Italy Textile Family Andre: Clothing Should Emphasize Aesthetics And Function

  Http://www.91se91.com/pioneer/ Born in Italy textile family: terracini family. Since 1870, the family has been serving many well-known fashion companies around the world and has been working with Chinese companies long ago. Over the past 1996-2004 years, Andre has also worked hard to enhance the image of Italy textiles around the world in addition to operating companies. Today, Andre was founded jointly by tessitura Majocchi and China International Group. Joint venture NT Majocchi is the managing director of the jh1912 project.

　　 Technological progress of fabrics for urban casual wear

　　 Reporter: jh1912 was originally the main outdoor dress, now the transformation of urban leisure fashion, how do you look at the domestic urban casual wear market?

　　 Andre: In recent years, in the Chinese market, outdoor clothing is indeed favored by more consumers. In urban life, the pace of urban life is accelerating, from family to workplace, to leisure and social interaction, everyone is rushing to different roles, so the demand for flexibility in dress modeling is becoming more and more prominent. In addition, people often wear outdoor clothes in daily life. They are undoubtedly fond of its comfort and wind protection, waterproof and wear-resisting functions. But it has to be said that most outdoor clothing can hardly satisfy the urban people's fashion and taste. Pursuit 。 The concept of "smart" clothing, which is respected by jh1912, meets the needs of urban people to the greatest extent. Elegant and concise Italian design, implying invisible scientific and technological functions, is lightweight and comfortable, without losing its demeanor, and adapts to the fast pace of urban flexibility. Jh1912 integrates the Centennial military quality of the China group, the heritage of Chinese history, and the innovative technology and fashion sense of Italy design team, providing excellent personality for the city elite and fashion new generation.

　　 Reporter: data show that the company has very high-end fabric technology. How can you balance the problems of technology, practicality and aesthetics from design?

　　 Andre: With the help of new technology, fabric's functionality can be improved, but at the same time, it will not lose touch and quality. All products emphasize aesthetics in the design process. Each product is integrated into technology and performance, but it is hidden beneath the surface of fashion and texture. This is due to our innovative "invisible" fashion design concept, from one point to the final shape, throughout.

　　 Reporter: the company is a large number of suppliers in terms of fabric. Is there any plan to cooperate with the big brands to launch the designer in the future?

　　 Andre: The company has its own design team and consists of experienced professionals. They have collaborated with well-known fashion brands and are active in the fashion industry. At the same time, we are paying close attention to some designers who show their edge in the industry. They plan to invite them to create "capsule" series in the future. Brands need to constantly inject new elements, new powers and new revolutions.

　　 Loyalty needs training, not education.

　　 Reporter: what is the audience positioning of the brand in China?

　　 Andre: In China, we do not want to use price to locate which category we belong to. Because consumers in different markets have an unbalanced attitude towards price and quality. So our price tag in Italy is very good, because the company wants to provide a competitive price product to local consumers from a long-term perspective, but in China, we may take a different approach. means 。

　　 Reporter: what are the specific marketing strategies for such a group of customers? Why?

　　 Andre: In terms of marketing channels, apart from having a physical store, we will also adapt to the current consumption trend and adopt more new social channels, such as micro-blog, WeChat and other online channels. From the aspect of publicity and marketing, we will not adopt the common advertising sensational elements, such as handsome guys and beauties, because our publicity content is always placed in the product itself. In addition, we emphasize customer loyalty, quality and all-round performance. In the way we communicate with target consumers, we will adopt a more direct way of communication, either in store activities, or even with consumers to visit our factories, from zipper, material selection, sewing and so on. details Consumers can track them. All kinds of authentication, we can see through the network or to the physical store, confirm our high quality process and material. So this is the most important content that we should always emphasize in marketing.

For consumers, we pay more attention to process experience. For example, the brand of China has its own design team. The fabric is produced by us, the finished product is also produced by us, and then allocated to all parts of the country. Consumers may wonder now who is buying clothes in the market? It is not clear about who designed it. It doesn't have much experience. It just goes to the store to see that clothes are suitable for oneself. Next time shopping, consumers will not necessarily buy the brand again, but turn around the whole shopping mall and see which one will buy it. I think jh1912 will train a lot of loyal consumers. They have to go to the store to experience it. If they have the chance to visit the factory, the loyalty of the brand will be cultivated. And then understand the whole brand. Production system From raw materials to production to quality assurance, the whole process can interact with operators and managers. I think this is also very important. Only in this way can consumers track the development of brands.