Culture creates value

Culture creates value For Chinese designers to obtain international recognition, they cannot put things chewed on by other people into the future. China's garment industry needs to get rid of the shadow of others in terms of product development, fashion trends and brand connotation. 2011, International Monetary Economic Organization, 2012 The overall economic growth forecast is downgraded, uncertainties increase, and the market demand rebound lacks fundamental motivation. The market expects no sign of substantial improvement. In 2012, the industry was very pessimistic.

Prudent transformation under crisis “The countries that are most conducive to the development of the garment industry in the world today are China, because China has the most mature and complete industrial chain, and has abundant labor resources. In addition, the country’s economic development potential is huge.” China National Garments Conference 2011 Shang Dapeng, executive vice president of the China Garment Association, said.

He pointed out that "apparel is an industry that can be operated forever. A good brand can survive for a hundred years. In the future, the outlook for the development of China's garment industry is still very good."

At present, changes in the garment industry are affecting changes in the industry. In the future, the garment industry will be a growth industry in which modern urban industries, fashion industries, cultural and creative industries, and high-tech industries are combined. How to grasp the industrial factors and seize the opportunity for transformation is the only way to enter the new development space.

"Only relying on labor cost advantages and responding to fierce competition in the international market will not take a long time. It does not say that the increase in labor costs is rigid, and the restrictions on resources and the environment also have a great impact," said Chen Dapeng.

He believes that what companies need to do is to change the mode of development, use culture to create value, increase product added value, complete brand contribution, and achieve sustainable development.

China's clothing industry, from product development, fashion trends and brand connotation, etc. to get rid of the shadow of others, out of their own way, the key lies in quality, innovation, rapid response to the trinity of industrialization construction, and this application of information technology is to take the industry The focus of the road.

"With global perspectives and innovative thinking, integrating resources such as capital and manpower, and utilizing new business model development, we can further build the company's soft power, adjust its transformation and enhance its competitiveness," said Chen Dapeng.

Zhaji Tutu Culture “In recent years, it has been good to see a diversified trend in Chinese apparel from the brand to the style, but there are also drawbacks to be caught in following the international big names trend. The arrival of so many brands has added to the international charisma and allowed consumers to have more. The choices, but sometimes reflected in the individual appear to be disorderly." Zou You, an associate professor at the Beijing Institute of Clothing, said in an interview this reporter recently.

He believes that brand designers should try to avoid any possible previous observations in the design presentation, which also includes the imitation of international big names.

Objectively speaking, at present, many of our brands are still in the "follow the wind" stage, brand and culture "two skins", so although some brands add a lot of cultural elements, but the market influence is not great. Therefore, the brand culture itself is not simply superimposed, but a reflection of the soul and spirit. She comes from the in-depth understanding of the market and consumption patterns, from the constant accumulation of cultural connotations, as well as a unique aesthetic experience and pursuit.

Many domestic brands, different brands, and positioning are not the same. If you blindly follow the international brand line and ignore the connotation of your own brand, then put the cart before the horse. If Chinese designers want to gain international recognition, they cannot put things that others chewed on to put on the table, and that will only be ignored.

Zou You said that China’s market has its own particularities, and its traditional context and aesthetic characteristics are very different from those of foreign countries. It is impossible to impose Italian sexyness, American freedom, French romance on Chinese consumers, and blindly imitate what they have done. The judgment is inaccurate and will only cause the brand to lose.

“This requires China's clothing brands to shape and upgrade the localization of color modeling and structural language in order to achieve a qualitative leap in China's manufacturing to China.” Zou You said.

Design management and creating culture often encounter such problems in the development of clothing brands. That is, the design ideas of brand designers are different from the brand positioning of companies, and the development ideas of agents are inconsistent with the business planning of companies, especially in brand development. In the middle and later stages, the issues in this area have become more prominent. How to better solve depends on R&D and planning.

Zhao Weiguo, director of the Costume Design Department at Zhejiang Sci-Tech University, points out that understanding of the consumer market and its own grasp of the market can only be achieved by accurately identifying the brand positioning and development ideas. In addition, it is necessary to further establish a research and development system characterized by retail sales, control the evaluation system of different nodes, and create a research and development system with a management and control mechanism.

In his opinion, brand development must be managed without real dependence on designers. However, domestic companies are now generally in a stage of development with no design but no management, but no method but a method that is inefficient. For an advanced branded company, design management should be based on planning.

“When a brand develops to a certain stage, it is not only about the scale, but also the performance and market share. It should be the brand competitiveness and the brand attention. How do you see if the brand maintains brand freshness? How to determine whether the brand is To maintain market influence, all business managers must pay attention,” said Zhao Weiguo.

From the previous cognition, the design can only qualitatively not be quantitative, but it is not true that designers can quantify, especially in the commercial operation of the brand, it is very important to convert qualitative into quantitative. With a vertical design system and relying on different management systems and management modes, it can truly become a branding plan.

And the commodity planning is equally important. Changing the previous planning method based on the sales performance of individual products requires knowing the plan for tomorrow with experience and looking at insurance. In fact, the risk is high. The real commodity planning should be based on the needs of the consumer market and the brand positioning of the company for design planning.

At present, the biggest gap between us and foreign brands is cultural creativity. For this reason, Chinese clothing brands must strive to create their own brand culture under the background of Chinese culture and modern lifestyle.

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