We are not going to promote luxury consumption.But in the face of the fact that China has formed a luxury consumer class, how to guide Chinese companies to face such a market? How to study luxury brands of foreign companies? For these issues, we should take a more positive attitude.
How to identify mens clothing brands?
When it comes to "luxury consumption", many people will think that it means "expensive, not true", which contains derogation.But the time of luxury consumption cannot be stopped.
The 27 -year -old Han Bin recently planned to buy a shirt from a more than 1,000 yuan in a high -end menswear brand store, and changed the shape of the past, but his girlfriend agreed with this."My girlfriend actually said that more than 1,000 yuan of shirts are actually no different from the supermarket. It is not worth buying a brand for more than 1,000 yuan." Han Bin said frustratedly.Later, Han Bin dragged his girlfriend to try on the shop.When Han Bin, wearing a blue shirt, walked out of the test room and appeared in front of his girlfriend, his girlfriend was immediately attracted by the unique color and delicate workmanship of the shirt, especially against the lighting, the shirt fabric was more luxurious, so twoPeople agreed and bought the shirt without hesitation.
In fact, in the luxury menswear brand market, big names have increasingly recognized the hardship of "fabric bonus points".The fabric has also become the most direct magic weapon for the designs to be imitated and enhanced design.Many first -line brands abroad, such as Jennia, Kang Dei Li, and Shark, have used high -tech fabrics to clothing, and launched more intelligent clothing, vowing to make people feel the value of the product from the fabrics.
New product main fabric card
As a mens clothing company with a long history, Jennia opened the first factory in Italy in 1910 in Italy. Its fabric technology has always ranked leading in the industry.This season, Jenia launched the worlds first smart clothing- "Elements"."This is a clothing that can breathe, and its fabric can automatically adjust and control the temperature according to climate change." Relevant personnel in Jenia told reporters.The fabric of this clothes was developed by the Jenia Lanificio Mao Spinning Factory, the unique product in the "UpperCasual" series.Its design principle is to discharge the water steam that is discharged by open and closed fiber holes due to climate change, which can also effectively isolate from the external environment to maintain temperature.
Another Italian luxury brand Kang Lili also began to make an article on the fabric.In its Spring and Summer 2009 series, in addition to the materials of wool and silk blend fabrics and EXCLUSIVE200K wool and Aji combed cotton blended materials, there are many interesting new fabrics, such as waterproof jackets made of Tiff silk with ""Memory function" can still be restored after folding; nylon fabrics of motorcycle jackets can resist bad weather, and even stacked into small pockets.
Designer is keen on new fabrics
For designers with high exploration spirit, fabric innovation is always the driving force for fashion.Zucchelli, the creative director of Claine Claine, believes, "Compared to women, men are more unwilling to try new fashion styles, and new fabrics are the first level to open their interest."I found inspiration in the seat, trying to fill the foam of the bicycle seat to make the fabric of clothing, make trousers, sports jackets and jackets, and even lighter and thinner hooded coats."This may be the most special and most complicated job I have ever done." Zucchelli said that in the past 6 months, he has been studying the feasibility of making clothing with foam.In order not to make his foam clothing look like props in science fiction movies, Zucchelli decided to use foam jackets to match clothes such as wool and nylon, such as square collar shirts and cotton T -shirts, and used Calvin in color.Claines consistent monochrome style to cater to the brands minimalist aesthetics.
Not only do menswear brands, in fact, the whole fashion industry is the case.Many European clothing design masters are actually the first master of fabric design.Miucia, who is known as the "fabric queen" in the fashion industry, once said, "The fabric is the most time I spent time, because the quality of the fabric is fundamental." Prada has been putting 90 % of the skills into the fabric development and is committed to the will be committed to the will be committedHigh -tech new materials introduce the practice of traditional luxury fabrics -wide use of silk hairs mixed fabrics, use furry horse sea hairs instead of fur, make crowded and pressed effects, and dye irregular gradients.In the past ten years, she has made amazing fabric practice.
The fabric piracy is not easy
"The design of mens clothing brands is easier to plagiarize than womens clothing, because its design is not as unique and diverse as womens clothing. Special fabrics are expensive and complex production technology is an effective way to prevent this plagiarism and imitation behavior." American fashion designerStephen Corb, executive director of the council.
Mr. Xu, 25, recently watched a white Dengxi Road shirt, but the price of 1700 yuan made him a bit unbearable, so he ordered a "American Dengxi Road" from the Internet in the style of the shirt, which was only 79 yuan., Try to come with falsehood.However, when I got it, I found that although this 79 yuan "US Dengxi Road" is not much different from the genuine products in the specialty store, and it is also printed with the words "Dunhill"The difference between the world has shrunk and the neckline has been changed after washing a few times. Now Mr. Xu is embarrassed to wear this shirt to go out."The style and trademarks of luxury mens clothing may be replicated, but the fabrics they use are indeed unable to forge by other cheap brands." Mr. Xu finally concluded such a conclusion.
In fact, the fabric accounts for a large amount of fabrics to open the price of tens of thousands or even hundreds of thousands of dollars.Other brands are different.The fabrics used in Jenias customized suits are selected from the top Australian Meru Nu woolen wool, and the fineness of each yarn is only 15 microns; and on the list of custom fabrics of Kang Sideli, the term "ESPERIDI230" means customization.The cost is 150,000 yuan, and the extraordinary quality of its fabric lies in the fineness of 12.4 microns and stronger toughness.Today, the economic crisis, customized clothing for top fabrics can also become one of the ways of investment in many people.
Xiaobian concluded: We are not going to promote luxury consumption.But in the face of the fact that China has formed a luxury consumer class, how to guide Chinese companies to face such a market? How to study luxury brands of foreign companies? For these issues, we should take a more positive attitude.

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