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Yi Hui: For Whom?

2011/11/4 13:37:00 20

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Yi Zhi Hui

Every time in China International Fashion Week performance is classic, though it has always been famous for its fashion.

From the first time she appeared.

fashion week

At that moment, this

brand

It is destined to become a top-level style template for journalists and viewers.

On the evening of October 30, 2011, the special session of Zhao Chai Zhou EACHWAY 2012 spring and summer in the banquet hall of Beijing Hotel was also shocking.

Fish: to give women a style.

Taking some concrete thing as a brand culture totem is quite common in China's men's wear area, while Chinese women's clothing brands have always been more implicit. They are willing to believe that styles can distinguish each other, and women's costume and accessories do give them enough room for expression. But how can they have a clear sense of labels? How can consumers recognize them at once? Apart from one or two designer brands, it is still a big problem for most Chinese women's clothing.

Yi's solution is to constantly interpret "fish culture" to consumers.

Unlike other designer brands on fashion week, when the other brands bring a fashion show with different themes and creativity every year, Yi Hui brings a consistent theme of "fish" every time.

They know that before the culture of fish is popular, they must not distract consumers from their limited attention and loyalty.

You can't help but admire that all the elements of the summit dancers on the two different platforms of the market and style are the artistic designers: Zhao Huizhou, the chief designer of the brand, a fish with the same strength as an idol. Zhou Sheng, chairman of the brand, is a master planner who knows the rules of brand operation and the promotion of art; and the soil Shenzhen, the root of the brand, is designed by the designer to label and market based cities.

Of course, the most important thing is that since 1997, the practice and persistence of Yi Hui's 10 years of licensing has undoubtedly had an immeasurable intangible value.

Zhao Huizhou said her favorite brand is Armani, because in this brand, she can see successful commercialization elements and also see the artistic works at its peak.

How perfect it is! What is the best pursuit of a designer for a perfect brand? What can you do with this brand? {page_break}

Temperament: a soul for designer brand

Ever since joining China International Fashion Week, reporters have heard little from their mouths, and their shows are always very atmospheric. But when the music is over and the sound is lingering, they are swimming to another distant place like fish.

The more such a brand, the more journalists want to explore deeply. For many veteran journalists who participated in fashion week for many years, the interview with Jinding is not the biggest news, and more important is to interview genius.

When you are close to Yi Chi Hui, you will find that they always believe that your temperament can be read! So there is no need to say too much.

Zhao Huizhou said: "the temperament we want to inherit is a spirit of the New Oriental, which does not fade away with the passage of time.

But at different times, we also have different expressions of temperament.

Temperament needs to be designed; temperament can also be designed.

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So, what kind of temperament did Zhao Huizhou design this season?

In this EACHWAY 2012 spring and summer special conference, Zhao Huizhou is playing a full of romantic elegance.

Through the "fish fairy tale world", "pure natural feeling", "wind like romance", "fish blue sky" and other series of changes, express the 2012 spring and summer's bland and tenderness.

The colors include smart green, tough pink, elegant gray purple, and the natural apricot color, which shows the elegance of women of Yi Hui, and the combination of small leaf embroidery and texture of different materials. After reaching the highest point of elegant artistic conception, Zhao Huizhou begins to lead the audience back to the blue sky that the fish yearn for, the deep blue is reinterpreted, and the freshness of the girl next door is graceful.

Zhao Huizhou is also creative in the use of materials. She uses classic windbreaker, pure natural fiber wool and woolen fabric to create early spring warmth, while linen, cotton, silk, chiffon, lace and other materials express the light and elegant elegance and natural elegance of Yi Zhi Hui.

Pressed plucked bubbles, hand-made beads, tiny leaves embroidered, hollowed textured petals...

Rendering the spring and summer's bloom and infinity fresh, it delicately interprets the classic and characteristic flower elements of Yi Hui.

To the audience, Zhao Huizhou's last night dress is the first appearance of the brand of "Hi" fashion brand.

Of course, people love the evening dress because it is often the designer's heart. It's also the top interpretation of the fashion show and even the designer's trend this season.

More importantly, the entire fashion show ended abruptly when the spectators were still in the mood, and it made people look forward to the listing of the 2012 spring and summer products of Yi Hui.

When Zhao Huizhou came to the curtain, the audience put the women of Yi Hui to her body at once. This woman was intellectually and charming, elegant and elegant, simple and delicate, romantic and indifferent. This is the temperament of fish, which is a woman among women.

Every viewer on the scene was moved, and the women fantasized about putting on a woman's dress, while men wanted to hold up the model's hand.

When Zhao Huizhou talked about the fish culture of Yi Hui and Yi Hui, he said: "the theme of the conference is called" fish temperament ", but this fish is not the other fish. The so-called fish here does not refer to the concrete thing, but passes the spirit of being positive and persistent, or is the unique symbol of Yi Hui's brand.

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A kind of temperament makes women become idols, a temperament that makes women's clothing brands the benchmark.

Zhao Huizhou: a label for fashion Monday.

Yi Hui now does not need to explain the origin of the name too much. The brand has already put two labels on itself, one is the name of art marketing, and the other is Zhao Huizhou's name.

It is precisely because of these two labels, let Yi Hui's somewhat awkward Chinese name suddenly become a familiar model of Chinese original designer brand.

Most of the art marketing is started after the brand reaches a certain scale of capital. For example, all kinds of luxury cards are held around the world, or all kinds of cross-border cooperation with artists. Some Chinese clothing giants are now thinking about art cards, but they are basically in the planning stage, and the brands that can play the art turn are few and far between.

And the great success of Yi Hui in the field of art marketing comes from the museum plot of chairman Zhou Sheng.

In any case, whether in the display of the office building of Yi Hui's headquarters in Shenzhen, or in some important fashion shows of Yi Hui, you can see the shadow of art or artists. Even if you talk with Zhou Sheng, you can talk about clothes without planning, but there must be art.

This is a obsessive compulsive disorder of planning master. He is not forcing himself, but imperceptibly letting all the people who know Yi Hui be "art".

With the increasing popularity of Zhao Huizhou in China International Fashion Week, the word "Hui" in the name of Yi Hui's name has also become the focus of people's memory.

People familiar with Yi Hui brand know that not only is the brand of Yi Hui brand under the name of its chief designer Zhao Huizhou, but the high-end designer's brand HUI (HUI) of the brand group is directly named after Zhao Huizhou, and in this season's China International Fashion Week special exhibition, the audience has been very surprised to see HUI's fashion list, which really adds flowers to the cake.

A designer put his name in the brand name, which is particularly valuable in China's few designer brands, because we know that many famous international brands are named after designers or founders, because the fashion brand has a distinctive personality and endless vitality because of the same name as the founder.

When people read the name of Yi Hui's distinctive designer brand more and more poetic, they ignored the English name of Yi Hui, EACHWAY. When fashion reporters finally equated the two names on this fashion week, they exclaimed: "Oh, Yi Hui was originally EACHWAY. How nice, like CHANEL calling Chanel and VERSACE calling Versace."

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