[Concern] Story Telling Clothing Enterprises

According to statistics from relevant departments, there are more than 10 kinds of clothing brands in China's market. The replacement speed is very fast. More than 2000 brands are eliminated every year. In 2000~2005, the life expectancy of the top 500 clothing brands in China is only about 1.5 years.

In the trademark register of the trade and Industry Bureau, the fastest replacement industry is the clothing industry, and there are not many successful brands.

However, the development of clothing brand is the only way for China's garment industry to become regularized, standardized and internationalized (000902, stock bar).

Besides, at present, our country

In fact, China's clothing consumption has entered a high growth cycle. It is expected that the sales growth of clothing consumption during the "12th Five-Year" period will exceed the annual compound growth rate during the "11th Five-Year" period, and the annual compound growth rate may exceed 25%.

In the context of artificial and raw material cost increase, the growth of the market will be the brand clothing enterprises with the advantages of channel, continuous upgrading and innovation, and fast turnover of assets.

Who can seize the opportunity to enjoy this coming gluttonous feast? Please pay attention to the series of reports on the survival mode of apparel industry launched by our business section.

"Medieval Russia, talented young painters and beautiful royal ballet actresses met in a performance to celebrate the return of the general. They had sincere love in several subsequent meetings and appointments. Meanwhile, the general asked the czar to request the actress to marry him.

In order to get rid of the teasing of fate and the arrangement of emperor's life, with the help of painters, the painters and actresses disguised themselves as peasant couples who sent vegetables into the palace, escaping from the palace, and heading for freedom and happiness...... "

If you buy a dress and see a story on the tag that interprets the inspiration and concept of this dress, will you be tempted?

"A storytelling.

Wei Lifang, executive director general of Guangzhou conjecture Clothing Co., Ltd. summed up the success of the mystery as two points: one is to give the brand cultural connotation, the other is to design it according to the theme story, to stick to individuality, to persist in originality, and the other is to win the idea with the terminal channel business.

But to succeed, they still face many practical problems, such as how to raise the profitability of a single store, how to better control the terminal, realize the win win of agents, franchisees and companies, and how to solve the shortage of high-end professionals in the course of company development, and how to expand e-commerce in a unique way to attract "80, 90" new members who favor online shopping.

Conjecture that clothing at the beginning of the establishment of light asset operation mode, concentrate on energy

At the end of 2003, Ding Yong, who was now conjecture of dress director, called Wei Lifang and put forward the idea of starting a women's clothing brand.

As a designer, Ding Yong was also responsible for the design of another brand, which was already a small celebrity in the circle. According to Wei Lifang's words, he already had a group of "fans customers", so when the "mystery" brand was officially launched in 2004, a group of customers joined.

Due to the limited energy of Ding Yong, Liu Ding, the designer's Ding wife, joined the conjecture dress in 2004, became the design director, Wei Lifang was in charge of the market, and another shareholder Guo Guangfu was in charge of production and administration.

There are basically two trends in the domestic clothing Market: first, we should take the popular route, cheap, but not high quality and taste; the other is advanced customization, high-end, unique style, but extremely expensive.

Liu Xing has worked out a middle road, trying to capture consumers' hearts with reasonable price and unique style.

They target consumers to intellectual women between the age of 25 and 35.

"This group pursues fashion, freedom and individuality, hopes to be different, and can attract other people's eyeballs, but it is no other way to be weird and not to publicize."

It was assumed that the initial stage of clothing design was to adopt the mode of light asset operation, focusing on designing R & D and market operation, and outsourcing production to partners.

"Production is one of the things that we are not good at at all. We will face many tough problems such as recruitment, management and so on, so outsourcing it to those who are good at it, so we can concentrate on design and sales."

Wei Lifang said, but guess clothes will provide fabric and design to the factory, and carry out QA quality inspection, the factory is only responsible for production.

In order to ensure the quality of products and the quick response of suppliers, it is assumed that the garments will be graded to the upstream factories, and can be upgraded to each other, with different policy support for different levels of suppliers and a strict elimination system.

This is somewhat similar to Metersbonwe. Similarly, Metersbonwe, which carries out light assets operation, divides the upstream suppliers into four levels, forming a competition mechanism to maintain the vitality of the entire supplier network.

In the downstream channel, it is assumed that more than 90% of clothing is outsourcing, and the number of self owned stores is less than 10% of the total number of specialized stores.

It is assumed that clothing becomes a brand and market operator, as well as a resource integrator.

This light asset mode will enable the brand to quickly spread in the market.

"Using the language of clothes to tell moving stories and using creativity to lead the way of life in natural culture is the most profound cultural connotation of the brand."

Wei Lifang said that every season there will be a theme story in the riddle, which will be divided into a series of stories. Each clothing has a name related to the story. This is a special feature of every garment, and it is also one of the reasons for attracting many "mystery friends".

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"Circus is a place that brings joy to others and brings bitterness to themselves. The little girl NANA and bear live here. They are the most popular performers. Today is a clown. Tomorrow is a rope. Sometimes they throw colorful balls on the weird cars, and they seldom rest after days.

In summer, the bear fell ill. Only the soil on the Andes in the homeland could save it. NANA decided to take it away before the boss sold the bear.

The way home from summer to winter, NANA and the dying bear were rescued by the good Incas at the foot of the mountain. Later, some people heard their happy laughter in the mountains...... "

This autumn, the brand of Guangzhou conjecture Clothing Co., Ltd., "riddle" tells the story of the little girl NANA and bear in the circus.

"Life gives us all kinds of opportunities. The ultimate controlling power is still in our own hands.

When faced with many choices, it is better to bravely try, explore and do what one wants to do than to be lost in a certain direction. It is like the main character NANA of the story. It may be a very difficult journey, but her positive and optimistic heart will eventually regain happiness. "

Guess Liu Xing, director of fashion design, explains the connotation of this story.

In 2008, China International Fashion Week held in Beijing, Liu Xing held a personal special conference for the first time. The theme of the conference was "waking up", inspired by what Ding Yong saw in her Sichuan Province after her earthquake in Wenchuan.

This is the first time she touched the word "death" in her theme.

But in Liu Xing's view, death is not terrible. She wants to see death as a return or sublimation of the soul, so as to encourage people to face life bravely after the earthquake.

"Using the language of clothes to tell moving stories and using creativity to lead the way of life in natural culture is the most profound cultural connotation of the brand."

Wei Lifang said that every season there will be a theme story in the riddle, which will be divided into a series of stories. Each clothing has a name related to the story. This is a special feature of every garment, and it is also one of the reasons for attracting many "mystery friends".

"Brand culture is very important. No culture is like a soul."

Giving brand culture connotation, designing according to the theme story, persisting in individuality and persisting in originality are always the key to winning the mystery.

Then, how can the design team tap one story after another?

According to the introduction, the theme of each story is designed by the director of design according to her inspiration. A season, a movie, a novel and a trip will give her inspiration and may become the theme of the "mystery".

After the theme is identified, the following designers are free to play.

Guess clothes will often organize designers to go abroad to pick up and learn, so that they can feel the local culture and find inspiration in the process of tourism.

"In the process, our designers naturally combine some art and clothing. For example, last year when they went to Spain to see the local architecture was very distinctive, they printed the mosaic images on the costumes, and there were many interesting curves applied to the costumes, and then put words on the tag to convey to the consumers.

Wei Lifang said that design must not be learned from books. It is not a closed door design, but a free and broad design space for designers.

It is understood that the launch cycle of the new product is 120 days ~130 days, which is a bit long for the garment industry that needs rapid response. But Wei Lifang said that the original brand of the designer is different from the brand of the market. The biggest difference is that it has its own unique style.

Unlike some brands that always follow the market, what is hot selling in the market is homogenized.

The answer has its own characteristics. If we insist on original copy, we will still be welcomed by the market.

"Culture should be the soul of a brand.

Only follow the imitation brand is no vitality.

And others can only imitate our money, but we can not copy our soul and culture. "

In Wei Lifang's opinion, "riddles" give consumers not only a garment, a brand, but also a way of life and dress.

"Riddle" advocates nature, freedom and self love.

In terms of materials, it is made of natural, environmental friendly and comfortable cotton based fabric, blending some silk, wool and hi-tech synthetic materials.

Wei Lifang said that the riddle is a state of mind. She hopes that consumers will feel relaxed and peaceful after wearing the riddle clothes. Instead of dressing up like a suit, they will soon feel tense and feel like they are going to negotiate.