An Exclusive Interview With George.

George: the collision between Chinese and Western clothing culture

Recently, in the Ningbo apparel Festival Organizing Committee, the nineteenth Ningbo international.

Exhibitors - George Bruno and Dan KORUN - hand in hand an exclusive media interview. The two seemingly unrelated clothing brands are linked to each other - the former is the Royal private custom brand, the latter firmly sits on the top of the domestic cashmere custom brand; one, its harsh traditional handicrafts and its unique vision follow the long history of British culture, an innovative Internet plus volume customization mode and automation production equipment.

All belong to high definition.

But they persistently inherit the unique clothing culture of two countries in their own unique ways.

The encounter of the two high fashion brands at the nineteenth Ningbo International Fashion Festival is like a collision between Chinese and Western clothing culture. How will they interpret Gao Ding culture? What kind of spark will this collision bring to China?

The answer is really looking forward to the global stage.

George: the custom of art level comes from harsh traditional handwork.

At the current Ningbo International Fashion Festival, George bruomo will showcase this "legendary brand of customers, Prince and staff" in the form of fashion shows, exhibitions, on-site custom promotions, media interviews and other forms.

And a shirt brand with a history of 200 years.

George Brown was once the undisputed British in the early nineteenth Century.

The world leader is widely recognized by the fashion industry and the public for creating and promoting men's suits and ties.

Today, he is still insisting on the traditional way of making Saville's street in. It is a typical representative of twenty-first Century's advanced customization by virtue of the tradition of exquisite tailoring and perfect fit. Now, he has concentrated on sewing suits, coats, jackets, wedding dresses, sportswear, outdoor clothing, uniforms and military uniform, and has been customized for many politicians, celebrities and royalty.

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George's first stage customization process comes from every high quality detail: every tailor master has rich experience, and owns hundreds of high-quality fabrics produced by Saville Street top fabric supplier from England and Scotland for customers to choose. All fabrics achieve the highest quality requirements, from the ordinary super 90 to the more luxurious 100, 120 and 150, and the higher the number of fabric, the softer the cashmere and the camel's hair will be.

Selecting fabric is the first step to customize. Next, the client will meet with the British tailor master. The master will measure about 20 parts of the client's shape and then use the complex tailoring system to make George's unique pattern. After that, the clipper will check the pattern matching with the customer version, then manually cut, from the big body to the interlining, from the keratin or the pearl shell button to the buttonhole silk thread, and use the top material.

The tailoring materials were tailored by the tailor's master, and the tailors were manually assembled according to the requirements of the master.

The soft lining, called body liner, does not need to be worn because it needs to keep the coat as long as possible. It needs to be carefully stitched by the tailor to form a "soft" shape.

This is not the same as the usual way of applying heat treatment and bakelite sticking to the fabric. The ordinary method can not meet the high technology requirements of keeping the shape and style of Saville street in England.

As a matter of fact, George, a fashion leader, has been following the same idea: the choice of clothing color and complexion, the fitting of the tailoring of the body, the design of the waist line, even a tiny button, and a slight stitch are all very important.

Only suitable tailoring, suitable color and suitable design are the real fashions of their own.

Dan can be rhyme: "Internet +" volume customization, redefine "sweater high setting"

In the fashion world abroad, tailoring and customization is a very high-end concept.

And the "sweater" produced by "Dan Yun", the material, style and texture can match the first-class brand clothing, but the price is half or even 1/3 of them. Sun Shuqin, general manager of the rhyme dress, bluntly stated that this is because their way of operation is zero inventory and low sales cost.

In the field of sweater customization, Ningbo's local brand "Dan can Yun" is truly a leading brand, occupying 40% of the national sweater custom market share.

Sun Shuqin, general manager of the company, believes that the core factor of the success of Dan can is that they have made the "civilian" and "fashion" of cashmere products.

For example, she said, for example, the main cost of cashmere sweaters is cashmere raw materials, cashmere, commonly known as soft gold, the traditional clothing sales mode is to produce large quantities of ready-made clothes, and then enter the shopping mall for sale. There are two major problems. One is the large inventory, and the two is the high cost of sales. Therefore, the price of cashmere sweaters has been between one thousand and two thousand.

"Ding can Yun" this customized mode, because it is zero inventory, low sales cost, directly give profits to consumers, now cashmere sweater has entered ordinary people's homes.

Consumers can only customize a fashionable, high-quality cashmere sweater with only six hundred or seven hundred yuan, which is not only affordable, but also satisfying the aspirations of individuation.

In order to solve the traditional problem of cashmere brand, Dan Kun has implemented the method of "volume customization": through the product album and sample show, customers can pick their favorite styles, then adjust their basic styles according to their physical shape and color preferences, and the orders placed by customers will be collected to the headquarters of the rhyme headquarters for unified production, and eventually the goods will be sent to each store by headquarters.

As the largest custom-made enterprise in the domestic sweater industry, Dan rhyme boldly tried the "volume customization" mode, and finally won the market recognition.

The best.

However, this kind of customer centered, emphasis on exclusive and personalized production mode is very challenging for enterprises.

This sales model is similar to the concept of "futures". Consumers are not getting a stereotyped cashmere product, but a product that is customized according to their preferences.

This is an effective solution to the old problems in the cashmere sweater market.

But it also increases the difficulty of enterprises in designing, developing, and controlling production.

For this reason, this year, with the cooperation of Cixing, another local clothing machinery company listed in Ningbo, Dan Yun Yun has developed an intelligent knitted sweater cloud customization platform project based on digital factory. The project can achieve the order from the order to the whole woolen garment manufacture and all through computer management.

In the near future, consumers will be able to measure the size of the human body in 4 seconds by mobile phones or the smart fitting system of their stores. The data will be pmitted directly to the factory after the order is placed on the cell phone or computer.

At this clothing festival, Dan Keyun will join hands with Cixing to show their latest intelligent fitting and customization system.

Unlike George, who is strict and persistent in traditional handicrafts, Dan rhyme has incorporated modern, fashionable and popular elements on the basis of the traditional high definition concept, making the traditional sweater ordering industry more grounded and more responsive to the market.

China has huge energy that keeps pace with the Centennial brand of Europe. China's high definition clothing market can also tap the cultural connotation of its own in developing, revive the Chinese traditional culture and revitalize it, "connect the past and the present, blend Chinese and Western", create more collisions and exchanges between Chinese and Western high culture, and create a road of advanced customization that belongs to China.