The Status Quo Of Shandong Textile And Apparel Industry: Big Brands Are Not Independent Brands.

Yesterday, in the "

"At the Shandong textile and clothing exhibition fair, we rarely see the local clothing brand in Shandong. Even if there is a big local brand, it is also different from the traditional brand in the traditional sense.

At the exhibition site, we can see some big cards in the province, such as red collar.

And so on.

However, there is still a gap between these brands and the traditional brand names: these brands are mostly dressed in suits and suits, with few fashion brands.

According to the responsible person in charge of the organizers, at present, the textile and garment industry in Shandong province has more benchmarking enterprises in the "manufacturing industry", and may be relatively lacking in independent brands.

For example, in the manufacturing industry, Wei Qiao venture group is the largest cotton textile enterprise in the world; Lu Tai is the world's largest high-grade yarn dyed fabric manufacturer and the world's top brand shirt manufacturer; Ruyi group is the most complete textile and garment enterprise in the global industrial chain;

Without independent brands, some enterprises in Shandong are manufacturing suppliers of many multinational companies, such as Nanshan Group, Tianyan dress, instant group and di Shang Group. They are international first-line brands and fast fashion providers such as PRADA, GIVENVHY, Maxmara, UNIQLO, ZARA and so on.

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For garment enterprises, what they need now is to improve their design ability and create their own brands.

Lu Tai textile brand promotion center responsible person Zhang Jin said.

Take Lu Tai as an example. Although they have cooperated with the international top tier Armani (Armani) and Burberry, they have supplied their own fabrics, but their own brand brand is far from famous.

"Now designers are also very difficult to invite, and the cost is high, please a designer with a big name, the cost of a year is millions of euros."

Zhang Jin said, and asked the designer style to be consistent with the brand, the brand style of Shandong province is relatively conservative, some big designers pay attention to their own style and fashion sense.

In the era of clothing online shopping, the impact of e-commerce on physical brand is very large.

Now the domestic clothing enterprises are also actively pforming, taking the new mode of O2O combined with line and line.

This means that for consumers, buying brand clothing is not necessarily a physical store, ordering products online can deliver door-to-door.

"The international top brand is good, but many of them are not in line with the Chinese figure."

Jiang Wei, manager of the planning department of the red collar brand, said.

For example, the first line of the big brand is because it is the European style, and the sleeves will be longer. Chinese men now have beer belly and will not fit when they wear big cards. These can be solved by tailor made.

On the Internet, through the whole body of 22 data points, you can design the right clothes for yourself.

At present, the tailored mobile phone APP is being tested and will be launched in October.

At that time, consumers can not only customize clothing, but also like Taobao on the Internet, orders will be delivered within 15 working days.