A Pair Of Wings For Clothing Design In The Name Of Brand

Perhaps we can find many reasons and excuses. In the face of many domestic garment enterprises and brands, especially small and medium enterprises and brands still rely on the design books, network materials, regular trips to Hongkong, Shanghai, or through the annual CHIC and other ways to organize the fashion design work phenomenon, faced with the different brands of clothing market but the status quo of thousands of people.

Perhaps for the lurking local clothing enterprises and brands, it is a good shortcut to adopt fashion in fashion design, especially in the early stage of brand strategy in China's apparel industry.

Perhaps ZARA and other brands enter the Chinese market, and its ultra short "lead time" and "buying system" make many fashion brands bright: original clothing design can do this. This is undoubtedly tempting for clothing companies and brands that are not yet brand new and are still young in fashion design.

Perhaps enterprises are worried about finding no ideal designers. Perhaps designers complain that there is no good mechanism, atmosphere and resources in domestic garment enterprises.

Original design is the foundation of realizing independent brand.

Many domestic enterprises flaunt their own brand management, but in fact, "independence" is a registered trademark. In the corresponding market or OEM/ODM factory, we should find some styles, build channels and terminals, and distribute the goods. In fact, the most important prerequisite for creating an independent brand is independent and original design and development.

Design is the soul of clothing. According to the relevant information, foreign brands of clothing, the consumer psychological characteristics and physiological requirements of the total cost of clothing accounted for about 25% of the total, and advanced country brand clothing price of 80% is added value, 20% is the cost. The design element of brand clothing is the most valuable part of clothing, and the added value of brand is reflected from it. Objectively speaking, the design department of local clothing brand enterprises is generally valued by enterprises, but many enterprises are still keen on buying clothes in the market. I think clothing brand enterprises really have to pay attention to dress design (including investment in design and development).

Designers are the main builder of clothing soul.

If design is the soul of clothing, the designer of clothing is naturally the creator of this soul. For fashion designers, apart from being familiar with basic skills, researching fashion, popular colors and accessories, and studying clothing culture, we should care more about consumers, markets and competitive brands.

1. designers should take part in the work of brand positioning, product style positioning, consumer positioning and age positioning. Brand positioning is not only a matter of top management, but also a matter of marketing department. If the design department, as the soul of brand clothing, as the main organizer and executor of brand positioning, product positioning, market segmentation and consumer segmentation, has no deep understanding and understanding of brand positioning, product style positioning, consumer positioning and age positioning, it will certainly not be conducive to the creation of clothing brand product strength.

2., do not think that the market is a marketing department. Designers who do not know the target market and demand and characteristics, how to grasp the combination of fashion and market, and how to develop and design brand products that cater for and guide the target market and consumers. The design behind closed doors is certainly unable to meet the needs of consumers.

Designers are more close to the market and consumers, because the market and consumers are not only the clothes and parents of the brand, but also give you all kinds of market information and design inspiration.

3., care about sales. Terminal sales are the only criteria for inspecting the products developed by our design team to meet the needs of consumers. We also care about the terminal sales in various regions, and timely catch the sales signals and consumer demand signals, which can continuously improve the quality of product development of our design team.

Designers regularly go to the terminal to be a shopping guide, and communicate with consumers at zero distance.

Design a pair of wings for brand clothing

1., China's clothing design education should go out of the campus, close to the brand and go to the market. The local clothing brand needs no "academic" designer, but also needs to know the market and understand the consumers.

2. industry associations should integrate industry resources, intensify efforts to establish research institutes for upstream clothing design, and regularly publish popular fabrics, fashion colors and fashion trends.

3. brand enterprises are less willing to act when organizing product development, especially paying attention to development cost input, product development guiding ideology and resource allocation.

4. as the leader of the industry, the strong local brands should play an exemplary and positive role in improving the original design level of domestic clothing, and take the lead in promoting the domestic garment design level.

5. led by the association, joint enterprises should set up the system of access, evaluation, training, promotion and flow in the industry, standardize the professional behavior of designers and the employment industry of enterprises.

6. standardize the system of stable and sustainable improvement of the chief designer and designer team, so as to achieve the continuity of brand clothing design and development.

7., establish a system of clothing designers to take the market and carry out terminal shopping guidance, so that designers can understand the market and consumers.

To improve the originality and level of local brand clothing design, we need to start from many aspects such as education, industry, enterprise and market, constantly improve the quality and professional level of local fashion designers, and optimize internal and external resources, so as to enhance the competitiveness and vitality of local brands in domestic and foreign markets.