the popular market of national fashion clothing - insights into hot spots in the holiday market ②
2024-10-03
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during the national day holiday, tourists wearing silk scarves, horse-faced skirts, cheongsams and song dynasty clothes can be seen everywhere on the streets of hangzhou, zhejiang. the traditional industry represented by silk deeply integrates "new chinese" trend elements such as national fashion, national comics, and national style, driving all kinds of clothing and apparel to come out of the industry, and igniting the national day consumer market.
as an intangible cultural heritage of zhejiang province, pu silk has the reputation of "the best silk in the world". on the eve of the national day, the pu silk vest developed and designed by feng jiyan, an intangible inheritor of pu silk weaving skills in tongxiang, zhejiang, has become a "national trend" item sought after by young people, and sales are very hot.
compared with ordinary vests, the design of pu silk vests incorporates the essence of traditional culture such as "hundred sons pictures, silk road, and eight scenes of puchuan". the color is no longer limited to the black, red and gold of traditional chinese clothing, and is more fashionable. , every item is like a work of art.
pu silk derivatives have also become a hot-selling commodity during the national day. a popular "pu silk mask" sold at wanjintang life center in puyuan fashion ancient town, tongxiang, jiaxing. "this is a new product we launched this year, and 100,000 pieces have been sold during the trial promotion period." feng jiyan said that the millennium pu silk has returned to the public's attention, giving the national trend of intangible cultural heritage a chance to go global.
on the eve of the national day, a chinese-style catwalk was staged on jiajun old street, jiaojiang district, taizhou city, and the "taiwan embroidery academy" displaying taiwan embroidery intangible cultural heritage costumes was opened simultaneously. along with the retro architecture of the old street, embroidery and modern clothing blend with each other. "i used to think that embroidered clothing was distant from daily life. after watching the catwalk, i found that many of the clothes are very life-friendly, and i have another choice when buying clothes." liu yini, a jiaojiang resident, bought her favorite taiwanese embroidered chinese-style dress that day.
"the taiwan embroidery institute not only sells taiwan embroidery clothing, but also holds fashion shows and taiwan embroidery diy activities from time to time, allowing more people to experience the charm of taiwan embroidery. in the first half of this year, sales of taiwan embroidery specialty gifts increased by about 50% year-on-year." chinese crafts said lin xia, an art master, chairman and art design director of zhejiang taixiu clothing co., ltd.
in addition to regular clothing, the popularity of national fashion socks is also eye-catching. before the national day holiday, the pre-sale volume of national fashion socks in baihe town socks city, tiantai county, zhejiang, has exceeded 500,000 pairs, and the consumer market continues to heat up.
when coming to baihe socks city, from delicate traditional embroidery to smart cartoon patterns to innovative designs integrating chinese classical charm, the reporter seemed to have stepped into a colorful world of national trends. in the small store opened by jin miaofei, there is a dazzling array of national fashion socks. classic elements such as zodiac patterns, chinese characters, five blessings, auspicious clouds and auspicious cranes are cleverly integrated with modern designs.
national fashion clothing is introduced with new products, and store design also keeps pace with the times. during the national day holiday, chen hongxia, founder of the niche clothing brand "mike qiufu" in keqiao district, shaoxing city, was busy "renovating" class a franchise stores across the country, from window displays to in-store furnishings, adding elements of national style to attract consumers visitors can feel the strong oriental charm when entering the store.
as national style fashion becomes more and more popular, the research and development of related technologies are also constantly advancing. not long ago, the national style administrative series of silk clothing jointly developed by the zhejiang provincial department of economy and information technology, zhejiang provincial cultural industry investment group and others was unveiled at the 24th china international investment and trade fair. the clothing incorporates traditional chinese patterns and buttons. classic elements have received a lot of attention. in addition, the design team of the school of fashion of zhejiang sci-tech university and the huzhou research institute of zhejiang sci-tech university also used aigc technology to develop and design themed silk patterns that highlight chinese cultural ip such as "zhejiang civilization" and "silk road civilization". based on the database, consumers can select a theme, sign with a graffiti pen or design symbols to generate a unique silk scarf pattern, injecting new vitality into the silk industry through digital innovation. (economic daily reporter li jing)
