Breaking through the lies of branded clothing prices

â–¡ Famous fashion commentator Zhang Xinqin cited 1. I and three or four clothing college professors got off the plane at Shanghai Pudong Airport. A dean met a female underwear businessman and greeted me. My professors and I said that her trench coat is very good quality and must be an international brand! The professors asked: "What kind of brand is your coat?" Someone opened his coat and was Armani. They asked me, "Why did you know that you are a big player?" I said: "The first is that Chinese clothing is not afraid to cut back so low; the second is that it has been washed many times and still maintains its shape, indicating the quality of lining and shoulder pads matching material and internal support." Okay, it shows that the process is very good."

2. A costume designer came to my house. I said your coat is simple, good-looking, and very quality! At first glance is Miu Miu, a sideline of the Italian brand Prada. The style is light and simple. The original price of more than 10,000 Hong Kong dollars, selling 5,700 Hong Kong dollars in outlets. One look, the material stress, excellent quality; version of stable, rigorous; process is very elegant, meticulous. To cite just one example: where there are fine ribs for split seams and edges.

Inspiration 1. Their high price is the ultimate appeal with brand values ​​from beginning to end.

2. Their high prices are tens or even hundreds of years of values ​​persist.

3. Their high prices are based on honest materials, exquisite craftsmanship and sound operations.

4. Their high prices are based on real, scientific and artistic quality.

It is said that at the National Garment Conference concluded recently, industry leaders stated that China's export clothing does not have the right to price, only to earn low processing fees, and domestic sales of clothing are more expensive to sell, and some clothing consumers have not bought. From (to the effect). The question raised caused widespread concern and discussion in the industry and industry media.

I don't want to say the background and reason, but only the facts and phenomena. Such food safety as Red Heart Egg, Treasure Fish, Hainan Poisoned Kidney Beans, Qingdao Poisoned Leek, Waste Oil, Melamine Milk Powder, Clenbuterol Ham Ham, gas explosions, mining accidents, traffic accidents, fires, and QI two drug events Catastrophic accidents; academic **, buy official sales, fake ball whistle, judicial **, large-scale corruption, almost all the pollution of the territory, small Yuet-day events, the real estate market collusion between officials and businessmen, etc., people, humanity and integrity . From the nature of its occurrence, there are both lies and deception.

Talk about clothes. It was a big environment just now. Of course, the clothes were not outside. The damage and lies of clothing are not directly life-threatening, so there is an illusion that the industry is "safe and sound." Domestic clothing is just starting up and the market is scarce. Any garment can be sold as long as it is available. The author personally saw the car lined up in the suit at the entrance of the Shanshan factory, and people who could not buy lived in the hotel. As a result, a large number of clothing companies and regions started to gain a lot of profits and people think that clothing is manufactured and sold like this. A large number of unscrupulous people are mixed into the industry, blackhearted cotton, chicken feathers when the duck down, wool-like imitation hair, imitation linen installed real linen, disguised international brands. The self-confidence that they are more upscale is also “premium”, and the number of deaths is quite large; many “brands” who survived are using “concept”, “story” and high-end premiums.

Brand is culture and common sense. Earlier, a "big" leader said that "brand is a storytelling." Therefore, he thinks that he is a brand and they make stories. A female boss disguised as a Hong Kong brand men's clothing allowed me to “shorten” the brand story. I said, “Is it true that the Hong Kong boss of your brand is developing in the UK?” she said: “Ms. Zhang, you really are. Well, the story is about talking about.” I refused to say: “You deceive consumers, do I lie with you?” A well-known women's clothing, foreign brand culture to spare no effort to rise to fame. However, for internal employees' remarks, the design supervisor conducts oppressive management, and the employee's salary and company income are not matched. Another well-known women's wear, who says that he owns the right to speak in fashion, also claims to influence the arts! A well-known casual wear package for a new high-end leisure "brand", do not hesitate to pay for this one, the result is not satisfactory. I started to read and do culture. I don't believe it will happen. A clothing group claims to "build" a number of brands in a few years (a specific year omitted)!

Mr. Yu Guangzhong had humorously said: “Everything in the world is busy, but culture alone is idle.” When Professor Peking University’s professor of sociology talks about “trust,” he says that if a nation wants to establish “trust,” it’ll take a thousand. year! The undergraduate student asked: “We have no confidence. According to your judgment, how many years will it take to rebuild?” He said, “It's hard to answer! Wait until your generation passes!

I am rewriting "Introduction to Fashion Studies" and interviewed many business owners. One of the questions is: "What is the brand's values?" The answer I got was almost unsatisfactory and accurate. I really can't tell the truth!

For everyone, I must say ** (can not agree): The values ​​of the bosses are one, two, three - money, money, and money! The appearance, the saying, and the printing are almost all disguised, speculative, specious.

It's better now, I want to be a culture, and I want to do values. But still a word - urgent! What is a value? The definition of the most simple and easy to understand values ​​is that a country, a nation, a brand, and a person “the rudder in the heart” are the ultimate pursuit of life! When it began, it was determined to pursue it and improve it from the bottom of the heart.

A point of view, the price of the market, how much you have the ability, there are real good things, good quality, the price with you. Someone must be bought. But it must be an honest price for the welfare of the Chinese people. When the guest boss aged, he said: “The international big name is ten to twenty times taller than us and we can even recognize the high point, but a few thousand are nearly a thousand times. It is shameless!”

Second, to find the object of learning Most brands should learn from the same Orient Uniqlo Japan (I think ZARA, H & M can be used as a way of operation, but their prices are a bit fraudulent), Uniqlo is the ranks of the world's apparel retail industry, Japan Fast Retailing (FAST RETAILING) Group's core brands. We will continue to provide modern, simple, natural, high-quality and "all-purpose" products to consumers around the world. I particularly admire its concept of fashion, quality, cheapness and versatility. His physical store and online shopping performance are amazing.

As a result, our business philosophy is correct, our heart is good and our heart is sincere. Naturally, we will form healthy, reasonable and correct values ​​before we can safely and slowly implement the brand development plan.

Third, from the beginning to repair and repair some of the really ambitious Chinese clothing entrepreneurs, should have the "today to move from scratch," the ideal, to build on the basis of Chinese culture and international values ​​and fashion brands to do . The other part of the entrepreneur can step away from the fake, not from the heart of the brand "culture, positioning, thinking" and so on.

Only in this way can we use Chinese culture and values ​​as our genes; we should use our price advantage and quality advantage as our fists; and build our “Great Wall Clothing” with values, plus use value and fashion. Resolutely enter and protect middle and low-end markets with value brands and excellent quality, and then erode high-end and international markets. This process will surely foster a strong, high-, mid-, low-, and multi-level clothing brand and talent troop.

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