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Chinese Clothing Brands Set Off "Foreign Aid" Fever

2012/2/24 17:17:00 9

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Men'S Wear Brand Women'S Wear Brand International Brand Pformation

Following the introduction of French and Italy designers in the past year, Kai Wang and other brands, this year, more and more Chinese brands have begun to introduce foreign designers and overseas marketing teams, hoping to rely on international strength to push the brand to high-end.

Men's "pformational wind" has the strongest momentum.

Men's clothing is the most powerful trend in this "pformation wind". Inviting famous designers and craft designers to enhance their brand is the most important weathervane in this pformation wind.

The most representative is the "new designer brand SEPTWOLVES" created by the seven wolves for inviting French designer Daniel Faret. The new brand dress was officially unveiled at the end of last month.

This series of clothing worn by 25 to 45 year old social elite consumer groups, known as competitors, is BOSS, ZEGNA, BROOK BROTHERS, ARMANI, BURBURRY and other international brands.

It is understood that the seven wolves also plan this year in Beijing, Shanghai and other places to develop 20 more than 800 square meters of "seven wolves men living hall" to enhance the high-end brand.

YOUNGOR and Chuang Ji

Men's wear brand

It aims at the market and hopes to improve its brand value with the aid of foreign aid.

YOUNGOR has completed one of the biggest overseas acquisitions in China's apparel industry, buying the men's clothing business of KELLWOOD, the US apparel giant, for $120 million.

And Chuang Ji introduced the Joseph Abboud, the first men's clothing brand in the United States.

In addition, the brands such as the wedding birds and birds are also unwilling to lag behind. They have introduced the craftsmen in Italy to emphasize and enhance the brand and details of clothes.

Lane Bryant

Similarly, the "pformation wind" took place. Recently, Saussurea cashmere launched the strategy of "pformation". It not only signed Li Bingbing as the first brand image spokesman, but also reached strategic cooperation with the authoritative Fashion Management Group UTA and Italy Lebelleforme fashion design group, with the help of its advanced management system of International brand and channel retailing.

Domestic consumers worry that prices will rise sharply after pformation.

In the face of the "high-end pformation wind" of domestic clothing brands, which is almost fanatical, the reporter learned from interviews that about half of the consumers hold a positive attitude and think that this can change the relative situation of domestic design, while more consumers are concerned about price. Most people believe that the price of domestic brands will rise sharply after pformation.

In a random purchase intention survey, the reporter found that if the price is similar to domestic brands and international brands, more than 90% of people are willing to buy international brands. "After all, domestic brands have less historical details and brand connotation", but prices are still an important factor for domestic consumers to buy clothes.

Many domestic clothing professionals are also domestic.

Clothing brand

The practice of employing foreign aid has raised doubts that foreign monks may not be able to read the classics well, and inviting foreign aid has little impact on the long-term development of domestic clothing brands.

In this regard, Zhong Leiming, deputy secretary of YOUNGOR group, said that in addition to hiring foreign designers, brand image redesign and creation, store image and quality, and training buyer team must be considered within the plan. There is a comprehensive plan and it takes 35 years to realize the initial pformation of the brand.