Priority Of Customization Culture Is The Key To Internationalization Of Chinese Garment Customization.

Although some experts predict that 2013 is the most difficult year for luxury goods companies in recent years, the bottom line will rebound next. But today, the trend of "stop rising" has not been highlighted. The performance of luxury clothing or clothing making departments has not stopped.

When international luxury brands sell poorly, some experts predict that this will bring huge opportunities to Chinese brands, because Chinese brands know more about consumers' needs, while Chinese consumers are right.

Confidence is also growing.

Cultural priority

In 2014, Beijing TV's Spring Festival Gala hosted Chun Ni, Li Kun, Cao Yinan and others, dressed in Chinese costumes.

This appearance has also made many Chinese consumers reexamine the beauty of China expressed by elements such as blue and white and Yuan totem, as well as the exquisite craftsmanship of traditional Chinese handicrafts such as brocade, silk and so on.

Amy, a fashion fad, watches the show every year on the four fashion week because of its work. In recent years,

The fashion week performance is also very eye-catching, but Amy always sighs: China's fashion design is gorgeous and dazzling, but it can only stay on the T stage, and can not be worn on the body.

This has also been a widely criticized factor in Chinese clothing.

"China's luxury has existed for a long time.

From the silk tea in the Tang Dynasty to the porcelain in the Royal imperial kiln in the late Qing Dynasty, China never lacked the expensive and expensive luxury.

In terms of cultural connotations, artistic attainments and production techniques, China is much better than the West.

The creation is far less than that of the West.

Zhang Zhifeng, founder and artistic director of NE TIGER, said, "we must not stand alone in the world if we stand alone."

In recent years, brocade embroidery, freehand ink splashing, Yunlong totem, blue and white porcelain...

These elements of Chinese national characteristics frequently appear in the four international fashion week of New York, London, Paris and Milan, and LV, Dior, Prada, Chanel and other international top spots.

Obviously, the influence of Chinese costume culture on the world.

"5000 years of civilization in China is the source of inspiration and inspiration from our designers.

Foothold and deep excavation of our clothing culture is the king's way of China's advanced customization.

Zhang Zhifeng said.

Personalization is the trend

In recent years, Chinese consumers are becoming more rational and calm.

In the past, 90% of the NE / TIGER consumers were foreigners, and now 60%~70% is Chinese, and the big customers are all Chinese consumers.

With the emergence of high-end commercial real estate springing up, let the international giants have no "fixed force", and a family keeps opening shop, which also makes Chinese consumers wide and wide, and they have "bought the whole world".

"In the past, many consumers in China worshiped foreign luxury goods and always sneered at state-owned brands. This is a misunderstanding of Chinese luxury goods and an illusion of Chinese luxury goods."

Zhang Zhifeng said that luxury goods are not only expensive goods but also "create pleasant and comfortable things".

Only when we really understand the concept of luxury goods and the culture of advocacy can we turn the process of buying and selling gold into an instant and joyful process, which is the real luxury way of luxury goods.

In fact, the most important thing that luxury is for Contemporary Chinese is not just commodities, but attitude towards life. Zhang Zhifeng judged that "the process from cognition to recognition to choice and acceptance is not achieved overnight. Chinese people's cognition of luxury goods is growing and has a bright future."

When consumers "buy the whole world", rational consumers find the big international brands.

Style and fabric changes on the 1000, and the traditional Chinese silk satin velvet silk yarn, thousands of years of R & D, innovation has a broader space for change, China's advanced custom brand is more suitable for Chinese people.

According to a survey, the demand for Chinese local advanced customization is the top of the consumer group in Pyramid. This group of people is the first actor in the entertainment industry, and now extends to the elite of various industries, such as some successful people in the business circle.

In recent years, along with the economic take-off, China

The consumer market shows a strong potential for development. Customers are paying more and more attention to the "individuality" and "uniqueness" of clothing. They hope that the clothing they buy has a unique design, which not only can compensate for the lack of their own body shape, but also can meet their own character, temperament and the demand for dressing.

The trend of individuation makes China's market demand for advanced customization huge.

Zhang Zhifeng believes that the advanced customization and internationalization of Chinese clothing should be different from those of international brands such as Dior and Chanel. To integrate Chinese culture, art and fashion, we need to adhere to this concept.