How does JPE compete for Chinese-style cultural "tide brand leader"?

This trend of cultural trends is forcing the apparel industry, affecting a group of independent designer brands who are concerned about trends. From last year’s China’s Hip-Hop to this year’s “This is Street Dance,” “Idol Dancer,” and “The Hot Blood Dance Company” all show that the tide card has become the next hot spot. It would be accidental to say that “Chinese Hip-Hop” drives the trend culture, and that the blazing “This is Street Dance” is ready for the market. Who says that fashion must be good abroad, domestic brands have not fallen.

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Strive to be China's "Tide Brand Leader"

More and more domestic tide brands emerged, such as CLOT created by Edison Chen, NPC created by Li Chen and Pan Yubai, Madness in the name of Yu Wenle, Phataci in Jay Chou, and Stayreal in Ashin... certainly need to be truly Chinese style. Tide brand, the brand's own trend potential is indispensable. In February of this year, Li Ning organized a fashion show entitled “Enlightenment” at the Winter Fashion Week 2018 in New York. It incorporated “street function”, “mixed aesthetics” and “futurism”. The phenomenon of explosive explosion allowed Li Ning to counterattack. Shows people's expectation of domestic self-reliance.

In this fiercely contested jungle game, JPE menswear chose to combine Chinese elements with fashion trends, listen to the voices of young people, and spread the oriental cultural fashion farther and further. Founded in 2013, JPE entered the fifth year, but "young" is dynamic, and it is easier to get rid of the shackles of traditional fashion brands and make a different kind of self. Some analysts pointed out that trend brands are often prone to misunderstandings when they are doing Chinese style, thinking that simply adding some Chinese elements will do the trick. In actual fact, the tidal brand of Chinese style needs a cultural foundation and a specific core of the brand.

In March this year, Nielsen released the “Trend Brand Big Data Research Trends and User Analysis Report” in conjunction with the “Oshash Brand” orange. It shows that the consumption growth of the street sign brand is 3.7 times that of the non-trendy brand. After 90 and 95, it is the main consumer group of the trendy brand. In the third half of 1995, the proportion gradually climbed to 25%. For young consumers, the purpose of clothing consumption is no longer limited to the product itself, but also includes the brand's psychological advantages, emotional resonance, and different living experiences.

As JPE founder Tony said, clothing itself is not an independent art category, it can be said to be a very diverse and dependent type of art on other cultures. Since the birth of the costume, it has had a period of cultural imprint. Fashion design is a continuation of the state in which people express themselves in a certain period of time. Therefore, it is inseparable from various cultures. JPE is striving to inherit and transform some of the relatively easy-to-understand Chinese culture. It is hoped that clothing will be used as a medium to influence young people to pay attention to China's own culture, and it will play a valuable role in the transmission of Chinese culture.

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Jin Yi Night: This is the trend

"Fangcheng Opera", "Kung Fu" and "Worship the Lion" ... A JPE trade fair based on the high street Chinese style will integrate Chinese culture into the brand spirit, and deepen and deepen under the background of national self-confidence. "Silver saddle white horse, meteor flow. When the waist flying fish order, in the side of the spring knife." From May 8 to 10, JPE will bring another unique winter ordering meeting. This time the order will be "Jinyi Night" as the theme, the national tide further sublimation.

In today's youth culture and street tide can not be blocked today, men's wear aesthetics began to move closer to "functional". In 2014, the mix of functional styles became popular. Nike launched the first quarter of the ACG series as the originator of functional style. Since then, the "urban function" style has spread in the tide circle. The city's functional wind system avoids fancy and is dominated by dark colors, which deduce freedom, freedom, and ingenuity. As a Chinese wind brand, JPE combined this trend with Chinese style and created the theme series of “Jinyi Night”. Mentioned that the night line of silk clothes, people can not help but take off the fish suits, hats and children helmets, those who have the momentum of the Long Ma Long Street of the guard or knight. In the old days, the first male model honor guard team put the present JPE in the same impressive image.

Are they urban ninjas? The answer is not natural. They are Jinyi Nightwalkers, dressed in fashion aesthetics “Jinyi” with military style, sports outdoor style, and retro industrial style. Like ancient hidden knights, they show the trend of urban functional style. JPE has always been innovative, unique, clear brand positioning to deepen the impression of its consumers, a unique brand concept so that JPE jumped out of the homogenization of the market, establish its own uniqueness and form a competitive advantage.

The JPE2018 winter show invited Dolce & Gabbana, Versace type man He Huanxin, Milan Fashion Week signed supermodel / Hermès 2018 men's show in spring and summer was invited to supermodel Liu Yankai, Dolce & Gabbana invited supermodel Nikolay, Lanvin, Saint Laurent invited supermodel Tony 40 models such as Minenkov interpret the freedom and style with personality. This time how JPE will disseminate deeper "Chinese elements", we will wait and see. In the future, JPE’s high street Chinese style will continue to be updated. For a brand, the road to perfection is never-ending.

Sword mad song, flying cloud by wave. Deep fame, Jinyi night. In the past few years, everyone had a dream of a knight. JPE inherited the Chinese style of chivalry and urban style of wind, the two ingenious fusion, creating a new trend of fashion. In the streets of the city, there are more and more people in the night. They practice their "chivalrous dreams." Based on the crowds of influxes, JPE has created a tide culture position that belongs to itself and formed the business logic of harvest economy. We need clothing with a Chinese sense of the times. It is precisely for this reason that the Tide brand needs more cores. For example, the core of Supreme is skateboarding, and the heart of NEIGHBORHOOD is locomotives. China's tidal brands must establish their own cultural foundation.

The rise of Tide brand culture in China is a phenomenon-level phenomenon. Many celebrity talents no longer wear only foreign fashion brands, but instead turn to domestic Tide brand clothing. Nowadays, the aesthetics of Chinese young people have changed from being restrained in the past to self-confidence. The designers constantly tried to make the Chinese style what he should be. Tide brand is no longer a subculture in the hearts of young people and will enter the period of brand explosion. For the brand-new wave of J.P. such as JPE, isn't it a chance to rise again?

JPE2018 winter show is about to begin with a majestic opening. Sina, Tencent, Sohu, Netease, iqiyi, today's headlines, China Garment Network and other 30 mainstream media will fully support, more exciting not to be missed!