At a time when Beijing Olympic Games won many world wonders, a controversial topic on the development of the apparel industry was also staged on the Internet. August 16, by the Egyptian ancient brand and the Chinese clothing network jointly launched the "public opinion divergent views of the third generation of leisure" attracted the attention of all walks of life and participation. "The third generation of leisure" has once again become the focus of controversy in the industry since its definition and launch last year. After more than 20 years of vigorous development, China's casual wear industry has experienced the market baptism from focusing on products to brands to channels and resources management. Nowadays, the industry has entered a period of adjustment and strategic opportunities for development. The types of casual clothes are also changing and evolving: the fashion of popular leisure, the styling of fashionable leisure, the thematicization of sports and leisure, the rejuvenation of business and leisure, the outdoor recreation Life, cowboy casual personalized. Li Keluo, a well-known fashion industry economist, said in his book, "Reflections on Future Development of China's Casual Wear Market." However, in any event, lifestyle will continue to be the theme of all business research in the future. The third generation of casual wear is advocating A more fashionable, personal, self-way of life. "Ink attack cultural communication CEO Liu Hong also believes that the current domestic leisure apparel brand has quietly changed, the sports brand continued to leisure, business and leisure brands continue to be younger, outdoor brands Continue the trend of life and other trends, which make the third generation of casual wear more distinctive personality characteristics of lifestyles. In the domestic casual wear market, the fashion casual brands represented by Mark Fairwhale, Egukon, Carbin, etc. are emerging as they are innovating the service connotation of the brand by the fashion lifestyle of individuality and walking out of the homogeneity dilemma of the casual wear industry to become the casual wear The leading brand In this regard, fashion critic, China's textile industry, Yang Du, deputy director of research also feel very much the same. Rather than describing the new evolution of the casual wear market with the old concept of shuffling, he said, it is better to "discover" its structure. Now the casual wear market, can not use the traditional kind of casual clothes to define the impression. Fashion elements to join the first direction. Some brands can even be described as "avant-garde casual," to vigorously absorb the rock, punk and other street elements. Exercise elements are the second most important element. National fitness sports, sports fashion, athlete celebrity and other social phenomena fully reflected in the clothing culture. The same attention to the apparel industry for many years China's clothing network CEO, China clothing network general manager Liao Bin, also expressed similar views and opinions. "At this stage, it seems very much the emphasis on individuality and alternative sense of rebellion.But into the third generation of market competition, a group of consumers positioning the initial positioning of those consumer groups has begun to mature, so the brand positioning of consumer groups also will be broadened, the expression Feeling began to change, began to get rid of the original emphasis on young, alternative and individuality, and pay more attention to the expression of fashion elements. "For the industry to stir up the concept of" third-generation leisure "clothing, Beijing Olympic Games China team admission apparel design judges, China Academy of Art professor, master tutor, costume structure and technology department director Zhang Xin can be performed relatively calm and cautious. He believes that there is in fact no "third generation of casual clothes," the existence of at least such understanding and speech too Chinese, too limited and too utilitarian. He believes that the simple fact is that assuming that the third generation is more advanced than the first and second generations, any unit, brand or region can immediately replace you with "the fourth generation" and "the Nth generation"! However, I agree with some good connotations proposed by the concept of "the third generation of leisure" and the idea of ​​"wanting to change" which is advancing with the times. He also believes that "we create casual clothes should be based on" culture and aesthetic "as a starting point and destination, should give us a real sense of tranquility, happiness, satisfaction and reflect the quality of life. I talk about the quality of life It is precisely this kind of spiritual leisure attitude, leisure style, leisure life attitude and even leisure entrepreneurial spirit that have the oriental cultural traits and have universal values. That is a very high quality. "And the industry The authoritative topic echoes that the voice of the media has never stopped. "China Fashion Weekly", "Clothing Times", "Textile and Apparel Weekly", China Fashion Fashion Network, China Fashion Network, China Fashion Network, China Fashion Brands Network, etc., have shown extremely sensitive to occupational characteristics, the relevant reports also expressed Their insight. Daily Commercial Telecommunications CEO, "Southeast Morning Post," Wang Guangying textile and garment industry chain reporter also summarized the development of three generations. "The style of these three generations, in turn, inherit, learn from each other, and continue to innovate. The continuation of the rhythm is about - pay attention - elegant." ... ... brand development reflects the progress of the times. The debate on the concept of "the third generation of leisure" and the debate on the industry will show a new trend with the promotion of the topic and the practice of the explorer. However, no matter how the changes are made, it is foreseeable that driven by the demand of the times, the third generation of casual wear will inevitably have an outdated day. The emergence of the fourth generation, the fifth generation and even the generations of generations will only be a matter of time, Not the pace of the times, we must be eliminated by the times. This is the third generation of casual concept to our enlightenment, but also the dialectical relationship between the times and the development of enterprises.