Garment industry: strengthening brand culture is the last word

Shishi is to become "China's Milan". Upgrading Haixi Fashion Week is one of the ways, and a stronger brand culture is the basic premise.

Referring to Milan City, there are not only two world-famous top football teams, AC Milan and Inter Milan. At the same time, there are countless world-class brands. Every brand from Gucci, Prada, Versace to Armani, Fendi, D&G... has a long history. Gucci was born in 1921, Zegna was founded in 1910, Prada and Fendi have more than 80 years of history. The historical accumulation of these brands also increased the “gold content” for Milan Fashion Week to some extent beyond the other three major international fashion weeks. More importantly, these brands have a story extension and form a powerful brand culture influence.

In fact, a careful observation of some domestic brands LOGO people will find that an English word seems to burst into red overnight, it is "SINCE", in Chinese translation is "from ... until now", "SINCE 1978", that is to say the brand was born In 1978, this was like red wine. Competition is the year. The longer the year, the more value the product will have and the same clothing. This is why these brands of Gucci are called luxury goods, which is the biggest reason for some people. Of course, the year does not represent everything, but it can at least explain the history of the brand.

In Shishi, there are many clothing brands, such as Leopard, Weilanxi, Aidengbao, and Cabin, which have great influence in the country. However, for many consumers, these brands have their own positioning. However, we can always find alternative "brands" for these brands. People who choose Eddenborg can also buy seven wolves or tyrants. Carbin may choose G2000 or Jack Jones. In short, the brand itself is not unique. , exclusivity, and the ability to infinitely seduce the influence of consumers. Taking the famous luxury brand Hermès as an example, the brand is best known for its two handbags, KELLY and BIRKIN. Other luxury brands like Gucci and Prada have no way to make these two types of products. This market-dominated product is easy. The price has been increased to more than 100,000 yuan, and buyers are still rushing. This shows the tension of brand culture influence.

Fortunately, some of the representatives of “Shangpai Apparel” seem to have begun to dig deeper into the influence of brand culture. The most direct channel is to show off at the four major fashion weeks in the world. In 2007, Cabin's Yang Ziming and Li Lang's Ji Wenbo each created history and won world-famous awards for the design of Yi School. One was on the release stage of the New York Fashion Week and one went to Milan Fashion Week to become the “National Men’s Wear”. one person". In September of this year, Wu Qingqing, a designer of Yi School, came to New York Fashion Week with the VLOV brand. Whether it is Mr. Kabin, Ji Wenbo or Wu Qingqing, using the external model and the international stage to show the world the power of design in China, the expansion of this brand's cultural influence is the most direct, effective, and vivid.

From this it can be seen that Shishi must become "China's Milan" and must have more and more local brands continue to bravely climb the peak, "grab the beach" internationally renowned fashion week, if you can take Milan or Paris Fashion Week as China International Fashion Week to participate, then It is not far from the days when clothing brands are born domestically and even the world’s luxury brands! (Source: Shishi Daily Author: Yang Jiang)