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2010年9月1日星期三

Men's Underwear in China

According to the Global Underwear Market Report 2010 compiled by Hamburg-based market research firm yStats.com, "Men's Underwear" was the top growing US apparel category, reaching a growth of +11%.
Nowadays, in European and America, men are so lucky that they have a wider range of choices in every color and various materials, from cotton, to chiffon, to luxurious silk, to eco-friendly fabric. In a sense, they have become like women that can show personal style by wearing creative, individualistic and aesthetic apparels and underwear.
However, in China, men’s underwear is all about copying and boring. Copy and counterfeit are very serious problems in Chinese market.
As a matter of fact, most lingerie companies in China embrace short-sight strategy. Many earn profit from manufacture while few put efforts on designing innovative products and building brands awareness. So, there is little original design. Even there is, the design is not as diverse and thriving as women’s lingerie, just with boring color and simple pattern.
And it is not just the style, it's the fabric too - everything from nylon and lycra to pima cotton and microfiber. Men need these small things to take care of their health and crucial part. There is nothing closer to you than your underwear.
So, it is obvious that this neglected market segment has great opportunities as Chinese men no longer content to wear plain and low quality underwear but look for smart and comfortable ones.



2010年8月29日星期日

How to Choose Lingerie for the Summer

How to Choose Lingerie for the Summer


During the Summer months I find myself grabbing my favourite white bra every morning; that is until I realise it needs to be washed and hurriedly handwash late at night, praying that it’ll be dry in the morning. For someone who is in possession of a pretty large lingerie collection, I still find the majority of my lingerie is either black, red or navy.

Seasonal Adjustments



The summer may bring with it warm sun, long evenings and good moods, but it also brings a whole new wardrobe. Thin-strapped tops, low-cut dresses and lighter fabrics all contribute to having to rethink what lingerie to wear! Not only are we plagued with thoughts of bumpy lace spoiling the look of our favourite skimming top (I for one have yet to find a T-shirt bra I like), heaven forbid if an unsightly bra strap were to show!



It’s worth mentioning that if you’re in the larger cup category, it is advisable to wear a bra for support and look. It might be tempting to go ‘commando’ in your summer gear, but really, it’s a look you want to avoid. Wearing a bra will not only give your girls a lift in the right direction, it will enhance your body as a whole and if you haven’t already tried it, stand in front of a mirror and do a before and after experiment!



Summery Options!



If you’re a fan of lace or embroidery it’s wise to go for something low-key – avoiding lumpy, bumpy designs. Fantasie and Freya are both good options for well-fitting, low-key prettiness that won’t spoil your summer look. For those who aren’t in need of super support, pretty bralets are a great option (see our post on smaller sizes) and secret support camisoles and tops are invaluable for smaller cup girls.



In terms of colour, work out what colours you wear most in the summer and choose your lingerie to match. It’s not about having a bra to match every colour in your wardrobe; it’s about buying wisely! If you wear white shirts or dresses, you might want to invest in a plain, nude bra to keep wandering eyes at bay. White is also a good staple for your summer lingerie drawer, and any simple, pastel colours will enhance your summer wardrobe as will bright, colourful tones – providing you keep inner and outerwear coordinated. Black or dark colours under a light-coloured summer outfit really are a no-no, unless you want to make a statement.

Seasonal Adjustments

Wearing not only the right size, but also the right style of bra, goes a long way in getting a great overall look. Your favourite balcony bra might look fabulous under a blouse, but wear it with a low-cut dress and it could end up being a flop. Check the line of your top or dress and choose your bra style accordingly: a plunge bra will give you a fabulous cleavage in a low-cut top and will provide a clean line, with no awkward bits of fabric poking out. A balcony will come up a little higher and give you a great lift and a full-cup bra will provide you with overall coverage and maximum support. For many a strapless bra is also a valuable investment when it comes to backless, strapless and halterneck garments. If you’re unsure of what bra to buy, why not take your outfits with you to a shop and give different styles a try? If you’re buying online you can try on in the comfort of your own home – most online stores offer free returns, just remember not to remove any tags!



Relax and Enjoy!

Because lingerie designers follow seasons and trends in similar ways fashion designers do, you will often find colours, prints and styles overlap. As with fashion, getting the latest styles in the latest colours and prints is a fabulous way to keep on trend, but for those whose wallets groan at the very thought of investing in a new lingerie wardrobe every season, don’t fret! Designers bring out seasonal colours and if we buy wisely, our seasonal buys will last for longer than just one season – wash and store your lingerie like you would your favourite cashmere jumper and you’ll find it perfectly preserved when you unwrap it the next year!

2010年8月13日星期五

Exclusive Interview to INVISTA's Lingerie Director

Underwer & Fashion Insight (UW), the leading lingerie magazine in China has interviewed Michelle Rice, the intimate apparel & swimwear director at INVISTA, in Shenzhen Shangri-La Hotel.



UW: Could you explain the name “In Show”? What does it mean?

Michelle: It means new. It is related to “In style”, “INVISTA”, “Innovation”. In 2011, “In Show” will be the name of INVISTA show that we bring into our market segments. I were excited to introduce it, get it as identity to what we are doing… and what we are doing with our partners--with exciting fabric and concept garment to promote that creations. So it is called “In Show”.



UW: Could you please explain the trends of 2011? Compared with the trends of 2010, is there any big difference?

Michelle: In 2011, we will see some exciting trends presenting here today from INVISTA. No matter how fashion trends change, INVISTA will always try to interpret the changing move of consumer and the change in fashion trend, which we integrate in innovation and do research to those trends. We know that the consumer is looking for things that make her life more convenient. She also wants to have products that improve quality of her life and help her live longer and look good during it. What we are trying to help is bringing innovation, and also matches with the fashion trend. For example, we have product like Lycra 2.0, with which can really create a modern and smooth aesthetics. We also have Lycra black fabric, which can create very dramatic black fabric that can last the color black longer than others.Things like Etra Life Lycra, no matter how beautiful and how recent design, no other have the confident that it can last longer than ours.



UW: In last Hong Kong Mode Lingerie Show, you always mentioned a word “Sheer material” when you were talking about the trend. Could you talk about it?

Michelle: Well, we see “Sheer” continues in the trend, that is really matter with the category. Take shapewear for example, we traditionally think it were quite heavy. However, in recent study that conducted by INVISTA in December, 2009, the consumer told that they want light weight shapewear. The demand pushes us to make more sheer and lighter fabric. It is a long lasting trend.


for more, please click http://www.globalintimatewear.com/news/content-1328.aspx

2010年8月10日星期二

关于打造内衣品牌的建议

打造一个品牌有很多内容值得我们去探讨!而打造一个内衣品牌,除了要考量常规品牌打造需要的东西之外,还应该特别考虑到内衣这种产品的特殊性,大环境的特殊性以及国外内衣相关影响。今天大概就说这么多,希望能够有点启示。

2010年7月27日星期二

China Textile Firm to Take Stake in Japan's Renown

China’s textile group, Shandong Ruyi, will take a 41 percent stake from Japanese apparel maker Renown Inc, making it the largest shareholder.



The deal will give Shandong Ruyi a platform for expanding its presence in Japan while providing Renown, a loss-making collection of clothing brands, with a partner to increase its sales in the fast-growing Chinese market.

For more details,please visit http://www.globalintimatewear.com/news/content-1118.aspx

2010年7月20日星期二

内衣设计平淡,销售量却惊人

拜读了一家国际顶尖内衣杂志,或许是不幸或有幸看到了一个国外顶尖内衣品牌


老总在接受采访时对中国内衣市场发出了这样的感叹:内衣设计平淡,销售量却惊人!姑且不去计较他是如何做出这样的评论,首先出现在我脑海里的是:这大概也是国外内衣品牌为什么要进入中国市场的理由吧!



“生于忧患,死于安乐”,作为中国内衣企业(当然我这句话的承受对象是那些怀抱初衷要将内衣当作长期产业经营的企业,如果你们的目标只是单纯追求短暂利润,我相信短暂几年内你还是可以潇洒地生存,更长时间就不知道了),如果还不能从这句话里得到警示的话,我想你们的路在未来几年内也会越走越窄了,就当我危言耸听好了,我仿佛已经看到几年后我们穿的内衣全都是国外的品牌,而国内内衣也只能在夹缝中求生存了,作为爱国的市井小民,在能够承受的情况下,大家也希望买国货,但同时也希望, 在付出同样或相似价格的情况下,国货给我洋货同样或相当的体验!我想这会是大多数消费者的心声。



目前进来中国市场真正的内衣洋品牌还为数不多,竟争空间还不是很大,同时纵观进来的国外内衣价格,也都还属于比较高的层次,一般的消费者也不怎么承受得起,但相信过几年进来中国市场并有普通价位的国外内衣品牌会逐步增多,因此,从现在开始做出一些改变, 如果彼时再来改变,我想难度会比如今大了去了!



当然对每个企业来说改变的部分也不同,改变也要对症下药,“改变什么,该如何改变”

这是一个错综复杂的课题,当然也就交给你们自己了!只是不要人云亦云就好!好好想想吧!



最后我还想表达一点:相信有些人刚看到这个标题就会在短时间内怀抱期望:是不是有什么捷径让我这种设计平淡的内衣创造出惊人的销售啊?表情充满喜悦和幻想,在这里要对你说声抱歉,并随赠一句话:god help those help themselves.意思是:上帝帮助那些自救的人!所以,那些还要等着什么妙方的企业,不好意思啊,看来上帝是不会光顾你们了!



个人感受,不求苟同!

2010年7月15日星期四

“中国制造”是民族品牌,外贸企业有开创品牌之优势 但需要智慧与坚持

作者:毛斐琼 2009年12月2日

“中国制造”(MADE IN CHINA)在外贸中本来是一种产地标识语言,各个国家的海关通过这个标识根据进出口关税或其他规定对各国各类产品征收不同的进口税或执行其他相关国家规则。本来简单的一句话,在今天,却摇身一变,在一些外国媒体口中“中国制造”与“廉价,低档------“等负面词语成了一家亲!其实有失偏颇!

改革开放初期很多国外商人看重中国低成本优势,选择投资中国,中国廉价的劳动力和低成本资源成就了他们。他们不远万里来到中国,得了便宜还卖关,不断诋毁中国的产品质量,据本人在外贸行业的六七年经验,每种产品都是在客户合同的严格要求下生产制造出来,通过客户方验货员一系列严格检验后出具验货报告,之后才装上集装箱漂洋过海抵达客户手中,货物到目的港后他们还进行二次验货,一切确认后才分配到各大市场进行销售------当然任何产品都有瑕疵率,不能抓住芝麻大的缺点吹得天大,一边使用着“中国制造”的产品,收获利润,一边诋毁“中国制造”,这种行为伤及了“中国制造”的尊严!

痛定思痛,我们这些外销企业是否该问,如果“中国制造”真那么一无是处,为什么会刮起“中国制造”的旋风?各个国家的商人都来中国寻找合作机会;如果“中国制造”真的只是廉价品的代表,为什么很多国际顶尖企业也在中国加工制造?“中国制造”既然那么渺小,为何金融危机一来,各国开始实施各种贸易保护政策使得那些对“中国制造”情有独钟的各国人民面对产品价格忘而却步?------除去日常普通消费品的加工制造,很多著名企业也到中国来寻找合作,中国的企业同样可以生产制造出顶尖的产品
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“中国制造”何以堪?本人想说其实“中国制造”是所有中国外销企业对外宣扬中国工业的民族品牌,这里面融入了中国各个行业的发展历史,中国工人的努力,中国企业家的投入和坚持,一批外贸人的执着和中国如今面临的国际困境等。智慧和坚持让我们勇往直前,在这几年里,我们外贸企业应该总结宝贵资源,从中学习更多,利用先进的科学技术和国外优秀的设计理念,不断壮大自己,只有自己强大了才有话语权!

最近国家开始宣传“中国制造”,为“中国制造”正名!我们这些外销企业是否也应该从思想上有所动触,行动上有所为?

如果说之前我们只为“外商”制造,既然“中国制造”是民族工业品牌,那么外销企业完全可以转占国内市场(当然已经有外销企业在这么操作了),让我们“中国制造”在中华大地立足扎根,首先成为国人认可的名族制造产品!一开始肯定会收到来自于四面八方的压力和否定,但我想作为与国外市场打过交道的中国外贸企业,开创本土品牌更有优势:

1. 语言优势:国外有很多百年企业,他们大多都是品牌运营企业,因此在品牌的运营,公司操作,品牌市场操作等方面的经验非常丰富且值得学习借鉴,比起某些国内品牌运营商“闭门造车”,这些外贸企业应该更容易放开眼界,多多利用自己的语言优势钻研,吸收消化并利用“国外百年企业”的精华!
2. 技术优势:自改革开放以来,走OEM或ODM路线的外贸企业们一路驰骋,从国外学到很多宝贵的技术,引进了先进设备,这些都为生意之本“质量产品”打下良好基础。
3. 引进优势:引进国外优秀的思想,引进优秀的管理模式,引进优秀的人才

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唯一需要的是智慧与坚持,品牌路线需要考虑更多,曾看到有人说:品牌可以理解成是产品概念对接的人群情感,产品品牌应该是产品对应的消费者的情感价值的具体体现!仔细想想是很有道理的!本人想简单说以上外贸企业所拥有的优势可以说是整个完整体系的硬件部分,而软件部分还需要智慧与坚持先努力研究,软件部分(品牌)的成功拥有可以使这些外贸企业凭借品牌的优势不断获取利益,可以利用品牌的市场开拓力形象扩张力,发展资本内蓄力,使企业的无形资产迅速增大,并且可以作为商品在市场上进行交易。

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品牌路上路漫漫其修远兮,外贸企业应该以“中国制造”为本,用智慧与坚持武装自己的心灵,上下而求索!
www.globalintimatewear.com