Designer brand and new retail, fashion transformation two big hands

On the one hand, the self-awareness of the designer brand in the transformation of the clothing industry, on the other hand, the introduction of foreign designers and the continuous cultivation and promotion of local designers, the status of the designer is gradually improving in the process of Keqiao textile industry's transition to fashion.

At the same time, with the continuous innovation of traditional retail, the growing designer brand began to face the end consumers with the concept of online and offline integration, service and experience supremacy, to seize the new enthusiasm.

Zhejiang Province is not only the fashion industry initiative to adapt to the new economic normality, one of the five one hundred billion boost industrial upgrading one focused on creating economic transformation of the seven one trillion industry, but also focus on fostering keqiao district of "Thirteen Five" period. The textile industry is the pillar industry of Keqiao. Under the background of vigorously building “fashion Keqiao”, fashion has become an important breakthrough for the transformation and upgrading of Keqiao textile industry. Designers have the “magic hand” that gives the traditional textile industry a stylish connotation, which has attracted the attention of the industry.

In recent years, Keqiao has been vigorously introducing foreign designers, constantly cultivating and promoting local designers, and more and more designers have joined and hatched, making Keqiao's fashion atmosphere more and more strong. In addition to China Textile City Creative Industry Base, F5 creative platform to attract a large garden, and other professional designers settled in Keqiao, Phoenix village, Rainbow Village, Balut, silk Jima Liang and other well-known local textile companies are constantly from Hong Kong, China and Taiwan, Excellent design talents were introduced in Korea and Italy. What is more worth mentioning is that the local designers represented by Tu Jun have grown rapidly after several years of precipitation. They not only established independent designer brands, but also set up experience stores in department stores.

Keqiao has a sound textile industry chain foundation, especially in the procurement of fabrics. China Textile City has the reputation of “fabric kingdom”. This is the advantage of Keqiao's development of the fashion industry, and it is also an important reason for Keqiao to attract designers to settle in. It has been two years since the concept of “Fashion Keqiao” was put forward in 2015. Now more and more designers are emerging in Keqiao, and Keqiao’s textile industry has undergone new changes.

Designer brand self-awakening

In recent years, faced with the dual pressure of foreign fast fashion brands entering the Chinese market and the strong rise of Amoy brand, the inherent advantages of traditional Chinese clothing brands are gradually disappearing. In the context of the traditional brand, Amoy brand, fast fashion brand restructuring market, the brand of individuality and differentiation of the brand has sprung up.

IDG Capital Partner Yan Yiteng made it clear that the designer brand is an area favored by future investors when he talked about the fashion industry in the eyes of investors at the 2016 China Fashion Forum·Hangzhou Summit. In an interview with reporters, Lin Ping, chairman of Dali Silk (Zhejiang) Co., Ltd., said that the proportion of independent designers in Daly Silk's customer base has increased in recent years. From the perspective of the entire industry and market environment, designer brands will certainly occupy a place in the future fashion industry.

For designer brands, design is an innate advantage, while production, retail, and marketing have always been shortcomings that cannot be avoided in the development process. However, with the changes in the market environment, more and more designers are paying attention to production and marketing to compensate for the inherent shortcomings of the designer brand in the development process. The self-awakening of the designer brand has made it possible for further development and growth. .

Designer Tu Jun is an independent designer of Keqiao, and founded the women's brand Joli Abattage. As a local designer, Tu Jun feels deeply about the development of Keqiao fashion industry: “Before Keqiao’s designers mostly engaged in ODM, designing and branding for some brands at home and abroad, now more and more Keqiao design The division is doing branding and promotion on its own. Especially in the promotion and operation work, the designers used to have the spare time to do it, but now everyone will allocate more energy in these aspects. This is more and more Keqiao. The fashion atmosphere is inseparable."

In the interview, also said Tu Jun, December 7, she will be held in New Joli Abattage keqiao release show fashion conference hall, and outside the United Nations new designer fashion trends of the new season.

New retail brings opportunities for designer brands

The new retail concept is the Chairman of the Board of Alibaba Group Jack Ma proposed in 2016 Yunqi conference, Ma believes that the era of pure electricity supplier to end soon, the next decade is the integration of online and offline retail service experience new era of supremacy. The new retail concept proposed by Ma Yun and the growth space and value advantage of the designer brand coincide.

According to the reporter, in addition to Tu Jun, a local designer, Zhang Wei, who was twice awarded the title of “China's Top Ten Fashion Designers”, also entered the China Textile City F5 Creative Park in 2011. As an outstanding designer who introduced Keqiao from the field, Zhang Wei developed well in Keqiao and won the title of “National Textile Industry Model Worker” in 2016. Today, Zhang Wei has established two new designer brands, “new face” and “Jiangnan Gongyuan”. Among them, the new face brand has opened online stores on both Vipshop and Intime online platforms. “I think the new retail is a very innovative idea. Although the new face is mainly based on online sales, I am considering opening a physical experience store next year to integrate online and offline.” As a design with a keen market sense Teacher, Zhang Wei is very optimistic about the new retail in the future.

The new retail not only focuses on online sales, but also puts higher demands on offline stores. The transformation of traditional department stores has provided a new development space for the growth of designer brands. “The threshold for independent designer brands to enter the mall was very high. Today, we are stretching our arms and welcome us to enter. The department store industry is slowly transforming. The mall needs differentiated products, which is also an opportunity for our new designer brand. Tujun said. Today, Tu Jun not only opened the Zola+ designer brand integration store in Keqiao, but also opened an experience store in a large department store such as Parkson.

“Compared to traditional clothing brands, small and beautiful designer brands have a more precise customer positioning, which not only provides personalized customized products, but also meets the needs of modern consumers, and we pay more attention to service and experience.” Tu Jun said, "We care more about our customers and consumers. We sell more than just a piece of clothing. What consumers feel when they consume in our offline stores is a unique type that the brand wants to deliver. Lifestyle and culture.” The new retail is bringing huge growth space for Keqiao's independent designer brand, and also provides a more diversified development path for Keqiao Textile's transformational fashion.

Designer representative

Tu Jun: Independent designer, founder and design director of Joli Abattage designer brand, graduated from Zhejiang Institute of Technology, and worked at the FIGARO women's wear brand in France. In 2011, she founded Zola Fashion Design Co., Ltd.; participated in Hong Kong Fashion Week in 2014; and won the top ten design organizations in Keqiao District in 2014 and 2015. Won the second prize in the 2016 China International Fabric Design Competition (Keqiao Division) and the Frabice China New Designer Fashion Design Invitational Tournament, and participated in the “Frabice China·Keqiao Fashion Festival – China Keqiao Fabrics entered China International Fashion Week ", released the 2017/2018 autumn and winter series of clothing.

Appreciation of designer brand Joli Abattage

The Joli Abattage women's brand uses a low-key soft color palette, a volumetric silhouette, and a blend of design details, combined with natural and comfortable fabrics to create a simple, elegant and comfortable design. Women wearing Joli Abattage are independent, self-confident and elegant. Their pursuit of beauty is unaffected by the outside world, and they convey their insights into fashion with a self-contained attitude towards life.