MIKIBANA brand changes to create a new landmark for Chinese women

MIKIBANA brand window

After years of accumulation, the Chinese clothing market is gradually upgrading its industrial structure from manufacturing to design. The women's wear market, as one of the most fiercely competitive subdivided areas, is worth learning from. In the words of the industry, the development path of the Chinese women's clothing market can be described as tragic. Whether it is the competition between competing brands, competition between different regions and different factions, or a price war at the end of the channel, it is difficult to cross. The obstacle is: China's women's apparel industry lacks independent high-end brands, and the accelerating foreign women's brands that have entered China have almost monopolized all of the high-end market.

Heavy investment in French designers

Since the birth of Mikibana Womenswear Brand, which began to explore the Chinese market in 2007, it has attempted to break through this barrier and is committed to becoming the most growing and most intrinsic brand in China's apparel design industry. Zhou Jie, the general manager of Shenzhen New Vision Clothing Co., Ltd., who has the brand, lamented that it is necessary to establish a firm foothold in the Chinese women's wear market and win the pursuit of consumers. It is doomed that the company cannot only sell clothes, but more on the brand. "City Beauty" feels the resonance of happiness, dreams and other emotional aspects. It is this rebellion that makes the MIKIBANA women's brand from the beginning of the market, doomed not to take the unusual road.

At the time when the global economic crisis raged, Mikibana brand, which is mainly composed of lively commuter outfits, has thrown a generous hand: heavy investment in the French haute couture designer Anne-Valerie Hash has provided design ideas for MIKIBANA brand apparel. Check it out, merging French women's cutting-edge trends with MIKIBANA's unique color philosophy. And like MIKIBANA, there are few brands that have such a lot of power in the Chinese women's wear industry. It is reported that Anne-Valerie Hash, born in Paris, is a French women's wristband designer, the New York ACE Gallery, Milan French Cultural Center, Sweden Stockholm Contemporary Art Museum and other artistic stage are common works, London Fashion Show, Paris Fashion Weeks and other international arena have received rave reviews. In January 2009, the French National Arts and Letters Knight Medal was awarded by the Minister of Culture of France.

Although China is far from the fashion capital of France, it has a brand fashion consumption market far more than the French market capacity. This is the original intention of the MIKIBANA brand to stick to the mid-to-high-end women's brand line, and it is also the reason why the fashion designer Anne-Valerie Hash is willing to empathize with MIKIBANA. According to Zhou Jie, the general manager of Shenzhen New Vision Clothing Co., Ltd., the MIKIBANA brand is targeted at office women aged 25-35. They have stable middle-high income, good education and good taste, and are urban women who pursue quality of life. The appearance is fashionable, life is happy, and the heart is full of passion. "Selling fashion and selling is a sense of identity with the target consumer's values, allowing them to be emotionally satisfied.