The Lack Of Cashmere Clothing Brand In China

The lack of brand is an important problem facing China's cashmere industry.

So, what is the lack of specific, let us compare the experience of the international cashmere brand, together to explore.

Entering the October, cool and cool gradually, all kinds of cold proof and warm clothing began to enter the selling season. Cashmere clothing is one of them.

To this end, various industries and enterprises are also fully preparing and planning.

As early as the beginning of August, the cashmere Brand Summit of China's cashmere industry was held in Nanjing.

For cashmere industry, the leaders of various brands are not optimistic.

Although many of the top brands of cashmere garments come from China, cashmere clothing enterprises in China do not develop this advantage.

This can not be said not to be regrettable.

What makes China's cashmere industry face such embarrassment?

Zhang Zhi, executive director of Erdos Cashmere Group and Bian Zhenhu, vice president of China food and animal products import and Export Chamber of Commerce, pointed the problem to "brand deficiency".

After careful consideration, it is true that although China has some name cashmere garments, it can really be called "brand", really selling price and customers recognition, but very few.

In view of this, the reporter wants to compare with Ballantyne Cashmere, which is really called cashmere clothing brand in the world and the better and better it has been in recent years, to reflect on it: if we want to become a real cashmere clothing brand, what is our deficiency?

The importance of product design and design for clothing brands has long been ignored.

However, the design of cashmere garments in China has not changed after fashion for more than 20 years.

It is undeniable that the limitation of cashmere material makes it difficult to design cashmere garments.

However, even if cashmere enterprises forgive themselves, consumers will not be wronged.

People's demand for clothing design is getting higher and higher, which is an irreversible trend.

Especially for many domestic consumers, the style is the first and the fabric is second. They will even give up cashmere clothing because the design is not suitable.

After all, there are more and more alternatives to warm clothing for cashmere clothing.

It can be said that because of the lack of design, the consumption of cashmere clothing in China has not been significantly increased.

Therefore, not to design this homework well, not to launch products that make consumers interested, to make cashmere clothing brand can only be empty talk.

Summing up the development experience of the leading brands, the reporter thinks that if Chinese cashmere clothing enterprises want to do well in the design, four modernizations must be realized first.

Fashion oriented look at Ralph Lauren, Chanel, Dior, Givenchy and other fashion brands made of cashmere fashion are sought after, while we sigh the strength of design, we have to admit people's pursuit of fashion.

When Adidas, Nike and other sportswear brands also invite fashion designers to help them design fashionable sportswear, cashmere clothing is obviously not indifferent.

Alfredo Canessa, chairman of the brand of nearly 90 years, has long noticed the change of customer demand and the passion for fashion pursuit. Alfredo Canesa,

Therefore, under his leadership, Ballantyne introduced some modern design to make the color richer and more varied.

In order to make fashion design more fashionable, balantan mixed cashmere with other materials well.

In February 2008, the fashion review of the International Herald Tribune pointed out that the mixture of cashmere and satin made the cloth of a brown and smooth flowing cashmere skirt made of a very stylish fashion.

In order to provide more powerful support for the fashion design of balantan cashmere dress, Ballantyne sponsored the design competition.

It calls on graduating students from various famous design institutes in the world to create a series on the basis of balanan design logo, such as diamond pattern and color mix and match.

Alfredo Canesa said bluntly: "this is an honor and responsibility of Ballantyne to promote the understanding of cashmere products by young designers in the world's top fashion design institutes."

Although plump is a cashmere brand, it is by no means just a cashmere garment.

If you want to make a brand plump enough to satisfy the needs of consumers and move consumers more effectively, companies need to enrich their product lines.

Fernando Evangelista, director of the Asia Pacific region of balantan, said: "we emphasize that balantan can provide an overall image building and a complete series of accessories, with the goal of providing customers with more choices" Fernando Evangelista.

The series of balantai include men's clothing series, women's wear series, accessories series, and shoes.

In fact, to make the brand well, not only can bring the concept level improvement to the brand, but also bring real sales benefits to the brand.

In 2007, Susie Menkes commented on the development of balantan, saying: "combining leisure with the city is the position of balantan."

For the trend of Fernando Evangelista's cashmere dress leisure, balentan Asia Pacific director explained: "travel related industries represent a broader space and opportunity to enable our brands and products to be displayed to more potential customers.

For brands like Ballantyne, the more opportunities for travel related environments and more exposure opportunities provided by duty-free shops will bring more profits.

For this reason, balanting will provide lighter lighter cashmere sweaters for travelers, even if they are full, they will not be overweight.

Indeed, when people are more and more fond of traveling and more and more like leisure lifestyle, when the whole garment industry is moving towards leisure, it is irreversible to move the brand to fame.

Symbolization is a great problem for Chinese clothing brands, and cashmere clothing is no exception.

You can't tell which brand you are wearing a trademark.

In contrast, foreign clothing brands have their own distinctive design characteristics, and even form symbols that can represent brands, such as the diamond pattern of balantan.

In the case of cunice, the brand of branto is unique, and the rhombus pattern contributes greatly.

This symbol can not only become a basis for people to identify brands, but also become a link between brands and customers.

Therefore, our enterprises should also try to design a symbol for themselves.

Of course, this symbol can never be easy.

Moreover, after forming a symbol, enterprises need to constantly deepen this symbol so that it can advance together with the brand.

Every season, balantan cashmere sweater interprets its landmark diamond pattern in a new way.

At the same time, Ballantyne's rhombus pattern will also be pferred to other product lines, ranging from packages to lighters, button holes and even the decoration of shoes.

Alfredo Canesa is proud of the brand's luxury accessories, from cashmere scarves to classic diamond shaped packages.

Marketing for domestic clothing enterprises, marketing awareness has always been relatively strong.

Even though some enterprises only do not have enough quality, everyone is very active.

In contrast, cashmere enterprises in the marketing aspect, there are still many spaces to be excavated.

In 2005, when rice cashmere invited celebrities as spokesmen, some commentaries pointed out that this is a great progress for cashmere enterprises.

So, we can feel that the cashmere industry is slow in marketing.

However, if cashmere enterprises want to really create brands, they need marketing, especially in marketing with connotation and level.

Of course, marketing is a systematic project, and needs to be built in many ways.

Here, the reporter would like to stress that marketing of channels is a special point.

In the interview before reporters, there is a business executive pointed out that foreign clothing brands attach great importance to channel marketing.

To a large extent, their success is to do a good job, then successfully copy the store one by one, and win the brand success in the expansion of the channel.

Looking back on our brand, it is often a shop that has not done well, and it is too anxious to spread out.

As a result, the quantity has gone up and the quality has been reduced.

Not only did the channel not promote the brand, but it destroyed the reputation of the brand.

Therefore, in the face of more and more realistic market environment, facing more and more rational consumers, journalists believe that cashmere enterprises must make good channels if they want to make brand names.

Nowadays, cashmere enterprises mostly adopt the form of special counters in department stores.

Moreover, the scale of the counter is not large, and the display of the product has no characteristics, much less design.

Therefore, such a channel can not bring bonus or recognition to the brand.

Even our channels can not show the honor of cashmere clothing itself, but instead give consumers some feeling of "worthless".

Therefore, our cashmere enterprises should make more efforts in the channels, and try to broaden their channels.

If we look at the flagship store of balantan in Tokyo, we may know our difference.

In order to better express the brand of balantan and better contrast the characteristics of cashmere clothing, Ballantyne hired the architect of Associati Spreafico Quadri to design the flagship store in Tokyo.

The store is part of the branding brand reengineering project, located in the high-end consumer area of Tokyo, 648 square meters, two storeys.

Kui Derui used the works of artist Joseph Frank in space.

"For us, opening a flagship store to combine British characteristics with Italy's creativity is a very meaningful opportunity for us," said Montezemolo, CEO Matteo di Montezemolo.

We will also take advantage of this opportunity to make a limited edition diamond coated package - which is very important for our brand development.

In balanan Milan store, there are more than 200 cashmere sweaters in more than 60 colors on the wall.

Montezemolo said: "color has brand characteristics.

Quality is more important than quantity.

We emphasize products and correct channels, and channels have an extraordinary effect on brands.

We used to have a store in Madison Avenue, New York, but it was closed in 2006 because it did not fit our image and strategy.

Although balanan is located in the high end, some domestic enterprises are not here, but the idea and way of making channels are undoubtedly of reference.