The next hot spot, how can fabric companies effectively reach the original market?

Fabric is the most intuitive medium for consumers to experience clothing, and it is also one of the driving forces that drive designers’ creativity. From color, pattern, craftsmanship to texture, fabric conveys design skills, craftsmanship charm and even brand concepts.

At previous intertextile fabric accessories exhibitions, local designers often attached great importance to the choice of fabrics. In the design of independent designer Cheng Ling, fabrics are regarded as the soul of the brand. “Fabrics reflect an attitude towards life, and pure cotton products can make people feel a healthy lifestyle.” Her designs are based on pure Natural fabrics are mainly used. “Cotton is easy to wrinkle, but after blending with Tencel and adding no-iron treatment, the most natural characteristics of cotton can be reflected. At the same time, the addition of Tencel enhances the glossy effect and makes the design It looks more fashionable; or blending Tencel and linen, and adding quick-drying and antibacterial fibers, it can have a natural texture while making it comfortable and easy to care for consumers.”

Joyc, co-founder of IMMI brand, is very pursuing fabric reshaping. She said that linen + washing + wrinkle processing will make the clothing more organic; silk + pleat processing will make the clothing more elegant and wearable. More creative ways to wear. There are also many original designers who like to use fabrics to express their concerns for humanity and the environment, such as the inheritance of traditional crafts, sustainable fashion, etc.

With such meticulous and sometimes demanding demands, coupled with the supply chain, process, cost, time and other factors, the upstream and downstream connection between fabric companies and original design brands is always full of variables. In order to satisfy the original market, the research and development costs of innovative fabrics often increase the price of the product itself. Therefore, after being put on the market, whether it can reach the target customer group becomes the key.

“When we work hard to turn ideas into products and promote commercial implementation, if the market response is not as expected, it will indeed pose certain challenges to the company. Some fabrics are very popular among buyers, but when they are actually put on the market, their popularity is not It is not that high, or the price is higher due to research and development, and some innovative fabrics are difficult to take care of, and they really need to be appreciated by consumers with a relatively high degree of acceptance.” Fabric companies also expressed the same distress. The cost of trial and error is too high, which makes People stay away.

But in fact, many domestic fabric companies have fallen into a misunderstanding, thinking that product innovation means coming up with a new product that is completely designed and developed by the company itself. actually not. According to the development paths of many international fabric suppliers, they are jointly developed with downstream companies, or innovated by referring to past best-selling styles of target customers. This is a shortcut for product development.

In overseas markets, it is a very mature practice to cooperate with designers to promote fabrics to customers, industries and even the mass market and create industry influence. For example, in order to promote Australian wool, the International Woolmark Bureau often cooperates with emerging designers from around the world to create the “International Woolmark Award”. This competition has been introduced into the country and has also tapped a group of Chinese design forces that cannot be ignored: promising to prove the breathability of wool. , cooperated with Chinese original designer brand Particle Fever to launch a wool basketball sportswear series; there is also a wool education center established at Donghua University Shanghai International College of Fashion and Innovation to reach younger designers to understand wool.

In all previous China International Fashion Weeks, Bemberg has collaborated with “Golden Summit Award” designer Liu Wei. Bemberg sponsors Liu Wei’s shows all year round, and the latter selects some of the latest fabrics for the production of new series of styles. Fabric brands give designers the freedom to design. From selection to design, everything is controlled by the designer. For Bemberg, designers maximize the value of fabrics through creativity, allowing more customers to see that these fabrics are still good. There is so much room for performance.

In fact, some foresighted Chinese local fabric companies have gradually begun to step away from traditional ideas, move closer to the original field, and actively cooperate with designers and original brands in joint research and development.

Xinshen Group has named the Xinshen Cup·Jiangsu Province Top Ten Designers Competition. As a linen fabric brand enterprise with dreams and sense of responsibility, Xinshen is committed to helping more designers understand the unique properties and fashion trends of linen fabrics. During the competition, Xinshen will also release the next season’s linen fabricsFashion trends. Jiangsu Sunshine Group has gone one step further and reached a business cooperation with Nishikawa Wool Textile Co., Ltd., a Japanese men’s suit manufacturer and seller, to create a personalized customized fabric brand THE MAKERS, which specializes in serving the original market and based on fashion trends and customer needs, from color, pattern, style, The product line is promoted in an all-round and three-dimensional way such as texture and functionality, providing more flexible choices for customized customers.

In the current Chinese fashion market, upstream and downstream information is inconsistentThe situation of unified and separated development has gradually disappeared. As the most important component of fashion products, fabrics have an increasingly close linkage effect. The mutual promotion and common growth between the fabric industry and the original market may be the most benign relationship. As China’s independent designer groups and niche design brands become more and more popular among young consumers, Chinese fabric companies are bound to be called upon to interact more with these designers and brands, and ultimately achieve mutual benefit and win-win results through systematic cooperation.

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