China'S Fashion Industry Is Still In Its Initial Stage.

With the improvement of the purchasing power of Chinese consumers, China has become one of the largest fashion consumer markets in the world. International fashion brands have entered China. Fashion has become a widespread social phenomenon and consumer culture, affecting the lives of Chinese consumers. The industry is also known as a new industry with great potential for development in the future.

However, China's fashion industry is not mature at present, and its development is still at a relatively elementary stage.

From the definition of fashion, the fashion in the industry basically refers to clothing and clothing manufacturing industry, and even a lot of people, when it comes to fashion, is equal to luxury. Many fashion and luxury goods manufacturers often think fashion is luxury, fashion is luxury. In fact, this is just an understanding angle of the industry. Fashion is driven by business. Generally speaking, it is business driven. It can not ignore the understanding of target consumers. Only the fashion defined by business and the fashion that consumers understand are a fashion of fashion. Fashion consumption can be aroused.

Two years ago, I conducted a research on the Chinese fashion index, and found that Chinese people do not have too many concepts about fashion. Chinese consumers' understanding of fashion includes many elements, such as personality, avant-garde, lifestyle, brand, ideology, culture, leisure activities and so on. This reminds us that the fashions of consumer understanding are actually richer and more diverse. Therefore, the fashion industry also includes not only fashion, luggage, leather shoes, cosmetics, jewelry, but also all the contents related to consumer lifestyle and social pop culture. Just as fashion scholars define, aesthetics is just one form of fashion.

Although the fashion industry can contain many aspects, there is a synergy between the structure of the industry. That is to say, the various branches of the fashion industry need to support each other, or they are united in product innovation and marketing innovation. However, in the Chinese market, the whole fashion industry is still a fragmented state. That is to say, the various branches of the fashion industry can form a very good industrial chain, but now they are all doing their own, for example, cosmetics only focus on the practice of cosmetics, fashion only cares about fashion practice, and does not establish a very complete and orderly industrial chain.

For example, cars and watches are fashionable signs for many consumers, because nowadays many people buy cars have gone beyond the stage of functional pursuit, and have more symbolic meanings, so the marketing of cars can be combined with other fashion brands. For example, how does a city show its characteristics?

The planning and architectural style of the city is also a manifestation of the extension of fashion culture. For example, the overseas cities are integrated with the whole design of the city, and are systematically planned. However, we see that the outdoor advertisements in China's streets and lanes are basically disordered, and often have nothing to do with the cultural style and image of the city.

These examples show that we often pay more attention to how our own industry develops and how to commercialize, but ignore the deep concern for the humanities and the psychology of consumers. Therefore, there is a distance between the providers, designers and marketers of fashion products and services, and consumers of fashion products.

Looking back at the level of China's fashion industry, we can compare the international fashion level of the world. Many international fashion starts from the aristocracy to the public. However, this is very different from the whole Chinese cultural background. Many countries have had the fashionable linkage foundation since ancient times. The nobility and the aristocracy should try their best to create fashion, and the public non noble groups should go all out to imitate, so Paris, Milan, London and New York have become the fashion capital through remote culture.

But China's fashion is a fault in the long history. Many good things in ancient times are the fashion of the palace. People can't follow the fashion of the palace. The court fashion and public fashion have strict status and distance. This has led to China's lack of social driving force for fashion effect since ancient times. Therefore, China's fashion was developed after the reform and opening up in the impact and imitation of foreign culture. Therefore, China is still a pupil in the global fashion industry.

Why do I say so?

Because whether we are in the fashion industry, there is still a certain distance between the fashionable brand, the fashionable consumption and the fashionable marketing level.

Therefore, from an international fashion pmission process, we can see that today's Chinese fashions are mostly from London, Paris, Milan, and even some cities such as New York and Tokyo, including Hong Kong and Taiwan.

The status of these cities in the international fashion industry is very prominent. What we often see is the international first-class fashion brands, fashion clothes design and so on, but they lack the Chinese elements and the voice of China. Even many big brands dare to use Chinese elements. For example, LV can design a bag with Chinese characteristics. The kung fu panda can make a great sense of China, but it is difficult for Chinese fashion designers to integrate some elements from other countries. It will take a long time.

Conversely, the formation of China's real fashion and the development of fashion culture are 20-30 years, so there are still many opportunities for China's fashion industry. Through the Olympic Games, China's image has been greatly improved in the world, and more and more countries have begun to focus on China. This has created a good foundation for the global expansion of Chinese fashion. At the present time, thinking about how to pack Chinese fashion elements, spreading the classic elements of Chinese culture, and how to create Chinese fashion brands with international elements is a problem before China's entire fashion industry interface. And how to interact and integrate among different industries is also the key to promoting the development of China's fashion industry.

Therefore, looking for some new positioning in the global fashion industry chain through the study of global fashion culture and the humanistic insight of consumers may be an opportunity for the development of China's fashion industry.

Yang Jing: editor in charge