What is the concept of independent brand, that is, the brand created by its own trademark, which has always been advocated. "In the market, Shandong garment industry really needs to present a new state." Wang Jun, deputy secretary-general of China Garment Industry Association, made it clear that "Shandong garment enterprises have a particularly good foundation in both innovation and technical level, but in the face of social changes, it is increasingly important for Shandong garment enterprises to have stronger exchanges with the market and environment."

First of all, if Shandong wants to become an important pole that influences China's fashion or fashion power, it must have its own representative brand, and this brand must be able to influence people's spirit and lifestyle, and it is the most important social and cultural representative of this period, otherwise it will not be the leader of the times.

Secondly, brands are more than just products. It is not enough for an excellent brand to have good products. It must have something to do with culture and emotion. "For example, if your store removes the trademark, consumers will not recognize your clothes; After your physical store closed, no consumers felt sorry. I don't think this has reached the level of brand, but it is only in the stage of product competition. In fact, most enterprises in China are still in the stage of product competition. "

Looking at the development of world fashion history, from the earliest Paris and London, including Louis Vuitton, these representative brands all serve the emperor, in order to meet the needs of showing off and dividing classes; Later, from Paris to Italy, clothing became a consumer product that ordinary people could enjoy; Until the newly rising American Ralph Lauren, Spanish ZARA, Japanese MUJI and Uniqlo, they all embodied the most advanced values of this era.

What brand does Shandong want to build? How can we have our own style, unique tailoring and technology in design, support and complete the spiritual expression of enterprises, and establish unique value, unique ability and unique style in the world? Wang Jun believes that "this requires brands to be themselves and have self-worth".