JNBY Achieves Brand Tonal With Clothing Philosophy.

The winter in the south is not the chill of the cold, and the time flows gently after a rain. This is the "Fa Yun an an" between the valleys on the west side of West Lake, Hangzhou - a village style resort hotel.

In November 12, 2014, a unique clothing conference was held here.

2015 the theme of spring and summer is "hidden".

This year is the 20 year since the establishment of the JNBY brand. Everything is witnessing its "sincere clothes" and the most sincere inner monologue of the brand.

Dissemination of life aesthetics

In 1994, a non professional science and engineering student entered the garment industry with the idea of designing "clothes that could be worn for a lifetime".

This person is now the founder and chief designer of JNBY brand, Li Lin.

At first, the naive idea was to drive her forward.

People familiar with JNBY have a strong sense of identity about its brand concept.

When magazine editor Chris first saw her friend wearing JNBY, she fell in love with the brand. "Simple profile is very solid. Now JNBY's design sense can be get to young people, simple and fashionable."

Referring to the understanding of JNBY dress, Lindsay, who works in PR, feels the same way. She said, "I saw ASOS after seeing the JNBY that day, and I was very surprised. Then I fell in love with this dress style. Now its design is more modern and also very real."

Dong Liqin, a retired man, also liked this brand when he first wore JNBY last September.

"I think JNBY's design and workmanship are very humane," she said. "There are always some small details that make the whole dress look different."

Simple, low-key, comfortable and meticulous carved out the unique personality of JNBY.

In the spring and summer series of 2015, these characteristics were fully brought into play in the south of the Yangtze River.

The so-called "independence and independence" is a kind of vision. JNBY's clothing is pursuing a kind of interest from the source of design, and it is also for design, life and clothes.

Brand leaders have their own understanding of JNBY's tonality. "We have been more concerned about design understanding and artistic thinking and integration, and of course, the recognition of the market.

The growth of JNBY stems from the affirmation of the original goal, the love of design and life, and the insistence on the dissemination of life aesthetics.

Therefore, all of our plans must be kept in mind, and we also have the opportunity to belong to us.

It looks like luck. "

JNBY always insists on putting the heart first.

No matter where you go, don't forget where to start. This is the philosophy of life and the philosophy of design.

The so-called aesthetics of life always looks a little bit tall, but in fact it is not.

JNBY started from the very beginning of clothing design to simplify the line, to achieve a unique brand style, increased consumer recognition of the brand.

There are many possibilities for design, but some people haven't found their own clothes.

Therefore, JNBY provides consumers with more matching possibilities in the way of clothing combination and collocation.

The collocation of clothes is the foundation of JNBY.

So when consumers enter the store, there is actually a series of products that are suitable for them.

"Design does not need to be complicated. We subtract the contents of decoration, and incorporate functional thinking into the combination of structure and material.

Such clothes can wear for a long time and always look good. "

The clothing consumption market is cruel because consumers are rational and emotional in choosing brands.

Similar to JNBY, brands with unique design personality are often attributed to niche brands.

Some people have summed up this kind of insipid design style. Clothing is basically based on pure white, black gray, brown and other pure colors. The material is mostly cotton, linen and wool.

It is precisely because of the typical characteristics of "simple design, high cold literature and asceticism" that Jiangnan cloth clothing can stand out in a women's clothing brand.

As for the expression of clothing design, JNBY emphasizes the essence of returning to minimalism, and retracts the exaggerated design elements as if nothing has been added, but clothing can have completely different interpretations.

This is the so called design style.

Selling clothing also requires self packaging, giving clothing new value beyond practicality.

Consumers' recognition of the added value of clothing can often be more faithful to the brand.

In this regard, JNBY is well versed in this way, whether from design or terminal sales, every link is properly grasped.

In today's electricity supplier channels are popular, clothing brands do not do business, less product sales channels under the upsurge, JNBY calm thinking.

Brand related responsible person said, "no matter from street to shop, from department stores to Shopping Mall channels, or from offline sales to online sales channel changes.

All sales sectors are undergoing an innovation.

However, technology is a tool. We only need to convey good design through different tools to consumers who are required by the United States.

And in this process, better brand service is implanted, which is a success. "

Demand and supply can be balanced only at the intersection. Trading is a comprehensive science. From the source of product design, products should be evaluated from many latitudes. Functionality and aesthetics are the most basic. Besides, environmental protection, collocation and comfort are equally essential.

In addition, with the attractiveness of the product itself, the reasonable layout, perfect display and planned promotion of the terminal shop can effectively enhance the added value of the brand.

Therefore, the value beyond clothing is to let consumers remember the most important point of JNBY.

The growth of JNBY is slightly different from that of the traditional designer brand.

The unique design style makes its audience no longer confined to China.

Since its beginning, JNBY has been known as the "hang school" design. Now it has foothold in the Chinese market. JNBY has never stopped. It has also extended its tentacles to the international market while deeply ploughing the domestic market.

In the early spring of 2005, the first stop of JNBY was chosen in Russia.

JNBY's first overseas franchise store was established in Moscow's Red Square.

Li Lin, the founder of the Russian market, was hesitant to enter the Russian market at first. However, JNBY, which is priced better than the famous brands in Europe and America, is especially popular among young girls in Russia. The market feedback has increased her confidence in opening up overseas markets.

Then, in July 2006, under the communication and promotion of Russian brand agents, JNBY added two new franchise stores locally.

In the first battle, JNBY's overseas expansion is more steady.

In February 2006, JNBY entered Japan and opened brand franchised stores in Tokyo, Hokkaido and Nagoya.

Franchised stores are located in fashionable sections of major cities in Japan, and JNBY has become the brand of personalized women's clothing highly recommended by Japanese fashion people.

In February 2007, JNBY "Hongkong one store" was set up in Tsim Sha Tsui, Kowloon, Hongkong.

In addition to the Asian market, JNBY has expanded its vision to the North American market and opened the store in Canada.

"As a designer brand, international recognition is very important to us.

We hope to go to the international market and express the voice of Chinese design.

Brand related responsible person said.

Several times in Tokyo fashion week, JNBY not only reaped fresh flowers and applause, but also got more opportunities for business development.

In October 2012, the JNBY brand participated in the fashion week for the first time in Tokyo. At the main venue, the 2013 spring and summer clothing series was released, which has attracted the attention of Japanese media and industry.

Subsequently, Jiangnan cloth was officially stationed in Searl Foridge (Selfridges) department store in London, England.

In October 2013, JNBY participated in the fashion week of Toronto for the first time. In the same year, the brand was officially owned in Paris's Department of Lafayette department store, which is next to the international brand store.

Ni Guochang, deputy general manager of Jiangnan Buyi Clothing Co., Ltd. looks at the necessity of developing brand internationalization.

For garment enterprises with design and brand culture as the selling point, jumping out of the domestic market circles and actively participating in international competition will not only enhance brand influence, but also be beneficial to brand promotion and business operation.

In the twenty-first year, JNBY still sticks to his unique personality and focuses on self expression.

Everything comes from a piece of cloth, with cloth as a medium, retaining the original feelings, creating a unique wonderful, perhaps this is the philosophy of JNBY clothing.