Badil: "Fashion design" can be "point to stone"

China is the largest cashmere product country. According to statistics, the proportion of the cashmere industry in the textile and clothing industry accounts for only about 1%, but the impact of the cashmere industry far exceeds the size of its industry and the market sales of related products. Combining cashmere sweaters with fashion trends should be an unshirkable responsibility of Chinese cashmere companies. For women's wear, this is especially a mission to guide beauty and spread beauty. Bard Fashion cashmere women are willing and confident to become such a practitioner and Pathfinder.

From "Traditional" to "Fashion"——Reflection and Breakthrough of Cashmere Industry

For a long time, cashmere sweaters have enjoyed a distinguished image in the minds of consumers in the name of “soft gold”, and they are sticking to the market expectations and positioning of high-end consumer goods. According to the survey, the average annual cashmere yield of a cashmere goat is only 100-200g, which is a very valuable species in wool spinning raw materials. The cashmere texture is light and warm, smooth and elastic, and has a natural and soft beautiful luster. There are "fibre gem", "soft gold" and other names. CCID data shows that at present, the sales growth rate of China's cashmere fashion is as high as 50%, and there is still room for significant expansion and improvement of its market prospects and profit margins.

The other side of the coin is that the mixed cashmere clothing also begins to confuse the eyes of consumers. The brand level of the cashmere industry is generally not high, and the large and complete, small and complete homogenization is widespread, the industrial structure is irrational, and the industry is concentrated. With low levels, structural conflicts are increasingly manifested. At the same time, due to the indifference to design forces, the cashmere products that could have been able to combine high-end fashion with fashion were once not favored by fashionistas.

In fact, consumers' complaints are endless. Buying cashmere sweaters, as long as they visit a fashion department store or department store, they know that they can buy clothing suitable for their age on the market this year. Basically, they do not need to waste time. Other brands. The problem is not because the style of cashmere sweaters in this store is rich and varied enough to cover the new ones that may appear in the market. It is because most of the cashmere sweaters of various families are monotonous in color, similar in style, single in organizational structure, and hardly suitable for young consumers. Group (25-35 years old) product design.

"To put on a cashmere shirt with a beautiful and fine texture is more than that!" said Miss Su, who works in the fashion media, reluctantly. "However, what kind of eye-catching eyes do you have, you need to find a so-called distinctive personality?" The fashion cashmere brand is too difficult."

Some professionals have already pointed out in 2004 that the problems of disorderly domestic cashmere products have occurred from time to time due to the lack of awareness of the quality standards of cashmere products with state authority and the insufficient efforts of the relevant departments to manage the production and sales of cashmere products. Technological backwardness in fabrics and style design also hindered cashmere sweaters from approaching fashion consumers.

“How can cashmere sweaters become fashionable insulators?” — This is a heart disease in the traditional cashmere industry. Some companies that do not have the R&D capabilities of New Products and technologies are blindly mimicking the appearance of other enterprises’ cashmere products and performing poorly. The processing, no plagiarism of any original color, low level of repetitive processing, poor quality of the poor products ... ... no doubt, this will greatly waste limited cashmere resources. In fact, the processing capacity of China's cashmere products has exceeded the total amount of cashmere resources.

The problem is that even for the prosperous people with sufficient spending power and demand, the design of cashmere sweaters has a misplaced and lagging concept. In terms of style design, for a long time, many cashmere garments are monotonous in color, rich in color gradation, and structural design changes are less refreshed. Patterns and clothing style design lack the sense of innovation and the integration of fashion elements. Products are concentrated all year round. The mid-to-high-end consumer groups in the prime of life (mainly 45 years old or older) still cannot meet the increasingly fashionable personality needs of 25-35-year-old consumers.

According to statistics from the China National Business Information Center, the top 10 brands in the women's apparel market in 2006 mainly targeted young women. This shows that young consumer groups have great potential for consumption and market space. The similarity and conservativeness of the traditional cashmere sweater design and version make the consumer group narrow, and most of the young consumers are marginalized from the market, directly resulting in the loss of purchasing needs of this group of people. At present, the design of cashmere garments for the first year cannot be effectively linked to the actual consumer demand.

The decent identity symbol makes the cashmere sweater a gift for relatives and friends. However, what we must admit is that the current trend is that the brand value of cashmere sweaters has even surpassed the value of the fibers to some extent, and that the brand value of cashmere sweaters is nothing else. It is the brand that is leading the fashion. The vitality and appeal. What we can predict is that if the cashmere sweater is designed more fashionable, then more potential consumer demand will surface and the cashmere sweater industry will gain a bigger market cake.

Under such circumstances, how can we force our design and expand our targeted consumer groups more objectively and at the same time shoulder the mission of actively guiding cashmere aesthetic concepts? From "conservative" to "fashion," this seemingly abstract, but actually can bring about real profits of the concept of change, making China's cashmere market "reflection and breakthrough" has become the industry trend of bottleneck breakthrough.