The price for clothing, there are some different opinions on the recent: some people think that some Chinese brand clothing price too high, to make Chinese people can't afford to consumption; It is partly people argue that a Chinese brand clothing price can also higher. Remember that five years ago, to prepare for the Beijing JiFen brand of Paris fashion week first show, the writer has written an article, of which mentioned the clothing industry formats concept change, the author thinks that the clothing industry can be divided into the tailor industry, ChengYiYe, fashion and fashion industry four format. In a different format, the competitive key is different. The author here will through the analysis of the reasons for the success of China's ChengYiYe, depict the developing direction of the fashion industry.

ChengYiYe originated in the United States, because of the development of industrial sewing machine and the introduction of the management mode, the United States in the 1940 s, gradually formed modern way of management in line ChengYiYe, its low processing cost with fast production capacity was soon enterprise welcome, and consumer market also from the original tailored to buy garment, "clothing rate" become a national garment industry development of the important indexes. After 30 years of development, China has become the world's most powerful garment producers.

In this case, the European clothing path, not pay attention to the clothing market and cheap cost of our competition, but in the product design and brand operation into huge energy and money, formed the design and innovation competition primarily fashion. In this format, the cost is no longer a basic competitive factors. They through in design and innovation areas and brand image of spare no effort in fashion, in the fashionable trend guide for the low constitutes the product's competitiveness and to the powerful influence of consumers, and in high-grade fashion market take over the world. In this fashion market, fashionable consumer to launch on time, novel quarterly fashion fashion fondle admiringly, this kind of love to let them almost forget costs, they will for oneself to like fashion "live", they will in order to catch up with "fashion" sacrifice appetite, trying to lose weight! This is the fashion market, not clothing market.

Some far-sighted Chinese entrepreneurs see this opportunity, in the past ten years study hard European counterparts, and gradually put money and energy input from the factory, land and equipment to talents, design and innovation. Compared with the 1990 s famous Chinese clothing enterprise, the brand enterprise has the following four common characteristics: the most higher education leaders accepted, its team of higher culture; In a city basic line, not their own production capacity, the main funds in product development and marketing network; Engaged in women's clothing that need the industry design content is higher; Basic don't do TV commercials, but marketing input is a lot. Gradually, their product style began to be recognized by the market, formed stable loyal customer groups, the product Maori also increase steadily, and that makes them more capital to use the world's top fabric, better with international famous designers, in product design and development and brand fashionable image increase investment. In the enterprise, there are many from Hong Kong, China, Taiwan, South Korea or Japan's designer, from Paris, milan and world-class famous designer of the figure is also more and more.

When we see this batch of the success of their brand to the market, and win the higher returns fashion enterprise, must not to garment industry standard to measure its product price. Chinese consumers need to have grade fashion, suitable for demand, value high fashion, especially the need to have the quarterly according to the international fashion rule launched products, and have enough room for choice of brand fashion. Once our fashion enterprise quarterly can provide 2 or of the trend of the world with fashion, was in line with Chinese characteristics and the shape of skin and hair color, and can show Chinese middle class need value feeling, consumers can not willingly buried menu? This is the fashion, this is a can let the consumer forget cost of fashion, in the fashion of price formation of formats, ChengYiYe "physical cost" concept (fabric cost and process cost) only a tiny fraction of the. So, some people natural "look not to understand" the price.

The problem is China's garment industry needs more brand fashion enterprise, and gradually developed with the international competitiveness of fashion, form a international power fashion brand. To achieve this goal, we should cherish the newly added fully back on track fashion enterprise, let they can get the recognition of consumers, and can get industry acceptance.

Source "the Chinese textile nets"

Edit: Emma