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Why Domestic Brand Clothes Prefer Foreign Names?

2012/3/21 11:57:00 31

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Brand Clothing Apparel Enterprises Bitter

Not just in China

clothing

Brands love foreign names, some known as Japan and Korea.

clothing

Its brand is also located in China.

On the third floor of a department store on Jiefang Avenue, five women's clothing brands near the elevator entrance are IORI, IMMK, NICE CLUP and TAPNADE. One shirt in the shop will be five hundred or six hundred, and the jacket will cost 1000 yuan.

Their price tags clearly indicate the origin of Qingdao, Shanghai and so on.

And the sales staff in the store unanimously claimed that its brand was Japanese, and it was also designed by Japanese designers. It was only produced and processed in the country. If all imported from Japan and customs duties were added, the clothes would not be the price.

Take a closer look at the tag, only in the design column, mark "Japan" two words, its production place, dealers are in the country.

Why do clothes prefer "hanging foreign names"?

In fact, made in China

clothing

Brand wearing "ocean vest" is no longer a new phenomenon.

A shopping mall in Wuhan said that as early as more than 10 years ago, some enterprises in China began to tend to become famous overseas.

"Now in a department store in Wuhan, 70 to 80% of the clothing brands are used in foreign names."

It is said that Eastern consumers generally have the mentality of Chongyang. This is not just China,

Japan

South Korea's clothing brand is used in English, brand caters to the consumer psychology is not wrong; in addition, many domestic brands are now favored by foreign enterprises, joint venture or capital injection background, and the replacement of English names; another case is that many domestic clothing bosses do foreign brand processing, their designers themselves are foreigners, and because of the factors that are in line with international standards, they will also give the brand names.

"In short, in the minds of consumers, the price of foreign brands is still higher than that of local brands."

The source said, there are some Chinese now.

brand

The sales volume is also very good. After developing to a certain stage, it will start to expand the overseas market, and need to have an overseas name. This is also the process of brand promotion.

People in charge of a clothing company in Wuhan say that taking foreign names is also a learning process. First, imitate foreign names and invite foreign designers to play a positive role in the early stage of the development of clothing industry for the development of enterprises and the introduction of advanced technology.

Garment enterprises are essential to hard work.

If you take a foreign name, you will win the market. Neither the consumers nor the people in the industry agree.

fashion

Miss Yang said that she rarely buys clothes now.

brand

And price, mainly look at the style, as long as it is suitable for their own style.

"The clothing brand in the mall is changing every year. Now many brands are in English, but the ones that I can really remember are the ones that are suitable for them."

There are people in shopping malls who say that if more than 10 years ago, the Chinese people blindly followed the trend of the phenomenon is indeed a lot. Now, the situation of big cards and luxuries dominating the world is being broken. Consumers will also think rationally and have personalized needs.

Clothing enterprises should not be blindly taken by the international trend, and should concentrate on building their own brands.

At present, some brands in China are developing rapidly. Although they can not compete with the international brands, they are not defeated by the European two or three line brands in terms of overall product quality and services. For example, Guangzhou's "exceptions", Shenzhen's "Ji Xiang Zai" and Hangzhou's "Jiangnan Buyi" have a large number of loyal consumers.

Wuhan

clothing

Li Qunbao, Secretary General of the chamber of Commerce, said that clothing enterprises are not labor-intensive industries but high value added fashion industries. Clothing enterprises create brand names and ultimately enhance the added value of products. They can not win the market by relying on an overseas name, but they must work hard in fashion design and product development, and make their own characteristics. "If they are old wine in new bottles, they will fail."

Generally speaking, the cost of design and research and product promotion accounts for at least 10% of the cost of garment enterprises. Now, some enterprises do not invest enough in this area, and only rely on plagiarism to survive.