How Far Is The Local Brand To The International Brand?

　　 Shenzhen It is the most developed city in China's fashion industry and the most avant-garde city to realize the internationalization of brand creativity. In the 90s of last century, Shenzhen began to design and create its own national brands and constantly learn from and learn from the international fashion industry. After 5 consecutive years in London Fashion Week, the Shenzhen fashion Legion has again made a brilliant appearance this year, the world's largest fashion week - 2014 New York spring and summer fashion week, which has set off a gorgeous "Shenzhen fashion fashion in China".

Therefore, we invite the managers and designers of local fashion brands in Shenzhen to explore the issue of integrating local design brands with the international market. We hope to provide a platform for Chinese fashion and fashion industry to broaden our horizons and draw lessons from them.

　　 What is our difference compared with the international brand?

Wang Dusen: there is a gap between local clothing and international brand. During the fashion week in New York, I found that Chinese people are not aware of fashion, but time. A brand needs to position itself well, then show it gracefully and confidently, and then experience the accumulation of time. Nowadays, Chinese clothing is not always a brand, but a product.

The rise of European and American brands has something to do with the environment of several times. China's clothing brand is now in an era of change. We need to observe and think more about the current situation and future trend of the society. If the brand insists on its own position, it can take advantage of social change, perhaps the road of big brand will not be too far away.

Luo Zheng: first, the style of the brand must be unique, followed by the pursuit of the ultimate quality. When we take the road of big cards, we must first be down-to-earth, sincerely, humbly, and reverence to do every work and every process well. I think this is something that our generation really needs to do.

Zhang Hongtao: Europe and the United States have gone through nearly a hundred years of history. After so many years of development, the pattern of the world has been shaped. I think letting brands occupy a place in the minds of consumers is a future direction for our brands to come out.

Aubrey: in addition to brand image and product quality, the big card has the ultimate pursuit and precise positioning. It is bound to have a highly efficient talent team, and build and run its brand with a very professional team and system. Therefore, I think domestic brands should first consider all aspects of their own to achieve professional, which may be the starting point for the future.

Sun Meng: whether the internationalization of local clothes should be abandoned? domestic market I think it is necessary to consider. If the domestic market is not finished, internationalization is still relatively far away.

　　 What does local brand learn from abroad?

Wang Dusen: the appearance of 2014 spring and summer fashion week in New York is an exploration of "going out" by George. I find that the fashion week in New York operates like a precision machine, with a clear and professional division. Based on the commercial international exhibition, we also have a clearer idea of our brand positioning. Compared with the atmosphere of domestic fashion week, the atmosphere of New York fashion week is excellent. Everyone in the city is talking about fashion. {page_break}

Luo Zheng: we had a fashion show in New York in 2008. It was a brand new change for me. A good designer wanted to combine art and Commerce perfectly. They will have dragon services from dance, directing, modeling and even seating arrangements. Production companies will have model consultants, public relations companies will repeatedly confirm "effective audiences" for brand shows, and designers in China are often neglected as designers.

Philo: when it comes to atmosphere, we have the participation of international teams in the process of brand growth. Our creative director, KIKIWU, grew up in a good international fashion atmosphere. The strength of the international team really lies in their thickness and accuracy, which is much stronger than that in the domestic media. The promotion of brand taste needs to be realized through consumption. If you never put your clothes on you, you will never know how to express yourself.

Zhang Hongtao: over the years, the most important thing we have in the cultural collision of "going out" is to exchange and integrate, to gain others' strengths and to recognize their weaknesses. Compared with getting orders, it is even more important to know where our coordinates are, where the gap is and where the advantages are.

Yin Bo: because of Europe Latest fashion History has existed for a century. There are lots of accumulation and experience that we should learn from. At the beginning of our collaboration with the international design team, we have been humble and tolerant of their different ideas at the very beginning. The help of foreign teams does help us shorten the process of brand going out. But slowly, you will find that cultural integration takes time. If we want to shorten the time, we must stick to our brand positioning and be very clear about our brand style. Only in this way can we achieve effective cultural integration.

　　 Brand SHOW field

Under the banner of the film group, it has many brands, such as music, poetry, grace, song and Olivia, and has always been committed to the integration of eastern and Western cultures. The brand has overseas research and development department, the international vision brings the exotic flavor to the brand under the shadow, at the same time, lets the brand become the metropolis elegant, the exquisite life representative.

Gleth built the international line. Women's wear The brand is the only woman's brand in Forbes's list of China's potential enterprises in 2010. In 2013, he went to New York fashion week to sing to the world. The women's clothing of song's is implicit and not publicized, simple but elegant. Professional women are concise and capable and gentle and charming.

Luo Zheng, the designer of the European brand, has succinctly created many of the first in China's fashion industry. She is good at stitching the combination of Chinese flavour images into fashion, showing a concise fashion in the refinement of Chinese culture.

EIN is an original Chinese brand with international aesthetic vision. EIN admired Nordic life aesthetics, emphasized the harmonious coexistence with nature, and the good combination of design innovation and functional layout. In the style of clothing, EIN's design is detached from the atmosphere. While pursuing artistic style, it is practical, with an introverted publicity.

KODICE is the first commercial brand launched by KIKIWU, a senior Chinese women's wear designer. It is also the third fashion brand of Shenzhen's fashion group. With a large overseas design team, KIKIWU integrates the design methods of jewelry into fashion and shops, emphasizing exquisite and luxurious decoration and sharp lines. {page_break}

Participant

Zhang Hongtao, Secretary General of Shenzhen clothing association

Vice president, Yin Bo Ying group

Luo Zheng, chairman and director of design,

Wang Dusen brand director

Sun Meng EIN creative director

Philo KODICE Brand Manager

Aubrey founder of public relations

Gao Haiyun, miss Shenzhen champion

Yuan Xiquan, general manager of Nandu fashion and Tourism Center

Hou Fei, chief content officer, Nandu fashion and Tourism Center

Zhang Huie, director of Nandu fashion and Tourism Center