Love · Return · Life - Hengyuan Xiang Women's Building High-end Brand Benchmarking

If you ask a clothing industry person “what clothes are best to do”, he will answer “women”; if you then ask “what clothes don’t work well”, he may still answer “women”. This kind of answer seems to be somewhat contradictory. In fact, it is entirely reasonable.

It is said that women's clothing is good because the women's consumer market is huge, and the level of consumption and product categories are varied; women's clothing is not good because the reason is to create a real sense of women's brand, it must have a perfect market positioning, suitable Marketing model, and unique design style. The recent high-profile debut of Hengyuanxiang women's clothing has brought a fresh breath to the women's wear industry from multiple levels.

New Consumption Pattern Achievement Hengyuanxiang Women's Brand

According to the “2013-2017 China Women's Brand Competition Patterns and Leading Companies Development Strategy Research Report” data show that in 2010 China's apparel consumption, high-end apparel consumption increased by 31.2%, and the mid-end and low-end growth were 19.2% and 18.4%, respectively. . It is not difficult to see that the consumption of high-end brand clothing has grown fastest, and more and more consumers are more inclined to choose branded clothing. Even in 2011, due to the significant increase in branded women's clothing prices by 35.7%, the growth rate of apparel sales declined, but the sales of high-end women's clothing still reached a growth rate of 20%.

At the same time, the change in the concept of women's consumption, the increase in women's business activities, and the increase in economic status are also changing the market pattern of women's wear. It is foreseeable that in the future this will be the driving force for the growth of women's consumption. The continuous rise of the tertiary industry in China is also conducive to the further growth of female apparel consumption.

With the continuous advancement of the pace of urbanization in China, the second and third tier cities in China have also shown strong consumption potential. In particular, with the increase in department store sales in second- and third-tier cities and the sinking of channels for apparel brands, the demand for mid- to high-end clothing in second and third-tier cities has also increased significantly. It can be said that China's high-end women's clothing industry is in a period of development, especially in the high-end mature women's subdivision industry has a very broad market prospects.

It is also in the context of this industry history that Hengyuanxiang Clothing Company established a women's clothing project in 2013 to develop the women's wear market, and positioned the Hengyuanxiang women's brand as simple, elegant, and individual. Its target consumer group is a 35-45 year-old city. white collar.

After intense preparations, in April 2014, Hengyuanxiang Women opened the Autumn/Winter Womenswear Branded Apparel Series Exhibition in Beijing in 2014. The theme of the show was “Love, Return, Life”.

It's hard to imagine that a new women's brand can have such a skill. As an old brand, the original Hengyuanxiang old name velvet shop in 1927 has a history of 87 years. It is also its long history. Make Hengyuanxiang women's clothing has a very high starting point from the beginning.

Women rely on traditional strengths to create a distinctive style

At present, Hengyuanxiang Garments has business men's wear collections including knitwear, suits, shirts, down coats, ties, leather goods, scarves and many other categories. The knitwear series and the EI·SEINO brand women's wear collections. It can be said that the various products under the Hengyuanxiang apparel industry have been favored by more and more consumers with their superior quality and unique grasp of details. The high-profile debut of Hengyuanxiang Women's Clothing undoubtedly injected new vitality into Hengyuanxiang's multi-brand strategy, and at the same time opened up a new, more competitive and vital development area for Hengyuanxiang's diversified development.

The HengYunXiang Women's publishing product showed a distinct style, interpretation of beauty with "fashion, elegant, generous", while firmly grasping the international trend of women's color, bright and beautiful colors into each piece. According to Huang Yuren, general manager of Hengyuanxiang Apparel Industry Group, Heng Yuanxiang pursues environmental protection as the basic color system for the colors, together with popular highlights as the embellishment, and regardless of popularity, the overall impression is based on natural colors, supplemented by Other colors collocation.

The style of clothing is the value orientation, internal character and artistic characteristics displayed in form and content of an era, a nation, a school or a person's clothing. Hengyuanxiang women's clothing reappears the gorgeous and classic costumes in the memories of the 1970s and 1980s in a modern way, and makes the jacket with a sturdy look more feminine and feminine. This reflects the unique style of Hengyuanxiang Women.

“In this industrialized city of reinforced concrete, the serious pollution of the environment makes us need to find a quiet place and pinpoint our exhausted heart. We need to return, return to the colorful era, return to the blue sky and white cloud world, return to that In the embrace of affectionate warmth, carefreeness and enjoyment of a colorful life, the heart is released and life is made even more exciting.” Huang Yiren said, “The overall design concept of the brand is dynamic elegance, enjoyment of life and calmness. A beautiful, beautiful soul."

Enjoying unlimited colors and returning to green nature is the most direct consumer experience that Hengyuanxiang women's wear wants to bring to consumers.

Create a new benchmark for high-end women's clothing

When it comes to women's wear, it can't fail to say that design, but any brand that has a place in the women's clothing market will undoubtedly have its own extraordinary design.

"Heng Yuanxiang's design team is composed of designers from China and South Korea, and there are no shortage of outstanding designers in the various teams." Huang Xieren said: The Korean designers, or Chinese designers represented by Zhao Ying, all represent a higher level of women's wear design today. This will undoubtedly make Hengyuanxiang women's fashion even closer to the consumer's pursuit of fashion, thus establishing Hengyuanxiang Women's Wear. A good reputation in the minds of consumers."

In addition to the design, Hengyuanxiang women's clothing is also very particular about clothing materials. “The main products of the product are still high quality wool, woollen fabrics, low-key and quiet thin worsted fabrics, bright metal fabrics with metallic sheen, baroque prints, and elastic fabrics with bumpy textures. These are the protagonists of autumn and winter. There are new techniques of lace fabrics, lace patterns are carefully selected by the designer of the Quartet pattern patterns, these details show the woman's elegant, delicate.” Hengyuan Xiang brand responsible person introduced, “In addition, Hengyuan Xiang Women It meets the theme of the season and shows the unique style of the Hengyuanxiang women's collection.In the production process, a variety of techniques are used, such as Printing, Embroidery, hand-painting, three-dimensional modeling of the fabric, etc., with exquisite craftsmanship and type, or exquisite, Or handsome, or simple, or elegant, or personality, or luxury, to create every piece of Chinese clothing, to create a modern fashion, elegant and elegant fashion image of women, using a variety of lines on the shape, such as the classic waist shape , Europe and the United States popular 茧 shape, straight body, etc.. Natural shoulder line, deformation sleeves, self-cultivation lines, large profile lines Here are to achieve the perfect combination, increased oblique collar, wide sleeves, raglan sleeves, double placket other styles, such dividing lines and design details are worthy of attention, but also demonstrates the Heng Yuan Xiang women's brand of charm. "

According to Huang Yiren, the future Hengyuanxiang women's sales terminal will adopt a unified storefront image design, and hire professional display divisions to design the window, and will continue to innovate in the operating mode, management system, product and service structure. To meet the more varied aesthetic consciousness of female consumers. Hengyuanxiang Women's Club will meet its consumers' needs with its high-quality brand image, classic, elegant and exquisite styles combined with affordable prices. Believe that the future of Hengyuanxiang Women, will be the same as the "Hengyuanxiang" the time-honored brand of Chinese women's clothing.