Original Design Makes Brand Cluster &Nbsp; Jiangsu Apparel Blooms With Confidence.

The twentieth session

The "public face" is less and original design is more.

Buying clothes in shopping malls, especially men's clothing, will feel that if you don't read labels, most clothes will be carved like a mold.

The reason why "public face" is overwhelming is that the homogenization is serious, brand positioning lacks individuality, and product design is not in good agreement with consumer psychology.

Xie Ming, President of the provincial textile and Garment Association, analyzed.

The booth of the new fashion men's brand, Alston, has distinct styles and rich varieties.

"Before, we only do brand and channel operation, product design and production are outsourced, the whole product layout, color and product mix lack unity."

Gong Zheng, chairman of the company, introduced the design department at the beginning of the year to integrate the original styles and extend the single product to the series.

"After the establishment of the design department, a more important mission is to increase the original design so that consumers can fall in love at first sight."

Gong Zheng admitted that the process was arduous but had to go on. At present, the proportion of original type has exceeded 40%.

In marketing, aldun insists on a small amount of money, so as not to affect consumers' interest in buying shirts.

In the first quarter of this year, sales surged by 30%.

Based on this, the Ministry of industry and Commerce awarded China's first "fast fashion brand focus construction demonstration base" to Alton.

"Brand group" is more, magnifying the leading edge.

In the exhibition hall, many experts and buyers sigh: Bosteng's men's wear, women's wear and down jacket have their own independent brands.

Multi brand strategy is an important way of international famous brand pformation.

For example, many brands of POLO, the brand of the American men's wear brand, are holding the POLO brand like green leaves. The annual retail sales in the US can reach US $10 billion.

The luxury brand LV has integrated and acquired more than 40 brands, while 50% of its profits and sales come from packages.

How to create "brand group"? Gao Dekang, chairman of Bosideng, introduced that one is to "blossom in situ", and to develop sub brands on the basis of the main brands and integrate their own industrial chains. This applies to the same type but different styles of products, such as Bosideng owns Bosideng, Bing Jie, Kang Bo, Xue Zhong Fei and other brands; the two is to integrate acquisitions and integrate scarce resources such as technological innovation and marketing channels in the international market, so as to enhance international competitiveness as soon as possible, such as the men's clothing brand of Bosideng.

Not only Bosideng, but also the red bean group, which carries many brands of men's clothing, home furnishing and casual wear, has become a highlight of men's wear area.

"The brand competition of our province is no less inferior to that of famous brands outside the province, indicating that the leading edge of Jiangsu's clothing industry is magnifying."

Zhou Yibiao, deputy director of the provincial Commission for letters and commissions, said.

"Complain" less, take the initiative to deal with problems.

The price of raw materials has increased and labor costs have increased.

The difficulties faced by garment enterprises are many, but when they visit Jiangsu enterprises, journalists often hear strategies rather than complaints.

Xuan Ze children's clothing is a brand of children's underwear in Yangzhou's Ying Chun clothing. The scene not only shows hundreds of children's clothing, but also covers a small blue mushroom house, which fully demonstrates the concept of green environmental protection.

"Cotton yarn is now 36 thousand yuan per ton, which has increased by 50% over the past year, and the labor cost is rising every month."

General manager Kong Jinchan introduced that in 2010, the company equipped automation equipment, production efficiency increased by 60%, labor cost reduced by 30%.

At the same time, the introduction of more than 10 designers, each year to develop more than 300 new products, and quickly break through the dilemma of homogenization.

"Although it is a labor-intensive industry, our profit margin reaches 15%, which exceeds the average profit of the industry 8%-10%."

Kong Jinchan disclosed that before the exhibition, the company just won the "China famous trademark".

There is a consensus in the clothing industry that women's clothing market has the highest degree of subdivision, the fastest change of consumer psychology and the most competitive pressure.

During the exhibition, the famous women's clothing brand, Wujiang, was held in the Great Hall of the people. The chairman Li Xing long told many stories, and there were two details to make everyone feel the persistence of FA Shi Fei.

The first is to collect tens of thousands of body shape data, design a version that suits the needs of women, create the first brand "Ruici Sha" made by Chinese women's clothing, and two, pursue the product quality with high standards, and apply for more than 1000 patents with its signature collar, sleeve type, type and color.