Fashion X Aerospace: CABBEEN Cabbeen Playing Cross-Border Cooperation

In the fierce competition of China's men's wear market, Cabbeen CABBEEN skillfully integrated the avant-garde fashion design with China's space culture, telling a space dream belonging to the Chinese people, interpreting the pride and creativity of Chinese original design power.

China Shanghai fashion week closing show - Cabbeen CABBEEN built the moon Rabbit Factory, C, INC., respectively, with "China rabbit flying Research Institute", "moon transmission unlimited company" and "moon crater" on China's "flying sky" spacesuit, "Cabbit 2030" giant mechanical rabbit flying ship...... "moon rabbit program - Cabbeen CABBEEN x China space culture" 2020 spring and summer fashion release event, in this endless space across time and space.

China's leading men's clothing designer Cabbeen CABBEEN integrates the future science fiction, technology, interaction and video. With the theme of "Chinese youth making pride", it makes creative imagination imaginative with the installation art to the science fiction scene on the back of the moon, creating a immersive fashion sensory experience between Chinese design force and China's space technology. It should be the theme of this Shanghai fashion week, "multi source perception."

Cabbeen CABBEEN's series of clothing is inspired by spacesuit, emphasizing the design sense while emphasizing the practicality and collocation. Cabbeen CABBEEN excavated inspiration from a large number of aerospace materials. Costume design was made out of China's extravehicular spacesuit. The spacesuit components of two umbilical cord and sleeve joint structures connected with spacesuit and spacesuit were fully decoded into a design language. Transparent piercing, ribbon weaving, magic stickers and other details were added in the fashion.

In addition, the series of main fabrics imitated the real space suit airbag fabric, plus the abstract digital symbol printing, and the overall clothing adjustability will be full in the future. Flexible fashion design techniques such as Multi Pocket tooling design, profile trimming, tie dyeing process and so on, take the cosmos as inspiration and present science fiction space. While paying tribute to the spirit of space, the core concept of brand "subversion popularity" is highlighted. At this press conference, Cabbeen CABBEEN x China Aerospace culture series is also on sale in the showcase, so that consumers can enjoy the on-site participation while watching.

Taking the show as a stage, with fashion as a carrier, Cabbeen CABBEEN tells a dream story of science fiction in the language of design. It pays tribute to the great moon explorer of Chang'e four, which has made the first moon exploration on the moon.

As the first cooperative garment enterprise with China's aerospace culture, the cross-border cooperation is not the first time that Cabbeen CABBEEN touched the theme of space. As early as 2016, Cabbeen CABBEEN had designed clothes for China Aerospace Long March five pilot team. In the 70th anniversary celebration of new China's founding this year, CABBEEN, the founder and creative director of the brand, was invited to participate in the design of 70th anniversary mass procession garments. 19 of the array's "innovation and drive" clothes were inspired by the colors and fabrics of the space capsule and spacesuit, symbolizing the outstanding achievements of China in Aerospace Science and technology. If this year's spring summer series is a science fiction journey to the future, the cross-border cooperation between Cabbeen CABBEEN and the Imperial Palace palace culture in 2018 is a tribute from the modern age to the past. It has awakened the Oriental spirit of Chinese traditional culture on the avant-garde design. By constantly breaking the fashion and the wall of various local cultures, Cabbeen CABBEEN has endowed the costumes with deeper cultural details and national spirit.

In 2007, Cabbeen CABBEEN became the first Chinese designer brand to go on the official schedule of New York fashion week, presenting "China design" to the world. In recent years, the continuous warming of consumers' sense of pride in local culture has made them more willing to see the rise of "China created", which undoubtedly created fertile ground for Cabbeen CABBEEN and more local men's wear brands.

With the new generation of male consumers paying more attention to their personal image and clothing than ever before, personalized clothing is replacing the basic and commercial men's clothing as the focus of attention of the younger generation of consumer groups. This trend also coincides with the brand concept of "subversion and popularity" held by Cabbeen CABBEEN, which has created tremendous business opportunities for them.

But at the same time, the domestic men's wear market is still fiercely competitive, especially for the local brands led by Chinese designers. On the one hand, they should face more and more overseas brands under the globalization of trade, and at the same time, they will have a firm foothold in emerging brand designers. For enterprises, how to further open up popularity and establish brand identity is particularly important.

This year's Cabbeen CABBEEN x China Aerospace culture 2020 spring summer series is a breakthrough innovation and challenge for men's fashion. Under the leadership of the Chinese youth CABBEEN, the brand is committed to innovation. It not only brings Chinese young people full of sci-fi fashion experience, but also shows the rapid rise of Chinese brands and scientific research forces. Through the fashion x space innovation, it shows the unique Chinese story to the world, which has created a strong sense of pride and resonance towards the local culture in the younger generation. People's website also issued a high degree of recognition to Mr. CABBEEN's "dream of spaceflight" and "precision" communication with consumers. The brand is constantly developing and innovating, and it also needs to truly understand consumer demand and even spiritual resonance.

Founded in 1997, Cabbeen CABBEEN is accelerating its transformation and upgrading. It has adopted a series of new models, including cross-border cooperation, personalized design, issuing joint names, opening up diversified fashion businesses, expanding the brand matrix, redesigning the store image, optimizing the full channel services with EPR system, and accurately layout two or three line cities and high quality shopping centers.

After 22 years of brand development, today's Cabbeen CABBEEN has gradually grown into a representative brand of China's original fashion menswear. In recent years, it has also performed well in the business field. In 2018, its revenue rose 16.9% to 1 billion 273 million 500 thousand yuan, and net profit was more than two hundred million. This year also maintained a steady growth rate, and the first half revenue exceeded five hundred million yuan.

In addition to creating a new and personalized marketing strategy, excellent brand performance also benefits from its multi-channel marketing layout. For online sales channels, Cabbeen CABBEEN has opened WeChat mall, as well as Tmall, Jingdong, vip.com, including a number of e-commerce platform shop, as of June 2019, its WeChat fans and members have exceeded 2 million people. Online revenue rose sharply from 50.2% to 430 million 500 thousand yuan in 2018, and online revenue exceeded 200 million yuan in the first half of 2019, accounting for 35.9%. In terms of online channel, in the past year and a half, Cabbeen CABBEEN's offline store has increased from 845 in late 2017 to 912.

In the past three years, the Chinese men's wear market has been showing a steady upward trend. The major local men's wear brands are constantly upgrading, improving their production, management and sales strategies, while paying more attention to the research and design of the clothing themselves, striving to create a brand image that meets market demand and is not vulgar at the same time.

The integration of space elements into the design highlights the vision of Cabbeen CABBEEN -- "using Chinese culture to build the world's fashion brand". From the production of the 70th anniversary ceremonies of new China to the space crossing, Cabbeen CABBEEN has proved to the public the possibility of Chinese original design power.