Precious Bird: Using Technology To Interpret Brand'S Happiness Concept

In the eyes of many people, the sportswear industry is a labor-intensive industry with low technology content. But in fact, it is not the case. The industry is closely related to the development of science and technology.

From the production of clothing fabrics to clothing design, production, distribution, terminal sales, every link is indispensable to the support of scientific and technological strength.

At present, domestic consumers are increasingly pursuing brand and clothing comfort. Clothing and footwear products have entered "comfort" and "comfort".

Functional fabrics have always been the focus of sports brand competition.

From ice gauze, memory fabric to cotton like chemical fiber, you are constantly breaking through in terms of technology and brand specialization.

Zhong Shiqiong, deputy director of the fashion development center, said that the ice gauze is the "ice gauze" fiber developed by the noble bird research and development center on the basis of the traditional moisture absorption and perspiration function fabric. Its fabric has a stronger sweating effect than the ordinary functional fabric, and it can make the skin skin feel cool and cool.

The characteristics of imitation memory fabrics are quick recovery, general wear creases, and can be smoothed by hand quickly, eliminating the trouble of ironing.

The cotton like chemical fiber fabric is mainly used for the outdoor trousers of the noble bird. It has the comforts of cotton material, soft touch and good air permeability. It also has the strength of chemical fiber fabric, and it can "quickly dry". People wet their pants carelessly in outdoor activities. The material can be dried in a very short time, and the drying time of the fabric is shortened by more than 50%.

While seeking the cross product extension of product line through technological innovation, the noble birds actively seek new design elements, and the application of fashion elements has become an important theme of designers, and combines fashion and functionality skillfully.

"In the spring and summer products of 2011, the precious birds put the classic" court dress "elements on the T-shirts of functional fabrics, which has been recognized by many consumers.

For example, the use of wrinkles is aimed at increasing the amount of activity when people are moving, and at the same time strengthening the stereoscopic sense of clothing.

The birds also used some jacquard fabrics boldly, which was not used by other sports apparel enterprises in the past.

The breakthroughs in detail have injected new feelings into our style of clothing.

Zhong Shiqiong said.

Following closely the international trend and taking the market demand as the guide, the great birds are constantly innovating in the research and development of sports shoes, combining the material innovation, combining the principles of ergonomics and aesthetics, to highlight the individuality of each product with unique techniques.

"In 2011, the product style has made greater innovations and breakthroughs to meet the needs of the younger generation after 80 and 90.

Only by constantly approaching young people and moving closer to fashion trends can product design win the initiative in the consumer market dominated by young people.

Chen Zongrong, director of the development center of the shoe industry.

For this reason, the birds and birds have made corresponding adjustments, and the shoes presented have more vitality in modeling, color and material application.

In terms of functional appeal, you strive to design more soft and lightweight comfort shoes for consumers.

On the inheritance of brand culture and spirit, the G5 will continue to introduce the new series of techniques and shapes, and extend the concept of "Caterpillar" to develop new soles.

In pursuit of details, the design of the birds is more purposeful and pertinent, such as strengthening environmental protection performance, applying renewable environmental rubber, and making artificial weaving of integrated weaving.

In terms of product performance, you have used lightweight material support bars, Oxford cloth differentiation, flannel and other new processes, through the combination of materials and color matching, and ultimately improve the functional value of new products, and market the achievements of scientific and technological innovation.

Brand appeal: differentiated technology segmentation

"Technology change application, fashion makes technology more attractive", which is not only the innovation of product modeling, but also the innovation of materials and technology. In the combination of product functionality and comfort, the "bird of honor" has a new interpretation with the market orientation.

When designing the running shoes, you can use elastic glue for the purpose of shock absorption, increase elasticity, improve softness and comfort, and use the thin film cutting process to make it more soft, comfortable and modern technology.

The design of its casual shoes adopts a super light 3D outsole with power system to make people feel more comfortable and feel younger during sports.

The comprehensive training shoes of the noble bird adopt the new mesh cloth to increase the air permeability of the vamp, so as to play a good supporting role for the hot surface structure, and then realize the lightweight and fashionable feeling through the car free line technology.

Especially in the research and development field of the big bottom, the noble bird launched the super light soft PU midsole comfort technology, which made the product's comfort and light sense achieve an ideal balance.

"Unique function, light and comfortable, will effectively differentiate" noble bird "from other brands.

The application of product design and high technology materials fully embodies the happiness concept of the brand, and supports the brand image of the store.

Before the design of the bird's bottom, the unique super elastic glue comfort design, caterpillar smart design, no stitch shoe 3D comfortable design, ultra light 52 g outsole design, and today's ergonomics power system will give consumers unprecedented soft and comfortable happiness.

Turning to the future, Chen Zongrong said, "we need to push our products to a deeper market, build on the basis of the three or four tier cities, step up the development of the first and second tier markets, strive to make our brands and products the primary choice for young fashion consumers, and let them become the leaders of sports happy brands."