Amour underwear and China Fashion Designer Association create international fashion brand exploration

There is a day that can't be ignored in the event of China International Fashion Week at the end of this year. In the history of Fashion Week, the first lingerie brand under the leadership of “Ai Mu” releases passionate performances, setting the trendy crowd in Beijing to the China World Hotel in Beijing. People from all walks of life not only wished to appreciate the essence of the underwear trends in the spring and summer of 2005, but also witnessed the launch of a special cooperation strategy between the organizer China Fashion Designers Association and the domestic famous underwear brand Aimo.

Previously, the news about the establishment of strategic partnership between the two companies was impenetrable and made a gimmick for the on-site signing. On the one hand, it is an authoritative association in the Chinese fashion field. On the other side is the most cultural and valued female fashion brand in China. What does the two strong teams mean? Where is the basis of cooperation? Is there any deeper meaning? The suspense in itself gives the business potential that this cooperation cannot be overlooked.

Let's look at the advantages of the cooperation between the two parties: China International Fashion Week has been staged twice a year in spring, summer, autumn and winter. It has become a global stage for well-known brands and fashion designers at home and abroad to release fashion products and display design styles, urging the introduction of famous Chinese and foreign apparel brands. Promotion; love brand from the first time in 2002 the Chinese cultural elements and modern underwear fashion interpretation of the "love Dunhuang" theme underwear release, launched in 2003 to last six months, across the country's 12 cities, "in between imprisonment and release" theme underwear Cultural exhibitions have rapidly risen as the main force in China's underwear industry and the creators and communicators of fashion culture in underwear.

Let's take a look at the specific actions of the two parties' cooperation: publish trends in lingerie, set up lingerie research centers, and hold forums for industry and companies. The once-a-year "Amour International Lingerie Fashion Trend" special release is released by the two sides through the study and prediction of underwear fashion trends every quarter, absorbing the essence of the international epidemic, integrating the Chinese cultural connotation and establishing the style and characteristics of underwear popularization. . The Underwear Research Center aims to utilize the respective resource advantages of both parties to conduct research and excavation of the domestic underwear market and deepen the communication, communication and professional research with international counterparts.

Wang Qing, president of the China Fashion Designers Association, gave a high rating to the “Love Fashion Week”: “The first lingerie show in Fashion Week shows that Chinese people are really moving towards fashion. A Chinese underwear brand can get top-ranking department stores such as Lufthansa and Scitech. The company, and even the strong support of the Chaoyang District Government, has increased our confidence in China's fashion industry."

Zhang Rongming, chairman of Amore Underwear Co., Ltd., also expressed with enthusiasm: "The launch of the Aimi International Fashion Trend every year for the next three years means that underwear brands that have long been outside China's fashion field will formally become part of the fashion culture. Only art, Culture, especially the combination of technology and fashion, will enable China's fashion career and fashion brand to reach a new level and height."

At this point, the "Official Sample" mystery is clear: cooperation is to jointly create a world-class Chinese fashion brand, promote the integration of the domestic underwear industry and the international prevalence, and promote the Chinese underwear industry to a higher level. However, the answer that floats on the surface is always better able to stimulate people's tracing of things.

Why build an international fashion brand underwear? Wang Qing told reporters that the process of understanding the world is from the surface to the inside and from the form to the content. The development of fashion follows this rule. From satisfying food and clothing to suits and shoes, to leisure and underwear, this is the only way for Chinese fashion. If there is no underwear fashion, there is no underwear trends released, fashion is absolutely incomplete, or that fashion has not yet penetrated into the essence of life.

Why does the massive underwear brand lock in love? Wang Qing said in a nutshell: “At present, there are only a few underwear companies that have a certain market share and independent design, research and development, and innovation capabilities. A comprehensive inspection of Aimu makes us believe that it is the only choice.” Love has been established for 11 years. Positioning in “fashion, culture, and humanity”, constantly evolving fabrics, styles and styling designs, focusing on the basic version of the Chinese women's body type; humanization is the basic principle of the love of product development, a large number of research results of the Institute of Human Sciences and The highly rigorous design, production, and manufacturing processes make the details more considerate and perfect, and more in line with the physical and psychological needs of Chinese women. Love is also pushing the spread of underwear culture on the road to creating a brand.

Why should the cooperation strategy be limited to three years? Zhang Rongming's air is precisely reflected here. He said that he hopes that there will be more well-known underwear brands under the auspices of admiration, and more underwear companies will turn their insights into fashion into product designs and provide more fashionable services to more consumers. The ultimate goal of the strategic cooperation with the Designers Association is not a monopoly, but it is a deep power to summon the collective growth of Chinese underwear brands.