World Fashion Brings together CHIC 2011 to Emphasize Brand Emphasis

“China has a huge potential market.” This is the common view of all foreign brands participating in the 19th CHIC. In addition, “quality”, “fashion”, “environmental protection”, etc. are also the concepts that international brands often emphasize.

Asia: fashion, environmental protection technology Today's fashion circle, the concept of environmental protection popular, this trend has also affected the Hong Kong fashion circle, according to DorianHo brand designer He Guofan introduced, "We were originally made of fur, the original, in order to emphasize the noble quality, we We have always insisted on using high-quality fur. In recent years, in response to the trend of environmental protection, we have also tried to use some fake fur in the design, reflecting a kind of respect and care for animals."

Businesses from Taiwan interpret environmental protection from another perspective. According to Luo Chunmei, secretary general of the Taiwan Clothing Industry Association, this time, the brands they brought to the CHIC show were all very environmentally conscious. She told the reporter to highlight an expensive wedding dress. The difference in this wedding dress is that Its raw materials come entirely from discarded mineral water bottles. Of course, the cost of this kind of raw materials is much higher than traditional raw materials. In this regard, Mr. Huang Huade, chairman of the Taiwanese Garment Industry Association, who is also chairman of the Great Love Technology Co., Ltd., said, “We will continue to improve the production process. Promote to the same industry and use economies of scale to reduce costs. The purpose of this is to remind our consumers that we only have one earth and we should leave a clean home for future generations."

Japan and South Korea are similar, in addition to environmental protection and health, but also emphasize its excellent quality. The Korean brand ipics, which is a sports and outdoor brand, was enthusiastically introduced by its chairman Kim Jee Hyun to reporters. The fabrics they use are particularly "moisture-absorbing and quick-drying" types.

At the same time, "Technology" is also a theme for Taiwanese exhibitors. According to Huang Hongxu, deputy general manager of Jinding United Technologies Fiber Co., Ltd., the series they bring this time is a jacket for bicycles. The fabric is very light and the total weight of a piece of clothing is only 100 grams. In addition, the fabric is waterproof, windproof and breathable. At the same time, for the safety of night riders, there are two rows of small lamps that can be illuminated on the back of the clothes so that even on a dark mountain road The person behind the car can also easily see the cyclist in front, avoiding unsafe accidents.

Germany: international fashion German quality German products have always been known for their excellent quality, and their clothing brands are no exception.

According to Monique Fisher, the deputy president of Gerry Weber International Limited, their brands are also high-end brands in Europe.

Jia Li Hui Ba is a listed company, but also a family business. Speaking of the purpose of participating in the CHIC exhibition, Federer said, “Any enterprise with ambition will not ignore the Chinese market. We are facing the global market. In the globalized world today, the absence of China is also not a matter of globalization. As a high-end brand, its consumers, apart from their economic strength, also have cultural literacy factors. At present, China's conditions in this area are already in place. If we do not enter, it will be too late."

In order to enter China, Carrie Huiba visited 10 years and opened two stores in Qingdao as an experiment in 2004. "Although the initial sales performance is not satisfactory, we do not value the benefits of the moment, but through these inspections, if we play in the Chinese market, our core strengths." Federer said.

Another brand Benvenuto from Germany is a family company with a 77-year history. “Perhaps you think this brand is like an Italian brand. Yes, this brand's inspiration really comes from Italy.” Zabine Ringer, head of the company Dr. Sabine Ringe said, "We are 'international fashion, German quality, European manufacturing.'"

“We are specialized in high-end men's wear. We HugoBoss, which Chinese consumers are familiar with, are at the same level as they are. However, our prices are relatively low.” According to reports, there are currently two series of Benvenuto, black and purple. The standard, black label series is solemn and elegant, while the purple label series is lively and playful, respectively, suitable for different consumers. At present, the company has more than 1,000 sales outlets in more than 40 countries around the world. Talking about the impression of CHIC, she said, “We are very satisfied with the service, the brand grades, and the professional audience. We came to CHIC and we are full of confidence in the Chinese market.”

Editorial Office Submissions/Requests/Advertising Consulting United States: New Fashionism For ENK International’s Courtney Harold**, attending CHIC is not the first time. “Our aim is to bridge the gap between American brands and Chinese consumers. For this purpose, CHIC is certainly the best choice.” The more than a dozen brands that Courtney** brought this time, are currently not available in the Chinese market. "However, we will let Chinese consumers gradually recognize them and accept them. These are all very good brands." The reporter asked, "How do these participating brands compare with DKNY and CK that we Chinese consumers know well?" “Thesame level.” Courtney said that these brands are in the same category as DKNY. The difference is that DKNY is already known to the general public. “DKNY is a very good designer brand, but in recent years, in order to fit the tastes of the public, we have begun to take the popular route. And we today these brands, like DBF, PAIGEJEAN, are very good designer brands.” To more vividly illustrate the level of these brands, Courtney drew a pyramid on paper. "The top A level is the level of GUCCI, and our brands are between A and B."

France: High-end leads the fashion "There are 35 French brands participating in the CHIC this time." The organizer of the French pavilion, Jardin Hutino, president of the consulting company of Kloten said. "The most representative brand is DIDIERPARAKIAN, referred to as DP."

According to DP president Kofi, DP is headquartered in Marseille, France.

This is a family-owned company that started its business in 1967 and began its global operations in 1989. Since 1991, it has established a cooperative relationship with the Rafah Department Store. In March 2010, China began to enter China. For more than a year, the pace of development in the Chinese market can only be described as “rapid and rapid”. At present, Shenyang, Dalian, Tianjin, Changsha, and Chongqing have opened specialty stores and sell high-end women’s clothing. The performance is very good. In 2010, it achieved sales of 6 million euros. In 2011, stores will be opened in Beijing, Changchun, Harbin, Jinan, Xi’an, Urumqi, Chengdu, Shanghai, Nanjing and Hangzhou. “Because we love color and chase after it.” Mr. Kofi, from the hometown of lavender, said, “This is our philosophy.”

Italy: Quality comes from long-lasting Italian high-end children's wear company Mafrat was founded in 1946, this is their fourth time to participate in CHIC, every time has gained. "However, the effect of each exhibition is not as good as we expected. Perhaps it is our communication with Chinese consumers and agents that needs further improvement," said Mafrat. “We own 3 brands and more than a dozen agency brands, including Ferrari, Ferrey and other famous brands.” When it comes to the purpose of participating in CHIC, the responsible person said, “Of course it is to enter the Chinese market.” She said that In other words, the Chinese children's wear market is still in a semi-development state, and it is currently the best time for entry. "Our core competitiveness is that our brands have different styles and different positioning and can cover a wider audience."

The NOCESE brand is a traditional enterprise of hand-made men's wear. "Our costumes are each artwork," said NOCESE. NOCESE was founded in 1936 and has not yet been sold in the Chinese market. This is the first time they have participated in CHIC. The purpose is to reach out to target customers and some agents. Speaking about the effectiveness of the exhibition, he said, "There are no substantive results. We are also looking at it. At the same time, Chinese consumers and agents are also looking at us. There needs to be a process."

PETERANGNER, who is a wedding dress and dresser, is also the first time to participate in CHIC. "Of course, I want to enter the Chinese market." However, the reporter asked about the price of their products. He shrugged and said: "Very expensive." He said that he The Chinese wedding market was also examined, and Chinese products are much cheaper. "However, our excellent quality will surely find friends in China."