Jiangnan Buyi New Brand REVERB New Product Preview Will Be Related To New Brand Concept And Environmental Protection Concept.

The new brand called REVERB will be officially launched in the 2018 autumn and winter.

In June 27th, Jiangnan Buyi group formally announced the launch of a new brand REVERB and held a new product preview in Sanlitun, Beijing.

This means that the multi brand strategy of the company is continuing to advance.

Looking at the clothes displayed on the spot, you will find that the costumes of sports and leisure styles occupy the majority.

And the photo information wall with brand labels and slogans and the photo information wall of the exhibition area clearly tell visitors that the new brand is closely related to the concept of environmental protection.

In fact, in the event of invitation letter, Jiangnan Buyi can't wait to give an introduction to the brand in Chinese and English.

REVERB takes Circular Fashion (zero waste fashion) as the brand philosophy and holds the design concept of "Athleisure, Genderless, and Sustainability (sports and leisure wind, asexual and regeneration, smart)".

The contemporary youth who are interested in fashion are thinking about the future fashion.

The reason why the brand name is REVERB can be guessed by the invitation.

The main reason is that a lot of English words related to environmental protection, such as Recyle (recycling), Reuse (reuse) and so on, all adopt the word building structure of "RE" plus "verb (English writing Verb.)".

"Environmental protection is the first element of this brand," explained Zhu Qian, chief financial officer of Jiangnan cloth Garments Co., Ltd. in an interview with interface news.

The above introduction is from his hands.

In the summer of 2017, Zhu Qian traveled to Europe.

During the period, he met an environmentally-friendly designer and was impressed by his idea of introducing environmental concepts into the fashion industry.

This is followed by a series of work to launch REVERB, including inviting the designer to join the Jiangnan Buyi group and beginning to anticipate the market prospect.

Zhu Qian said that before deciding to push every new brand, Jiangnan Buyi would make a judgement on the balance between business and art, and the concept of environmental protection "touched the team".

At the same time, they also optimistic about the market prospect of the main environmental protection concept clothing brand, "I believe the Chinese people's environmental awareness must be stronger than in the past few years."

Over the past few years, more than one international consulting firm has pointed out in the report that paying attention to environmental protection is becoming a major feature of the new main consumer groups.

This is a global trend and there is no exception in China.

Boston consulting and Ali Research Institute jointly released the new trend of consumption in China: the three power to create new consumer groups in China. The report pointed out that Chinese consumers have an unprecedented desire for green consumption and environmental protection. The number of green consumers on Ali's platform increased by 66 million from 2011 to 2015.

A survey by GfK, a market data analyst, shows that 80% of Chinese respondents insist that brands and companies must be responsible for the environment. 73% of Chinese respondents will feel guilty about enjoying life in a way that is harmful to the environment. This proportion ranks seventh in 23 participating countries.

Look at the dynamics of other brands in the fashion industry and feel that environmental protection is becoming a key word affecting the whole industry: British designer Vivienne Westwood has made more than one public call for people to buy less clothes to reduce waste and support environmental protection. Fast fashion brand H&M and high street brand TOPSHOP have launched Conscious series and Nobody 's Child series using environmental protection fabrics; luxury group has announced high profile 2025 sustainable development goals aimed at improving production lines, pparent production, finding and developing environmental protection fabrics; and outdoor sports brand Pantagonia has launched the Worn Wear project to teach consumers to make up clothes.

However, the creation of an independent environmental fashion business brand is still rare in the industry.

To a certain extent, this is related to the difficulty of running such a brand.

The first thing to do is to find the right supply chain partners.

This is related to the cost, output and quality of the product.

It is worth mentioning that REVERB's concept of environmental protection is not only reflected in the materials for making products, but also requires all upstream and downstream enterprises to achieve "zero pollution" and "zero waste" in the process.

This means that finding suppliers that meet the requirements is not an easy task.

"The time to find suppliers is longer than I imagined, because there are no relevant partners in our original supply chain, and we need to find new ones."

Zhu Qian said.

Second, the relationship between environmental protection, fashion and comfort needs to be repeated.

Zhu Qianju has an example. REVERB's design and R & D team wanted to use recycled nets to make clothes.

The concept of environmental protection has also been recognized by the design team, but the comfort level is still poor after repeated adjustment.

And making a brand also means that this is not a matter of developing more than 20 or 20 styles.

For REVERB, the number of SKC that can be mounted on the first wave is about four hundred or five hundred.

In the words of Zhu Qian, such quantity is enough to support an independent store, otherwise it can only open a brand collection shop.

Apart from these difficulties, we need to face the uncertainty under the broad market prospect.

Although green consumption and environmental protection are the main trend of the market and industry as before, but what kind of feedback will be collected on individual consumers is really unknown.

A big possibility is that environmental factors are indeed an important reference index for consumers, but it may not be the decisive factor.

But Zhu Qian mentioned two trends to support the confidence of Jiangnan Buyi in cutting into the environmental protection clothing Market: "first, the consumption upgrades, you will find that more and more Chinese people are willing to pay for the premium of higher quality life; two is"

The degree of differentiation becomes more and more high, and consumers' demands for products become more and more subdivided.

These two explanations are equally applicable to the attempt to launch a new brand by the Jiangnan Buyi group.

In April 2018, Jiangnan Buyi group launched the menswear brand SAMO.

This is the second group after the sketch.

Brand.

SAMO is a very simple style which is different from the style that emphasizes the details of design.

A similar example is the teenage brand Pomme de Terre (pouch, pouch), which is a differentiated market on the age level. Unlike traditional children's brands, children under 10 years old are the target groups, and the target group of Pomme de Terre is a few years from elementary school to junior high school.

Of course, Zhu Qian also admits that there are still many conclusions at this time node, such as who is the target consumer of this brand?

Young people?

"Now can only be conjectures, perhaps environmentalists, perhaps the industry itself has the right to speak, perhaps the artist...

I think this product will not be known until it has been put on the market.

According to the current plan, the REVERB 2018 autumn winter series will be sold at 10 Corso Como Milan store, New York store, Shanghai store and REVERB domestic store.