The global financial crisis hit the world of fashion week, where over 30 brands out of the United States New York fashion week this year, China has reduced the frequency of this year. But because of the huge Chinese market, Italy, Korea, and other international brand thriving, have seize China fashion week, at the same time, this fashion week 4 universities on internal senses ... Period, seduction, Mei ying, prettiness, dazzle colorful lights are intertwined, a luxury perihelion in Beijing's Earth bloom wrest. Remember that an unknown philosopher said, luxury hilarious scenes often hide behind some gently I mind. Some for yourself, to others. Today I want to be Chinese brand "weep" and reflect.
First, China's brand and excess pay mix of the three "blooper"
1, fake foreign brands: some brands of specially created to register a trademark abroad, or is the company registered and selected abroad certain unknown or well-known cities in a unknown corners, and then have a Western name. As long as we can into a clothing store or wholesale markets, looked to dress a piece, really "foreign brand gradually to charming eyes, Western style attacks and false difficile".
2. foreign designers: now domestic apparel industry gurus have internationalized, and most of them have their own names such as English or French, it is said that can improve their design dress "amount with the ocean", easy to communicate with businesses and consumers.
3. foreign marketing: as many of the brand in promoting the use of ocean MODEL, advertising brochures and other materials to be placed everywhere in a variety of ocean models POSE, moreover is often organized large fashion global outreach activities such as song Leah's "inspiration" in Dubai global tour, costume design inspiration tentacles extend to a number of Arab countries, the company propaganda, so you can design a better fashion products, but other people can see, the Arab States of the economic and artistic and underdevelopment, they can give us some good things?
Of course, Chinese clothing brand of ocean phenomenon there are many, the above three categories yusiwei Shing.
The author such views may let some psychological upsets me, some people would say, I just marketing means, could also have wrong? Yes! the technical level, their skill is one that is not only wrong, but from the garment industry strategy and brand development strategy, the problem may be a bit, we all own imitation abroad, will be ignored or ignoring the wisdom of Chinese culture and the elements of innovation-application, if so, the Chinese clothing brand to its international brand fashion week and the international market, there is no hope. Say a little, a brand if only international brand "clinical" plagiarism of creation, competitiveness of their products certainly greatly reduced, because a key selling points and competitive advantages of the brand, in today's increasingly complex market, its chances of success even more elusive. To quote a proverb: "who is who fool", you will copy the others will, that is why we usually go with family clothing market frequently encountered a puzzle that is, around five shopping malls with guang 1 there is no difference, we all look the same and, finally, do you offer discounts for 300, 500, I got everyone into a price war.
In addition, on the other hand, in recent years doing better Chinese brand — Chinese collar and Jiangnan cloth, etc, we can realize some what truth?! First, in everyone as foreign as Po, we go on a road with Chinese characteristics, we will be able to stand out in a crowd Chungching — product differentiation + Chinese culture to quickly differentiate market and achievements of the brand; second, this is a simple product policy victories? NO! "is the brand strategy of success. Create a new class, use the brand strategy to cut from the market of origin on the market, to jump out of the fake foreign brands competition "Red Sea" mode.
Second, from fashion to the clothing of the distance
Ordinary or wording of the international fashion week, basic are thriving, deduction of trendiness, this stage is that each brand awareness and showcase cutting-edge fashion great opportunity, and finally we expect is to get a prize, please go back and edit into beautiful information and news to the market places in an attempt to open the consumer wallet. But the reality is that some of our brands fell badly, spend a lot of money to get to the awards on the market and what not. In your award-winning, my award-winning, award-winning, consumers have an awards tired, to engage in some customers with colored glasses — this award really fake, how much to buy.
Many cases show that even in a country famous fashion week on the award-winning products in the market's performance is unsatisfactory, because winning apparel products only to promote a design and clothing concept, is a very sensitive products, such a garment can only be a special occasion dresses, only for the part of the high-end fashion career class customer use, with the general public is available at home and enjoy works of art. In other words, fashion and clothing, in the market target customer base width on the level of the hierarchy, the customer and the consumption quantity on a number of areas such as on the larger difference, this resulted in the fashion week to shine on the brand, market and sell the terminal may Yan yan, however a nameless brand.
A clothing brand that produces mainly affected by the restriction of the four links, design, product manufacturing, sales and promotion. Fashion is more stressed the role of the former 2, while the brand is the harmony of 4. From fashion to brand is a relatively long history, this distance is nowadays a lot of designers and businesses understand — as long as the trend and imitate international brands to achieve brand leap, this is a market operated by the "love".
From Beijing international fashion week can also be aware that Chinese brands in apparel brand building process also has a longer Trek of the journey. First, imitator, description of the weak; the second brand, a domestic so-called brand to international market base in the low-end market position even referred to as the "right stuff", symbolizing the China brand
Competitiveness, and the entire industry image will not be accepted for the international market, the need for a more stimulating heart of practice, and innovation.III. concluding remarks
From three grey clothes into three "mouth" of the brand, the Middle span width and depth, the number of different enterprise scale, in order to successfully create our own products and brands, perseverance and wisdom who may come to the fore. International fashion week luxury feast holds true light vanity light and shadow, are those who dare to innovate and develop the business and its branding to reflect on the Chinese luxury brand, is the idea behind in order to more effectively promote the development of Chinese clothing brand.
China brand, Chinese cheer for your fuel,!
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