With the development of society, the advancement of technology and the improvement of people's living standards, apparel has fundamentally changed its early single function. Apparel is no longer synonymous with the idea of ​​keeping a miserable life and keeping warm. People's pursuit of clothing has not only to meet the colorful variety of colors and style changes, the concept of modern people's clothing consumption attaches importance to self, the pursuit of quality, personality, fashion, people hope that the beauty of clothing in the United States also Can bring comfort and health to enjoy. Han honey brand women's design director Ying Xiaobin that the meaning of clothing use is gradually expanding, deepening. Clothing brand also contains to some extent the requirements of taking.
First, the brand of clothing
Brand, is a people on a business and its products, after-sales service, a cultural value of the evaluation and recognition, is a trust. Brand is a manifestation and representation of the comprehensive quality of a product. When people think of a certain fashion brand , they always think of fashion, culture and value together. When creating a brand, a garment enterprise continually creates fashion and fosters culture. With the Enterprises to become stronger and stronger, continue to shift from low value-added high value-added upgrades, product development advantages, product quality advantages, the advantages of cultural innovation in high-level changes. When the brand culture is recognized and accepted by the market, the brand will have its market value.
Han honey brand women in the industrial transformation and upgrading of the process of change, the core strategy is actually a brand strategy. Brand work has always been consistent with the core values ​​of the enterprise, a true reflection of the values ​​of the enterprise, the formation of the enterprise culture and external communication effect of the perfect unity, so that the core role of the brand and the honey or the relationship with customers or stakeholders to establish a special relationship . A successful clothing brand, contains a huge business value, rich cultural connotation, embodies the core values ​​of the operator, the brand has no cultural accumulation as people do not have the same thought. Therefore, the Hanmi brand women's planning department has been notified, more and more clothing companies are constantly creating and nurturing their own corporate culture , while constantly on its own brand of clothing cultural infiltration, and consumer brand value of clothing Pursuit is also not just a "physical product" that meets its practical needs, but a "brand product" that meets both practical needs and spiritual needs. For brand clothing, it emphasizes not the clothes function, fabric, design, emphasizing a living condition, wearing such clothes, can represent elegant, stylish, respected, people admire you. Therefore, with the continuous promotion of the Han honey brand, the connotation is expanding, commercial value is also rising.
Second, the value of clothing
Marx believes that the term "value" has the basic meaning of "protection and protection, precious, respected, and can be valued." The Chinese social science community generally believes that the word "value" has two meanings: First, The second refers to the usefulness or specific positive role of objective things.Fashion has two aspects of value: own value and added value.The value of clothing mainly refers to usability, which includes the raw material performance of clothing (appearance , Physical properties and chemical properties), designer's labor creation and workmanship, etc. The added value is mainly the value of the brand.The commercial value of the clothing brand is the concentrated expression of the above two values.
Third, the service of clothing
Simply put , service is clothing suitable for wearing performance. With the changes of the times, the meanings of taking sexual changes vary with different historical stages of clothing culture, gradually changing from earliest wearing comfort to being comfortable, hygienic and safe. The clothing of the current generalization of clothing that there are three, that is, comfort, aesthetics, security. The comfort of clothing refers broadly to the overall experience of the wearer in wearing apparel through sensations (touch, hearing, smell, taste) and perception, including physical comfort, psychological pleasure, and social aspects Self-fulfillment self-satisfaction. Clothing as its comfort function as a buffer for environmental changes require winter warmth, change and save heat, summer heat, heat from the skin to keep the skin no sweat, dry and comfortable. Once the sweat appears, the ideal clothes can be quickly sucked and discharged to maintain the comfort of the skin, and poor clothes can only perspiration on the skin, the ventilation is too small, the body temperature is not easy to make people feel hot and unwell , Permeability is too large, due to changes in the outside world temperature will quickly affect the skin, it is not appropriate. Tactile, mainly in the organizational structure of raw materials and fabrics, the feeling of touch in the hand touch and skin, is a comprehensive indicator, usually called "feel", in fact it contains complex concepts of physical, psychological and physiological factors, different seasons Different clothing has different feel of the different, such as the pursuit of silky summer feel of clothing, winter clothing to pursue hair elastic, etc., high-end products in particular to pay attention to feel, in general, the better the fabric feel, the clothing of the sexual The better, the more comfortable to wear.
Clothing aesthetics include luster, color, style, material, with é’¸, she wants to make clothing color, line and color, body coordination, clothing style, material and identity, occupation match. Garment mainly from the fabric luster, the luster of the fabric and the dye and fiber-related, filamentous shiny fabric is more beautiful; aesthetics also includes clothing formability and shape retention. Clothing safety issues mainly from the production and processing of apparel fabrics using a variety of chemical substances posed by the security risks, such as decomposition of aromatic amines, formaldehyde, pH value exceeds the standard, odor. Special attention should be paid to infant clothing and underwear, T -shirts, socks, etc. that are in direct contact with the skin . Children's clothing also requires that the drawstrings and ropes meet the requirements.
From the perspective of consumers, their hobbies and values ​​are varied, and different consumers each have different cultures and values. A consumer's life in society is influenced by its own internal consumption values ​​on the one hand, and on the other hand It is also influenced by the consumer values ​​of its ownership groups. Clothing can represent the identity of dress, occupation, temperament, passing the success of dress, self-confidence and accomplishment, set off the spirit of the wearer and idealistic sentiment. The value of clothing and brand are inseparable, the comfort of clothing and the brand is an important component of the value of the brand is the embodiment of value. Apparel brand, value and service of the three depend on each other, complement each other, to some extent, contain each other. With the progress of human civilization, the improvement of living standard, the brand and service of clothing will be paid more and more attention by people. China's first textile network reported that the good use of clothing is an important factor in the grade of clothing, a good clothing for the consumer, in fact, potential high-quality clothing business service, which is the brand and corporate reputation in the hearts of consumers gradually accumulate , Is the basis for apparel enterprises to create a brand, in a sense, consumers buy more than just products, but a brand system, of course, contains the use of, the company's good reputation and after-sales service. Brand clothing is not measured by the cost of clothes to sell how much money, but should make consumers feel it worth the money, valuable.
With the development of economy and market, the homogenization of products becomes more and more serious. Therefore, we should further enhance the differences in brand core values ​​and quality connotation so as to enhance consumers' brand awareness and loyalty. The creation of the brand is not overnight, the brand needs more care and maintenance maintenance and upgrading. May our apparel enterprises cultivate their corporate culture seriously, attach importance to and grasp the service of apparel, explore new market pursuits, satisfy new consumption conceptions, enhance brand vitality, create more apparel brands, and enhance the brand value of apparel in China and the international Competitive and able to maintain a lasting competitive advantage.
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