Nowadays, with the rise of the national trend, some design forces belonging to China are rapidly emerging. This might just be the beginning, because when the millennial generation becomes the disruptor of the entire consumer market, Chinese fashion brands need to figure out how to respond.

CABBEEN, a men's clothing brand positioned as a Chinese designer brand since 1997. At that time, the men's clothing retail industry mainly relied on the bulk wholesale model. Brands often lacked their own characteristics and the youthful spirit in the mainstream market. However, CABBEEN, which adhered to the principle of design supremacy, stood out uniquely in that era.Looking back now, as the era of consumer-centered products has arrived, CABBEEN seems to have never changed. While maintaining a low profile, CABBEEN, which insists on original design, always creates many exciting brand events.

Mr. CABBEEN felt extremely honored during the celebration of the 70th anniversary of the founding of the People's Republic of China.

On October 1, 2019, during the celebration of the 70th anniversary of the founding of the People's Republic of China, Beijing Institute of Fashion Technology undertook the task of planning and designing the costumes for the mass parade of the 70th anniversary. As an advisory professor of Beijing Institute of Fashion Technology, Mr. CABBEEN was specially invited to participate in the design of this grand event.

Through the language of art and design, Chang'an Avenue was transformed into the world's longest catwalk, demonstrating the charm of Chinese fashion to the whole country and even the world. This is thanks to China's profound culture and also reflects the determination of Chinese design forces to seek breakthroughs on the international stage.

Mr. CABBEEN participated in the design and development of a series of square formations for the celebration at the same time. In just 2 months, within 67 days and nights, after going through 5 rounds of design and sample making, the supply and design teams overcame countless high-intensity workloads such as searching for materials, sending design samples for approval, adjusting, searching for materials again, and making samples again.

Each link was calculated according to the working hours. In the production link, it even set an industry miracle in terms of time efficiency. Since the body shapes of the people in the square formations were different and the orders were distributed in a personalized customization mode, the CABBEEN team overcame difficulties one by one, from the rigorous classification of sizes to a large number of size-based cutting, and finally the individual packaging according to the personnel.

With a tight schedule and heavy tasks, it was also necessary to meet the characteristics of different square formations. After going through numerous reviews and revisions by experts, the design was finally finalized. Under great pressure, Mr. CABBEEN led the entire CABBEEN Group to overcome difficulties one by one and perfectly and efficiently completed the national task. More than 50,000 pieces of costumes for the celebration square formations were finally created.

Among them, there are three styles in the 19th square formation "Innovation-driven": a detachable two-piece dress designed inspired by the colors and materials of spaceships and space capsules, which combines wearing convenience and a modern and fashionable feel; the stand-up collar and cinched waist design, together with the embroidery of the Five-starred Red Flag on the front chest and the space decoration badge, fully demonstrate China's outstanding achievements in the field of aerospace science and technology.

The costumes for the 25th square formation "Chinese Culture" in the celebration have a total of six styles, including: two groups of stand-up collar jackets with Chinese-style patterns, paired with solid-color long trousers, full of Chinese style; four solid-color jackets in bright colors of orange, yellow, blue, and pink, with the stand-up collar design highlighting the classical charm.

The costumes for the parts of the happy families and fashionable life in the 29th phalanx "A Better Life" demonstrate the harmonious family atmosphere and the energetic, positive and optimistic spiritual outlook of contemporary college students. The suits for college students are made by splicing light-colored jackets with colorful geometric patterns, symbolizing that the splendid lives of contemporary college students hold infinite possibilities. The white trousers fully show their youthful vitality and exuberant spirit.

In an interview, Mr. CABBEEN said that the costumes for the celebration of the 70th anniversary of the founding of the People's Republic of China carry a full sense of honor from design to production, and they are carefully tailored according to the characteristics of different square formations. When seeing the square formation teams in the celebration looking valiant and high-spirited in these costumes, he feels extremely proud and honored.

Being able to design the costumes for the square formations of the celebration of the 70th anniversary of the founding of the People's Republic of China, Mr. CABBEEN, a fashion designer, transformed into a "national image engineer", which undoubtedly brought supreme honor to the CABBEEN brand.

In the report on China's consumer trend index in the second quarter of 2019 released by Nielsen, a globally renowned market research company, it is stated that China's consumer trend index in the second quarter was 115 points, remaining the same as the previous quarter and continuing to stay at a high level.

However, with the rise of national sentiment, 68% of Chinese consumers prefer domestic brands. Even though 62% of consumers purchase foreign brands, domestic brands are still their first choice.

Behind this consumption environment, CABBEEN is well aware that sentiment and consumers' recognition of the brand are the core driving forces for the rise of domestic products. A clearer and more determined brand attitude of domestic brands can better win the favor of consumers.

What CABBEEN shows to consumers is interest or curiosity, but it is crucial to have the sincerity of national culture in its products. Only in this way can the trust established be more solid, and it can also increase consumers' loyalty to the brand.

The co-branded cooperation between CABBEEN and China Aerospace Culture

On September 20th, which has just passed, the co-branded cooperation series between CABBEEN and China Aerospace Culture was officially launched. CABBEEN joined hands with China Aerospace Culture to introduce a brand-new co-branded series.

In order to pay tribute to the great feat of China's aerospace industry achieving the first-ever exploration of the far side of the moon by humanity, this cross-border cooperation interprets aerospace culture through the language of design, injecting elements such as the classic details of spacesuits and special fabrics into the products.

As the first clothing brand to cooperate with China Aerospace Culture, CABBEEN incorporates aerospace technology into its designs. Materials representing the meaning of leading technology, such as the Tsiolkovsky formula, the rocket launch trajectory, the launch time, and the CZ-3B rocket, are transformed into fashion elements in a unique way.

In addition to applying the logo of China Aerospace Culture, CABBEEN also invited Wang Yizhi, the illustrator who once created art illustrations for Liu Cixin's "The Three-Body Problem", to create a totem belonging to the "Moon Rabbit Project" - Cabbit. In the image, a mechanical rabbit looks back at the Earth on the surface of the moon. This logo also represents CABBEEN's tribute to the great moment when China's aerospace industry achieved the soft landing and patrol exploration of a spacecraft on the far side of the moon for the first time in human history.

Through this cross-border cooperation, CABBEEN hopes to spread China's aerospace culture on a larger scale and promote the aerospace spirit, allowing fashion and technology to generate a wonderful chemical reaction

It has to be said that today's millennial consumers have a more scrutinizing mindset, and they have higher requirements for every brand's products and marketing strategies.

They may take a look at a product within two seconds, but they may also pursue the emotions expressed by the product with great enthusiasm. Therefore, what CABBEEN does is not just observe their behaviors, but more importantly, respond to their reactions.

Because consumers know that they can find any product anywhere, but the prerequisite is to make themselves stand out. Brands do exactly the opposite. It is impossible for a brand to please everyone, but the key question is whether the brand has a genuine emotional expression.

When talking about the source of inspiration for the co-branded cooperation series between CABBEEN and China Aerospace Culture, Mr. CABBEEN said that the Chang'e-4 mission achieved the first soft landing and patrol exploration of a spacecraft on the far side of the moon in human history, the first relay communication between the far side of the moon and the Earth, and significant breakthroughs such as the first soft landing on the moon, lunar surface patrol, and survival during the lunar night for the first time.

This not only sets a new height for world science and technology but also enhances humanity's further understanding of the moon and the cognition of the evolution of the Earth-moon system.

As a leading men's wear designer brand in China, CABBEEN has joined hands with China Aerospace Culture to launch this season's fashion collection. Coinciding with the 70th anniversary of the founding of the People's Republic of China, this cross-border cooperation is a powerful combination of the fashion industry and the technology industry.

CABBEEN's fashion collection this season explores the possibility of future settlement on the moon from a Chinese perspective. It hopes to spread China's aerospace scientific and technological strength and innovation on a larger scale, and it also indicates that CABBEEN's spirit of exploring future fashion is moving towards a higher dimension.

The co-branded cooperation series between CABBEEN and China Aerospace Culture has been launched simultaneously, bringing CABBEEN one step closer to young consumers. Praises such as glory, confidence, coolness, and the true national trend have come one after another. This co-branded collection undoubtedly creates a sufficiently imposing "super strong aura" for CABBEEN.

The co-branding with the millennial generation requires even more cultural support

In the fashion industry, co-branding has become a byword for the trends of this era, representing a marketing effect where 1+1 is greater than 2, enabling the designs of brands from different fields to collide. Co-branded products are like a wonderful chemical reaction generated by combining two substances, and they can always stir up consumers' desire to buy.

Inviting celebrities to participate in the design and launching co-branded products, this innovative cooperation model has become another successful formula for brand marketing.

The consumption patterns of the younger generation may be particularly shrewd in some aspects, and this shrewdness is to enable them to pursue what they truly want. Undoubtedly, a powerful cultural symbol is attracting them, and CABBEEN is doing exactly that.

Founded in 1997, CABBEEN is one of the earliest brands in China that adheres to original design. Its iconic features include subverting popular brand concepts, exploring unique fashion positioning, and insisting on avant-garde original design.

As an advisory professor at Beijing Institute of Fashion Technology, a national image engineer, and the person in charge of CABBEEN clothing, Mr. CABBEEN is also a renowned Chinese fashion designer and a winner of the Golden Top Award.

As of June 30, 2019, CABBEEN had 2.1 million WeChat followers. Its e-commerce platforms mainly include Tmall, JD.com, Vipshop, other online distributors, and the WeChat mall.

CABBEEN, representing the design power of China, has cooperated with the Palace Museum Culture, Chinese emerging designers Shangguan Zhe and Fengchen Wang since 2019, and launched various types of CABBEEN Design By capsule series products for consumers, presenting an innovative lifestyle from multiple dimensions such as fashion, lifestyle, store image, and scene experience.

It is worth mentioning that the sell-through rate of CABBEEN series products exceeds the industry average. Behind this is CABBEEN's correct interpretation of the consumption environment.

It is difficult to say in one sentence whether the millennial generation has become the disruptor of consumption nowadays. However, the influence of young consumers on brands has already occurred, and everything that happens to a brand will be affected by the millennial generation.

They care about culture, the earth, and sustainability. They not only have their own opinions but also have great influence in the socialized consumption environment.Because the millennial generation does not consider their social status as the top priority. They only care whether their own concepts are worthy of themselves. In their eyes, price and taste are never equal.

Emotion, from the perspective of consumers and brands, has been a "luxury item" from the very beginning. A brand with warmth and emotion will make itself distinct.

The CABBEEN fashion show on October 17th will be the finale of Shanghai Fashion Week, and more CABBEEN x China Aerospace Culture series clothing will be released at that time.

We look forward to the new height of the co-branding between CABBEEN and China Aerospace Culture, which will open a completely different new era.