Leather clothing is no longer just Han Hanning leather industry leveraging creative transformation and upgrading

For those traditional leather processing enterprises with a focus on foreign trade, the upcoming season may be a "winter." Because consumers in Europe and the United States have tightened their spending and foreign customers have fewer orders, the days of leather bosses are very difficult. However, Haining Leather City has emerged a number of creative enterprises, not only will be able to sell leather clothing and fashion can be sold in three seasons or even four seasons, and the profit rate has doubled compared to previous years. This seems to be the result of Zhang Xinfeng, president of the Haining Leather Designers Association. It is the result of everybody's hard work and great efforts in designing and innovating.

Leather is more in need of fashion At the 14th “Leather Logo” Cup National Fashion Design Competition, a leather outfit caught the attention of all the fashionistas present. Under the spotlight, the model walked slowly out of the mop-length dress in dark red tones. The close-fitting dress flashed with faint pearls, and the blooming rose-red flowers on the skirt appeared to be more and more delicate.

“What kind of fabric is this? Is this an evening dress made of leather? Is it leather?” Zhu Chengjian, who has been sitting in the air for a long time, was relieved to hear the surprise of the audience. With hundreds of thousands of dollars in clothes designed and time-consuming for more than two months, the clothes have finally appeared successfully.

The leather clothing business has been doing a good job and Zhu Jiancheng has built itself up. He thinks that he has a small talent in leather design. While other bosses are still desperately engaged in processing and are busy making big-name international brands, he has started to set up a leather design studio and develop his own leather style. Today, he has a 9-person design team and invited top ten designers from Guangzhou to help.

This year, they developed a leather and cashmere splicing mix style, the wholesale price of 1800 yuan / piece, than the same length of the leather on the market a full 800 yuan. "When the new model came out, foreign merchants liked it. A few hundred pieces of the early production were immediately looted." Zhu Chengjian said, "My clothes are sold well, but they are not sold off. You are in the contest. The evening dress that was seen now has merchants who have come to the door to order."

Zhu Jian calculated a sum of money. Compared with the previous year, he invested more than 1.5 million yuan in design, research and development, but sales have doubled from the previous year.

Zhu Weiming, chairman of the well-known leather brand Natural Gift (NG), believes that his unique brand has kept his brand at the forefront of his peers. NG has more than a dozen designers from all over the country and the competition is fierce. “If a newly-designed product is not sold in the store for 10 days, it will immediately be taken off the shelf. There is no second choice.”

Nowadays, in the NG store, the leather clothing you see has already overturned the original concept. Leather is processed into a variety of fashion effects, including long skirts, shirts, coats and more. If you don't touch it yourself, it's hard to imagine that these clothes made of leather will be as thin as cloth, flowing and flowing like silk. Zhu Weiming said that these leather garments with over 10,000 yuan in price were favored by fashionistas and sought after by celebrities and celebrities.

Hiring professional designers and increasing new product R&D has become the consensus of Haining leather enterprises, and it has also become a magic weapon for some leather enterprises. Wu Luming, chairman of Nuozhi Leather, who has been working for Armani and other international big names for many years, not only hired Italian fashion designers as design directors, and even designed the design studio in Florence, Italy. He first touched the trend of global apparel trends. . Despite the difficulties encountered in this year's labor and raw materials, Wu Luming has still not cut back on this expenditure.

Creativity drives the transformation and upgrading of the leather industry The country's first leather designers association was founded in Haining in March this year. Its membership includes more than 1,000 designers from around the world. President Zhang Sifeng has been busy promoting Haining's leather fashion. Next week, the French Fashion Designers Association will organize a delegation to Haining. Zhang Sifeng is very proud of this: “Now Haining’s leather garments are at the forefront of the world both in terms of materials and design. Next year, Haining’s leather garments will also debut at the French Fashion Design Exhibition.”

Ren Youfa, Chairman of Haining China Leather City, who has visited Europe many times, found that in Europe, companies that exclusively manufacture and manufacture garments are almost non-existent, while clothing companies based on designer creativity are very popular with the market.

After 16 years of hardship and rain, Haining transformed from "Made in China" to "Created in China," from the past world leather factories to leather creative centers.

The government has taken the road of creative branding and strengthened the anti-risk ability of the company. He Zhenning, Deputy Mayor of Haining City, said that the Haining government has been encouraging SMEs to take the path of professional brand innovation. In September last year, the leather city brand was built. Fashion Center attracts many design teams from all over the world. This year, the government funded some Haining local designers to go to Bologna, Italy to observe the 2011 Italian Lin Pei Li spring leather footwear exhibition, and received special training organized by the French Designer Association in Paris, France. The city government has held the "Leather Flag Cup" costume design competition for many years, which laid Haining leather's fashion status in China.

Experts say that this is a team with a global fashion vision Xiao Wenling, director of the Institute of Costume Art Design at the Fine Arts Institute of Tsinghua University, believes that with the development of highly homogenized clothing, Haining's leather industry has gained new vitality through creativity and design. Regardless of whether it is the government level or the business operators, it has a rare international fashion perspective, making this team unique in the country. It is believed that Haining’s leather industry chain will be further enhanced in its global voice through continuous design innovation. (Reporter Zhong Lan)