Where Are The Opportunities For Clothing Brands?

  Here world clothing shoes The Xiaobian of the hat net introduces the clothing brand: we dare to change and have good scenery.

Exhibitors China (Shenzhen) International Brand clothing Clothes & Accessories The Trade Fair (Shenzhen Trade Fair) is different. This year's Shenzhen Trade Fair has great significance for Lang Dai.

"This year, apart from the brand MYMO exhibitors that we have been running for 11 years, a new high-end business women's brand M.HITI will also be exhibited at Lang Dai." Su Yingbo, chairman of Langdai, told reporters that M.HITI was a new brand developed by the end of last year with the Italy design team.

In recent years, due to the impact of the economic environment and the impact of international brands, local garment enterprises have encountered great challenges in their development. In this regard, Su Yingbo believes that in such a market environment, China's clothing brand to achieve healthy development, we must change. "The key to change is that enterprises must first identify their market positioning." Su Yingbo said.

　 Opportunity in absence

"As for the current Chinese women's clothing market, there are many women's clothing brands with high-end positioning. Therefore, in order to seek development in such a market environment, positioning is crucial. Su Yingbo told reporters that after observing the middle and high-end women's clothing market, she found that many high-end women's fashion styles were dominated by conservative and old-fashioned routes. Even though some women's clothing brands with strong design sense were improved, they only modified the edition and clothing profiles, and walked the routine fashion. This industry has also enabled Su Yingbo to find opportunities for development.

"In my view, in terms of fashion standards, high-end business women's clothing should be consistent with the fashion that young people like, but their products are more sophisticated in details and quality handling, and brands will choose and reprocess fashion elements to make them closer to the connotation of brands." Su Yingbo said.

In this regard, Wei Tingyu, the general manager of the company, agreed that she had told reporters that she had been trying to innovate the products through observing and understanding the psychological demands of mature women in recent years. "Although many mature women have large women outside, their hearts still have the feelings of little women. In the current high-end brand of Chinese high-end women, there are not many brands showing the young women's mentality and graceful temperament at the same time, which is also an opportunity for children to develop."

But it is not easy to innovate young women. "Many customers who come to our shop feel that we are clothes They do look good, but they dare not try them on. They feel that they are too young in design. " Wei Tingyu told reporters that in terms of fate, how to make customers dare to break the rules and go to self break and try is the primary problem facing brand development.

"The young fashion of the mature women's dress is the blank point of the women's clothing market at present, but to do a good job of this market, the brand must guide consumers to break through the original concept of consumption." Wei Tingyu said.

To achieve these, brands must be carefully precipitated and polish themselves. "After all, the final acceptance of the consumer depends on the product." After 3 years of precipitation, he has confidence in the products of Yuan Shang er. "Many customers who dare not try our products before have become loyal customers of our brand." Many customers are coming together to buy our clothes, while middle-aged women will still look elegant and dignified.

From catering to consumption to guiding consumption, it has obviously become a concern of many Shenzhen brands. In addition to Yuan Shang Er, Chao brand CRZ is also a very representative one.

　　 Attitude is the best brand.

"I feel that the consumer's acceptance of fashion is far higher than that of existing brands." Du Zhonghai, founder and creative director of CRZ brand, told reporters that in his view, consumers' pursuit of personalization and differentiation will bring more opportunities for CRZ development.

Although it is still a brand that has not been established for a long time, the development speed of CRZ in the local market is amazing. Unlike brands that sell in the form of multi brand stores, CRZ is one of the few independent brands in China. This is not an easy task for the local market without the trend of cultural gene.

"Unlike the strong cultural atmosphere of Japan and Europe and the United States, the concept of Chinese consumers is relatively traditional, and the local tide culture has always been weak. Du Zhonghai said.

Besides the lack of cultural atmosphere, China's tide brand designers are also lacking. "At present, the domestic design talents are basically classified according to the product category, and seldom heard of special designers. Designer This also makes me very headache when looking for the right design talents. Du Zhonghai told reporters that for CRZ's design team, apart from docking with international design resources, many designers were designed directly from universities. "We have been striving to create a" stubborn "attitude in the company. Through this atmosphere, we can guide designers to break through the original thinking, carry out bold fission and subversion of their original design concept, and maintain a curiosity for all things.

And "stubborn" is also the core concept and spirit of CRZ brand operation. "Now people's life pressure is enough, many people need a self break and vent, we want to create a relaxed atmosphere for consumers, guide and encourage everyone to bravely express their ideas, respect different views and practices, so that everyone can return to the true state of life."

In this regard, CRZ in his own clothing design and store design, boldly adopted a lot of "God" reply, "there are humorous, realistic, also have nonsense, we respect and encourage everyone to speak their views and opinions." Du Zhonghai said.

In order to show the characteristics of the brand more clearly, CRZ launched three series of products for the market. Among them, the "Crazy" series with strong sense of design is the most distinctive expression of brand personality and advocacy. Because of the bold and advanced design, the products of "Crazy" series do not occupy much proportion in CRZ, but Du Zhonghai believes that the "mad" series is very important to CRZ, "it is the most representative and most powerful concept of CRZ expression."

It is this unruly and upward brand attitude that makes CRZ very recognizable in the consumer market. Its distinct brand positioning also resonates with more and more consumers.

Unlike CRZ's pursuit of personalization, Mekas, general manager and R & D director Chen Peixiang, insists on making his own brand.

From the very beginning of Mekas, Chen Peixiang insisted on making high quality fashion men's clothing. brand However, in the field of high-end men's clothing, compared with international brands, the competitive advantage of local brands is not obvious, and shows a homogeneous development. This has not changed the idea of Chen Peixiang's insisting on high-end fashion men's clothing. "At present, the problems encountered in the development of the industry are due to the fact that over the years the local garment industry has been taking mass production without paying attention to the upgrading of product quality and fashion style. If you keep doing cheap low-end products, to a certain extent, it is also a waste of resources.

And do a good job in high-end men's clothing, product quality, details and style of grasp is essential. In order to ensure the quality of Mekas, Chen Peixiang told reporters that many of its raw materials are purchased from Europe, "European suppliers have also given us a lot of advice to help us upgrade products."

In addition to controlling the quality of products, Chen Peixiang believes that improving the service quality of terminal stores is extremely important for attracting high-end consumers. "Good terminal store personnel should not only be familiar with products, but also understand the dress culture, have a deep understanding of fashion, know how to match, have quality, and all these depend on long-term training." Chen Peixiang told reporters that in the future, to achieve the long-term development of local high-end menswear brands, we must cultivate and explore a number of excellent terminal shop talents.

Although the current high-end Men's wear The development of brand is restricted by many factors. But for Mekas's future, Chen Peixiang is still very confident: "more and more consumers begin to pursue individuality and rational consumption, which is the opportunity of local brands."