Fashion Festival Builds Platform For Brand Clothing

The textile and garment industry also represents the fashion and maturity of a city.

In New York, London, Paris, Beijing, Shanghai and Guangzhou, the textile industry is relatively developed. It has set up a display platform for the clothing brand, and has made contributions to the local economy and employment.

"Shaanxi textile enterprises are rich in resources. As the four largest textile industry base in China, they have nearly 200 thousand workers, and all kinds of enterprises are distributed throughout the province. There are more than 20 institutions of clothing specialty, which provide sufficient resources for the development of Shaanxi's clothing industry."

Chen Huian pointed out its advantages.

Chen Huian believes that the clothing festival will vigorously integrate Xi'an's comprehensive regional advantages as a new starting point for the Silk Road Economic Belt, and give full play to the important role of the brand new clothing distribution center in Western Changle Road, Xi'an. It will continuously enhance the influence of Shaanxi on the national garment industry and further promote the development of the garment industry.

Prosperity.

The reporter learned from the Shaanxi clothing industry association that the association organized the first Xi'an Silk Road East China international clothing festival jointly with Shaanxi East China group, and launched a series of colorful activities, including: the new Summit Forum on clothing business mode innovation, the new Tang costume (Chinese clothing) international fashion trend Summit Forum, the Sino Korean fashion dress exchange meeting and so on.

In this regard,

Chairman Xiao Tongchun said: "

It is a central city in the Tang Dynasty and a deep cultural city in the Tang Dynasty. The city of East China will be based on fashionable clothing and integrate into Chinese elements such as Tang costume and so on, so as to create the whole industrial chain of clothing design, processing and production, clothing exhibition and trade, logistics and distribution of the new Tang costume. In order to buy new Tang suit, it will become a symbol of tourism in Xi'an as well as "watching Terracotta Army and eating mutton steamed bun". Every year, visitors from Xi'an can regard the Tang costume as an artwork and bring it back to their hometown.

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At present, luxury online sales account for only 4% to 5% of total sales, and are expected to grow to 6% by 2017.

Online experience has more and more influence.

Gucci launched its mobile and tablet mobile Optimization Website in 2012, accounting for 44% of smartphone traffic in 2014, and 58% of mobile phones and tablets.

"Various studies show that online experience has more than 45% impact on physical store sales. People often study products online and buy offline stores."

Rybka added that according to Altagamma-McKinsey's research conducted in six countries, more than 1/5 of consumers will analyze products through mobile terminals before they spend on luxury goods.

And with the invasion of smart phones, this number is expected to rise.

Rybka added that when Gucci launched the mobile terminal website in the US, the potential customers of the brand were using smart phones with a much higher utilization rate than computers.

In 2014, 57% of the web browsers came from smartphone terminals, and only 29% came from computer terminals.

In 2013, the access rate of the computer terminal was 47%, and the smart phone terminal was 40%.

In 2014, Gucci launched a full channel functional application in the United States.

This provides consumers with online shopping the option to extract goods from the nearest physical store.

In the 2015 spring, 50% of consumers using this function came from mobile terminals and tablets.

Gucci has high expectations for this service.

Gucci is also launching a pilot project called "in-store e-commerce (e-commerce in the store)" in European stores, allowing salespeople to sell products that are available on Gucci.com but not in physical stores, and capture potential online consumer audiences in the physical stores.

"There is a classic case where a customer is looking for a handbag or a shoe, but there is no suitable color or size in the shop.

Therefore, the salesperson will carry out inventory enquiry, and the inventory on the electricity supplier will first jump out for its priority.

Gucci research found that during the test period, the penetration of e-commerce sales consciousness can be carried out in smaller shops. On the one hand, it can solve the inventory problem of Gucci.com, and on the other hand, it also reduces the time and cost of goods pfer between entities.

Moreover, this way of consumption and sales concept can also help consumers and brands build an in-depth understanding.

With the update and progress of mobile phones, the next step of the brand is to redesign the front-end experience of Gucci.com. Rybka calls it a "professional, completely consumer oriented pformation plan". She told us that "the current website was built in the autumn of 2010, and we will take" create a seamless, a brand, a store experience experience "as the guiding principle, and reconstruct the website from a full range of interactive channels.