International Clothing Brands Can Not Catch Up With The New Generation Of Consumers In China?

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The typical Chinese consumer model of a brand name garment is gone forever? The Nelly Rodi group participating in this Intertextile exhibition believes that this situation is partly true.

They explained to reporters that international brands did not take into account the fragmentation of China's demand.

Laurent Le Mouet introduces the latest trend trend analysis of Nattalie Lo Dy (Nelly Rodi) at Intertextile.

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Juliette Duveau, fashion project director of the trend forecasting agency, believes that there are still a growing number of Chinese consumers in the control of international brands.

"There is a gap between Chinese new consumers and their parents," she said.

In the past, famous brands could be used to highlight individual social status.

But for the new generation, this is no longer a standard.

These new consumers pursue uniqueness and differentiation.

Juliette Duveau believes that this mentality is more creative and fashionable than the international market.

This is mainly manifested by the emergence of local designers, providing more fashionable products, sometimes even avant-garde innovation.

"These designers are proud of their Chinese origin and show their Chinese skills in a modern way," said Laurent Le Mouel, director of fashion / beauty design at Nelly Roy.

In this way, the former local designers tried their best to erase the Chinese elements in their own body, instead of taking foreign inspiration for creative inspiration.

Now they accept their own local characteristics and go beyond it.

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The customers also showed boldness and bravery. They knew how to stand out by being innovative, while avoiding the overstaffing and overstaffing of the past.

Marie Dupin, fashion consultant director of Nelly Roy, said: "many Chinese fashion bloggers now have fans all over the world.

They are more creative than the European and American web designers, and the latter are more self assured ".

In the face of this new and unique trend, is the basic outfit obsolete? The answer to Laurent Le Mouel is No.

He said, "in our European and American countries, basic clothing is equivalent to classic clothing.

But in China, basic clothing brings modern elements and eliminates the tedious ceremonies.

Customers like simple products and corresponding color modeling.

So in general, there are two consumption patterns in China.

Does the international brand have a slow response to these new demands? Juliette Duveau believes that even luxury brands do not have much to cater to this personalized demand in advance.

She said, "in China, the level of modernization of products sometimes exceeds that of European and American markets.

Brand attaches great importance to the contents of logo and brand world.

We spend a lot of time paying attention to this more low-key, more delicate demand.

This demand illustrates why C line and Marni have been so successful.