Original Design Of Clothing Is Not High Profile.

When China's clothing industry enters "

However, in the post crisis era, the clothing brand people seem to have more new ideas and new ways to seek "differentiation and objectivity" for "original design".

From the rise of "design outsourcing", this industry is looking for a broader and wider way for more confused design talents. This is a good thing that helps industry development. If we operate and execute in a professional environment and mindset, it is indeed possible to achieve a better vision of subdividing industrial chains and carrying out effective cooperation, but the reality does not seem to be as good as expected.

Some time ago, a well-known scholar in the industry broke the phrase: "I can not hesitate to say that more and more enterprises are looking for pictures through the pictures provided by the design companies, and they do not know the material composition, the plate requirements and the production conditions of the photo" sample ". They even do not know the designers of the cooperative companies.

Under the big mode of "design outsourcing", a small secret road is gradually formed. It is called "design procurement", which is generally the way the scholar says. Of course, those purchases to the clothing market are the most obvious.

"Outsourced design or design, as a brand person, we must break the" original ", concret and integrate into the brand.

Like all the widely spread professional theories, for many years, "original design" has always been explored by the insiders, seeking a breakthrough from the perspective of design, trying to combine the cultural atmosphere, such as national culture and oriental culture with original design. Chinese costumes really work hard for the early creation.

But the impression of "original" feedback to the society has always been able to get rid of the curse of theory over action. Even in the most entanglements, many insiders issued "the original is not realisable" at the present stage of industrial development.

With 16 years of high-end women's wear brand, white collar must be the pioneer of original creation, because high-end brands are facing high-end consumer market, and the originality and uniqueness of brand must be the biggest psychological demand behind high value.

Therefore, white-collar workers have consistently pursued, implemented, broken through and innovated original design, like the market penetration of their cultural energy.

In the same industry environment, the white-collar team's understanding, digestion and creation process of original design is not smooth sailing.

In the rendering of the original mission of "the revitalization of national culture" and the absolute originality of "drawing lessons from others", the operators and designers of high-end brands are often the first group to be subjected to pressure, criticism and criticism.

Fortunately, the arrival of the post crisis era, regardless of the industry's calm or the brand's precipitation, is a good thing.

At the time of the most intense storm in the world, the seemingly silent white-collar workers are studying the original design without any distraction. Their research direction is very clear: how to make the original design maintain the innovative strength under the unified trend of brand culture? How can we input the DNA of the white-collar workers into the original meaning and be recognized by the market?

In 2011, many people walked into the white-collar shops and were drawn by a strong creative force. This force is within reach, giving consumers the psychological satisfaction of being worth the money, and giving the insiders the inspiration to be "original".

Overload theory, like overloaded people, tends to be overloaded and blurred. For many years, people have endowed the original design with all kinds of so-called substantiate definitions, so that the word has been overloaded like a tightening spring since its birth.

In such a tight state as a sense of mission, it is most likely that the brand will be able to grope for the core of "originality" if any forerunner can break the loosening of the clockwork screw with the usual mind or boldly eliminate the jumble and grab the core.

In 2011, the white-collar design team mentioned the most word "soft design". The seemingly simple words are of great significance to the development of white-collar workers in original design.

"Soft design" is to make the white collar fashion soft and return to the feminine beauty and elegance.

White collar CEO Dong Zhenyu explained the "soft design" that the white-collar team took the lead in completely returning the central point of the original design to the brand culture itself, and unloaded the layers of burden attached to the original. The innovation from the train of thought to the product that finally appeared in the market gave people a relaxed state of originality.

From last year, Miao Hongbing realized that from what point of view, the original design of white-collar workers needed to be innovative -- paying great attention to the trend of thought of the mainstream population, so he proposed that the original design of white-collar workers should be softened so that every white-collar woman would look more graceful and more female.

"Last year, consumers began to show that white collar fashion was somewhat rigid in style and style, and women who wore white collar were very strong."

Dong Zhenyu said: "this is obviously contrary to the prevailing trend of the mainstream consumer groups. Soon, the white collar soft design original products have been put into place. We all think that this is an essential change for the white-collar workers."

Traditional suits with fancy lace, or mixed with silk fabrics, not only reduce the hardness of the suit, but also highlight the original design of a high-end brand and the mind that makes women more beautiful, and instantly touch the hearts of consumers.

"Soft design emphasizes the curvilinear design in style, and even the traditional suit should emphasize the curvilinear beauty of women."

Fu Kui, director of white-collar design, said: "the clever use of collar and small wrinkles is also the best result to highlight the beauty of women."

In a white-collar shop, you will find that the dress is popular, from color to style, and with the matching effect of basic money, so that women can keep their charm in the midsummer of spring.

Fu Kui said: "to wear a dress throughout the spring and summer season is our small goal this year, and on the basis of it, clothing will also increase its strength."

Silk stockings, belts and accessories are also coming into being. The design direction of all accessories is also the purpose of white-collar soft design: to make white-collar women more beautiful and more women.

Nowadays, all kinds of white-collar dress have been distributed in every store, and like all original products, sales are gratifying.

When it comes to understanding and grasping soft design, the status of white-collar workers is very relaxed, nor has it mentioned how complex exploration and practice process will be in the original innovation and breakthrough of original design. This seemingly original design, which is not difficult at all, is actually a real breakthrough for the original theory of research and research.

What is the original nature without external load? Sticking to the original spirit of the brand, the first original purpose is to make our consumers more beautiful all the time.

There is a phenomenon worthy of attention. "Original design" has always maintained a high profile in the industry. Whether from a national point of view or persisting in the goal of grasping the right of international discourse, it is indeed the mission of Chinese costumes. However, we often ignore the question in a high-profile rendering: what is the original design coming into the market? Or how much of our so-called originality can we see?

Miao Hongbing once said that one sentence is worth pondering: "the most original spirit of white-collar workers comes from the sales pattern of white-collar workers."

It can be understood that the bottom line of "original design" is to create benefits. The category of "original design" is related to all aspects of brand building. Then, the driving force of originality must come from the terminal market.

The 1+N sales method is an original form of white-collar sales. This originality is embodied in the terminal, but the source still comes from the design field. Dong Zhenyu said that the original design of white-collar workers was launched around the 1+N sales mode and carried out.

1+N mode, that is, the sale of clothing and accessories of N clothing through a garment, which contains a wealth of creativity, including detailed and varied collocation methods in the design and sales process, and also includes the "large series of design methods" created by white collar workers according to the terminal.

"In fact, our present collocation method is also innovative in the promotion of a large series of designs. Large series of designs are designed to create two quarter or year-round designs on the basis of a main design element and main colors. There will be at least seven or eight major combinations of white-collar workers every year. Such an original design concept can make 1+N sales strive for maximum space."

Dong Zhenyu said.

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Each group of large series of products, though covering all types of styles from spring to summer, is closely related to every garment, accessories and shoes, as Fu Kui said: everything can be matched together.

Each series of fabrics is very rich, the final design of the more rich style, only in clothing collocation, white-collar workers have adopted a mixture of ideas, the characteristics of the 4 brands of fusion to a woman, the effect not only adds to the grace and beauty of women, this aesthetic can not be copied.

"The designers of the 4 brands have strengthened their cooperation. Of course, they all have different tendencies. SHEES develops knitted products and WHITECOLLAR matches, and GOLDENCOLLAR's senior dress skirts will also be integrated into the large series. K.UU's trousers are naturally part of the larger series, and soft function products like K.UU's newly developed hip pants have been put into a large series of design areas, which has increased the whole series of aesthetic functions.

Fu Kui said.

To have such a huge design creation plan, first of all, the convenience brought by multi brands, and more importantly, the same DNA that many brands have, so that all products can turn out of the same level as the same axis.

"The space for designers to play is also released. When you are rich in raw materials and details, when you completely break the limitations of collocation, even when you create something that can travel through the whole year, the space you create will increase indefinitely."

Fu Kui, who has always been low-key, shows an exciting tone which is hard to hear.

The cooperation between the 4 brands is by no means a simple way of weaving and mashup knitting, including the collocation of accessories. There are dozens or hundreds of scarves in the collocation method. When consumers choose a style, the number of N that matches behind them depends entirely on the creative power of this series.

"A large series of designs has been running for six months, and how many pieces have been sold at most?" Dong Zhenyu paused and said very clearly, "49 pieces."

We should also mention the essence of "originality". From the moment when we call the original idea, whether it is to revive the national culture or strive for the right to speak in the world, white-collar workers have never forgotten the mission of being a Chinese fashion brand. However, before the realization of all the high ideals of idealism, we must first do well our own market and maintain our own consumer groups. If we do not allow the "originality" of the research to be carried out to the point where consumers can see the feeling, we can not help the brand to develop in a sustainable way, and what is the mission?

It is a mission for the original brand at this stage to "do a good job in the Chinese market."

Miao Hongbing's remark gave rise to the original nature of high key.

Do not think that "original design" is just making designs on clothes. This is an impractical way of thinking. Especially for the original brand, every step and every detail of building brand needs to conform to its original design of DNA.

Display has always been another way of expression for white-collar workers in original design.

With the 2011 series of design ideas, white-collar shop display shows a rich and understandable vivid language with a little temptation.

The large series of black-and-white triangles, which are the main creation points after the year, have taken a look at the storefront. It seems that this series of display effects has doubled and enhanced the memory function of people. Once you are attracted by this atmosphere, there is little possibility of returning empty handed.

Fu Kui said that this group of black and white triangle series originated from a very ordinary painting element, and the designers refined it out to enlarge it. This group of black-and-white triangle patterns became quite uncommon.

For a few months, this element has penetrated into the details of all white-collar products, including fashion, fabrics, scarves, shoes, bags, handbags, glasses, accessories, and even porcelain products designed and developed by white-collar workers. Then, through display, this series of products will be launched in front of people like a picture scroll, allowing you to match and choose.

"More or less, even the pattern of the rope on the packaging bag, the cover of the big picture album, etc., in short, in this series of atmosphere, this element will be deep in mind, and every series of large series will be such an effect. Of course, under the big style, the pattern is changing, and this change will also bring people a pleasant surprise."

Fu Kui said.

Doing market research every day, participating in the first line sales is the work of white-collar designers all the year round. Every weekend, designers will go to different stores to communicate with customers and participate in the whole process of sales.

If you find good ideas, good inspirations, or get any information in communicating with customers, designers must immediately record them and submit them to the relevant departments as quickly as possible. After a few days' approval, new products will come out and be added to the storefront.

With this rapid response capability, we can imagine how many N will be enriched in the future implementation of a large series of designs.

This delighted Miao Hongbing: "from the general feeling of 2010, customers must be creative products."

Once upon a time, Chinese clothing brand people had similar passion and determination in pursuit of original spirit, because then there was only one road to care for the survival of the brand.

The situation is somewhat different now. The scale of expansion, the market profitability, the development of off line industries, or the fun of capital markets provide more choices for branding people.

This situation is not necessarily a bad thing. At least every brand DNA has emerged. Each brand develops its own enterprise according to its own genes. It is also an inevitable trend, but it always makes people feel that the "original design" that once had passion is obscured by the empty high profile, heavy burden and the confinement of thinking. More people still shout original, but no passion.

As a result, white-collar workers' enthusiasm for original design will be respected in the market and in the market. Miao Hong has said many times: even in this era of rapid expansion, white-collar workers are hard to be seduced. What each brand has to do to accomplish something is to follow its own DNA and set goals according to its own goals.

In fact, white-collar workers have never changed their original "high profile": standing at the commanding heights, expressing their opinions.

However, in the process of turning high ideals into reality, the originality of white-collar workers can be laid down in the basic link of brand development, operable, executable, innovative, and even more accessible to consumers.

In such an era that requires stories and needs inspiration, every brand with ideals and down-to-earth persistence in "original design" should be remembered and respected.