Using Chinese Elements To Convey The New Trend Of International Fashion Cost Upgrading Of Local Clothing Brands

Recently, local listing Clothing brand The 2016 half yearly report was gradually disclosed. From this we can find that the decline of local clothing brands this year is still grim. Analysis of the industry, the current business model no longer meet the needs of the new economic development, local clothing spanformation and upgrading is imminent.

Catching up with fast fashion will be trapped in development dilemma.

Nowadays, the clothing brands on the market are everywhere, but the size of the brand decides the price of clothes. Many brands want to improve their brand. The upgrading of clothing brand is a high threshold, high cost and high risk road. In the past few years, Metersbonwe launched the urban brand ME&CITY, emphasizing quality, fashion and personality. It mainly targeted at urban consumers from 18 to 35 years old, and invested heavily in hiring jailbreak hero Wentworth Miller. Similarly, after a period of operating losses, burshalon also began to close down its stores under the banner of the brand Sparkle to young consumers, in order to allocate resources to focus on the development of Bossini's relatively high-end BOSSINISTYLE brand. Another old clothing brand Giordano has started to upgrade its brand and diversify its development into the top priority of the company. However, after several rounds of experiments, these brands did not develop smoothly as planned. It is the reason why these brands are trapped in the development dilemma that they fail to find the right location, cultivate loyal consumers, and chase after the fast fashion.

In this regard, Wang Zhuo, Secretary General of the China clothing association, said that the changing market and economic environment made China's garment industry dominated by manufacturing industry being challenged, and spanformation and upgrading had become inevitable. This requires breakthroughs in 5 aspects: first, to spanform from manufacturing to service; the two is to adjust the structure of talents; three, to focus on brand culture; four is to reposition the direction of enterprise development; the five is to define the international development strategy. Wang Zhuo believes that to achieve these 5 changes, talent is the key, and design talent is particularly important. To catch the eye of consumers, we must pay attention to design and pay attention to the marketing and management of brand international level.

Strengthening brand culture and accelerating internationalization development

In terms of product design, local clothing brands have been introduced internationally in the past few years. Designer The practice is not uncommon. Li Lang had invited Armani's design creative director; the seven wolves also invited the former Bally global creative director Graeme Fidler to join; once worked as an art director in Chanle, Gilles Dufour, the design director of Pierre Balmain, began to serve as the art director of Ordos in 08. So far, his design is romantic and interesting, and has been honored as "Cashmere design vane".

ERDOS2016 autumn winter fashion show stunning appearance

Apart from adjusting the structure of talents, it is particularly important to break through the development of brand culture and internationalization in the process of brand spanformation and upgrading. After many rounds of expansion, extension and closet test, a brand new brand began to become active. It was founded in 1980. As the leader of cashmere garment industry, Erdos carried out the re layout and upgrading of the brand strategy. Last week, Ordos group launched two new brands, "ERDOS" and "Ordos 1980".

Erdos Cashmere new conference is sparkling.

"ERDOS" is a fashionable cashmere brand that represents the quality of the middle class in China. "ERDOS", based on Gao Min's beauty and fashion, seeks to create a unique style of cashmere fashion in the design breakthrough between cashmere art and fashion, and deduce the elegant and interesting style of the brand, as well as its independent and confident fashion attitude. The "Ordos 1980" is a professional cashmere brand built for China's mature and mature quality people. The ultimate pursuit of comfortable wearing experience is to perfect the classic fashion of cashmere with the natural gift of high quality velvet and the ingenuity of generations to inherit, and to convey the tender love of home and life for the consumers who live in quality.

It is reported that Ordos opened the brand diversification strategy in 2016. In addition to the two new brands released by this event, the Ordos brand family also includes the brand of world class cashmere luxury "1436", which has been built for 10 years, and the brand of "BLUE ERDOS", which was created in 2012, but is reinventing this year. Ordos, through 4 differentiated brands, meticulous segmentation services to different segments of the market, to complete the coverage of the main customers in China's consumer market. Over the past thirty years, Erdos has made intensive efforts in marketing channels. Under the new brand strategy, Erdos will continue to deepen the multi brand strategic cooperation mode of large department stores and shopping centers nationwide, with a view to fast layout and comprehensive efforts. This month, the brand new "ERDOS" and "Ordos 1980" brand flagship store and "Cashmere space" Cashmere brand collection shop will be officially unveiled. At the same time, the brand of Erdos will enter the official flagship store of Ordos Tmall with a brand new image. Overseas, Ordos already has several stores in cities like Tokyo, Japan and Osaka, which will accelerate the internationalization of ERDOS brand in the future.

Subversion of traditional impression modern fashion cashmere aesthetics amazing appearance

Ordos has spared no effort in promoting the new brand. At the press conference, Zhang Ziyi, the international superstar of the first postpartum chief fashion event, appeared in a brand tailored cashmere dress dress. International supermodel Liu Wen, as a close friend of eight years of cooperation with the brand, this time as "ERDOS" brand spokesperson dressed in a dark cashmere dress stunning debut, Tong Dawei, Song Jia, Jin Dachuan and other popular celebrities favored by the fashion industry, with the "ERDOS" brand new appearance of the season.

Press conference, "ERDOS" brand of 2016 autumn and winter Fashion Show Let people shine. In the styling design with strong line sense and stage effect, boldly cashmere sweater and coat coats are arranged at various levels. The supermodel perfectly deduces the modernity and artistry of "ERDOS" as the fashionable cashmere brand. It is also a highlight with the internationally renowned Chinese independent designer BING XU and the special shoes made of cashmere fabrics. The whole field is smooth and light, full of modern urban flavor, subverting the traditional impression of cashmere clothing, and conveying the modern fashion cashmere aesthetics with the unique style of "ERDOS".

Wang Zhen, vice president of Ordos Holdings Group, said: "although the current apparel retailing industry is not optimistic, we firmly believe that the strategic opportunities for Chinese fashion brands are coming. We are willing to stand with Chinese consumers to provide better products and brand experience for us, decorate our lives with beauty and creativity, and convey the ideal of Chinese cashmere to the world."