Breaking Technical Barriers And Innovating To Drive Govan Goose Down Clothing To Further High-End

China Goose down clothing brand "Another son fell".

On November 20, Gopher released the "Future Wool" goose down clothing series initiated by the brand. It is reported that this series of products is different from the traditional hard core professional outdoor clothing. While retaining the high-quality wool texture, it also has the "outdoor storm resistance" technology, which makes the whole series of products not only windproof, rainproof, but also machine washable, meeting consumers' differentiated and diversified needs in terms of functionality and convenience.

　　 The model wears Govan's first wool goose down jacket of the future

According to CBN The market research results released by Data and Ditto show that at present, the scale of outdoor clothing market continues to expand, and the diversification and high-end trend of outdoor scenes is increasingly obvious. As far as consumers are concerned, the basic requirements for winter clothing change from warmth preservation to the satisfaction of technology, materials, functions, processes, designs, scenes and other multiple elements.

　　 Gao Fan The new products launched just hit the current industry change trend, bringing new impetus to the development of the subdivided industry.

　　 Let "Made in China" come into the spotlight with innovation "breaking the situation"

In recent years, China's textile and clothing industry has focused on transformation and upgrading, and its technological transformation has been constantly strengthened. From fabric innovation to production technology innovation, the integration and collision of traditional technology and emerging technology are successively performed in the textile and clothing industry.

How much "high-tech" can be hidden behind a goose down jacket? Govan gave his own answer.

Taking the goose down jacket of "Future Wool" initiated by the brand as an example, the test results show that the fabric is mainly high-quality Australian wool, and the filler is fly velvet directly picked from five countries with a puffiness of 800FP. In addition, in the future, the water resistance of wool goose down clothes can reach above level 4, the heat preservation rate is 16.9%, the inner lining can be heated up by 2.6 ℃, the wrinkle resistance is level 3, and the data of drill down resistance are also very impressive. The comparison of multiple sets of data between the future wool goose down jacket, traditional functional chemical fiber down jacket and traditional wool coat also confirms the breakthrough progress of Govan in technological innovation.

　　 Gaofan Future Wool Goose Down Garment Test Report Poster

In terms of fabric technology innovation, Govan has made a lot of exploration and investment. It is reported that the "Future Wool" fabric launched by Govan gives consideration to the advantages of traditional wool and ordinary chemical fiber materials, and can make up for the shortcomings of both. Compared with traditional wool fabrics, which are delicate and difficult to care for, ordinary chemical fiber materials are less breathable and comfortable. "Future Wool" patented fabrics are innovatively equipped with "outdoor storm resistant technology" to achieve windproof, rainproof, machine washable, easy to care and other advantages.

　　 Govan pioneered the future wool fabric

The introduction of this innovative fabric has broken the "three prevention" technological barrier of the traditional outdoor industry. Not only that, Govan also has the certification of the global record certification agency WRCA (World Record Certification) headquartered in the UK in light and warm, anti-static, antibacterial, tear resistant and other aspects, and with 161 invention patents, it has achieved the leading number of invention patents in the global down jacket industry, and comprehensively improved the quality and technology.

　　 Govan takes the lead in the number of invention patents in the global down jacket industry; Govan is certified by WRCA

As a traditional manufacturing industry, the garment industry wants to transform and upgrade, and technology has become an important starting point. The multi-level industrial structure provides a broad space for innovation for the entire clothing industry, especially in the upgrading of material development technology, and its application boundary is also expanding. Govan's "future wool" fabric is close to the consumer market but higher than consumer demand, demonstrating the rising attitude and determination of Chinese brands in the field of scientific and technological innovation.

　　 Cultivate national confidence, anchor high-end development

Today, on various social platforms, the image of Chinese brands in consumers' minds is constantly changing, brand attention is rising, and consumption growth is accelerating. In this context, Chinese apparel brands have begun to actively explore the path of high-end upgrading, with a view to enhancing brand value and influence.

Since its establishment in 2004, Govan has focused on goose down clothing. After 20 years, it has grown into a high-end professional goose down clothing brand that can stand in the same "arena" with many international famous brands.

This winter, Gopher released the "Future Wool" goose down clothing series. With sophisticated fabrics, innovative technology and cutting-edge design, Gopher became the first Chinese high-end goose down clothing brand certified by the International Woolmark Bureau.

When referring to wool and cashmere products, we have to mention the Italian high-end brand Loro, which has always been at the top of the pyramid in this field Piana. What makes this brand famous is the high-end fabrics used in its finished products, which can be called the "top" in the industry in terms of materials, quality and touch.

In the case of Fabric In terms of emphasis on quality, the ideas of Govan and Loro Piana coincide.

In the newly released "Future Wool" goose down clothing series initiated by Govan, Loro is used for the top and limited "1850 Future Wool goose down clothing" Piana cashmere fabric, with the help of technology, makes this fabric both comfortable and warm, windproof and rainproof, heat storage and temperature control.

　　 Govan's first wool goose down suit of the future

In addition, as far as down itself is concerned, two important factors that determine the thermal insulation performance of down jacket are down content and fluffy degree. It is reported that the goose down in Govan Future Wool Goose Down Garment is directly collected from five countries, with a puffiness of 800+and a cashmere content of 95%. It has the characteristics of large, fluffy and high purity.

As consumers' demand for down jackets has become more refined, diversified and personalized. In addition to the basic function of "keeping warm", the sense of design and fashion also become equally important. Based on this, the brand selection is the same as the former Loro Milena Motta, Design Director of Piana Gaoding, and Burak, former designer of Moncler and Givenchy Uyan's cooperation ensures that the product can have both practicality and design aesthetics.

Milena Motta, the former Loro Piana design director of Gaoding, and Burak Uyan, the former Moncler and designer, lead the design of Gaofan future wool goose down clothes

How to constantly break through self and refresh brand value under the concept of long-term principle is what Govan has been thinking about. Based on this proposition, Govan has launched a strategic layout of omni channel development, which combines the continuous expansion of online, offline and overseas markets. Each step revolves around the long-term value of the brand. Govan Time Limited Boutique has entered the century old Paris Samaritan Department Store and will soon appear in high-end malls such as Beijing SKP, and has gone out of the brand's own high-end omni channel development path.

In October this year, Govan announced the establishment of the brand's third largest high-end consumer goods R&D and design center in Milan. In combination with the brand's first high-end goose down research center, the creative research center in Shanghai, which Govan set up in Paris last September, from scientific research and development to design innovation, the multi regional and diversified layout enables Govan to "truly create a Chinese fashion brand in the international market." Our vision goes further. Previously, his performance in Shanghai, Milan, Paris and other fashion weeks at home and abroad has also significantly enhanced his influence.

In the process of enterprise development, the spiritual core and market competitiveness of the enterprise can be seen from the brand positioning. For Govan, building his brand by betting on scientific and technological innovation is an important means for brands to seize the high-end market of goose down clothes and go overseas. Based on technological innovation, grasping new development opportunities, constantly improving its own product strength and brand strength, and adhering to the quality of goose down clothing are the methodology of Govan to stand firmly in the high-end market and lead the industry trend.

　　 Shine the sign of "Chinese goose down clothing" and reshape the "new pattern" of the international market

In recent years, the Three Year Action Plan for Digital Transformation of the Textile Industry (2022-2024), the Implementation Plan for Quality Improvement and Upgrading of the Textile Industry (2023-2025), etc., have provided a good macro environment and policy support for the development of the textile industry, which is conducive to promoting the healthy and rapid development of all links of the industrial chain, accelerating the march to the middle and high end of the global value chain, and consolidating the "textile power" And play an important role in achieving the goals of "manufacturing power" and "quality power".

From its initial establishment in 2004, to the double growth of products and reputation with the "Black Gold Series", and to the "breakthrough" of technology with future wool fabrics, Govan has now become one of the global high-end professional goose down clothing brands. Through the development context of Govan, we see new opportunities for enterprises under the development wave of Chinese brands in the new era.

Govan's performance and achievements in the industry reflect its positive response to the national innovation driven development strategy. With continuous breakthroughs and innovations, it has promoted the overall progress and technological upgrading of the industry, and set a benchmark for the high-end and international development of Chinese brands.

It is worth mentioning that Govan aims at high-end, which not only finds an exclusive path for the long-term development of the brand, but also provides a reference "sample" for the "remodeling" of the Chinese goose down clothing brand in terms of international popularity, reputation and voice.

At present, more and more Chinese enterprises are speeding up brand building and building brand advantages, actively going to the international market by virtue of unique oriental aesthetics and products with scientific and technological innovation, getting rid of the label of "low price and low quality", competing with many international brands on the same stage, demonstrating the value and ability of Chinese brands.

With scientific and technological innovation as the core, Gopher has opened up a differentiated development path, making continuous breakthroughs and development in the standardization, refinement and marketization of goose down clothing. Focusing on the high-end market, Govan has demonstrated the power of Chinese brands to constantly surpass themselves and march forward. With Govan as the representative, Chinese brands will also travel with the world, bringing more powerful and attractive products to global consumers.