2010 China Leather Fashion Week Brings Luxury Down

　　 The 2010 China Leather Fashion Week hosted by Haining China Leather Expo and organized by Haining China Leather City was held in Haining from July 12 to 17. The famous brands such as Slinka, Ostina, MODEKUU, Macden, Fiore, Kahn, Guppies, Oukuo 100%, Blanc, Grammy, Netlil and so on all appeared to show the trend of Chinese leather fashion this year to the media and dealers.

Let luxury go down from the temple

"Today, people are increasingly pursuing taste and personality in clothing consumption, and whoever grasps the trend of the trend will be able to seize the market first," said Ren Youfa, chairman of Haining China Leather City.

As the largest leather industry cluster in China, Zhejiang Haining has become the birthplace of China's leather fashion in recent years. With the bold application of various new materials and the bold innovation of style design, Haining leather clothing has already changed from "cold proof products" to "fashion products".

In the eyes of Europeans, fur is synonymous with "either rich or expensive"; In many Chinese people's impression, fur is also a luxury. Today, with the constant surge of leather fashion trend, luxury has stepped down from the temple and become one of the first choices for Chinese consumption upgrading.

Cha Jialin, deputy general manager of Haining China Leather City, said that this year's exhibitors emphasized innovation and simplicity, while new concepts such as environmental protection and low-carbon were also organically applied.

Haining Oukuo Clothing Co., Ltd. showed the latest style of its 100% brand Oukuo at the Fashion Week. The person in charge said that this year's new style carefully selected shiny, comfortable and smooth thin leather materials, added with natural silk fabrics and chemical fibers with soft feel and bright color, and then decorated with round beads, imitation pearls and sequins to express nature and environmental protection through decors and patterns. Through matching, the natural creation is vividly reproduced in the fashion street. The person in charge of Ostina also said that the brand boldly used fresh natural color leather to combine with cotton, linen, wool and other fabrics in material selection. Haining Feifan Fashion Garment Co., Ltd., which launched the brand of Bailangdi, clearly proposed that this year it would launch "green" fashion.

From business intuition to responsibility consciousness

Speaking of leather clothing brands, many people are still interested in“ Snow Leopard ”, "King of Beasts", etc. In particular, the "Snow Leopard" born in Haining is also known as the "founder" of the leather clothing brand.

Needless to say, for various reasons, the pioneers of leather clothing brands have suffered setbacks to varying degrees, and some have become "martyrs".

Then, can the emerging brand "new generation" thrive and become a "EMU" to promote the transformation and upgrading of China's leather industry.

"In the early days, some enterprises built their brands more out of 'business intuition' - brands that are famous and famous can sell well. Due to the lack of scientific brand planning, marketing management has failed to keep up with them, so some brands' rise and fall '. And the risk of building brands has indeed deterred many business owners." Ren Youfa told reporters.

He said: "Objectively speaking, China's fashion consumption branding is still a long way off, especially compared with Italy, France and other countries that have accumulated more than a hundred years. Therefore, I think that the brand of Chinese leather should start from fashion, and achieve positive interaction with consumers with fashion and taste. On this basis, 'accumulate small wins and win big'. I believe that the future of China's big brands It will be born in those emerging leather fashion brands. "

The "four thousand spirit" of "going through thousands of hardships, speaking thousands of words, traveling thousands of mountains and rivers, and doing everything possible" is a reflection of the miracle of Zhejiang since the reform and opening up. The impact of the financial crisis prompted Zhejiang merchants to reflect deeply, so the "new four thousand spirit" of "doing everything possible to improve the brand, maintain the market, make independent innovation, and improve management" was born.

Ren Youfa expressed that, China Leather Fashion Week In fact, it is the response and practice of the "New Four Thousand Spirit". If an enterprise wants to build a lasting foundation and build a real brand, it is far from enough to rely on business intuition alone. It needs to establish a sense of responsibility, from "manufacturing" to "intelligent manufacturing".

Fashion refuses impetuosity

Since the first China Leather Fashion Week was held in 2008, the organizers have set a goal: they plan to build Haining's China Leather Fashion Week into a famous fashion event similar to Beijing Fashion Week, Shanghai Fashion Week, etc.

Therefore, Haining China Leather City, as the undertaker, has invested a lot of manpower and material resources. And a series of efforts have also made the influence and attention of China Leather Fashion Week continue to increase. The fees paid by enterprises for the catwalk show are also free of charge at the beginning of the fashion week in 2008, from 50000 yuan for each house in 2009 to 60000 yuan for each house this year. The change in the payment of catwalk fees reflects the enhancement of brand awareness of leather clothing enterprises in Haining in a completely competitive market.

The 13th China Leather Fashion Week was unveiled“ Leather logo The final winning works of the "Cup" China Fashion Leather and Fur Garment Design Grand Prix were held, and the "Designer Corridor" located in the Brand Fashion Center of Haining China Leather City was officially unveiled.

　　 In the "post crisis era", more and more people in the industry have realized the urgency of industrial upgrading. However, what China's leather fashion industry needs is not the impetuous brand "Great Leap Forward", but a steady, step by step "fashion road".