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Cooperate With Italian National Treasure Designers And Jacket Experts To Innovate And Seek Change

2023/7/12 0:07:00 0

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▲ Aldo Cingolani, an Italian super race designer

In the highly competitive high-end market, the craze of co branding has created boiling points again and again. While the "ceiling" of the industry continues to be pierced, the market once fell into meditation - whether the co branding can bring deep integration of technology and industrial chain? Fujian Seven Wolf Industrial Co., Ltd., the vice chairman unit of China National Garment Association, has given a satisfactory answer. Since the last century, it has cooperated with domestic and foreign designers from different fields for many times. Each cooperation of Seven Wolf is breaking the boundaries and creating a new paradigm of co branding cooperation of fashion brands.

In the craze of co branding, classic brands

Remodeling the ceiling of the industry with new actions

As early as 1998, Seven Wolves cooperated with famous fashion designer Liu Yang to launch a series of works, which once created a cross-border precedent for Chinese men's wear brands; In 2005, Seven Wolves became the only clothing designated by Real Madrid China Travel for the second time. Its brand attitude of "believe in yourself, believe in partners" complements the football spirit of "self-confidence, tenacity, and hard work" of Real Madrid stars, and wins international recognition outside sports events, making it a classic marketing circle breaking case; Over the years since then, the seven wolves that have deeply crossed the border with culture, film and television, sports and other industries have blossomed in many places. By 2022, the cross boundary marketing of Seven Wolves will have a further iteration. Taking the "being the guardian of TA" commonweal co branded jacket series jointly created by Tuomas Merikoski as an example, on the one hand is an international designer, on the other hand is public welfare and human welfare. With sustainable consensus, let the world see the strength of Chinese brands, let the co branding effect truly achieve 1+1>2, and show the international market that Chinese brands respond to the action of building a community with a shared future for mankind.

▲ Real Madrid China Tour

Also last year, when cross-border co branding was frequent, in addition to co creating with Chen Wenling, an outstanding contemporary Chinese artist, and MAXWELL HOLMES, an internationally renowned designer of down products, Seven Wolves also jointly launched China's first White Paper on the Fashion Trend of Chinese Fashion Jackets with the China Fashion Designers Association, Seven Wolves, with its insight into the industry, conveys China's fashion attitude from the three sectors of culture, industry and design, and contributes to China's leading men's wear in the world. This time, in the new autumn and winter men's wear series in 2023, Seven Wolves chose to invite Italian "national treasure" designer Aldo Cingolani to create a super running jacket.

The classic models of Lamborghini, Ferrari and other well-known supercar brands of Volkswagen, such as Lamborghini Miura, Ferrari 250GT and Alfa Romeo Sprint, were designed by one of the most famous design companies in the field of "Italian automobile manufacturing" founded in 1912: Bertone. Aldo Cingolani became the co-founder and CEO of Broadcom Design Group in 2013, and injected the pioneering design philosophy accumulated in his more than 30 years of design career into the industry's top super design organization with new momentum and diversified perspectives, leading the team to create many legendary works. Over the years, Aldo Cingolani has received cooperation invitations from Zegna, Prada, Bottega Veneta and other international luxury brands.

▲ The joint brand of Seven Wolves and Aldo Cingolani integrates the essence of super running design into fashion design

The co branded series of Seven Wolves and Aldo Cingolani, a famous Italian super race designer, will represent the brand renewal of Seven Wolves and officially enter the next milestone. In fact, the seven wolves who were invited into the official schedule of Milan Fashion Week, the fifth year of Milan Fashion Week, chose to meet Milan Fashion Week in September. On the one hand, under the social values of pluralism and inclusiveness, neutrality has become a common choice for fashion brands to expand their market share, and even an industry trend. On the other hand, the arrival of the national men's wear brand at the Milan Fashion Week show is undoubtedly a new look of breaking boundaries and breaking through oneself on the international stage, allowing the market to see once again the results of its brand upgrading efforts in recent years, as well as its international strategic ambition.

The Italian design aesthetics of classic inheritance and avant-garde has always been regarded as the vane of global design. The internationalization of Septwolves has a deep connection with Italy. It does not stop at Fashion Week, but also extends vertically to the deep industry. The Septwolves European Jacket R&D Center is located in Italy, and works with the only intelligent wearable laboratory in the world of Milan University of Technology to create a model of industry university research cooperation, and deepen the use of intelligent wearable products in the clothing field, Take smart clothing as a breakthrough to revitalize the traditional textile and clothing industry; More actively develop European resources and business development, and explore overseas markets through multi-channel layout.

Predictably, this is not an ordinary cross-border joint name. Seven Wolves is deeply integrating international resources and leading technologies from marketing to research and development, leading Chinese brands to reach a new international level of co branding.

Jacket+super run, can men's wear brand "accelerate" again

In the recovery of the market in the first quarter of this year, high-end men's wear took the lead in recovering. The broad prospects of China's men's wear market can be clearly seen behind it.

In China's fashion industry, most of the winners who rise and fall in the waves of the times have gone through four stages of development: OEM, brand start-up, e-commerce acceleration, and brand upgrading. In the past decade, Chinese men's wear brands have actively explored transformation, during which there have been national fashion dividends, market opportunities brought by consumption upgrading, and games under the wave of internationalization. Now and in the future, high-end and internationalization have become an inevitable trend and industry consensus, and "super single product" has become the key to accelerate brand expansion of market share.

As a landmark men's clothing category starting in the 1990s, jacket embodies the collective memory and national identity of Chinese male consumer groups. For the seven wolves, the jacket is an important fulcrum for them to leverage the Chinese and even the international men's wear market. When most Chinese male consumers mention Seven Wolves, they will think of all kinds of jacket pieces popular in different times. However, for the international market, few Chinese brands have ranked among the top international clothing in the past years. Can it be changed by the "super item" of the Seven Wolves that has been repeatedly verified by the market?

Just like Lululemon, who has been focusing on the jacket category for 33 years by virtue of his yoga pants, has ranked first in the comprehensive market share of similar products for 23 consecutive years. This time, the super running double-sided jacket jointly created with Aldo Cingolani has integrated the super running factors favored by young consumer groups, which certainly meets the dress scenes of high-end consumers and young groups, and also strengthens the position of jacket experts in the industry. But after all, can the co branding of Chinese jacket and international luxury brand designers be like the corporate mission of the seven wolves, to be an attitude fashion brand, and let Chinese fashion lead the world? Before the market gives the answer, it is certain that every successful brand renewal is likely to change the traditional impression of Chinese brands and move forward in the international and high-end strategic layout.

With the transformation of China's economic growth from high speed to high quality, the era of obtaining competitive advantage by innovation and efficiency has come. Looking at the co branding cooperation from such a perspective, as an open and innovative action, it is certainly a way to quickly improve brand revenue, but the co branding of the seven wolves is not the only way.

Relevant data shows that the growth rate of China's men's wear market is expected to be more than 3% in the next three years, and the market size will reach 740.1 billion yuan in 2027. In front of the huge blue ocean, can the seven wolves gain a larger market share in the continuously expanding men's clothing market? From store upgrading to technology research and development, this national brand with a history of 33 years is on the way to international brands, both catering and leading. After all, in today's increasingly prudent and rational consumption concept, if you want to appear in the wardrobe of men of all ages, you must always follow the path of innovation and change, refresh the brand and innovate the industry.