"Society" men's clothing: Chinese luxury goods "Western learning gradually."

General Manager of China Garment Co., Ltd. Zhan Yingjie (right) is introducing robes to guests

Almost at the same time as China has become a big consumer of luxury goods, some authoritative consulting organizations have recommended that Chinese companies “choose the appropriate sales channels and media distribution methods, and be precise in positioning the crowd to create a personalized luxury brand”.

As the consumption of luxury goods matures, the consumption of luxury goods in a country will gradually evolve from imitation to manufacturing. Italy, the United States, and Japan in the last century have all walked a similar path.

The development of luxury goods shows the trend of “Western learning is moving to the east”, which brings great opportunities and bright prospects to the emerging luxury goods industry in Asia. It also provides new space for the emergence of new luxury brands.

There are so many brands in China that are becoming such definers. They are not submerged in the glimpse of creating a brand.

"Society" stepped into the door of luxury goods

“Societe Generale”, a highly customized men's wear brand elaborated by China Garment Co., Ltd., has entered the high-end brand market with a brand new concept made in China and Italy since its launch on December 20, 2011.

On September 26th, 2012, “Societe Generale” once again debuted at the First China Art Industry Expo in Beijing. The “Society Center” booth was located on the 2nd floor of the Fashion Design Zone of the Art Center of Songzhuang East District. Five major series of clothing and dragon robes were displayed on the site. Embroidery and other exhibition area of ​​220 square meters. The exhibition lasted for 7 days. The brand participating in the same period also included international big names such as Armani.

With the international big names in the same field PK, the work of Chinese clothing brands, especially the "social club" is amazing. At the booth location, the reporter saw here a classic and elegant suit, innovative and elegant tunic, low-key luxury coat, elegant and elegant shirt, hand-crafted cashmere sweater.

The most eye-catching thing is a dragon robe at the booth. According to the introduction of Zhan Yingjie, the general manager of China Garment Co., Ltd., this is a replica of Qing Emperor Robes, which has been elaborately embroidered by the Beijing embroidery person for several years. .

The western luxury goods industry has developed in a family heritage. However, in China, the creators of most crafts, although their skills have been continued and developed through the method of inheritance, they themselves have been submerged in “Qianlong imperial system” or “Jiangnan”. "Weaving" has not been promoted by the world to its proper artistic status and industrial status, nor has it formed a personal brand and family business.

When China became a big consumer of luxury goods, it possessed a large-scale garment manufacturing factory along the coast, as well as the status of the world’s luxury goods manufacturer and the purchase of high-grade raw materials.

Nowadays, there is no lack of luxury genes in the "social brothels" that have emerged in China. The "social ties" fully exploit and utilize the splendid embroideries of Chinese ancient costumes. In the eyes of Ying Yingjie, the true luxury goods must have its spiritual connotation behind it. This spiritual connotation should be of value to individuals and society.

The use of Chinese symbols to build China's luxury brands is currently the most realistic path. The more ethnic, the more world-wide, the ethnic things often have individuality and characteristics, and can form brand values. The “Chinese element” is China’s success.

The reporter noticed that there were more than ten pieces of exquisite embroidered pieces on the scene. Zhan Yingjie told reporters that these embroidered pieces were elaborately embroidered by Beijing’s Beijing embroidery personages. Jingxiu’s exquisite figure must be conscious and the pattern must be auspicious, so the scene Each embroidery piece has special auspicious meaning.

The embroidered piece on display at the scene has all the way to Jinjue, auspicious, long and phoenixing, step by step, and the Four Seas are equal. The reporter learned that customers who tailor-made garments in “Society” can choose their favorite embroidered patterns according to personal preference and place them in the lining of clothing.

The "Society" not only inherited the essence of the traditional Chinese culture, but also introduced Italy's advanced design concepts and production techniques. The fabrics of the "Societe Generale" brand are mainly produced in the world with scarce production, with an average fineness of only 13.2 microns. They are one-tenth of the fine wool of Australia and the "Fibre Diamond" known as China's Inner Mongolia Albas White Cashmere. For raw materials, more than 100 colors and fabric combinations are derived. Break through the traditional integration of advanced technology and modern fashion elements, the European men's noble, luxury and Chinese men's humility, imperceptibility perfect integration, for the taste of men to create a luxury "second skin."

Committed to representing the national image

Haute Couture is one of the most expensive items that people can directly feel for their courtesy. The rigorous design flow, tailored from one-on-one design to multiple-fitting, tailored to meet the needs of customers, is a rule that must be followed in order to customize high-end garments. Nothing is more than a combination of time and effort, talent and craftsmanship.

"Taste and Style" is the quality of the brand of "Society and Culture". It does not fluctuate with the changes of the trend, never advancing and updating. The brand's haute couture clothing includes a full range of suits, tunics, coats, jackets, shirts and handmade sweaters. It is your responsibility to create your own private wardrobe. The focus is not only on clothing, but also on the content, the color and texture of the fabric. With style, hand-crafted detailing, smooth cutting, and matching with shirts, ties, shoes, cufflinks, etc., consider every detail. "Society Club" respects the personality of the wearer, cares about the body's every curve, and strives to express the outstanding qualities of the wearer and make them more attractive.

The factory for the "Society" was built on the small town of SORAGNA, 100 kilometers away from the city of Milan, Italy. There is a famous CARUSO factory in Europe. Some of the three generations of the grandfathers and grandchildren work in this factory. It is through their hundreds of fine Italian traditional manual processes to create a piece of clothing that is as elegant and elegant as a piece of art. In addition to the "Society" foundry, CARUSO also manufactures other top international custom brands.

"Society" respects the personality of the clothing person and embodies the dignity of the wearer. It is created exclusively for one person. When customers at the “Society” custom-made garments make a semi-finished product at the CARUSO factory, they will be sent back to Beijing to try on it once. According to the size and comfort of the customer experience, they will be sent back to Italy for completion and the finished product will be sent to the customer. Hands.

“A lot of people think that luxury goods are for people to see. In fact, more emphasis is also put on real wearability.” Yingying feels that the most important thing for a luxury product is the need to understand its craft and consciousness. Luxury goods are the essence of every detail in life, and the real luxury goods, in the view of Yingying, is the connotation of “grade”. Can feel, touch, but it is difficult to express.

In addition to constantly innovating and improving the details of the process, Zhanyingjie said that “Society and Culture” will also include more details in the brand culture, advocate a positive and healthy brand lifestyle, and promote the dissemination and exchange of traditional culture through brand guidance. And promotion. As a state-owned enterprise, China National Garment Co., Ltd. has the responsibility and obligation to improve the status of collective brand aphasia in the high-end market, and will also shoulder the important task of promoting traditional culture.

At the booth location, Yingjie Ying introduced the innovative “snacks in a buttoned tunic” specifically to reporters. It looks like an elegant and straight trench coat, and in fact is a warm down jacket; a stylish pure cashmere jacket and a cotton-padded jacket. Features. The meaning of the dress brand to be expressed by the “Society” brand is to hide and display goodness, or Chinese style, or Western style, or hippies, or yuppie, or both, with a combination of gods and forms. She hopes that customers will be wearing their own "always wanted" clothing.

"Society" aims to be like Paris's famous custom shirt brand Charvet became the first choice of European political and business celebrities, just like CHANEL senior handmade dress is France's national business card, "Societe Generale" is committed to making its own brand to represent China's national image. General Manager Zhan Yingjie said that at the present stage, the domestic luxury brand construction is in its infancy. If China wants to create a local luxury brand, it must adhere to three principles: adherence, perseverance, and suffering.

That is to insist on the brand value of luxury brands, adhere to the highest level of the market, and slowly accumulate in the harsh market environment. China’s first art industry fair also undertook such a mission: continuously conveying various symbols of Chinese fashion information, and conveying signals that China needs more extensive customers. China needs not only viewers but also consumers who understand more about luxury symbols. The Chinese garment industry, which stayed in the era of OEM, also hoped to create the same miracle as the Italian Milanese clothing.