Interpretation Of Chinese Fashion Clothing Brand Personality Rebirth

Xie Feng, designer of Beijing Clothing brand When Ji Fei first entered Paris fashion week, Chinese designers began to appear on the world stage. "As the 1960s American designer and the 70s and 80s Japanese designer landed in the French fashion week, they gradually refreshed the world's fashion history." this is also a landmark in T, Paris. China is moving towards a big fashion country. Didier Grumbach, President of the French Fashion Association, therefore appraise.

In the same year, Gao Xin, who was the chief designer of Metersbonwe, opened an Even Penniless store in Changle Road as an independent designer. Soon after, Yin Jianxia's ESTUNE, Qiu Hao's ONE BY ONE studio and other shops slowly gathered together, so Changle Road was named "Li Hara" in Shanghai, and a trend of individualism spread gradually in Shanghai and other cities.

"In the industrial age, the economic model of products that produce better products with cheaper prices, larger organization sizes and lower costs is gradually being eroded and disintegrated." In October 22, 2013, in the 2013 China fashion industry forum sponsored by China Fashion alliance, Luo Zhenyu, a famous financial host, summed up the new demand of fashion in his eyes.

However, for a long time, there are many reports on fashion magazines, despite the fact that there are shops for buyers and promotion of star customers. Designer brand Due to the inherent deficiency of their own business qualifications, the label of "expensive" and "minority" has been far away from the "public" line of vision. Until the beginning of this year, because of Ms. Peng Liyuan's exception, one of the most successful designer brands in China, the influence of the Chinese designer group was slowly overflowing.

　　 There is no exception.

In the fashion world, mark became famous. She brought the clothes that had been buried in the earth for years to the luxury fashion show in Paris. She asked the yogi to make a model and show the native weaving in the ancient palace garden of France. She rarely interviewed, and even if she did, she refused to take pictures. The public knew little about her.

Many people believe that Marco And "exceptions" have been popular overnight because of Peng Liyuan's reason. Publisher Hong Huang has called the exception "stand out" for granted. "This is China's first designer brand and the longest struggle. We all envy that this brand can go all the way to the sky, and the people in the clothing industry know how many years of efforts have been crystallized.

The exception was founded in 1996. In a time when fashion information was relatively closed, Marco and Mao Jihong, another founder of the "exception", was also the former husband of mark. He rented a small space in a small shop opposite to the garden hotel in Guangzhou, and began to do business. At present, the exceptional shops have been radiated to 42 cities throughout the country.

Mao Jihong once said, "exceptions" are suitable for such a woman: a little artistic temperament, pursuing the quality of life and wanting to be different, understanding the international fashion but expressing the Oriental temperament. Hong Huang explained that this is the reason why brands have become popular among Chinese women. It is said that when Peng Liyuan was not the first lady, she loved the "exceptional" clothing. Zhao Tao, who attended the premiere of the world's premiere, also came from the design of Marco. Zhao Tao's husband Jia Zhangke even filmed a documentary about Marco and his "useless" conference in Paris.

In addition to mark's exceptions, Yang Ziming, CABBEEN, Yao Feng's "Jie", Xie Feng's "Ji Fen", Teng Jia Xing's "Teng Shi" and Wang Yiyang's "Su ran" have gradually entered the right track after years of hard work and accumulated a certain number of consumers. In October 28th, CABBEEN listed on the Hongkong stock exchange to become the first fashion designer brand in the mainland, which reflects the change of designer brand's individual value and public consumption mindset.

　　 Original Fang Xing

"Fashion will take the initiative to adapt to the lifestyle of consumers, but it is not the same style of" same style ", but also to match their commercial value with artistic value. In the 2013 China fashion industry forum, Xu Cong, general manager of fashion media group, commented on the public's demand for more money in fashion. One of the main topics of this forum is "made in China to Chinese design". In October this year, the high-end buyer's department store continued to announce its return to Shanghai. Its largest flagship store in China today is located in Shanghai Times Square, Huaihai Road, with an area of about 14 thousand square meters and a total of four stories. At the same time, we invited new designers Liu Qingyang, Li Hongyan and Liu Min's personal brands to enter the store. This incident also reflects the public's increasingly rational consumption of luxury goods and the trend of personalized expression.

"We do see that our customers are not looking for those big brands. They are looking for products and new products that are different from what they are looking for. They are looking for a sense of discovering new brands, and they want to show their aesthetic style." Andrew Keith, President of Andrew Keith, explained in an interview.

In addition, not long ago, the high-end buyer's department store, which was opened in Beijing, also brought many new brands, such as Chi Zhang and Wang Zaishi VegaZashi Wang. In addition to BNC, a former buyer's shop in Taigu, Sanlitun, Beijing, such brands are basically stationed in large department stores for the first time. Their common feature is to weaken brand identification and pursue unique, low-key, textured design, which can be used as the design representative of the transition from "made in China" to "Chinese design".

Liao Bin, CEO of Yintai network, revealed in the "China Fashion Industry Forum 2013" that China's designer brand is still very weak. Funds and channels are short boards. The audience is relatively small, and the products are not rich enough to withstand the sales pressure of entering the mall and commercial brand competition, so the radiation force is limited. He plans to launch the designer channel around February next year to promote the rise of original design power, hoping to gradually accumulate a number of valuable brands and help the whole industry chain become complete and rich.