China's men's clothing industry is forming its fourth pole

In recent years, a number of excellent menswear brands have emerged in Shenzhen. During the 13th China Shenzhen International Brand Clothing & Apparel Trade Fair in 2013, a group of men's wears that were at the forefront of domestic fashion such as Kardenton, McCase, Long Hao, Sanskrit, Finity, and Leirio were presented. The brand will showcase the strength of Shenzhen menswear brand at this year's show.

Caldunton: focus on high-end

As a clothing company specializing in China's high-end menswear market, Caldundon has always been committed to providing leaders from all over the world with world-class design and quality apparel, and using “Leadership, Life in a Smart Life” as a brand proposition of Caldanta. . In the development process of the past two decades, Carl Denton takes the brand operation as the core, making it a well-known menswear brand in China.

Currently, Kaltendin's brand series is divided into Kaltendin and Gentle's franchise brands, which are located in different customer groups and consumer markets. Chairman of the Board of Directors Dan Xiao of Caldenton stated that in order to maintain the stability of high-end quality, Kaltendon placed an important position on the technical quality of products, mainly reflected in the brand's design style innovation, supply chain standard management, and international brands' total Line production and other aspects.

In terms of design style, the Carl Denton suit combines and draws on the strengths of the three major schools of the Italian, Roman, Milanese, and Napoli schools, and meets consumers' different life needs from a technological standpoint. In terms of processing, one of the criteria for the selection of the Carl Denton brand processing factory is that the factory itself has taken over the international big-name orders. In the aspect of supply chain standard management, the supply of raw materials to Caldendon not only requires world-class quality, but also requires low-carbon environmental protection and meets environmental protection requirements.

From the beginning of the venture, Kaltendon began to implement a comprehensive internationalized company's business strategy from the aspects of brand image design, enterprise management, product planning and design, and supply chain management. At the beginning of the brand's founding, the Carl Denton brand has been registered in China, Italy and some Madrid Convention countries.

At the same time, many of the company's key positions, such as the design and crafts department, are borne by expatriates or Chinese who have experience in working life abroad. At present, the design team of Kaltenton is composed of Italian, Hong Kong and Chinese craftsmen; the experts responsible for the design of shop space come from Italy.

It is worth mentioning that in the supply chain, Carl Denton also integrated international resources to achieve international supply chain management. At the 2012 China Garment Quality Development (Shenzhen) Dialogue Forum held in March 2012, Caldenton signed a strategic cooperation agreement with Dormeuil, the top suit fabrics trader in the UK. According to Yan Xiao lead, the cooperation with Domei is an important part of the international strategy of Kaltenden.

It is reported that currently the fabrics used by Carl Denton, including the suits, Shirts, sweaters and other accessories, some of which use the same material with the international big name, such as Zegna, 1881, loropiana, SCABAL, etc. directly from Italy, Britain and other places. import. In the list of cooperation with Kaltenon, Carl Denton also ranked a long list of the world's top well-known manufacturers, including the American Cotton Association, Itochu, Tomi, Zegna, LOROPIANA, Gaborer, VBC, CANCAM and so on. In terms of brand operations, Kaltenden adopted a series of measures including strategic alliances in Italy, China, and Hong Kong, and investment in shares. At present, Caldanta has built its own unique and stable supply chain system in China, Europe and East Asia.

In recent years, Carl Denton has also taken "international brand operation agencies" as one of its important internationalization directions. In 2010, Carl Denton successfully represented the international luxury brand CORNELIANI. In October, the first CORNELIANI store opened in Shanghai. Currently, there are seven CORNELIANI stores in the country. In the future, Carl Denton will not only act as an agent for international brands, but will also develop overseas sales channels and enter the international market.

McCass: Men More than One Side

Creating a brand-new men's business model and leading the Chinese men's market is the goal of Marcuss.

Ms. Chen Peixiang, the founder of the brand, has been the agent of the European international fashion brand that has been acting for more than 10 years. On March 6, 2008, she established Shenzhen Deshengtai Garment Co., Ltd., mainly engaged in the sale of clothing, apparel, leather goods, shoes and hats, and domestic market trade. Engaged in the import and export of goods and technology.

In the minds of many entrepreneurs, the key word in 2008 should be "crisis", but in Chen Peixiang's life, this year is indeed an extremely important year. Based on his insights into the apparel industry, after accumulating rich experience in fashion elements, Chen Peixiang established Shenzhen Deshengtai Garment Co., Ltd. and began operating the independent brand Marcuss (Chinese name: McCass) senior men's fashion products. .

In the initial stage, Chen Peixiang was very cautious. The company has adopted the principle of steady development, focusing on a variety of business sales models. At the same time, it also absorbs some eligible franchisees to launch franchise business. After the development in recent years, at present, sales outlets have been set up in malls and airports at the higher end of China's major large and medium-sized cities.

Chen Peixiang said that most of the men's apparel brands in the country are homogenous and do not bring any bright spots to customers. The style of the McCass men's brand just fills the market's vacancies and needs.

According to reports, the style of the McCass men's fashion brand tends to be fashionable, generous, simple and smooth, and uses the latest and highest quality fabrics in Europe for the application of materials, together with sophisticated and rigorous craftsmanship. In-depth understanding and research, and through the Italian classic dress style and fashion elements into which to create a unique brand design style and brand culture, to bring consumers a new concept of fashion liberalism.

At present, McCas has three series: aristocratic series, for male consumers aged 30 to 40, using European version of Slim version, gentleman aristocratic cutting technology, European aristocracy cutting standards. Representative color: carbon black, silver gray, white and so on. The whole series is full of young and energetic atmosphere. The refreshing design and the unique tailoring give people a feeling of vitality. It is an urban upstart attitude. It presents a stylish, elegant aristocracy between gestures. temperament.

The Art Series is aimed at 35 to 45-year-old male consumers. It has a unique version between the body and comfort, uses an artistic version that fits the brand's positioning, better modifies the body, and makes the wearer's body reach The perfect ratio. Representative color: yellow, bright color, color. The art series captures hundreds of years of European cultural heritage. It uses the high-tech digital printing technology of the masters to evolve into modern lines and graphics, inspiring men's unpredictable fashion charm and giving them lively and vivid historical stories. And give you the visual experience of oil painting, so that your wardrobe is full of art atmosphere.