What Is The Most Important Thing In Fashion Design?

In December 9th, the Chinese new men's wear design exhibition opened near the water cube of Beijing.

At the exhibition, the work of Ceng Fengfei, the famous Chinese fashion designer, gave the audience a strong feeling.

It seems that these men's clothes with funnelling and buckle elements are the outstanding embodiment of "Chinese style", and those plate processing which contain the tailoring features of the suit also cleverly reflect the "new" feeling.

On the same day, on the same day, on the same day, the men's wear designer of a China style new men's wear design forum thinks that men's wear must be internationalized. If they are dragged down by these ethnic elements, they can't be accepted by a wide range of markets. Even if they are made of advanced custom-made and advanced clothing brands, the international style line is also the top priority.

Its importance far exceeds the insistence of national style elements.

But for a long time, "only the national is the world". This sentence has been urging Chinese local fashion designers who play the "national brand" and "Chinese brand" to cherish the dream of "moving towards the world in a national style", insisting on the elements that can best reflect the national style in those costume designs.

Most of those elements are: collar, brocade, pair of buttons, buttons, cheongsam style...

For a long time, these elements contain a fascinating Chinese complex, which makes the brand popular among consumers at home and abroad.

Among them, the rise of the "Shanghai" brand in the international arena has also become a glimpse of the international fashion community's admiration for Chinese style.

Today, the brand "Shanghai" has opened 30 stores in the world, and it is also a fashionable metropolis such as Paris, London, New York, Tokyo and Dubai.

In the forum, Dr. Wang Yao, vice president of China Federation of Commerce, asked a question.

The question is: do you think the brand of "Shanghai" is a designer brand in China or a foreign capital enterprise?

Looking back on the development of "Shanghai", 16 years ago, it was Deng Yongqiang, a merchant of Hongkong, who founded the "Shanghai" brand in Hongkong. It used the exquisite cheongsam to interpret the romance of the old Shanghai in 30s and became the classic of a Tang Dynasty costume.

In 2000, "Shanghai" was selected and bought by the Swiss peak group. It became a global luxury brand of No.1 in China.

In the era of Deng Yongqiang, although "Shanghai" has a reputation in the upper class of Europe, its selling point is only the old Shanghai style. There is basically no clear market positioning, what customers like and what the company produces.

However, Li Feng owns a number of luxury brands such as Cartire, Dunhill, Earl, MontBlanc and so on, and has cultivated a lot of senior managers who are very good at luxury goods. They are commonly known as "trader hands". They brought a very mature mechanism into Shanghai, and promoted brand value step by step. Finally, they sent Shanghai to the peak of luxury goods.

After the acquisition of "Shanghai", the group began to study customers, positioning the target market in the 25-50 year old middle and high income earners, and adding men's clothing and younger series on the basis of the original women's wear, and at the same time, formulated a long-term development strategy.

On this basis, they imported a lot of Western designers and made a brand new package and pformation to Shanghai, which made their clothes no longer adhere to the inherent details of the Chinese style, but absorbed many new elements of international fashion, from the original pure Chinese style to the combination of Chinese and Western styles.

Brand creativity comes from the advantages of Chinese culture and fresh elements from different cultures all over the world.

Since then, a charismatic brand "ShanghaiTang" has created a wave in the global fashion industry: royalty members such as Prince Charles, the late Diana Wang Ki, politicians like Hilary and Mrs. Thatcher, and stars such as Naomi Campbell, Vitoria, Anngelina Jolie, Anngelina Jolie, and Shanghai are all fans of Shanghai.

Referring to this brand case, whether the designer Ceng Fengfei, who has already entered the luxury business district of Beijing with his own brand, or the sponsor of the Chinese style new men's Wear Design Summit Forum, Chuang-tzu, general manager and chief designer of universal workshop, wants to make his brand as lucky as Shanghai in the near future.

In fact, for them, because the brand has outstanding Chinese characteristics, it is not difficult to be seen by international investment consortia.

Because for the west, the long history of China's 5000 years has always been a fatal temptation. Chinese elements are the endless gold mines of fashion industry. Only by exploiting the unique vision and reasonable pattern can we create a brand full of cultural details and unique styles.

One of the secrets of the success of "Shanghai" is to play the role of a Chinese cultural interpreter in the face of the world, and to create a unique "this" in the world's fashion stage with a strong Chinese history.

However, if other Chinese designer brands have such opportunities, it is a question whether the initiators of the brand are willing to be bought, whether they can integrate into the management of the international team and whether they can listen to the opinions of the international trader.

I understand that in the past ten years, many Chinese local designer brands also had such opportunities for sale and merger, and they were more persistent in their role of "Id" and gave up the brand's rapid future.

Which is more important, "nation" and "world"?

It is a cruel question. In this era, if we can grasp the right of fashion discourse in our own hands, we still need to do more homework in management, marketing and promotion, or choose the destination of an advanced platform.