A Fashion Designer Chen'S "Fashion Classics"

You never thought that when you enter a brand clothing store, you have fallen into a trap. The elements of "trap" include the fashion trend of the season, dress matching, color harmony, and the preferences of thousands of people living around you. These are all reasons for giving you generosity.

The man who makes this trap carefully is called the clothing master Chen. Your preferences, temperament, even intentions and the price you may pay are all out of his eyes. But he is often neglected as an ordinary shop assistant, shopping guide or even porter.

"Who is he?"

"Who is he?" a middle-aged woman with a slightly fat body looked up and down the busy Sun Mao, frowning. Obviously, sun Mao's appearance is quite different from that of the whole high-end women's clothing store. He was staring at a naked plastic woman who was thoughtful, holding a silk shirt in her hand.

"He is ours. Visual Merchandiser " The beautiful female guide smiled and answered.

"What is the dress master? What is it?"

He has the final say of how to match and store all the clothes in the shop. Wen said, the middle-aged woman looked at Sun Mao's eyes softened, but there was still some doubt. For a change, Sun Mao would send a smile to the customer and give customers some advice on how to dress, but not today. The "eleven" holiday has made the entire store look more like a "dump".

At 9 a.m., when we browse the fashion information and understand the latest sales data, Sun Mao In the heart is constantly thinking about the 7 day long vacation, do not know what the store will look like. But when he was standing in the shop, he still felt hopeless: the visual sense of every wall was chaotic, and the clothes of different styles and colors hung everywhere. The incongruous colors mingled on a hanging pole, and the other appeared too loose on the hanging pole, and the new products and discount items mixed together, and the clothes and accessories of the models in the window could be described as "comic". Sun Maoyao shook his head and began to adjust his hands and feet.

5 hours later, the storefront was new: on the front side of the door, there were two different black suits on the hanging pole, three red shirts on the side hung rods, and two black short coats. In the window, a set of butterfly series combinations attracted people's attention. The three models in the shop were placed in a random manner, and the silk shirts with fancy vest and dry jeans. All moving models, cabinets and so on have been changed. The whole shop is like a newly decorated shop. A sweaty Sun Mao, while washing his dirty hands, humorously said, "how do you like it? Is it like a porter?" when he left, Sun Mao handed a wrinkled dress to the guide and said, "after the clothes are ironed and hung up again, three thousand or four thousand yuan a piece of clothing will hang out like this, which is a fatal injury to the brand image."

4 years ago, Sun Mao, who was very aware of fashion, took the confidence of an advertising graduate, aiming at the new career of "fashion designer" in Lanzhou. But for the first time, I was thrown cold water by my head.

None of the interviewer's questions is about. Fashion frontier Popular brands, "point hanging", "side hanging", "model position", "gold point of view of people"... Almost all the nouns are completely unfamiliar. Sun Mao feels that he has never been ignorant before. "Understanding fashion is not just knowing more brands or designers." But the company gave him second chances. The interviewer asked sun Mao to enter the shop directly. They believed that the young man might be a matching genius, but the miracle did not appear. In the face of a store, Sun Mao's brain was blank. This company gave sun Mao the third way out: starting from the shopping guide, accumulating experience, and then making the clothing Chen Li. But Sun Mao did not know how to sell a $25 summer suit for women aged between the ages of 25 and 50. A week later, Sun Mao resigned. Before leaving, the interviewer gave Sun Mao a piece of advice: do your homework and apply again.

When I went to apply for second companies, Sun Mao made up for a lot of knowledge that Chen Chen should know. But there was no interview question. The only requirement was to make a window design in a week. Sun Mao once again became dumb. He didn't even use design software. A week later, Sun Mao was once again mixed up in the job search force.

"To know that good window design is not only a visual enjoyment for customers, it should also pass on the brand culture of an enterprise and the trend of fashion nowadays. The best window design is: you see a story, not a dress or ornament on a model." 4 years later, sun Mao said: "there are many elements that influence fashion and popularity. For example, in the end of March," Alice in Wonderland "was released. In April, the costumes on the theme of the film began to heat up. The features of Alice's dress were retro, elegant and lovely. Some high-end clothing brands have made a display based on Alice's clothing in the store, reappearing some scenes in the window, and selling them naturally.

After two failed applications, finally, at the end of 2006, sun Mao applied for success.

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Fashion Road

"How do I feel that he is a bit like young Hu Shi?" said Sun Mao's friend for the first time at a party. This evaluation has been recognized by many people. The Chinese style flat head, a black casual dress, and a pair of thick, old-fashioned glasses, to tell the truth, Sun Mao has nothing to do with fashion. Even once, he would be ignored, leaving his parents far away from home, so that Sun Mao would be silent when he met strangers or slight stammer when he spoke. There are only two exceptions: fashion and photography. "It suits you well, but it would be better if you could change a scarf, and change it to the same color as the dress." At the first sight of his friends, Sun Mao began to evaluate his clothes. Almost all his friends were willing to listen to his advice. "Do you have a look at my match today?" "love is not necessarily a lady." Sun Mao carefully looked at the person in front of him, and said in silence, "there is no mistake, but it is not brilliant enough."

Sun Maopin's self-confidence in judging other people's clothes comes from his 4 years of professional training.

After studying with the master for a month, sun Mao was asked to complete the display of a shop independently for the first time. "When you were doing casual wear, you were a novice, and the shops for you are certainly not very good shops. Of course, this is not the point." The point is that sun Mao, the first independent exhibition, spent a whole day at 8:30 in the evening. When he looked at his masterpiece when he was sweating profusely, he was depressed: the whole looked dull and old, and it was not only unattractive, but also the wall was like a clothes box that was confused by the color. The clothes on the model could not echo each other in terms of color or style. But Sun Mao still believes that he is a person with artistic temperament and discernment. He can do it well. In the later time, apart from the shop he was responsible for, Sun Maohui went to other shops to help him. He looked at his hands and looked at other people's work. Not only did he see how the other company's teachers were doing, but they also learned a lot about Chen's works at home and abroad on business trips or through the Internet. "Every brand has its display rules, but not all seasonal products will appear in the Lanzhou market. So sometimes we can break the rules. " After 3 months of work, he failed in the store. Sun Mao made a bold attempt. The result of violating the rules was that the sales performance of the store doubled three days in a row. "Of course, this is definitely not my credit. The increase and decrease of sales are related to goods, display, shopping guide and so on."

After this successful case, sun Mao transferred from a general leisure brand store to a large sufit (suitable for a 25 year old mature -50 lady's clothing) shop. The biggest difference between casual wear and big suede is that the shop display of casual wear looks like many goods, and buyers generally like to pick out the likes from many clothes. But Tai Shu clothing is a high priced garment. When it is displayed, it should be based on the principle that the substance is rare and expensive. Customers can walk past and see the whole picture of clothes at a glance. We must ensure that this eye can catch people. Sun Mao made a weekly shopping guide before making a costume. But after becoming a fashion teacher, Sun Maohui was forced to become a "shopping guide" from time to time.

The appearance of sun Mao is too honest and conservative to appear in the shop of Da Shu. He is often asked, "who is he?" one day in 2008, a customer ran back in a huff. After having no communication with the shopping guide, the customer suddenly saw sun Mao. "Who is he?" Sun Mao looked at the customer's coming back clothes and shook his head and said, "this is really not for you." Then he handed the customer a coat. After trying it on, it worked very well. Sun Mao smiled and handed her a skirt. The end result was that the customer returned a dress and bought two clothes. Now, the customer and six or seven other customers will call Sun Mao from time to time, buy clothes at Sun Mao's shop and listen to sun Mao's suggestion.

Photography dream

"I don't understand, what's wrong with the girls in Lanzhou?" walking on the street and returning from Xi'an, the girl who was visiting her family looked at a girl not far from the front. "In such a cold day, wear such a short skirt, black long stockings, and a pair of boots, and how to look at the earth." Sun Mao smiled and said, "in fact, they are not wrong in wearing clothes. They can be popular in this city. This shows that there is a market in this way, but not everyone will feel good. The most important thing to dress is to feel comfortable. In fact, in the process of making Chen Li, sometimes some of the display methods that make sun Mao proud are not very effective. After all, each person's aesthetics is different, so when we do the display, we must consider the preferences of the city's customers.

In 2009, with his sensitivity to fashion and fashion, Sun Mao was appointed by the company as a buyer. He continued to be a fashion designer and ordered new products every season. "This is a special brainwork. You have to analyze a lot of data and think about many problems." Sun Maotan said he was not a good buyer, because a dedicated buyer had to write logs every day to record the purchase and delivery of goods. But he did not have time to make detailed records, and occasionally bought new products on his own. The purchasing power of the Lanzhou market is far from that of the first class cities in China. Sun Mao has bought two pairs of shoes with a price of 5000 yuan and twenty thousand or thirty thousand yuan of fur. When the goods arrived, they were almost scolded by the boss. All right, they sold out eventually. In fact, I know that my customers will buy, there are customers, basically what I recommend to her, she will buy anything. I recommend it to her, which is most suitable for her, and she can afford it. My customer group, 3 months to buy twenty thousand or thirty thousand yuan of clothing is normal.

Compared with sun Mao's "young Hu Shi", the contrast between him and his heart is bigger than that of his heart. His favorite costumes are very poor in real wear, but clothing with strong visual effects, such as Givenchy and MacQueen's design, is also highly appreciated by Sun Maozui. In the domestic fashion circle, sun Mao appreciates "Han Huo Huo". This is a fashion project manager who is known as "MARIECLAIRE" magazine. He takes part in the top fashion week. He is the most popular designer clothing from inside to outside, from top to bottom. The most surprising thing is not the chain bag that he matches on his arm, but the 5 inch high heel shoes on his feet. In the eyes of sun Mao, Han Huo Huo is a fashionable tide man with martyr spirit, and dare to try different collocations. But even if enough money is available for Sun Mao to make similar attempts on his own, he would rather continue to be "young Hu Shi".

No competitive pressure, no benchmarking figures can be worshipped. In the past years with fashion, sun Mao has become more and more clear that he is better suited to be a good photographer than a good judge and buyer. "There are not many photographers who do not know how to photograph. Sun Mao said confidently. His expectation for the future is to be a photography studio, and he has already begun to do it. "Look here, look here..." Yes, all right. It's beautiful! "On the hillside of a farmyard outside the official beach, with the stones stacked as the background, sun Mao took photos with friends who came to enjoy the autumn with him. "God! You can make him look so good!" saw the newly filming photos, and the friends could not help exclaiming. In exchange for sun Mao's modeling, he deliberately put on a black fur coat he had washed in the second-hand clothes market in Beijing, and put up all kinds of "group strength" (Lanzhou dialect) in front of a tree, in front of the stone wall and on a pile of old tires. He was very different from what he was usually careful about before the camera.