Analysis of Four Prominent Problems in China's Casual Wear Competition

“Leisure” is called CASUAl in English and used in the clothing field represents a new style of clothing that distinguishes it from fashion. In the 1970s of the 20th century, with the invention and use of elastic fibers, the classification of clothing became more and more detailed. As an independent image, casual wear became popular because of its ease.

Casual wear was first produced in the United States in the Second World War. It represented the propensity for naturalism and anti-luxury consumption in post-industrial societies. Such costumes are styled with the popularization of the masses, emphasizing the highlighting of individuality, and they will become popular all over the world. As casual wear is prevalent in the global market and has become a new growth point, and has a tendency to occupy the clothing market, the development of casual wear has a direct impact on the prosperity of the clothing industry.

Casual wear in China's development base

The demand for casual wear first comes from the body's requirements for the environment, and secondly, after the basic needs are met, the higher requirements put on clothing. Therefore, it can be said that casual wear is a product of spiritual civilization based on material civilization, and its development must be based on the scale of people's needs. Only with specific needs can we develop.

Casual clothes are not only popular but also the inevitable result of changes in people’s life concepts. In China, although there is no Westerner's weekend travel life, with the improvement of people’s quality of life since the reform and opening up, social ideology is changing, people’s attitudes to life and attitudes are changing, and these factors will inevitably affect people’s apparel. The concept of casual wear is very broad. It can be divided into sports and leisure, life and leisure, home and leisure, and business and leisure.

Casual wear is a big field. With the surging tide of leisure at home and abroad, the casual wear market contains a lot of room for development. China has stepped into an era of sustained economic growth. Along with the gradual changes in people’s consumption concepts and the significant increase in purchasing power, casual wear that is comfortable and self-displaying has replaced dull business wear. The supply and demand information in the market shows that people’s consumer psychology has become increasingly stable and mature, and that enhanced purchasing power and people’s quality training in apparel have guided each other’s development. Therefore, it can be said that the improvement of the overall demand level in China has laid a solid foundation for the expansion of the leisure apparel market.

China's casual wear highlighted in the competition

With China's accession to the WTO, many international leisure brands have flooded into China, directly resulting in fierce competition between domestic brands and international big names. Although casual clothing looks simple, it includes many technologies such as fabrics, accessories, technology, and type. When Western companies conduct market research, they will go deep into studying every kind of psychological change of consumers, and we have more impetuosity in the market's grasp and less professionalism and depth. In contrast, the problems in China's casual wear market are very clear:

1. The Chinese casual wear brand first has never formed its own style characteristics in the design and development of products. The similarities are more serious and there is a phenomenon of mutual plagiarism. The design is the soul of the garment industry. The design ability should also be one of the core competitiveness of the garment company. However, the design is the weakness of the garment industry in China.

China's casual wear still stays in the imitative stage or simply copies foreign styles that have been sold well. The design ideas are relatively narrow and cannot be designed according to consumer demand. It has not yet been well integrated with the market. China's casual wear industry has not yet formed a high-quality, original capable team of designers, there are not many real clothing designers, and a large number of so-called "designers" are the masters of the production of skilled teachers from the production of first-line training As a sample clothing worker and a pattern-making teacher, generally do not have professional training in design, so many companies do not have an independent and complete product development department. However, the training of a team of designers cannot be accomplished overnight, but it takes a long period of effort to meet the requirements.

2. There is almost no space in high-end products. This is mainly due to the fact that we have a large distance from foreign countries in fabric development and pattern design. Fabrics are the basic industry of the garment industry, but fabrics have always been the soft underbelly of China's garment industry, and casual clothing is no exception.

Many components of fabrics used by international leisure brands are chemical fiber and polyester-cotton, but they cannot be produced at home. Therefore, in domestic brands, using some imported fabrics as clothing has become a common practice for all businesses, because this often means that the grade is higher and selling is even better.

For domestic leisure brands, it is very unrealistic to use imported fabrics. Taking T-shirts as an example, fabric development and pattern design of T-shirts are particularly important due to the less variation in the style of T-shirts. At present, the production of T-shirts in China is already very impressive. If we can catch up with foreign countries in terms of fabrics, plus we have shortened the processing level and product quality, which will pave the way for Chinese T-shirts to occupy the international market.

3, casual wear on the type of requirements are also quite high. In this respect, foreign brands have a long history and rich experience. Most brands in China are still incomparable. Foreign leisure brands are very particular about the layout and are both comfortable and beautiful. In particular, women's casual wear, even if it is an ordinary vest, must be beautiful when worn on the body, showing the appearance of a woman.

However, although many domestic brands are very similar in appearance, the wearing effect is quite different. Taking GAP as an example, an ordinary shirt that is worn after being worn is more likely to show a woman's figure, and it feels comfortable to wear because it is tailored to the person’s body structure. Very subtle and reasonable increase and decrease processing.

China's casual wear is generally not enough attention to detail, such as the steam temperature after fabric processing, shrinkage of the cloth, the size of the stitch, the length of the stitch, the thickness of the thread, the number of stitches, etc., and these details are precisely What foreign brands pay the most attention to is also their advantage.

4. The variety and variety of casual wear are rapid, while domestic brands are slower to update their products. Casual wear involves a wide range of accessories and a wide variety of accessories. Therefore, it is necessary to serialize production. This will not only help businesses to seize market share, but also give consumers more room to choose and collaborate.