European Fashion Helps Ningbo Build International Brand Clothes

Zhu Shuchuan, general manager of Ningbo P A, "//www.sjfzxm.com/" target= "_blank", "clothing /a" Industrial Co., Ltd., is busy these days. "European fashion buyers and a href=" //www.sjfzxm.com/ "target=" href= "and designer < < > are all very optimistic about our clothes.

I think our chances are too fast. "

It happens that there is a similar case.

At the end of November last year, OTTO, Germany's leading fashion retailing group, also made a special trip to Ningbo to invite Ningbo's a href= "//www.sjfzxm.com/" target= "_blank" brand clothing "/a" to join the group's retail system with its own brand.

"Not only in Europe, but also in South Korea, some retail groups are willing to cooperate with our clothing brand in Ningbo.

This shows that after so many years of exploration, the internationalization process of Ningbo's clothing brand has ushered in an accelerated opportunity.

Zhang Xiaofeng, vice president and Secretary General of Ningbo clothing association, analyzed.

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< p > < strong > 1 from the English and French fashion world olive branch < /strong > /p >

< p > January 19th this year, Zhu Shuchuan took the INTREX brand in Paris WHO 'S NEXT fashion show exhibition.

The exhibition is known as "the laboratory of international fashion trends". It has become the largest authoritative fashion trade exhibition in Paris because of its collection of representatives of avant-garde design, internationally renowned and high-end fashion brands.

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< p > INTREX is the only Chinese brand in the 2500 exhibitors.

And this exhibition came from INTREX's appearance at the Shenzhen fashion show last year.

At that time, the Paris fashion show organizing committee considered that the fashion design style of INTREX was very fashionable and invited INTREX to participate in Paris fashion show.

What we hope is that the INTREX series of costumes, which are full of British retro style, have attracted the attention of French and British fashion buyers and fashion magazines, clothing agents, boutique clothing companies and distributors.

"I was very busy in the 4 days of Paris's exhibition. Not only many buyers came to negotiate, there were fashion magazines to visit, but also 2 agents and distributors asked us to have a big French dinner and asked us to cooperate with them in developing channels.

This enthusiasm surprised me a little. "

Zhu Shuchuan said.

Under the invitation of the London fashion circle, Zhu Shuchuan will go to London in February to investigate the location of 3 clothing outlets and plan to open an independent brand store there.

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< p > < strong > 2 Germany and Korea merchants also prefer "Ningbo pack" < /strong > /p >

"P" is not only a new brand, INTREX has won the hearts of European fashion people with its unique style and fashion design, but Ningbo's traditional brands are also valued by European and Korean fashion retailers.

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At the end of November last year, Mr. Morten, President of the leading German fashion retail group OTTO group, a subsidiary of Keen On Fashion, and its director of business development, Miss Xu Bessie, made a special trip to Ningbo to investigate Ningbo a href= "//www.sjfzxm.com/" target= "href=" > textile > clothing enterprises, and discussed the sale of Ningbo's brand through German Agency to Germany and Europe market.

After inspecting five companies such as Ningbo YOUNGOR, Shanshan, Bo Yang, Taiping bird and AI Yi Mei, Mr. Morten expressed his intention to cooperate and invited Ningbo fashion brand to join the group's retail system.

It is understood that OTTO group is Germany's largest retail group, sales in 2011 11 billion 600 million euros, e-commerce sales of 4 billion 800 million euros; 50 thousand employees in over 20 countries worldwide.

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< p > after preliminary contact, Taiping bird has initial intention to cooperate with the company.

Taiping bird will make a special trip to Germany in 2013 to visit OTTO and negotiate the next step.

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< p > in addition to the Pacific bird, GXG has also received the cooperation invitation of Lotte general store, the most famous business organization in Korea.

Last April, GXG and AI Sheng a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a > participated in the twelfth Busan fashion week, and held a fashion show.

With its strong fashion concept, GXG made full use of the design elements of fabrics and accessories to bring a visual feast to the audience, and also attracted the attention of Lotte Department Store in Korea.

At present, the two sides are discussing the sale of GXG into Lotte Department store system, and jointly expand the Sino Korean market.

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< p > < strong > 3, the fashionable style of Chinese and Western combination is superiority < /strong > < /p >.

< p > GXG, Taiping bird, INTREX, these new brands of "Ningbo dress", which are valued by European and Korean retailers and fashion circles, have one thing in common -- the design style of Chinese and Western combination and the representative brand made in China.

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< p > INTREX brand positioning in the British retro style, emphasizing the classics, and hired the famous London designer Sanjiv; GXG brand from France, is a French design style young fashion men's brand; Taiping bird learn from ZARA, walk the fast fashion line, push out thousands of styles every year, the trend is synchronized with the European and American fashion.

These three brands send designers to Europe every year to learn and collect fashion information, or set up design studio in Europe to achieve the same trend with European fashion.

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< p > "there is no doubt that the current trend of fashion, whether in style, color, or fabric, is dominated by fashion circles in Europe and the United States.

These three brands all emphasize the integration with the European fashion trend, so it is no doubt that they can move the European fashion buyers into the European market, which is a great advantage for them to enter the international market.

Feng Dehu, vice president of China Garment Association, thinks that "there are many brands in China, and there are close exchanges with European fashion circles."

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Besides P design, China's quality and China's strength are also a great advantage.

"The quality of Chinese clothing has been beyond doubt. The equipment has reached the international advanced level, the skilled workers are skilled, and many luxury goods are produced in China. The quality of Chinese independent brands is also very good."

Zhang Xiaofeng, Secretary General of the Ningbo clothing association who went to Paris with INTREX, said: "compared with the European brands deeply troubled by capital, Chinese clothing companies now have strong financial strength after years of accumulation and have the ability to expand Europe and other overseas markets. This is an important reason why European shopping centres are concerned about and actively introducing Chinese clothing brands."

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"P" is precisely from this angle, Zhang Xiaofeng thinks, under the catalysis of Chinese factors, the internationalization process of Chinese clothing brand is facing the opportunity of speed up.

"Now that some leading brands in China have mastered the international fashion operation techniques, and have the financial strength and talent team, Europe is facing a recession. This is the best time for Chinese brands to win the international market."

Zhang Xiaofeng said.

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< p > < strong > 4 or "new road" < /strong > /p > for Chinese brand internationalization.

< p > from Shanshan's "multi brand and internationalization" to YOUNGOR's acquisition of KELLWOOD and Xin Ma group, then to the store in New York, Fifth Avenue, and then to the Milan fashion week with many Chinese clothing brands, and then to Ningbo Hongyuan clothing, and to set up counters in the overseas shopping malls.

The exploration of Ningbo clothing brand enterprises in "going global" to build their own brands and enhance the global influence of clothing brands is a great effort.

But the industry believes that, whether in terms of brand influence or brand value added, the "Ningbo pack" is far from the world-class brand.

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< p > in the past, Chinese brands emphasized "fighting alone" in creating their own brands, hoping to start their own brand by their own strength.

Whether it is YOUNGOR, Shan Shan, or Aii Mi, Hongyuan, it is in its own way to break through the international market that has formed the rules of the game.

As a result, it is not suitable for the western customs, causing no acclimatization.

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< p > "let Europeans, Americans and Koreans like your style first, let European stores like to sell your products, then talk about their own brands."

Chen Guoqiang, vice president of the China clothing association and deputy director of the China Clothing Industry Economic Research Institute, believes that Ningbo clothing enterprises have been invited by many foreign countries for many times. If they can reach effective cooperation with the other party, it may be a more feasible new way to build their own brand.

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"P >" now Europe, the United States, Japan, South Korea's economy is not very prosperous, at this time, Ningbo "a href=" //www.sjfzxm.com/news/index_c.asp "clothing enterprises < /a > attack the international market, take the fashion and popular route, perhaps is a good time."

Zhu Shuchuan said.

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