The social environment has improved, the order of all walks of life has gradually recovered, and the domestic fashion industry is also recovering. The show has resumed its former excitement, and the local fashion week is about to be held. The development time of China clothing brands is not as long as that of western clothing brands, but since the reform and opening up, its growth rate can not be underestimated. From traditional clothing enterprises to independent designer brands, what are their living conditions? The Awakening of Brand Consciousness of Traditional Enterprises With the rise of clothing manufacturing industry in the southeast coast in 1980s, the first batch of clothing brands in China came into being, with fierce competition in the changing times. Brands that are still standing today cannot be eliminated by the times and must keep up with the pace. Li Ning, who just finished the Dunhuang desert show, has realized the transformation from a traditional sports brand to a sports fashion brand. A series of actions such as international fashion week catwalk, inviting fashion stars to endorse/watch shows, opening fashion flagship stores, and bold cross-border cooperation are all changes made by this traditional sports brand in line with the times. The perfect combination of professionalism and fashion and enthusiastic feedback have explained this move, and the effect is not bad. EP Yaying is also one of the first clothing brands, and is committed to creating high-end women's wear in Oriental Beauty. After 16, EP Yaying launched a dual-brand strategy. Yaying focuses on traditional and classical China aesthetic clothing. It is the 24th year since the earliest designer brand exception was founded in China. Founder Mao thought that "culture is the core of design", so he founded Fang Bookstore and moved into it as an exception. Fang is not so much a bookstore as a cultural space for selling lifestyles, where exceptional brands become more soulful and three-dimensional, from all aspects of life except clothing. Close to consumers. During the epidemic, Mao also appeared before the first live broadcast festival in Guangzhou, and personally communicated with consumers online, keeping up with the times. Of course, not all marketing methods in the new era are applicable to traditional enterprises. How to react quickly and present the advantages of the enterprise in different marketing methods is the long-term solution of the brand. The internationalization of China's clothing brands In recent overseas fashion weeks, the list of China brands has become longer and longer. According to incomplete statistics, there are nearly 90 China brands that released their works in 20 18 International Fashion Week. The development of the Internet has also brought convenience to online shopping, and China brands are constantly attacking overseas online shopping malls to seize overseas markets. In addition to their own operations, they also shoulder the invisible mission of "how to convey the beauty of the East". This problem has existed since the birth of China clothing brand. Whether in domestic or international market, the foundation of a brand is closely related to whether its positioning is clear. For example, Yaying Group mentioned above, knowing that the design style of EP Yaying is difficult to integrate with modern and modern design, found another way. EP brand faces the international market and integrates oriental elements into more modern design. Edition, a high-end women's clothing brand under EPO Group, directly positioned the brand as "lady" accurately and meticulously. The broad silhouette and elegant feeling, together with the China elements embellished in the details, create the beauty of the atmospheric national style, interpret the sonorous and chic side of modern Chinese style, and portray the group image of contemporary independent women in China. Of course, there are also some young designers who express their attitude directly with Zhou Zheng's Chinese characters. The situation of "being a big country and being a small brand" is being reversed and rewritten by different Chinese styles. In addition to the efforts of early brand people, a new generation is coming. With the rapid development of China's economy, a new generation of independent designer brands with design dreams and fashion pursuits have won the opportunity to study in professional art and design colleges, and a large number of cutting-edge designers who have returned from their studies have started their business. Independent designer brands that are relatively niche and more bold and innovative have sprung up like mushrooms after rain. This is not much smoother than the pioneering reforms of their predecessors. In the face of fierce competition, traditional enterprises have a solid foundation, brands have a mature operating model, luxury goods and fast fashion, leaving little market share for independent designers. While they continue to bury their heads in their creations, it is not easy to face plagiarism and price suppression from low-threshold online shopping stores. But fortunately, local fashion week, offline shopping stores, online shopping platform theme activities. , are constantly giving new designers a bigger platform. In cross-border cooperation, there are cross-border gift boxes of brands Mifan and Maitisha, and there are also cross-border catwalks of Chu Yi. Constantly stimulating studios and lesbians in the young market. At H & Time, many "predecessors" who can be said to recognize the ability of cutting-edge designers have cooperated together, such as designers Xia Yiqi and Han Duyi. M's joint series is enough to prove the design level of designers in the near future. Designer ANGELCHEN (Chen Anqi) also won the top four seats in Netflix's fashion show NextinFashion, once again showing the world the strength of the younger generation of designers in China. Among the 20 finalists in the semi-finals of this year's LVMH Young Fashion Designer Award, the name of young designer Wang Yuhan appeared. Most of the early independent designers in China stood out from domestic fashion competitions. Now, these young people have been able to stand confidently on the international stage and have made remarkable achievements. Their tentacles and vision are not limited to clothing. Also pay attention to the close relationship between art culture and fashion. For example, ROARINGWILD, a local street brand that has been established for 65,438+00 years, not only designs and develops clothes, but also contributes to the promotion of local street culture and gathers more young people with the same hobbies to participate. Compared with their predecessors, the cross-border cooperation of cutting-edge designers is more bold and avant-garde. In terms of brand, they can also quickly adapt to various marketing methods. Many young independent designers, such as Su Sanfang, Shangguan _, Zhou Xiande, Chen Wangfeng, Min, etc. It has won the favor of many loyal fans at home and abroad. The new era that these young people broke out is getting better and better. At present, China's clothing brands are in full bloom, and have flourished into traditional clothing enterprises through innovation. There are slow and steady clothing brands, as well as bold and innovative cutting-edge designer brands. Although there will be different feedback voices, with the continuous enhancement of national self-confidence and the maturity of consumers' minds, consumers will also find China designs that can arouse * * * from local brands.