Chinese Elements Immersion APEC Chinese Clothing "Internationalization" Breakthrough

All along, although Chinese clothing has also appeared on the four fashion week, it has made great efforts to develop advanced orders. But it seems that there is still a big gap between the international brands such as Chanel and Dior.

"France, South Korea and other countries have taken the initiative to sell their own excellent brands at international conferences. This APEC brings Chinese elements and products onto the international stage, and the government is more authoritative and discourse power. With this opportunity, the internationalization of China's garment industry will take a new step." Zhou Ting, President of the Institute of wealth and quality, told the China business newspaper.

　　 Full participation APEC Clothing design

As one of China's advanced clothing and Custom Brands, NE TIGER (northeast tiger) has participated in the design and production of the leaders and ladies' clothing of this APEC conference. In December 2013, the company received an invitation from the Beijing municipal government about the design of APEC leaders and ladies' costumes. NE TIGER director told reporters that from invitation to final garment completion, there were three stages. The first stage was to participate in the review, and assembled the elite designer of the brand. According to several categories of men's wear, women's wear, banquet dress and conference assembly, hundreds of samples were designed, and several layers of screening were carried out. In the second stage, through the initial evaluation, the brand also gathered nearly 100 people, and made up the plate maker, the manual teacher and the embroidered mother to make samples. Finally, under the evaluation of experts, scholars and government leaders, after several revisions and adjustments, and after participating in the design and production of APEC leaders and ladies' clothing, NE TIGER participated in the design and production of APEC leaders and ladies' clothing (four sets of women's wear) and all male and female sleeps.

Advanced custom clothes are not as industrialized as fast fashion brands. "Short time and heavy task", Zhang Zhifeng, founder and art director of NE TIGER brand, described the task. The person in charge told reporters that until October 15th, NE TIGER received only 9 women's clothing sizes, and the size of the last leader's spouse was only received at 5:45 p.m. on October 27th.

However, the clothes worn by this leader and his wife used a large number of Chinese embroidery techniques such as the intangible cultural heritage, such as incomplete embroidery, long embroidery hours and complex production. "In order to ensure the quality of clothing, we mobilized the best embroidered girls, craftsmen and print masters, regardless of work day and night." The person in charge told reporters that from October 5th to November 4th, NE TIGER closed the company's location - Qiao Fu grass three layers of art and life hall, specially invited 60 embroidered nangs from Suzhou, 30 people a class, people stop working to make clothes.

At that time, NE TIGER had not received the size of leaders and ladies from Australia and other four countries. The craftsmen, based on their rich experience in customization, analyzed and estimated the size and made two sets of options based on ergonomics, and finally completed the task.

　　 Zhang Told reporters that NE TIGER customers were mostly foreign consumers, but in the past 10 years, most customers, especially the core consumers, accounted for the overwhelming majority of Chinese consumers. A series of appearances made Chinese consumers have a brand new understanding and understanding of Chinese brands and "new suits".

Zhu Lixu, design director of red pine fashion design (Beijing) Co., Ltd. believes that the appearance of this APEC costume can be said to be a renaissance in the history of Chinese costume design. "Due to historical reasons, Chinese people have experienced some" dating "for" beauty ". This design is pointing out the direction for" China beauty ", and it is a positive energy for the clothing design community.

Zhu Lixu believed that in the past, Chinese people always praised and admired the western advanced customization. In fact, the Oriental design, which is both internal and external, luxurious but not ostentatious, is the real direction of "China's beauty".

　　 " Personal Tailor "Rising opportunity"

As early as the beginning of this year, the research of the Institute of wealth quality predicted that not only will "private customization" become more prosperous this year, but also the opportunity for China's excellent independent brands to go to the high end is becoming increasingly apparent, and this APEC conference will undoubtedly bring new opportunities for China's garment industry.

Since 2012, China's luxury market has slowed down, luxury goods in China are in a period of adjustment, and China's consumption upgrading has been 5~10 years faster than that of foreign countries, especially the rapid development of e-commerce platforms, bringing equal opportunities and opportunities for channel competition to Chinese brands. At the same time, fashion media are also accelerating the reshuffle. Luxury brands are reducing market budgets, and new media are rising rapidly. They also give Chinese brands equal marketing space and have equal opportunities to compete with international brands. This is the external opportunity for Chinese brands to rise rapidly.

In the face of this new opportunity, NE TIGER is the first force to launch the brand. Zhang Zhifeng, the founder of the brand, is known as the "first person of Chinese luxury goods". In the past 30 years, the brand has been doing the marketing of circles, and the purchasing power of its core customers has even exceeded that of luxury goods.

Zhou Ting believes that NE TIGER has gone a different way from other brands. At the beginning of the establishment of NE TIGER, the brand was named the northeast tiger. In the recent 10 years, when the brand went abroad, it spent a lot of time and energy on high-end brand activities in France, Italy and other fashion capital, and desalinated the "northeast tiger", using NE TIGER.

In addition, controlling the number of stores and not blindly expanding is also one of the ways to enhance brand influence by NE TIGER. The clothing industry tends to take the road of expansion. The store is both a display window and a sales place. And Zhang Zhifeng insisted on spending the energy to build a boutique, at all costs.

With the easterly wind of APEC, the opportunity of internationalization of China's clothing brand has come. But whether China's garment industry can seize this opportunity to move towards high-end and internationalization, which is tested by the wisdom of the operators of garment industry.

Apart from the NE TIGER brand, there are many influential designers in Guo Pei, Marry Ma, Yang Jie, Qi Gang and so on in the fashion customization field. They do not lose to the international brand such as Dior.

But Chinese designers have been unable to realize the internationalization and product of the brand. Zhou Ting believes that the lack of brand marketing capability is the crux of the problem. "Most of the clothes are trademarks, which are completely different from brands, and even many people are selling with their personal influence." Zhou Ting said that compared with the international brand, although Coco Chanel has been dead for many years, Chanel has always had its continuity. Not because of the designer's leaving, the brand has lost its soul and value. This is worthy of constant consideration and practice by Chinese Advanced Custom Brands.

On the other hand, China's clothing industry operators seem to have a general lack of capital awareness, often rely on self rolling money, designers can not hire the best designer team, get quality store resources, and make use of the media to make market promotion if they can not use the power of capital.

"For designers, APEC is a golden opportunity for people inside and outside to understand the work of fashion designers. APEC clothing design shows the elements of traditional Chinese culture and helps consumers understand the re creation of Chinese traditional technology driven by high technology. Zhang Zhifeng said, this also prompted the masses of consumers to understand, accept and choose the Chinese local design, and the "discourse power" has been improved. "APEC's Chinese costume is not only an interpretation of the global fashion language, but also a heritage and promotion of the national culture. It can be said that this is a declaration of Chinese design to the world, which means the infinite future and infinite possibilities of Chinese fashion design.

Obviously, China's brand, design and Chinese elements are being re recognized by consumers. "The opportunity for Chinese brands to break through with market opportunities is the best time for capital intervention." Zhou Tingru said.