While China is known as an origin of manufacturing fashion products, people in Chinese fashion industry never lose confidence in their own brands.
“It’s not that we don’t have first class manufacturing techniques. It’s not that we can’t afford genius designers. The key problem is, at the moment, Chinese culture is not highly valued in the world stage.” said Mr. Wu, chair of a large Chinese fashion groups, after his visit to a fashion fair in Milan, Italy in 1997.
In March, 2010, he made another speech at a fashion forum in China, “Now our country is stronger. Our culture will be gradually recognized by the world. As a result, our design and fashion products will be gradually accepted, and our adds-on value will show.”
For over 20 years, Mr. Wu and his group have had the dream of building an international fashion brand with Chinese cultural characteristics. In each of their retail stores, they would display two delicate china plates. The culture can also be found in the design. For example, they would use Chinese lucky knots as buttons, or embroider tiny red dragons on the shirts.
At the end of the speech, Mr. Wu explains the concept of his brands to his audience, “We shouldn’t say that ‘Chinese’ means ‘traditional’. You’ll have to smartly put the elements of your culture into an international context.”