Chinese Fashion Brands Also Want To Have A Share In The Fashion Industry.

According to the world clothing shoes and hats net, recently in China

Industry,

The acquisition of Karl Lagerfeld Greater China holding company's 80.1% stake in 2,4 billion yuan is considered a major event and the company can own it.

The right to use trademark permanently, irrevocable, exclusive and redistributable in the Chinese territory.

Coincidentally, he has acquired 75% stake in Vivienne Tam with 37 million yuan, and the newly established Vivian Tan fashion (Shenzhen) Co. Ltd. will have the ownership of the brand in mainland China.

Are these two acquisitions a sign that made in China will soon be in the international fashion industry? Fashion is no longer just a white society, and China will have a share of it.

A detailed analysis of the similarities between the two acquisition cases is that the trademark obtained from the brand can be produced and developed outside the sales link to create a brand belonging to China's localized market.

To make a simple example, for example, if you spend money on a piece of bread, you can eat it yourself or make it into a sandwich. You can perform other operations on it, and this maneuverable action is called authorization.

Domestic infringement seems to be a very common behavior, and awareness of copyright awareness is not enough.

In the fashion industry, brand licensing is a way for every luxury brand to develop globally.

And this most primitive and extensive method, in recent years, the rise of luxury group and fast fashion industry has even made people start to forget a little.

We often talk about maximizing localization, which is the necessity of empowerment.

The earth gives human diversity, different races, different colors, different beliefs, different countries to create different cultural backgrounds.

When a country or a region touches culture, traditions and beliefs, everything becomes complicated.

If a brand can not integrate into the local culture, then it will be hard to follow.

In terms of localization, Japan has done the best and the earliest.

Looking at Japanese magazines, "no matter what country you are coming out of, the stylist can match the pure Japanese style of dress," which is the integration of the most Japanese local culture.

For example, the Chinese tea culture introduced into Japan is now developing very well in Japan. They accept cultural infiltration and develop with local culture.

As early as 1970s, Burberry authorized Japan's Sanyang trading company to design, produce and sell Burberry's black label and blue label in Japan.

In the 7080 century of the last century, when the Japanese economy took off, the brands in Europe and the United States were also in the initial stage of development. Most brands could do well in their main products, and the sales of their own regions were good.

The rest of the categories that can't be done by themselves can be authorized to authorize other families to do more distant intercontinental ones. If you can find a company that is strong enough to license the whole category, it will be better.

Burberry is located in Burberry store, Osaka, Japan.

Looking back at the Chinese market again, luxury brands and fast fashion have entered China for ten years, and are in a stage of vigorous development.

At present, with the development of e-commerce, the business structure is also undergoing tremendous changes.

The real economy and department store industry continued to be sluggish. The system of luxury brands that first attached to department stores in China was no longer applicable.

The fast rhythm of information reception leads to the shorter and shorter cycle of popularity. People's preferences are also changing because of the influx of information.

The seven wolves and the singer have chosen to have the right to develop their own products. The Vivienne Tam will be equipped with a dedicated design team to realize the designer's Chinese dream, while Karl Lagerfeld may launch a large number of brand cross-border products to get rid of the original light luxury brand operation framework.

Referring to these two acquisitions, this is probably the new Chinese model of the current fashion brand development.

Consumers are already very tired of the traditional mode of luxury goods entering the department store system. If the brand can develop products suitable for Chinese consumers, combined with the brand's own popularity, it will surely get the favor of consumers and quickly develop the market.

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