Shenzhen Clothing Opens International Market

　 Shenzhen Clothes & Accessories Create independent design brand

Shenzhen can be regarded as the kingdom of women's clothing, and now Shenzhen owns it. Independent brand More than 800, more than 100 of which are famous brands in China. Shenzhen women's clothing has a market share of over 60% in some big cities in China. 2012, Shenzhen clothing The total sales amount is more than 160 billion yuan, and sells a set. clothes The profit margin and tax contribution rate even surpassed that of selling cars. Recently, the Shenzhen fashion Legion debuted for the first time in the world's largest fashion week - the 2014 spring and summer New York fashion week, and the 15 Shenzhen brands made a collective appearance. After independence, vanguard and fashion, after a group of 80's "two generations", the "Shenzhen design" will go to the world and create a truly "international brand".

From " Made in Shenzhen "Shenzhen design"

This year, Shenzhen fashion industry has participated in the fashion week of New York for the first time after 5 consecutive years in London Fashion week.

Shen Yongfang, President of Shenzhen garment industry association, admitted that Shenzhen's clothing industry started in "OEM". At present, there are more than 800 independent clothing brands in Shenzhen, more than 100 of which are famous brands in China, with a market share of over 60% in large cities. The famous brands such as "Ma Tian", "Song Li Si", "an Li Fang", "monsoon" and "card Dan ton" and so on, all come from "Shenzhen design".

From "made in Shenzhen" to "Shenzhen design", Shenzhen's clothing brand Ma Tian Na is quite representative. In 1982, Wu Suiping came to work in Shenzhen as a sports talent. In 1994, he founded Huang Yichun's clothing Monopoly chain company with his wife. "First shop, post factory, OEM, and gradually develop into self created brand." Wu Suiping told reporters that in order to build Shenzhen famous brand and constantly enhance its original and personalized services, in 2005, the company began to choose Milan and Italy. Designer Cooperation is more internationalized in design concepts and management. He believes that there is still a gap between the Shenzhen brand and the international brand. "The real clothing brand must be the designer brand."

Wu Suiping said that the so-called designer brand is the brand of "soul". It relies on the constant innovation of designers, gradually forming its own brand characteristics and culture, others can not imitate the unique brand.

"Taking the two generation" to brave the world with the international wind

This reporter has learned that Shenzhen is now "two generations". This group of 80 after the internationalization of the succession, is personally working to create "designer brand".

The title of "KODICE" creative director is printed on the card of KIKI WU, and she is Wu Suiping's daughter. As the "two generation", she set up an international team in his father's company, launched the "Shenzhen original", upgraded the "made in Shenzhen" to "Shenzhen design".

Another 80 generation "two generation" Xu Weiyi, after working for the brand Temar created by his mother for some time, set up his own designer brand Meitler. She told reporters that when he returned to China in 2009, he launched products in spring and summer in 2012.

Independence, avant-garde, fashion, international vision and local characteristics are the "Shenzhen design" styles led by Shenzhen to serve the two generation.

　　 Shenzhen clothing brand successfully test water international market

It is understood that some Shenzhen clothing brands have successfully tested the international market.

ELLLASSAY has opened more than 300 stores in China and Southeast Asia. Its sales volume has been growing at an average annual rate of 30%~50%, and has won two annual awards and annual value awards.

"City beauty" companies registered in the United States, sales in the United States market reached more than 100 million.

Deng Hao, chairman and chief executive officer of Denghao, is China's top 10 brand. Fashion Designer Deng Hao has been working hard for years to study the original knitting technology. The design of the "flower demon" has been well received by the industry and the market, and its products are sold to countries such as Japan and Korea.

There is a gap between international brands and brand awareness.

"Shenzhen's clothing design has reached international standards, but brand awareness is not loud enough internationally." Shen Yongfang, President of Shenzhen garment industry association, has led many Shenzhen fashion groups to attend London Fashion Week and New York fashion week.

Although some brands have successfully opened up the international market, she has also witnessed the fact that Chinese brands are being bullied by international shopping malls because they are not well-known enough. "The Royal stores in London, London, have seen several brands of clothing designed by us, but we want to brand their stores. We still insist on playing our own brand. From China's famous brand to world famous brand, there is still a process of market recognition. She said that the international reputation is still lacking. "If China's powerful enterprises can jointly buy the London Royal Park, let our brand enter, the international popularity can be promoted at a time."

An industry insider said that Shenzhen's clothing brand has attracted worldwide attention in just a few decades, and its fabric and style are no less than any brand in the world. But create International brand names Historical precipitation and cultural atmosphere are not needed in ten or twenty short years. LV and Chanel have hundreds of years of history. Each piece has a beautiful story. Shenzhen also lacks the fashionable gathering place such as the Fifth Avenue, hoping to settle the real international brand by the time.