China's fashion future on the next generation of students.

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< p > guest introduction: Professor Kevin, Dean of Paris international fashion art college, Shanghai Univer, art critic and photographer.

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< p > < strong > the fashion status of Shanghai is decreasing. < /strong > /p >

< p > Q: you have been engaged in fashion education in New York and Paris for a long time. As you can see, what is the biggest difference between Shanghai's so-called fashion capital and Paris New York? < /p >

< p > professor Kevin: the biggest difference is dynamic. Paris is the first place of the fashion capital in the past. Moreover, the main source of modern history is in Paris. It still stands in Europe and affects the whole western way of life. Paris has set up the standard of Western material life. It is the standard setter and the status can not be shaken.

In recent 10 to 20 years, the development of fashion industry in New York has developed synchronously with the garment industry. It is also an immigrant country. It has adopted a series of immigration policies to attract talents. New York has become a rising modern Paris, and has won the ranking of fashion capital from five years in 6 years ago.

New York symbolizes the direction of the development of modern fashion and has played a benchmark role.

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< p > Shanghai has always had the title of "Oriental Paris" since 30s. By 80s, Shanghai was still the most fashionable and avant-garde city in China. But now I feel that Shanghai's fashion status is declining, and its fashion effect has been diluted.

It can be said that if we compare these three cities, Shanghai is a typical example of mountain deforestation in fashion. In the process of building a new Shanghai, it is very regrettable and unimaginable to abandon or away from the fashion and take the initiative as a precondition for Shanghai's superiority and advantageous resources. Therefore, the status of New York and Paris continues to rise, and Shanghai's position is not only very bad in the international arena, but also declining in the whole country.

In the past, people came to Shanghai to shop or travel to Shanghai, which is the fashion capital. Now shopping can be done in Shenzhen and Beijing.

The historical accumulation of Shanghai, especially the Shanghai people, is the most important and the cultural quality of the people. These conditions are unmatched by other cities in China. But now Shanghai is only expanding on the fashionable island area, the height is decreasing, and even we feel that we are sinking down. This is the sorrow of Shanghai.

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< p > < strong > talent cultivation can not take the old road < /strong > < /p >

< p > Q: you mentioned that this talent in New York is very important. How is the talent training of Paris International Fashion Art Institute of Shanghai Univer doing? < /p >

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Professor: we believe that China's reform and opening up has made some progress in education, including the fact that we are the only cooperative body in China that has completely introduced the fashion education model in Paris. After 10 years of efforts, first of all, we can see that our graduates are not worried about finding jobs in terms of employment. In the first five years ago, the employment wage of the first graduates reached 3640 yuan, and the counterpart rate reached 94%. The domestic fashion Institute despised hands. They thought that going to university was theory, and we were relying on these two strokes, proficient English and professional language, super practical ability and French mind. But I regret that most of China's fashion education circles still seem to be walking the old mode of China Textile University for 84 years. < p > < --EndFragment-- > < a href= > http://www.91se91.com/pioneer/ > > Kevin < /a >

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< p > < strong > Shanghai old brand is not attractive. < /strong > < /p >

< p > Q: Shanghai has bred many famous Chinese brands in the past. What do you think is the brand of Shanghai or the essence of Shanghai? < /p >

< p > professor Kevin: we have theorized, first of all, the advanced nature, followed by the refinement of Shanghai products.

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< p > Q: some emerging industrial clusters in China are also rising rapidly. For example, Ningbo, Shenzhen, Hangzhou, Shanghai brand, especially the development of time-honored brands, is not optimistic. How do you view such a situation? < /p >

< p > professor Kevin: the old brand must be eliminated. This shows that the product is not attractive. It is not attractive that consumers must buy you things. Is this feasible? Of course, some old brands do have Shanghai's regional culture and Shanghai's logo. Therefore, I think the government should protect the brand of old brand like protecting Kunqu Opera.

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< p > strong > old brand still needs government support < /strong > /p >

P: Q: we also see that many of the former brands in Shanghai are spouses. Do you think there has been some change in the pattern of Shanghai shopping malls? < /p >

< p > professor Kevin: now Shanghai's fashions are colonizing, all of which are dominated by foreign goods.

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< p > Q: do you have any good suggestions? < /p >

Professor Kevin: I think the government needs a certain support plan, because Shanghai's comprehensive advantages and basic conditions are not very strong. We must restore the fashionable ecological environment. The government should also realize that fashion is the soul of urban development. The reason why Shanghai can walk to the international metropolis is largely due to its fashion promoting the development of industry and promoting the development of tourism industry, thus bringing huge profits and becoming the fashion sanctuary that people yearn for.

Now, the development of Shanghai has made me feel like a powerful man full of armour in the era of cold weapons. He stood tall and upright in the head of the Yangtze River. At the shore of the East China Sea, we should continue to maintain our advantages and play our due role. We should not blindly pursue the growth of GDP. Why can't we create a Chu Liu Xiang, the martial arts are still outstanding and graceful at the same time? This is a topic for future urban construction in Shanghai.

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< p > < strong > local brand price has no advantage < /strong > < /p >

P > question: one of the problems in the media analysis of domestic brand development is not to seek essential changes and to rely solely on price warfare, but local brands do not have the advantage in price. Do you agree with this view? < /p >

< p > professor Kevin: I think there is no advantage in terms of price. Taking American standards as an example, most of the clothing products are more expensive than New York, and the price of foreign brands is more expensive.

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Shanghai is also a strategic strategic point for international brands. Under the situation of internal and external troubles, Shanghai brand seems to be losing its local advantages. Do you think the biggest impact on local brands is from international or domestic? < /p > P, --EndFragment--.

Professor Kevin: I think it's mainly domestic problems. The brands brought abroad are some excellent brands. They bring us not only good products, but also advanced concepts and management modes. In fact, we can absorb these good ideas and improve all aspects of ourselves.

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< p > < strong > electronic commerce should be standardized, < /strong > /p >

P: Q: our theme is "change from the beginning of interaction". How do you think the Internet can bring different marketing and communication changes to the clothing enterprises? < /p >

< p > professor Kevin: first, we need to reforestation, restore the ecology, and then train the young generation to become an excellent designer, and place our hopes in the future time, and hope that our environment can be better improved.

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< p >: now, with the rise of the Internet, many brands will choose to open online stores. What changes do you think the Internet brings to the clothing enterprises? < /p >

Professor P: Professor Kevin: lifestyle changes, lifestyle decisions, and adapting to this lifestyle are good things. Nowadays, Internet is indispensable in life. So we must use it well. E-commerce is the trend of future development.

I often do online shopping in New York. The new generation can start a business online. The cost is relatively low and the space for free play is relatively large. But to standardize the operation, there is still a problem of the whole society. Many students, like our students, set up shop online by themselves, and I support them very much.

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< p > Q: the Shanghai brand conch will pfer its main sales channel to e-commerce, but it is nothing more than opening online stores. Many brands also believe that the connection with the Internet is only open shop and official website. Do you think the road of e-commerce of garment enterprises can go like this? < /p >

Professor Kevin: when I was abroad, I found that many brands abroad were not selling the Internet as the flagship, but the online products were generally civilian goods or super personalized products, but the real big brands still go to the exclusive stores and take the mainstream brand line.

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< p > Q: what do you think is the most successful brand in Shanghai now? < /p >

< p > professor Kevin: not yet.

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< p > Q: if there is an opportunity for you to lead the brand development, which brand will you choose? < /p >

Professor P: I will choose fast fashion brand, and I will recruit talents in the whole world and form a professional team. "Kevin"

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< p > Q: quality, design, channel, brand, and capital, which is the most missing brand in Shanghai, in general? < /p >

< p > professor Kevin: the most missing is the design. Shanghai designers are not rich. The government has created many fashion industrial parks and they have no chance. The real designers of Shanghai are quite talented, but they do not enjoy good support.

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< p > Q: will Shanghai be able to go to the fashion capital of the world in the future? < /p >

Professor Kevin: I think it is not optimistic. From the current situation, we can see that Shanghai's future is not heading towards the fashion capital. P

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