Special Supplement:TRANDS: no-boundary brand is looking good

By Qiu Quanlin | China Daily | Updated: 2007-09-05 07:25

TRANDS embodies unique Italian flair and is a favorite among well-to-do men in China.

Leading government and business delegates are set to look decidedly dapper when they attend the upcoming World Economic Forum in the northeast city of Dalian.

They will all be wearing specially tailored clothes from TRANDS, a top clothing brand of Dalian Dayang TRANDS Co Ltd (Dayang TRANDS).

It is another milestone for the "Made-in-Dalian brand", an official clothing line for China's central government officials visiting foreign countries and regions since 2004.

TRANDS suits boast elegant design.

Dayang TRANDS, a privately owned company listed on the Shanghai Stock Exchange, is the leading tailored clothing maker in China, with annual exports of some 3 million high quality suits all over the world.

The company has more than 20 factories that make suits, blazers, pants, coats, jackets, shirts, overcoats, ladies' dresses, sports coats, ski wear, corporate wear, student uniforms and down garments, with total annual output of more than 10 million sets.

Most of the company's products are sold to top retailers from Japan, UK, US and Germany, including M&S, Macys, P&C and Aoki.

The company's own menswear brand of "TRANDS" embodies unique Italian flair and is a favorite among well-to-do men in China.

The latest TRANDS series, designed by Ivano Cattarin, a leading international fashion designer, were highly promoted at the second China (Dalian) International Garment and Textiles Expo on August 28.

The series has been highly praised by experts and professional buyers from more than 30 countries and regions and leading government officials, including Vice Minister of Commerce, Gao Hucheng.

Italy-based fashion designer Ivano Cattarin has signed a contract with Dayang TRANDS, helping the company stay abreast of the latest international trends.

"The cooperative relationship with the top international designer will help lead the company to discover the top techniques in the garment industry, and promote the made-in-China brand to the global market," Jiang Hengjie, deputy chairman of the China National Garment Association, said.

A model in TRANDS suits

Cattarin, former chairman of the International Association of Clothing Designers and Executives (IACDE), is currently chief fashion designer of the world-renowned Giorgio Armani based in Italy.

As a result, the TRANDS series has a classic and elegant Italian flavor, making it more appealing to a discerning international market, Jiang said.

"Dayang TRANDS has become a leading example for Chinese garment producers. It is the only way for them to reap profits in the global market by enhancing their brands," Jiang said.

Jiang urged Chinese garment producers to strengthen efforts to develop "no-boundaries brands" in the international market.

Dayang TRANDS, established in 1979 by a female farmer Li Guilian, who initiated her career with 85 sewing machines and currently works as the company's president, has set an ambitious aim to become one of the leading international garment producers.

"We have been striving to win three gold medals in the garment industry since the company was established: first, a leading international garment manufacturer within 25 years; second, a leading multinational company within 20 years and the third, a top international garment brand within 30 years," Li said.

Shi Xiaodong, general manager of Dayang TRANDS, regarded the cooperative relationship with the World Economic Forum, or Davos Forum, as an unprecedented opportunity for the company to promote products before international business delegates and government officials.

"It is not only an honor, but a special chance for us to communicate with top business and government brains," Shi said.

It is expected some 3,000 officials from influential multinational companies and governments will attend the Davos meeting.

"At the meeting, we can also learn much from them," Shi said.

Shi attributed the company's successful cooperation with the Davos meeting to its persistent engagement in the international garment industry.

As the nation's number one enterprise to export tailored clothes, Dayang TRANDS has developed closer business relationships with more than 20 countries and regions, including Japan, the Republic of Korea, the United States, Germany and Italy.

The company has already developed a brand consultation group consisting of more than 10 international fashion designers.

"We have cooperated with our overseas counterparts to jointly set up manufacturing plants, and invited a number of leading international designers, who have helped enhance our design strength," said Shi, adding that the company had also established sales centers in overseas countries and regions in recent years.

Meanwhile in the domestic market, the company has established three sales centers in Beijing, Shanghai and Dalian.

A number of flagship stores will soon open in Beijing.

"Nowadays in China, more and more government officials and leading business executives are in need of tailored service, which suits their consuming habits. They will spend more on clothes. This is a huge market, and TRANDS is confident to win the market due to its role of no-boundary brand," Shi said.

At present, the brand of Dayang TRANDS is worth an estimated 1 billion yuan.

(China Daily 09/05/2007 page24)