Zhou Yan: How Does Chinese Clothing Convey Brand Value?

< p > with the convening of the two grand events of China fashion conference and China International Fashion Week, fashion industry and fashion become the theme of this season.

With its strong brand recognition and unique collection ceremony, the theme of "dance dream Dunhuang" has aroused strong repercussions in the industry and consumers.

During the event, the reporter interviewed the founder of the "women's wear", the only Chinese representative of the international luxury brand, and the chairman of the China Fashion Forum, "a href=" //www.sjfzxm.com/pioneer/ "/a".

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< p > < strong > create cultural confidence force < /strong > /p >

"P": for the ranks of famous international brands, rarely seen in Chinese brands and weak in the discourse power of Chinese fashion brands, Zhou Yan said, "China's clothing brands lack an independent spiritual and cultural value system, and the brand's overall marketing system. Clothing companies are still in the stage of crossing the River by feeling the stones."

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< p > "from the slowdown of consumption growth to the increase of comprehensive cost, from the change of industrial elements to the restructuring of competition pattern, China's garment industry has undergone an unprecedented test."

Chen Dapeng, executive vice president of China Apparel Association, said.

Zhou Yan believes that Chinese clothing is in an absolute shortage and relative surplus state which does not provide market choices. On the one hand, consumers can not buy desirable clothes, on the other hand, it is the homogenization of clothing.

Clothing enterprises are generally faced with development confusion and marketing problems.

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The whole process of < p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > brand marketing > /a > is the process of value pmission.

Under the premise of establishing the core value of clothing brand, we can accomplish this mission by establishing accurate and powerful brand identification.

Zhou Yan believes that when the market changes, when consumers' consumption consciousness, lifestyle and human values change, clothing companies need to provide clothing that meets the needs of consumers.

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< p > how to establish a brand recognition system, Zhou Yan said that we should realize the spirit and culture, unique grammar system, unique brand promotion methods and independent brand personality through the exclusive spirit.

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< p > the self-confidence of Chinese culture is the excavation and collation of Chinese culture, such as "flying sky", "Dunhuang" and "Silk Road". These cultural symbols are widely recognized in the world.

Zhou Yan believes that the essence of fashion is subversion, the passage from tradition to the future. The self-confidence of Chinese culture comes from the inheritance of traditional culture. In the name of Oriental culture and aesthetics, the combination of national culture and Chinese fashion, national art and the world elements is the best expression of cultural self-confidence.

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< p > January this year, the first brand appeared on the Who 's Next stage, and will be published in the prediction of Who s Next's 2014~2015 autumn and winter fashion trend.

This is the first time that Zhou Hong has been recognized by the world as the first Chinese judge after the international creative trend prediction.

This means that the brand logo has been listed as the top of the world's top fashion brands.

Zhou Yan said that if deep oriental culture collide with confident Chinese brand, it will bring great influence and inspiration to the world fashion field.

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< p > "in the international famous brand, behind each brand, stands a soul figure."

Zhou Yan believes that building an independent brand personality is also important.

For example, she said, we are not only familiar with Channel, but also understand Coco Channel's rebellious independent spirit of women; behind the Giorgio Armani is Armani herself, creating a fashion empire by changing the life of people.

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< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > the pmission of brand value < /a > is a long-term and unremitting project. It plays a positive role in upgrading the industry and will promote social progress in the long term.

Zhou Yan said.

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< p > < strong > depth excavation of the whole social resources < /strong > /p >

< p > how to work hand in hand with all kinds of resources in contemporary society and cross boundary cooperation is another proposition of clothing enterprises.

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< p > "we should deeply excavate the spiritual connotation of the whole process of brand in the Internet era, in other words, establish the spirit of the Internet and the omni-directional brand strategy of the Internet.

Such as brand promotion and marketing in the Internet, integration of storefront and Internet resources, and so on, it is not only to increase the "electricity supplier" sales channel.

Zhou Yan said that in the era of all media strategy, Internet communication has become an important position.

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At the same time, Zhou Yan said that due to the change of people's behavior patterns and psychological characteristics, the traditional department store industry has been more and more limited. For example, the comprehensive space such as Xinguang Tiandi and Sanlitun has become more and more popular because it brings consumers many kinds of consumption experience and leisure experience.

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< p > "achieving the great rejuvenation of the Chinese nation is the greatest Chinese dream of the Chinese nation in modern times."

In the end, she said, the clothing industry should take an important mission in the process of realizing the Chinese dream.

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