Regarding apparel price issues, there have been some different views in the industry recently: some people think that the prices of certain Chinese brand clothing are too high, making Chinese people unable to consume; some people think that Chinese brand clothing prices can be higher. I remember that five years ago, in preparation for the first show of the Paris Fashion Week in Beijing Gifen brand, the author wrote an article, which mentioned the concept of changes in the clothing industry. The author believes that the clothing industry can be divided into tailoring, garment, fashion and Four formats of the fashion industry. In different formats, the competition priorities of enterprises are different. The author will describe the direction of the development of the fashion industry by analyzing the reasons for the success of China's garment industry.

The garment industry originated in the United States. Due to the development of sewing machines and the introduction of large-scale industrial management methods, the United States gradually formed a modern garment industry managed by the assembly line in the 1940s. Its low processing costs and rapid production capacity were quickly received In order to welcome enterprises, and the consumer market has shifted from the original tailor-made clothing to the purchase of ready-made clothing, the "ready-to-wear rate" has become an important indicator of the development of a country's clothing industry. After 30 years of development, China has developed into the world's most powerful garment producer.

Under such circumstances, the European apparel industry has taken a different approach. Instead of competing with the low-cost and low-end apparel market that pays attention to cost, it has invested huge energy and funds in product design and brand management to form a fashion based on design and innovation industry. In this format, cost is no longer a basic competitive factor. They have spared no effort to invest in the field of design and innovation and the brand's fashion image, and constitute the competitiveness of low-priced products and strong influence on consumers in the direction of fashion trends, so as to dominate the world in the fashion market. In this fashion market, fashion consumers love the new and fashionable fashions that are launched on time every season. This kind of love makes them almost forget the cost. They will "save frugality" for their favorite fashions. "Fashion trend" sacrifices appetite and strives to lose weight! This is the fashion market, not the ready-to-wear market.

When we see these fashion companies that successfully bring their brands to the market and win higher returns, we must not measure the prices of their products by the standards of the garment industry. Chinese fashion consumers need to have tasteful, suitable and valuable fashion, especially the need to have products launched according to the international fashion trend every season and have enough choice of brand fashion. Once our fashion companies can provide two or three hundred fashions in line with the world's trends, which not only conform to the characteristics of the Chinese people's body, skin and hair color, but also fully demonstrate the sense of value that the Chinese middle class needs, how can consumers not Willing to pay willingly? This is the fashion industry. This is a fashion industry that allows consumers to forget the cost. In the price structure of this fashion format, the "physical cost" concept of the garment industry (fabric cost and processing cost) only accounts for a small part. Therefore, some people naturally "do not understand" this price.

The current problem of the Chinese apparel industry is the need for more branded fashion companies to gradually develop a competitive fashion industry and form appealing fashion brands. To achieve this goal, we should cherish these fashion companies that are just on the right track so that they can be recognized by both consumers and the industry.