Nali Cloth­ing: Add Fash­ion to China Pavil­ion Cloth­ing

China's Foreign Trade (English) - - Special Report - By Liu Guomin

“We will pro­vide se­ries clothes for work­ing staff and vol­un­teers of the China Pavil­ion and hold global me­dia con­fer­ence and brand pro­mo­tion day.” said re­spon­si­ble per­son of Zhe­jiang Nali Cloth­ing Co., ltd, the des­ig­nated gar­ment sup­plier to the China Pavil­ion of the Expo 2017 As­tana.

Hav­ing cloth­ing brands of Bad­ina and Colove, Zhe­jiang Nali pays at­ten­tion to pro­mote its brands over­seas and also in­tro­duce in­ter­na­tional brands. For ex­am­ple, the Colove is in­tro­duced from the Mi­lan, Italy, the city of fash­ion. It con­veyed the life at­ti­tudes of “mu­sic, shar­ing and par­ty­ing” and life spir­its of “in­de­pen­dence, self-love and shar­ing”. Ac­cord­ing to re­spon­si­ble per­son of Zhe­jiang Nali Cloth­ing, this mod­ern fash­ion con­cept could in­spire Chi­nese con­sumers and that is why Nali Cloth­ing in­tro­duced the brand into China.

It is not easy to lo­cal­ize the in­ter­na­tional brands. The re­spon­si­ble per­son of Zhe­jiang Nali told our re­porter that they will put ef­forts into two as­pects to com­bine in­ter­na­tional fash­ion with do­mes­tic mar­ket de­mands: the first is to work with strong and pro­fes­sional re­search group of the world to ac­cu­rately grasp the most trendy fash­ion and im­prove the brands through in­ter­na­tional per­spec­tives; the sec­ond is to es­tab­lish nearly 1,000 sales stores in ma­jor cities to meet fash­ion de­mands of Chi­nese con­sumers.

“The year 2018 will be the 20th an­niver­sary of the cre­ation of Bad­ina brand. We will work with in­ter­na­tional pop stars, mod­ern artists and fash­ion KOL to pro­mote cross-sec­tor mod­els of in­ter­na­tional brands. We will also work with top 4 in­ter­na­tional fash­ion week, to pro­mote Chi­nese fash­ion brands and cul­ture.” the re­spon­si­ble per­son said when talk­ing about the next-phase play of Zhe­jiang Lina Cloth­ing.

The re­spon­si­ble per­son of Zhe­jiang Lina Cloth­ing pro­vided three sug­ges­tions for Chi­nese brands to go over­seas: the first is to trans­form from “made in China” to “smart pro­duc­tion in China” and “in­no­va­tion in China”; the sec­ond is that Chi­nese cul­ture is gain­ing more and more pop­u­lar­ity in the world and it is im­por­tant to play to the strength of Chi­nese cul­ture and raise the core com­pet­i­tive­ness of “Chi­nese brands”; the third is to work with in­ter­na­tional fa­mous brands to cre­ate new brands.

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