With the two-way improvement of the spiritual material civilization of the domestic consumer groups and the intensification of individualized demands, the development of the large environment tends to create a hotbed of designers who desire to create their own brands. In just a few years, the designer brand has rapidly risen to become the industry's The hottest new force. It is true that when the designer clothing brand in the apparel industry has already blossom everywhere, the follow-up development of what is going on?
Designer brand road where?
In 2016, a number of designers in the apparel industry have emerged as incubators for growth and incubation functions. From the preliminary preparation and establishment to the formal launch in the later period, all have done a great job. Only from the frequency of designer platform frequency of this phenomenon, it is not difficult to infer the moment the two major development characteristics of designer brands: First, the environment created, gave birth to a large number of strong individual style of color independent designer brands to meet the market Diverse needs; Second, the independent designer brand in business strength, lease capacity, the supply chain, and many other aspects, obvious short board.
So, in this unbalanced development of bipolar, whether the brand can bring long board to short board, continued to maintain the healthy functioning of the brand. Data statistics show that every year tens of thousands of designer brand was born in China, able to survive and continue to operate less than 1% of the brand.
After the design of the designer brand sound, whether it will be a mighty force like a single bridge, in order to achieve commercial landing?
Design & business both hands, kaleidoscope view freely
Time In mid-March, 2017A / W Shenzhen Fashion Week is about to depart. The reporter found in a series of 80 fashion brands that Distin Kidny, a local Shenzhen-based designer brand that has drawn much attention due to its rapid development,
Zeng Xiaobin: Designers seamless integration of commercial brand, modern interpretation of the new interpretation of the United States and the East
Decai image map
Dikai, founded in 2010, is positioned as an original Chinese women 's art and advocates unique oriental style through figurative art. Zeng Xiaobin, founder, is one of the most caring designers in China and an advocate and lifelong promoter of the Chinese clothing culture.
Since the brand development is full, but also count seven years, its qualifications in Shenzhen, a city focused on the fashion industry cluster concentrated, not by far the deepest.
However, it is such a designer to create the designer brand, but in just a few years the scale of development to nearly 400 stores; in the industry everyone mournful "downturn" in 2016, still surrendering single store performance year on year An increase of 48%, compared with the annual revenue in 2015 doubled the answer sheet. Can be described as rapid expansion, and full potential, so that independent designer brands and even traditional commercial brands are some unparalleled means.
Zeng Xiaobin: Designers seamless integration of commercial brand, modern interpretation of the new interpretation of the United States and the East
What is the nature of this designer brand, so the market so buy it? In particular, the reporter interviewed Dicky brand founder Zeng Xiaobin, hope that after some in-depth understanding, the glimpse of how the designer brand design and commercial double business online spot.
Zeng Xiaobin believes that today's surging independent designer brand, full of style in the design style, in line with the diverse needs of the market, but the quality control and terminal management is a serious lack of traditional commercial brand reputation and terminal management are dominant , But the relative lack of unique shape. Both have their own director of the short, how to control the place, will become the brand healthy and healthy operation of the important indicators.
Talking about why its own brand Decathlon in the design and commercialization of each other to promote transformation, Zeng Xiaobin summed up the three core competitiveness:
"First of all, Dekai is based on the designer brand.This means that we will focus on the product itself, I always think that products and design will always have room for improvement, so with the spirit of ingenuity is very important.Secondly, The division of labor industry, professional people to do professional work.Di Kai will cooperate with the professional market operators, through them to provide the channel resources and technical means to achieve strong alliances and create a good brand.Third, according to market demand, made Quick response.Darkai will hold four seasons ordering each year, introducing nearly 500 SKU each quarter, advocating a large number of real-time sales, store frequency control in about ten days, the basic market feedback to give immediate treatment. The tone of the independent designer brand, the operation and management of the traditional commercial brand, the quick counter-ability of the fast fashion brand and the application mode of the three balances are almost entirely new in the market. "
However, to make a tremendous synergy between these three core competencies, one major premise is also needed - to uphold oneself. Zeng Xiaobin added: "A good designer not only has to understand the design, but also has a full understanding of fabrics, systems and markets. The most important thing is that he has profound cultural accumulation and his own understanding of design. Many consumers follow one Brand, more is to follow the designer of this brand, so designers as the soul of the brand, whether in the tide of market changes in the self, and directly determine the success or failure of the brand. The market is like a kaleidoscope, you only have clear Know what you want, what you want to do, you will not lose yourself, reap loyalty customers. "
Look at the traditional oriental perspective, to the Chinese style to a fashion vitality
It seems Zeng Xiaobin, Shenzhen fertile soil pregnant with a lot of focus on the product itself, apparel companies, we are all physically trying out the "Chinese women to see Shenzhen," this sentence is not to talk about it.
However, "the wine is not afraid of the alley," the age has long gone, excellent brand of silence to do the product also need to stage self, self-examination and progress under the focus of more attention. Taking into account the original design and commercial landing Shenzhen Fashion Week, came into being.
March 18, Zeng Xiaobin will bring Dekai (Distin Kidny) set foot on the Shenzhen Fashion Week journey for the classical Chinese style fashion voice. During the interview, Zeng Xiaobin paid full attention to such an international fashion week. In order to come up with the design works that match the platform tonality, it was naturally full of sincerity during preparations. Reporter will restore the dialogue content, as you explore Dicky's show field secrets in advance.
Q = EFU reporter
A = Zeng Xiaobin
Q: How many preparatory work for Shenzhen Fashion Week this time? How many works will be released later?
A: To be honest, to design works that satisfy the audience and create surprises, preparations should be made at least in the first minute. In order to be able to polish the height of the design work in line with the Shenzhen Fashion Week, we have also made the sublimation of the brand clothing on the basis of elevation, strict control of every piece of work or even every detail, and strive to achieve the balance of modern fashion and classical culture, the East and the West Connotation and costume language common, the stage aesthetic and the daily practice of real wear, in the various "degree" of several trade-offs between the final will show 50 sets of women's and 10 sets of parent-child series, not only large, but also to people Shining feeling, I hope you look forward to!
Pre-trial version
Q: Can you give a brief overview of the works brought to Shenzhen Fashion Week? What is the theme of this release show? Inspired by what?
A: This release show will be "clumsy" in the name of passing behind the ingenuity of artisans. Design inspiration is still derived from the brand has been actively exploring the exploration of the oriental culture, such as auspicious cloud books, moral and Swiss, human feelings climbing along, large cloud like light, but all things can be integrated into one. This is a different and different cultural concept, in the field of fashion convergence.
Q: What did you think about the theme of this design? What ideas do you want to pass through this work?
A: I did the original intention of this design theme or hope to express some different Chinese style. I hope that when we see the design work, we will not stop at "I really like" but progress in "I want to wear it." Many times we mention Chinese style clothing, or that is too staged, or that the audience is middle-aged. In fact, the Chinese style can be very practical. For example, when the Chinese concept of more introverted is integrated with popular western materials such as denim, velvet and textured wool, the Chinese style can no longer cultivate the Chinese red and porcelain blue, Degree of warm yellow, Bordeaux burgundy and other Western hits the collision of a young fashionable sense of vitality. This will be a bold attempt for me, hoping to give a certain degree of vitality to China's new wind and hope to provide consumers with more choices.
Q: In your interpretation of "Chinese style," it seems that the "Chinese style" expressed by other designers today is not the same?
A: In fact, there are too many designers are doing Chinese style, but it seems we can not avoid Merlin, bamboo dragon, dragon dance. I also hope that through deeper mining, multi-angle presentation, to show the meaning of fashion Chinese style, giving it a different flavor, rather than too iconic and exaggerated means of the East dress. In simple terms, I think that the collision between Eastern and Western cultures may bring out a more energetic and meaningful fashion Chinese style than the literal translation of classical culture to create the oriental style.
Q: This is your second show in Shenzhen Fashion Week, compared with last year's release show, will not be extended?
A: The elements and soul of the release show will continue the consistent style, with the clothes as the bones and the charm as the wings. In the light and graceful mood, the uninterrupted natural flavor will show the natural beauty of the Chinese beauty . Continuation of the addition, but also joined the new exploration of the fashion of the East, it is not a superficial element of superposition, straightforward picture interpretation, but the thousands of scenes, not limited to time and space, not just in imagination, will make different people See the different fashion oriental. Therefore, there is a continuation of this year's development compared with last year. Before that, it may be a more visually-orientated one. This time I hope to give a more in-depth concept.
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