"Premium Ready To Wear Brand" Returns The Essence Of "SHOW"

Independent observation on CHIC2008 "Release of China's top ready to wear brands" The "release of China's advanced ready to wear brands" in the 2008 China International Garment and Apparel Expo (CHIC), with 24 dynamic releases, means that the development of China's ready to wear brands has entered a strategic "inflection point". Entrusted by the Organizing Committee, the author, as an "independent observer", made an independent evaluation based on the "independent observation" of this "SHOW". The author watched several announcements through live broadcast and the news center, sorted out the on-site records and made a preliminary observation report at the "Press Conference for the Release of China's Advanced Ready to Wear Brands". This observation agrees with Jiang Hengjie, Executive Vice President of China National Garment Association, who believes that "China's high-end ready to wear brand release" is an important means of "focusing on business reality" and "brand promotion", and Chen Dapeng, Vice President and Secretary General of China National Garment Association and Secretary General of CHIC2008 Organizing Committee, believes that "CHIC is a clothing brand exchange". It is observed that in addition to formulating more scientific and rigorous planning in the future, this initiative has the following characteristics: 1、 It is far sighted and plays a milestone role in the development of China's ready to wear brands. Although the press conference has yet to be adjusted and improved, the attributes that have emerged have four natures of "internationalization, marketization, specialization and popularization". "Internationalization" is reflected in the international vision and growth of the initiative; "Marketization" is that it restores the essential role of "SHOW" and achieves good market results; "Specialization" is the thinking and operation of the organizers to eliminate non market factors; "Popularization" is reflected in the fact that the release faces the reality of the market, and pragmatically believes that promoting the development of the garment industry and independent garment brands is the real and healthy basis for the development of China's garment industry. 2、 It is a new growth point, a new thinking point and a specific practice to realize trade innovation in the garment industry. It has strategic significance to truly realize the concept of "CHIC is a clothing brand exchange", and is one of the strategic directions and direct tactical means to realize the commercial value of China's garment brands. And it has sustained strategic and tactical benefits. ??? 3、 This initiative has a huge space for growth. Its "dynamic static combination" exhibition and "space time integration" initiative have a profound role in promoting the brand's organic function of "exhibition+investment promotion+ordering" during the period of CHIC, which enables enterprises to save time, space and funds by a large margin, and makes CHIC's support for the industry more direct and effective. On the whole, it is of direct significance to promote the in-depth development of the industry, realize the organic industrial chain, realistic economic and market benefits, and directly and indirectly realize the cultural value and added value of the brand. For example, the author watched the live broadcast of "Nancyk Beijing Fashion Release in Autumn and Winter 2008" in the news center, and the on-site record was "good materials for winter clothing; good quality; fashion is acceptable (the original record)...". When I arrived at the next "Tokyo Girls" scene and saw Gao Zhiwei, Vice President of the China National Garment Association and President of Hampel in the VIP room, he said, "Why didn't Professor Zhang watch my daughter's release?" I said that I had just watched a good "SHOW" in the news center, but it was too late. He said it was my daughter's! He said at that time, "We originally planned to develop ten provincial agents a year, and then we recruited seven provinces!" It can be seen that the proper static display and reasonable dynamic "SHOW" can impress agents by 1+1>2. 4、 "Release of China's top ready to wear brands" restores the essence of "SHOW". "SHOW" has the meaning of "display, performance, performance, presentation", and is represented by "show" in Chinese. In the modern fashion history, Charles Frederick Worth, an Englishman known as the "father of fashion", pioneered the fashion display in Paris by means of real people and dynamic means. At the end of the 14th century, Queen Isabella, wife of Charles VI of France, put on court clothes with life size "fashion dolls" made of clay and wood, and gave them as gifts to Queen Anne, wife of the British king. It was all the rage and created a "doll era". Until about 1845, Voss worked in a shop selling cashmere shawls, coats and decorations in Paris. When a cloth merchant came to place an order, Voss felt unable to express his ideas when introducing his design, so she invited Mary Fune, a salesperson who would later become his wife, to put on a cashmere shawl to show its three-dimensional and dynamic effect. This method is often used in the future to make business more prosperous. In 1858, Voss partnered with Otto Bobev, a Swedish clothing merchant, to open the world's first real high-end women's clothing store "Voss and Bobev" on Peace Avenue in Paris. Later, the method of using real people to display new products was imitated by peers. Therefore, "display and promotion" and "promotion of turnover" are the essential attributes of "SHOW". Restoring this essence and combining it with the static display of products is one of the best ways to "sell clothing", and also one of the most effective means to run brands and promote marketing. From another point of view, it also interprets and partially realizes the integrity and organicity of the "China Garment Business Innovation Project" advocated by the China Garment Association. After Worth, "SHOW" also extended to other forms and uses. To sum up, the establishment of the mechanism of CHIC's cooperation with "China's advanced ready to wear brand release" has profound industrial development value and brand promotion significance, and plays an irreplaceable role in other forms in catalyzing the rise of mass ready to wear brands with Chinese characteristics and international competitiveness.