Making two sets of DNA work together. Evolutions in the fashion market provide a fertile ground for new aspirations, particularly in China, where large industrial groups previously focused on manufacturing are now moving into creation. These apparel giants operate their business models by setting themselves a dual objective: respond to the demands of international contractors and develop their own brands. Cultivating brand identity. As they want to develop their own brands quickly, an increasing number of manufacturers are creating their own design departments. To rapidly gain experience, they are seeking partners with the expertise they themselves lack to develop fashion collections. They also draw on the new generation of designers, with whom they plan to build a new brand story. Planning and managing the whole collection lifecycle and mastering schedules are their main challenges. Developing internationally. Brands belonging to hybrid companies are primarily intended for the high-growth domestic market. However, some of them very quickly begin to expand geographically, with the aim of competing against Western brands on their own territory. This goal becomes part of
their often very ambitious global strategy and requires them to increase reactivity levels as well as to develop collections adapted to each market.
1 — Red Collar, the largest made-to-measure manufacturer in China, invests in technology to develop its brands. 2-3 — Ruyi, the Chinese giant of the textile and apparel industry, has a dual objective: respond to the increasing demand of its international customers and develop its own brands. 4 — Companies need to create brand identity and quickly integrate new teams when opting for a hybrid model. From collection planning until the start of production, Lectra Fashion PLM facilitates this change and helps them develop their business based on solid foundations. 5 — By combining expertise and advanced technologies, Lectra helps fashion companies develop customer loyalty and thus sustain the brand longevity.