Consumption Continues To Escalate, Quanzhou Clothing Avoids Homogenization Competition

Continuous upgrading of consumption is constantly affecting many industries and fields, including clothing industry, which is located in the first place of clothing, food and shelter. How can we create our own core strengths in the fierce homogenization competition to meet the new trend and new demand of the terminal consumer market? Become one of the development proposition of Quanzhou garment industry. To this end, Quanzhou garment industry has created a differentiated competitive advantage through overweight original design and cross-border marketing.

　 Overweight original design

For clothing brands, overweight original design is aimed at deepening brand imprinting, helping brands break through the same dilemma.

Driven by the new wave of consumption, apparel subdivision has been developing "small peak", and innovation has changed so that many garment brands are progressively advanced from "made in China" to "Chinese design". For clothing brands, the original design is overweight, aiming at deepening the brand imprint and helping the brand break through the homogenization dilemma.

As one of the original designer brands, DAS wearing rock has hatched Donoratico women's clothing brand, River Tooth men's wear brand and collection store concept for 18 years. Recently, at the 2019 national tour of Fujian, Ding Yong, founder and art director of Dali rock, shared the views on the original design of clothing brand overweight. He said, "design does not need to compromise in fashion, but rather infuses native genes and natural imprints into brand genes, and makes bold innovations in fabrics and tailoring on this basis."

In recent years, Fujian Style Men's wear has been constantly seeking product innovation, introducing light luxury series or sub brands, making the style of clothing gradually become younger, and continuously strengthening the brand's design ability. Since June 2015, seven wolves have been invited to participate in Milan fashion week for four consecutive years, displaying unique Chinese original strength in the world fashion stage.

In 2017, the king of bru reclaimed the designer brand NASTYP - ALM, and the brand style was positioned as the designer tide card with both commodity trend, richness and real wear. In 2018, it launched a high profile in the market and achieved good results. Recently, it also appeared on the list of "2019 half year shopping center attention to the clothing brand list TOP50".

　　 Innovative cross-border marketing

Nowadays, the brand crossover is trying to play a new way in many dimensions, such as the interchange of fans, the transformation of sales, and the interoperability of content channels among cross-border enterprises.

The change of consumption preferences of the terminal population will directly affect the strategic layout of clothing brand. In the face of young people who become the main force of new consumption, many clothing brands have begun to join the younger camps, and redefine the fashion with the trend language cross marketing.

As a frequent visitor to cross-border marketing, CABBEEN has been playing the designer's joint marketing in recent months: the Imperial Palace palace culture x Cabbeen, Christofle * Cabbeen, CABBEEN * POPEYE and other joint products have been launched, and emphasize the design in the crossover, and constantly strengthen the attributes of their designer brand.

Yang Ziming, the founder and art director of CABBEEN costumes, sees that any role can only break the boundaries of cognition and thinking so that new landscapes can be seen through different roles. He said, "just like the theme and edition design of every season's clothing, it's a new creation of familiar elements, and how to create a sense of harmony and beauty in the new round of reorganization. At this time, I need to integrate the inspiration of multiple identities and become a creative spirit that can be displayed on clothing and accords with brand tonality.

Not only CABBEEN, Anta has also carried out deep cross-border cooperation with the mainstream IP in recent years, but also launched series of innovative products such as Anta * NASA, Anta * Coca-Cola, Anta * okidoki, Anta * man Wei, Anta * Anta and so on, and also launched a special edition of the the Imperial Palace special edition of Anta x Winter Olympic licensed products, which is jointly launched with the New York graffiti great God STASH, which is very popular among young consumers.

Reporters found that the past cross-border cooperation mode is no more than a promotional campaign of brand and advertising, variety shows, important nodes or star alliances, focusing mainly on simple brand communication, rally or League level. Nowadays, the brand crossover is trying to play a new way in many dimensions, such as the interchange of fans channels, the transformation of sales, and the interoperability of content channels between cross-border enterprises. For example, Dahua rock works together with Saco Nachiyak, a voice experimental artist with the characteristics of the Tujia race, to explore the crossover between music and fashion. In addition, he also tries to cooperate with the British high-end furniture brand Timothy Oulton to open shop in Sainkho Namtchylak. Ding Jun, general manager of Donoratico, said: "innovative cross-border marketing is not only an active change from the brand and product itself, but also a passive pursuit under the pressure of the market."

In his view, at present, the domestic retail industry is facing fierce competition, and the improvement of clothing styles and tastes indicates that more personalized and diversified products are needed. The designer brand needs further promotion. He told reporters, "we have been focusing on meticulous operation, and we will develop all channels in the future. We hope that with more cross boundary design, we can generate more inspiration for life and reflect the way of life and ideas we want to express."