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The review is to better discover the future
No matter art or fashion, creativity or discovery, it reflects the trend of the times and the fashion of the times. From March 28 to March 31, 2010, the organizers invited nearly 30 artists to show in CHIC2010, and opened CHIC Fashion Art Gallery for the first time. It was the first of a series of cross-border exhibitions in China's top exhibitions. The artwork of fashion sense and visual tension triggers new ideas and trends through the impact of cross-border culture.
Since then, domestic cross-border exhibitions have also emerged like mushrooms. REACH & TOUCH, the ultra-fashionable meeting has also attracted the attention of the community. Cooperation between apparel brands, furniture brands, car brands, artists, and architects has also become increasingly frequent. When CHIC2010 caused the first wave of cross-border fluctuations in life and fashion, the “Jeans•CHIC2011 Fashion Art Gallery†was held on March 28, 2011. - Debut on the 31st.
In the “Discovery†journey, CHIC2011 will continue to present an unprecedented visual feast to the whole industry and society as a whole – the “Jeans-Weiss CHIC2011 Fashion Art Gallery†with the theme of “Dream Flyingâ€. Looking back on the changes of the age, recalling the beauty of life, discovering the dream of life and discovering the creativity of nature.
“Jeans•CHIC2011 Fashion Art Gallery†is located in the main corridor of the new north-south corridor of the China International Exhibition Center. It establishes a timeline with 32 corridor display areas throughout the entire CHIC2011. The promenade will present decades of internationally and Chinese economic and cultural changes through the display of works of art with chronological and cultural features. At the same time, we have seen the development history of the “Jeans Cup Casual Design Competition†in the 20 years of the times.
The “Jeans•CHIC2011 Fashion Art Gallery†has also specially invited architects to design and break the rules that the art exhibition wall has been closed for a long time. It has built a natural environment and people, visitors and exhibits, indoor and outdoor. dialogue. Being exposed to it, bathing with changing light and feeling the change of the air, it is not only the breath of art and fashion, but also the overlapping changes of time and space.
Discover Jeanswest and feel the "Jeans Cup Casual Design Competition"
Youth is the future of society, the future of the world, and even the future of consumption. When CHIC focusing on the future and discovering the future meets Jeanswest, who also looks at the future, the “Jeans•CHIC2011 Fashion Art Gallery†is making a great appearance.
2011 is the 20th year of the China Jeanswest Leisure Design Competition. The 20-year testimony is far-reaching for Jean-Wismas. “This gallery shows the concept of design and creation of casual wear at different times, and it also reflects the brand culture and communication spirit of Zhenweisian Accumulation,†said Liu Weiwen, director and deputy general manager of Jeanswest International (Hong Kong) Limited.
The history of Jeanswest dates back to the 1970s. In 1972, Jeanswest opened a clothing chain in Australia. In 1990, Hong Kong Rising Sun Group acquired the Australian clothing retail brand “JEANSWEST†and its distribution area stretched to New Zealand. In 1993, Jeanswest entered the Chinese mainland market. For years, Jean-Wests has positioned itself as a young group aged 18-25 years old. With the business philosophy of "popular brand-name" and "excellent value for money" marketing strategy, young, healthy, and up-to-date cultural propaganda has secured its leading position in the casual wear market. .
More than half of Jeanswest’s customer base is college students and has high loyalty. But it seems that some are "unintentional." “When Jean-Claude Jeanswest entered China in the 1990s, the entire market did not have much idea about casual wear and diversified design. When conducting commercial advertisements, we thought of using casual games. This was not the case at the time. At that time, it was just to promote casual wear. Casual designers, later found that college students have a soft spot for the game, the brand has gradually attracted more and more college students.†Liu Weiwen said.
Jean-Wiss does not invite an image spokesman. From the very beginning, they chose different ways of publicity. Another example is Jeanswest’s philanthropy. So far, Jean-westers has donated more than 100 million yuan to build schools, support poor college students and other ways to support education. Jean-Zweis has helped people realize their self-worth by subsidizing college students and has made people firmly remember Jeanswest. The popularity and brand loyalty generated by such an effect is much higher than advertising or asking an image spokesperson.
Entertainment spirit, brand talk
In addition to actively holding competitions and carrying out charity events, Zhenweisi has frequently been concerned with entertainment programs in recent years. In March 2008, the "Jeanswest Annual Entertainment Festival 2007" was held. The cooperation between Jeanswest and the entertainment industry began. In the following years, Jeanswest not only deeply participated in many activities in the entertainment industry, but also performed several times with celebrity artists. Together, the brand image has been greatly improved. For example, a large-scale variety music event organized by a star personally called “Great Love China Travel - Jean-Wissie. Real. More exciting charity concertâ€. Daily through the “Jeans West Entertainment Liveâ€, the first time to report the dynamics of the Jeanswest brand? To display the young and healthy Jeanswest. Brand personality.
In the 19th China Jeanswest Casual Design Competition, the competition innovatively introduced the concept of “activities promotion ambassadors†and invited Chen Chusheng to serve as promotion ambassador for the competition. The emergence of the “Event Promotion Ambassador†not only further infused the entertainment elements into the Nevis Cup competition. This type of cross-border marketing cooperation model has also created a precedent for similar events in the country and has received attention from the industry.
While Jean Zeiss actively strengthens its cooperation with the entertainment industry, it still always runs the philanthropy. For example, in the “Why Me†series of costumes launched with Li Yuchun, the singer, donated a total of 130,000 yuan to the “Maize Fundâ€. In June 2010, Yan Ni and Shang Wenyi formed the "Jeans Paradise Entertainment Charity Alliance" to visit Hope Primary Schools in Qinghai and Sichuan.
In 2011, Jeanswest will continue to expand entertainment projects. In addition to the fifth Jenses Entertainment Awards scheduled to be held, in the 20th Nevis Cup leisure design contest, Jeanswest will carry out cross-border cooperation with 11 popular individuals. Each of these 11 individuals will design 1-2 models. T-shirt printing, a total of 20 models, reflecting the "20 • 11" concept.
“Managing brands does not start from brands, but from customers. What do young people like most? Leisure, comfort, relaxation. What can make people relax? Entertainment can make people relax. What problems are college students facing now? At the end of the month, we donated 10 million yuan to the 'China Youth Entrepreneurship and Employment Foundation' affiliated to the Central Committee of the Communist Youth League. On this basis, we collaborated to carry out the 'China University Students Entrepreneurial Entrepreneurship and Realism Base' project, said Liu Wei.
Creative sparks, cross-border casting
Holding competitions, naming entertainment activities, and promoting public welfare undertakings, through these three, Jeanswest has not only realized the effective promotion of the brand, but also established its own brand connotation and added many spiritual wealth to the brand. The “Jeans•CHIC2011 Fashion Art Gallery†exhibition is the brand cultural expression chosen by Jeanswest. In the brand apparel, by adding popular elements and some special designs, the clothing also becomes an art and reveals the personal feeling. “The personality that is worn is essentially a combination of behavior and art. It is seen on the one hand and penetrated into the artwork,†said Liu Weiwen. A combination of fashion and art will be staged again.
The role of art in fashion is not just to beautify the exterior, but also to deepen or reveal the cultural connotation of the brand. Especially in the current intense brand building, art gradually jumped into people's eyes. On January 15th, the “Cultural Chanel†exhibition organized by the Shanghai Museum of Contemporary Art on the occasion of its 5th anniversary was established. The Chanel design and classic symbolic symbols were combined with the artistic creations of painter Picasso and composer Stravinsky. The combination vividly demonstrated the essence of Chanel's culture and won praise from the audience. The French brand Louis Vuitton claims that they expect consumers to buy not fashionable styles, but instead carry a bag of eternal works of art. Hermès also deliberately downplayed his commercial image in the art exhibition, and he focused on integrating his brand personality and spirit into the art.
The reason why art gets more and more favored is because it contains what a brand desperately needs: culture. There are many expressions of art, architecture, painting, arts, art exhibitions, etc., what methods are adopted, how to balance a balance between the two kinds of creativity, which requires the brand to explore. After all, art is art and fashion is fashion. After the cooperation between the two, they need to respect each other. They need not stay in the form of grafting or deliberately forcing in order to achieve a better complement of advantages. , and bring longer and deeper cooperation. 
No matter art or fashion, creativity or discovery, it reflects the trend of the times and the fashion of the times. From March 28 to March 31, 2010, the organizers invited nearly 30 artists to show in CHIC2010, and opened CHIC Fashion Art Gallery for the first time. It was the first of a series of cross-border exhibitions in China's top exhibitions. The artwork of fashion sense and visual tension triggers new ideas and trends through the impact of cross-border culture.
Discover what you are looking for and show what you have experienced - the branding and life memories of the "Jeans · CHIC 2011 Fashion Art Gallery" era