Fashion Design Brand Changes From Good To Good

From the first generation of Chinese designers who rely on Chinese elements in the world fashion industry to the new generation of Chinese designers frequently appearing in the world's mainstream fashion week, the style of the domestic designer brand has moved from the high-end high-end customization to the real wear series.

The pformation of design style is not only the change of designer's design concept in different era, but also the epitome of the change of Chinese fashion consumption psychology.

Those domestic designer brands who once hid in BNC or Nanluogu Lane shops in Sanlitun have begun to get together and settle down in department stores.

The small kingdom hidden in a corner moved from behind the scenes to the stage.

The whole four floor of Beijing's old Buddha has become an independent brand area.

It has nearly 20 domestic brands, including Liu Qingyang chictopia, a newly known brand; Fiona chen, a newly launched brand; renowned overseas designer fan ran and Qiu Hao's brand name ran fan, Qiu Hao; Beijing Institute Of Fashion Technology integrates the collection of young designers, brand bift collection and so on.

Reporters found that some of these brands are independent shops, and some other brand collection sales.

Apart from domestic brands, the Department also has many overseas small and medium-sized clothing brands.

South Korea's brands are concentrated in the Korean designer area. Brands from the United States, Britain, France, Italy, Spain, Denmark and so on are numerous.

However, these developing brands from all over the world are not yet famous in China, and are rarely known to domestic consumers.

Independent designers have gained more and more development platform and exhibition space under market cultivation.

Independent brands are difficult to stand alone.

"The independent designer brand is only a stage of brand development. In a certain period of time, the division of labor will take place and a commercial framework will be formed."

Just got the 2014/15 International Wool symbol competition Asian regional women's clothing champion vmajor independent design brand founder Qiu Wei te said to the media.

Industry expert Xu Bin told reporters: "now the domestic clothing market has developed relatively mature, the threshold of new brand establishment is relatively high, one person always has limited brand resources, and the late development of the brand can hardly be further developed without funds and operation team support."

He also said that as early as 20 years ago, when the Chinese clothing market just started to flourish, the clothing traders basically took the wholesale and doing business mode, and the clothing business could start from the bottom.

But 20 years later, a large number of designers who have professional design background, such as "post-80s" or "post-90s", are constantly emerging. They are the generation who really grew up in the international fashion atmosphere, most of them have the experience of studying abroad.

The development of China's garment industry is no longer the same.

In the ascendant independent designer market, fierce competition has not been faced by designers alone.

Analysts believe that the brand should be bigger and stronger, either by providing resources or channels support from the resource rich clothing listed group, or by jointly distributing shares with department stores.

Therefore, the development and expansion of independent designer brand is not alone.

Chen Jingjing, designer of the independent brand of Fiona chen, told reporters: "if I have like-minded collaborators, do not interfere with my design too much and respect my self expression in design, I am willing to consider such cooperation."

From high to real

In the Department of Lafayette department store, the independent designer Fiona chen, the first store in the country, has become the runner up of the whole four tier independent designer brand area in less than a month. It is second only to the prestige designer chictopia (Liu Qingyang).

Such a market performance not only reflects consumers' recognition and love of brand design style, but also shows that today's fashion consumers are not captured by "big brands" and by reputation.

In the store of Fiona chen, we know that the design style of the brand is full of fun and innocence, rich and bright colors, full of attitude, and full of fashion.

In Chen Jingjing's words, fioan chen will adhere to the interpretation of customer needs, create natural beauty and fashion beauty, and make brands that realize the needs of people's lifestyle.

Not only is the hot Fiona chen, but the Beijing Commercial Daily reporter has investigated many brands of BNC in the department store and the well-known designer collection store. The independent designer brands are priced at the right price, which fully reflects the international trend while satisfying the daily wear demand of consumers as much as possible.

Recall the development process of the domestic designer brand, and the early well-known designers mostly went on the route of advanced customization, such as Guo Pei and Zhang Zhifeng, who were famous at home and abroad.

Their works are more high-end and luxurious, and the price is relatively high, about 30 thousand -10 yuan.

However, nowadays, with the emergence of a large number of independent designers of post-80s and post-90s, their growth experience, educational background, international experience and consumer demand have brought the design concept and aesthetic orientation of the young generation of Chinese designers to the natural and fresh daily wear.

One of the most important reasons is the change in the psychology of Chinese fashion consumers.

It is easy to see from Fiona chen that the new brand has become a marketing myth for less than a month. Nowadays, consumers value the brand attitude of personality, fashion and daily needs. The beauty of natural beauty is the real beauty.

It is hard to resist today's fashion consumers, especially young people, who refuse to be too large and pose too high a gesture.

Even celebrities and celebrities have chosen young independent designers to attend important occasions.

The modern consumers who constantly pursue spiritual freedom, thinking personality and independent aesthetics have their own judgement and opinions on fashion and trend. The so-called Chinese leaders who are increasingly mature in their consumption psychology are hard to buy.

From the high to the actual wear, designers are the actual direction of change, but also the epitome of China's fashion consumption process.

During the "11th Five-Year" period, with the increase of the total economic volume and the increase of residents' purchasing power, China's catering industry has made considerable progress.

In order to implement the relevant requirements of the national "12th Five-Year plan" on vigorously developing the life service industry and promote the scientific development of the catering industry, the general office of the State Council issued the "12th Five-Year plan" for the development of domestic trade (the [2012]47 of the State Office), and the Ministry of Commerce put forward the Ministry of Commerce's "12th Five-Year" plan.

During the period of promoting the scientific development of catering industry, with the sustained development of China's overall economy and the support of relevant policies, the catering industry in China will remain vigorous during the "12th Five-Year" period, and private consumption, holiday consumption, tourism consumption and business activities will become the main force to drive food consumption.

(1) collectivization, linkage and industrialization are the mainstream of China's catering industry.

The catering industry will be developed from single store competition, traditional processing to the new type catering industry with collectivization, collectivization and industrialization of processing mode. The competitive advantages of large chain enterprises and top 100 enterprises will be further highlighted, and the industry concentration will be further improved.

The 2013 annual analysis report on top 100 restaurants in China shows that 2013 top 100 enterprises in 41% have all direct chain operations or contracted business practices, and 59% of the enterprises adopt direct business + affiliate (+ contracting) mode of operation.

(2) popularization is the inevitable trend of China's catering industry.

With the increase of national income, the maturity of consumption concept, the change of lifestyle and the implementation of national tourism plan, the popular dining and holiday market represented by family consumption is expanding.

In the 8 month of 2013, Yao Jian, spokesman of the Ministry of Commerce, said that the Ministry of commerce is studying and formulating supportive policies for the development of popular restaurants, including further strengthening the regulations and standards of the industry, further improving the regional planning and layout, and further closing to the people.

Popular catering has become an inevitable trend in the development of catering industry in China.

(3) brand and cultural competition become the core competitiveness of catering enterprises.

Characteristics are products and services that are different from others or superior to others. They are important conditions for enterprises to survive and develop. Especially in the increasingly fierce competition of homogenization and competition in catering enterprises, the market cycle of catering products tends to shorten at the moment of new changes in consumer graphics. Catering and service culture become the watershed of catering competition, and brands become the core competitiveness of catering enterprises.

In the pformation of catering industry from variety to brand, quantity to quality, single store operation to scale operation, enterprises must occupy a certain position in the market, we must strengthen the connotation of innovative operation and cultural brand, further highlight the personalized characteristic operation, strengthen innovation, establish brand and pay attention to marketing, which is an important issue facing the catering enterprises.

(4) science and nutrition have become an important indicator of the catering industry. With the continuous and rapid development of the national economy, the dietary and nutritional status of our residents has improved significantly in the past ten years, but at the same time, they are beginning to face the challenge of nutritional imbalance. Some health problems related to diet and nutrition are also on the rise. People pay more and more attention to the dining environment and diet health.

As dining out is playing an increasingly important role in the daily diet of the residents, the government, experts, consumers and restaurants themselves are paying more and more attention to the catering environment and nutrition and health problems, especially the scientific and nutritious catering industry has become an important indicator of the catering industry.

(5) food safety will be generally strengthened in government regulation and enterprise self improvement.

Food safety is the key to the sustainable development of enterprises.

With the promulgation and implementation of the "food safety law of the People's Republic of China", the government's focus on food safety supervision has also focused on food safety and hygiene, and has gradually entered the interior of food production and management. After that, it has been punished to advance risk assessment. In June, 2012, June, the State Council issued the decision on strengthening food safety work (national hair [2012]20) and the general office of the State Council issued the "national food safety supervision system" 12th Five-Year plan.

With the handover of the regulatory functions of health and food and drug administration, the government's supervision on food hygiene in catering industry will continue to be strengthened, and enterprises will also increase in the learning and practice of policies and regulations.