Welcome To Creative Fashion In Shenzhen

Here world clothing shoes The Xiaobian of the hat net introduces Shenzhen clothing, which is the creative moment.

From July 10th to 12, Designer Brand AUM (Oum) took part in the fourteenth China (Shenzhen) International. Brand clothing Clothes & Accessories The Trade Fair (hereinafter referred to as "Shenzhen trade fair") is also the first time that AUM has participated in the fair since independence last year after being bought by Mass Phil.

AUM was founded in 2009. The brand was founded by several returned overseas designers. The brand adheres to the Oriental Zen aesthetics concept and shows strong Chinese elements and style in design. Even in the Shenzhen brand trade fair with brand names, AUM is definitely the brand that gives people a deep impression.

AUM's booth frame is basically made of cardboard. The overlapping yellow cardboard makes the AUM stand space and artistic. At the same time, AUM showcases the dyeing process of traditional fabrics in the core exhibition area of the booth. Compared with the traditional fabric dyeing process, the number of garments displayed by the brand is not large.

This brand - based innovative display mode began to appear more and more during the current Shenzhen trade fair, and concentrated on many designer brand with distinctive brand personality. They also became the new force in the Shenzhen trade fair.

Design link commerce

"With the increasingly strong demand for personalized clothing, the public has also put forward higher and higher demand for clothing. This is an opportunity and a challenge for garment enterprises. " Shen Yongfang, President of the Shenzhen garment industry association, believes that the consumption trend of the market requires that garment enterprises continue to strengthen the research and development of original design, and this also provides great development space for many small and medium-sized designer brands in Shenzhen.

In order to support the development of brand designers who are still in the initial stage of brand development, especially to promote the development of original design, this trade fair has set up the "future star" exhibition area, gathering excellent original from all over the country. Fashion Designer Centralized display. This attracted a number of excellent original designers including Xie Haiping, ECHO, Liu Wenying, jasmine and Liu Shanshan.

But for the original designer brand whose brand strength is not strong enough, if we want to get a good development in the highly competitive commercial market, it is far from enough to rely solely on the design of distinct personality.

Taking AUM as an example, it is accurate and excellent in terms of brand positioning and product design. This is also an important reason why Mass Phil can see his brand and decide to buy it. But before Mass Phil was bought, AUM's profitability in the commercial market has been poor, even at a loss.

Perfect commercial channels, mature operation management and efficient supply chain system are all important factors that restrict the designer's brand at the early stage. Therefore, it is also an important purpose of many original designers to participate in the exhibition to find investors.

In this regard, the exhibition organizers support the development of original design power through the series of all-weather designers' wonderful show, business negotiation, fashion original forum and static product display, looking for new strength for the development of the industry. At the same time, the "star of the future" exhibition area will also come down to the big wave fashion creative city in Longhua after the completion of the Shenzhen trade fair. On this basis, a "young designer incubator base" will be established to create a new development platform for original designers.

In addition to seeking support from investors and industry associations, finding mature brand acquisitions has also become a good way to extend the vitality of these designer brands.

"Since last year's acquisition by Mass Phil, AUM's sales have achieved very good results. At present, AUM has only 50 stores in the whole country, but its sales volume reached 100 million yuan last year. Shen Yongfang told reporters that she is very optimistic about the future development of AUM, and the combination of this original design and mature business companies obviously provides a good development mode for the original designer brand.

While the original designer brand hopes to achieve the healthy development of the brand through cooperation with the commercial brand, many strong commercial brands also hope to break through the existing development bottleneck through the implementation of multi brand strategy.

Multi brand breakthrough

The acquisition of AUM is obviously a step in Mass Phil's multi brand strategy. In February of this year, Mass Phil successfully acquired the famous fashion brand Krizia of Italy.

"During the Shenzhen trade fair, the head of Mass Phil took a fancy to a designer brand. He found that I hope to cooperate with that brand." Shen Yongfang said.

Obviously, Mass Phil's multi brand strategy is far from being stopped, and the commercial brand that is committed to multi brand development is by no means the only one of the Mass Phil family.

"Commercialized brand development to a certain stage, we must take the road of multi brand. Because with the mature operation of the brand, the growth of its consumer market is bound to be a bottleneck. Therefore, the brand needs to reorganize and subdivide the consumer audience, and launch the corresponding brand to break through the bottleneck of the original sales growth.

One industry veteran told reporters.

Unlike Mass Phil's choice of acquiring new brands to achieve multi brand operation, the fashion group has been committed to developing its own multi brand strategy through the creation of new brands.

In this regard, the movie also launched its own brand new brand this year -- XII BASKET twelve baskets.

According to Yin Bo, vice president of fashion group, the twelve basket takes the "free walk attitude" as the core concept of the brand, and is committed to providing the city elite women with travel wear. The introduction of the twelve basket also means that the movie will carry the idea of "walking and dressing" and layout in the potential luxury clothing area.

After detailed investigation and understanding of the light luxury consumer market, the fashion group continues to subdivide the broad luxury, and puts forward the concept of "luxury and luxury", which means fresh luxury and clearer positioning. In particular, it is noteworthy that the emergence of the twelve basket means that the brand positioning of the movie has begun to develop longitudinally. It is no longer confined to the location of the previous age, occupation or style, but rather from a more differentiated demand, and such a positioning criterion also makes the brand structure of the movie company more optimized and comprehensive.

With the appearance of the twelve basket, the fashion group has formed a brand matrix with 6 brands, forming a comprehensive layout in the middle and high-end market. "This year, although the overall environment of the industry is not good, the film still achieves a good growth." Yin Bo believes that it is inseparable from the insistence of the group on the multi brand strategy.

"But with the increasing number of women's wear brands, Yin Bo also frankly, how to balance the relationship and positioning of women's clothing brands will be an important topic for the shadow brand to carry out multi brand strategy in the future.

Indeed, with the increase of its brand of control and control, to achieve the healthy development of multiple brands, it will inevitably put forward higher requirements for enterprises. Therefore, not all enterprises' multi brand strategy can go smoothly. KALTENDIN LIFE, a high-end casual menswear brand under the brand of the brand, has been founded for five or six years, but its previous development has not been ideal.

"It may have something to do with the brand positioning at the beginning, because the main business of KALTENDIN is the high-end business men's clothing, and golf is also one of the most important leisure activities of these business men, so we initially positioned the KALTENDIN LIFE in golf casual wear, hoping to achieve the promotion through the existing marketing channels." Karl Denton, a responsible person, told reporters that too limited positioning of clothing category also restricted its subsequent development. In this regard, KALTENDIN LIFE also experienced the throes of brand adjustment period, re positioning the layout of customers and markets.

"At present, our KALTENDIN LIFE has not only golf casual wear, but also a series of POLO shirts, polo shirts and other related products." Karl Denton, director of Communications Planning Manager Zhou Zhou, told reporters that with the increasing demand for quality of leisure life among high-end consumers, it is very optimistic about the future development of high-end leisure wear market.

Cross-border force

In addition to multi brand strategy, cross-border cooperation is also an important issue that Shenzhen apparel industry has paid close attention to in recent years. Among them, the cross boundary between music art and fashion is the focus of BBLLUUEE (pink wardrobe) in recent years.

"In recent years, the clothing industry has been talking about how to make brands, and brand names. market In the environment, it is not easy to make the brand famous and influential. To achieve these, we must identify the core of the brand. Li Feiyue, chairman of the blue wardrobe fashion group, told reporters that BBLLUUEE did well in this regard. "We are promoting the brand image through the situation of innovative musicals, the cross-border and combination of music and fashion, so that BBLLUUEE can quickly establish a good reputation in the industry."

In fact, the essence of cross-border is to highlight and strengthen the brand's market positioning and brand image, and create brand culture to attract consumers.

Competition culture has also become one of the key points in the future competition of apparel industry, whether it is online sales or physical channels.

"Regardless of the online or offline channels, they sell clothing products. With the increasing number of clothing in the market and the market situation of consumption upgrading, customers will decide to buy a brand product in the future because of their recognition of clothing brand culture. Lecturer of Guangzhou small and beautiful business school said.

In Shen Yongfang's view, it is very helpful for clothing enterprises to establish their own brand culture by realizing cross-border cooperation of various elements. "Napa Jia combines fashion with coffee and art exhibition to create a fashionable life hall, so that women can enjoy leisure time and receive artistic edification while shopping. Napa Jia's practice has been very successful. Now, if you want to go to NAPA's coffee shop, you need to line up for a cup of coffee. Shen Yongfang said.

　　 Shenzhen It has never been a creative city. Shenzhen's creativity has just begun.