The apparel industry continues to enhance fashion vitality and independent brands have become mainstream
At the recently concluded 2022 Beijing Fashion Week, after watching the fashion show of local designers, fashion expert Xu Qi said with emotion that as cultural confidence continues to increase, our country’s traditional Ruyi, Classic patterns such as lotus flowers, curved ripples, and window grilles have been applied to show clothing. Traditional culture and modern fashion complement each other, demonstrating the extraordinary strength of my country’s clothing design.
Chen Dapeng, vice president of the China Textile Industry Federation and president of the China Garment Association, said in an exclusive interview with reporters that since the 18th National Congress of the Communist Party of China, my country’s garment industry has faced The brand-new development environment promotes highquality development, the industrial quality and innovation level have been greatly improved, and the established goal of becoming a strong clothing manufacturing country has been basically achieved. In the future, my country’s general trend of transforming from a clothing manufacturing power to a fashion power will not change.
Original design highlights features
Recently, Peacebird released a new TV commercial. This advertisement unfolds the narrative in the form of a miniature light and shadow stage play, connecting Generation Z people with the product, and achieved a huge response once it was released.
Since Peacebird, a company with a history of 20 years, began to transform towards a younger and more fashionable company in 2015, it has closely grasped the basic logic of the needs of Generation Z, continuously increased the national trend, led consumption, and achieved an efficient breakthrough.
Peacebird is the epitome of Chinese clothing fashion, and fashion innovation is the soul of the development of the clothing industry. Chen Dapeng introduced that since the 18th National Congress of the Communist Party of China, my country’s garment industry has focused on “increasing varieties, improving quality, and creating brands” and conducted in-depth research on consumption upgrading, especially the trends and requirements of younger, more fashionable and personalized main consumer groups. Increase product planning, creative design and fashion operations, focusing on improving fashion experience from the aspects of wearing scenarios, comfort of use, fashion aesthetics, ecologyenvironmental protection, natural health, etc., and focusing on industrial design , fashion creativity, cultural integration, digital consumption and other aspects to meet consumer demand, and the fashion supply capacity and level have been greatly improved.
The fashion value of Chinese clothing has gradually been recognized by the international market. According to customs statistics, in the first half of this year, my country’s apparel exports totaled US$80.17 billion, a year-on-year increase of 12%, a record high for the same period in history.
The reporter visited clothing companies and also found that as the core competency of fashion development, the fashion creative design capabilities of the domestic clothing industry have gradually transitioned from the simple imitation stage in the past to the independent innovation stage that advocates original design and highlights Chinese characteristics. The cultural load and The application ability has been significantly improved, and the designtalent echelon has been effectively established. At the same time, a collaborative research and release mechanism for fashion trends composed of professional institutions, key enterprises, industrial clusters, and professional colleges and universities has been initially launched. Formation effectively guarantees the systematic transmission and value conversion of fashion trends.
Entering a new era, the development of the clothing industry has ushered in new space. “The Chinese market is undergoing the largest transformation and upgrading of fashion consumption in the world.” Chen Dapeng said that the trend of personalization and fashion is accelerating, especially as the cultural confidence of our country’s consumers continues to increase, providing opportunities for my country’s clothing companies and brand product development and design creativity Comprehensive innovations such as , model innovation and so on provide a huge market.
Technological innovation continues to develop
The continuous improvement of fashion capabilities is inseparable from the innovation of industry technology and the enhancement of application capabilities.
Recently, an ANTA show with the theme of “Salute to the Winter Olympics” appeared on the stage of Beijing Fashion Week. As the official partner of the Beijing Winter Olympics, ANTA showcased a new season of hot technology products for the first time at this Beijing Fashion Week, conveying to the outside world a design concept that breaks the boundaries between sports and life.
“Anta adheres to professionalism and uses Olympic technology to support various equipment to bring everyone back to the Winter Olympics. On this basis, we let consumers see Anta’s youth through creative wear in various categories side.” said Anta Vice President and Chief Media Officer Zhu Chenye.
Chen Dapeng said that in the past 10 years, in the face of a new round of industrial revolution, basic research in the clothing industry has become increasingly active, and new technologies, new materials, and new processes have become more widely used. Industrial digitalization, networking, and intelligent transformation are at the forefront of the world.
New functional clothing products emerge in endlessly. The garments made by 361 Yi (China) Co., Ltd. using stretch silk cotton polyester stretch jersey are comfortable and fit, have good resilience, are not easy to bag or deform, and have significantly improved performance. Zhejiang Yiwu Luwei Knitted Underwear Co., Ltd. uses modified polyamide 66 fabric to produce yoga clothes that have functions such as warmth and body shaping, antibacterial and deodorant.
Digital and intelligent technological innovations have also brought new momentum to the traditional clothing industry. Technologies such as the Internet of Things, sensors, and intelligent manufacturing required by the clothing industry are developing rapidly, and the level of comprehensive industrial integration application has been greatly improved, especially the large-scale adoption of full-process automated manufacturing models., intelligent modern factories continue to emerge, providing important impetus for the garment industry to build a rapid-response supply chain and service chain system, promote quality changes, efficiency changes, and power changes, accelerate the optimization of supply, production and marketing operations, and improve logistics efficiency.
Technology is the foundation and innovation is the wings. Chen Dapeng said that during this round of scientific and technological development, a number of outstanding enterprises that dare to innovate and develop have emerged in my country’s garment industry. For example, Dayang Group has fully entered intelligent manufacturing, vigorously promoted the deep integration of “two informatizations”, and built a multi-variety, small-batch, high-quality, and rapid-response production system, becoming a new example for the development of intelligent manufacturing in the industry. Local cross-border e-commerceSHEIN is based on the in-depth application of digital technology and has created a market system that captures fashion needs and responds quickly to the entire industry, providing opportunities for apparel companies to innovate in the Internet era. Development has been actively explored.
Independent brands have become mainstream
Not long ago, Brand Finance, the world’s leading third-party corporate brand evaluation agency, released a list of the top 50 most valuable global apparel and fashion brands in 2022. Five Chinese brands including Anta, Li Ning, and Bosideng were on the list, reflecting the rapid development of Chinese brands. rise.
Brand is a combination of supply side and demand side. Chen Yehuai, founder of the GRACE CHEN brand and CEO of Grace Chen Fashion Design (Shanghai) Co., Ltd., said that the company’s goal is to make “Chinese beauty” become “world beauty”, create and spread Chinese fashion language and style that belongs to the world, and be a leader in world fashion. The stage is unique, exploring and highlighting the fashion and spiritual outlook of contemporary Chinese women.
High-quality brand development is an important symbol of high-quality development in the industry. Tianyancha data shows that currently, there are more than 22.7 million clothing-related companies in my country. my country’s apparel industry, which has a huge industrial base, must achieve the transformation from a manufacturing power to a fashion power based on the growth and development of a large number of world-class brands.
Chen Dapeng said that since the 18th National Congress of the Communist Party of China, my country’s apparel industry has continued to improve the brand cultivation and promotion system, the market awareness and international influence of independent brands have continued to increase, and the brand value has begun to move toward high added value in the world’s apparel industry value chain. Penetrating into the industry, it has become a key force leading the innovation and development and transformation and upgrading of the industry.
In the domestic clothing market, independent brands have become mainstream. Chen Dapeng said that independent brands account for about 85% of the major domestic large-scale commercial entity clothing brands. What is particularly noteworthy is the rapid rise of a number of clothing brands rich in cultural connotations. For example, brands rich in cultural connotations and good looks represented by the Hanfu craze and the trend of domestic products are developing rapidly; original fashion brands are relying on their increasingly mature quality. , design, and cultural operations have become important forces in clothing consumption, and the proportion of consumption has increased to 15%.
From a global perspective, my country’s garment industry’s international resource allocation capabilities and internationalization level have been significantly improved, and international development continues to achieve new results.
Chen Dapeng introduced that a number of outstanding independent brands such as Zhihe, Yizhihui, Ellisi, and Li Ning have entered the international market. They have established overseas design agencies, built overseas marketing networks, and built overseas market operation centers. Brand awareness has continued to increase. The brand’s international image is becoming increasingly full. At the same time, our country’s clothing brands have also introduced various international intellectual resources through cooperation with internationally renowned design, R&D, branding, management and other institutions to promote industrial integration and innovation. my country’s outstanding clothing brands are realizing a historic leap from “going out” of products and production capacity to integration of global resources and cross-border capital mergers and acquisitions.
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