Clothing Industry: The Essence Of Product Attractiveness Is Subversion.

"What we need to do is to surprise consumers." Mao Jihong, an exception, said.

In fact, the exception is Paris Fashion Week Released by international Latest fashion The world calls it art.

Indeed, the essence of fashion is subversion.

For example, Paul Polret, the world famous designer, designed the loose fitting trousers for women, which completely ended the history that women could not wear trousers.

Another example is that Chanel's small black dress is undoubtedly more tasteful, and her style of neutral dress has become popular with her.

The history of fashion design is a history of creation. For China, many brand In other words, there is a lack of Chanel's "little black dress", even if it is not the masterpiece of the era of clothing change, it should also have its own standard.

Of course, this requires style first.

Students often ask Liu Guanzhong, Professor of Tsinghua college of Fine Arts: when can you have your own style? Liu Guanzhong's answer is: honestly solve your own problems and have your own style.

This requires the designer's solid creation and further refinement.

Only when the artists of the new era inherit the essence of Chinese culture and have the vision of international art can they gain the right to speak and breed the world's top brands of Chinese ancestry. Wu Zhize, chairman of the news bird group.

For Mao Jihong, he prefers Jobs's famous saying: "your time is limited, so do not waste it on other people's life path. Do not be bound by dogma. It is to live in other people's thinking. Don't let the noise of others' opinions drown out your inner voice. The most important thing is to have the courage to listen to your heart and intuition. They may already know that they are becoming such a person. Everything else is secondary. "

In fact, he has been carrying forward and spreading contemporary life aesthetics based on Oriental philosophy.

"We need to have our own understanding of modern civilization, and the world needs a new way of Chinese aesthetics." He said.

Japanese designer Lssey Miyake's famous saying: "I was exploring the spirit behind the kimono" had a great impact on him: the most national and the most international, and the brand ties of Chinese designers in China.

So he put forward the slogan "looking for the aesthetics of contemporary Chinese life".

"Our ultimate pursuit is truth, goodness and beauty," Mao Jihong said. "Simplicity, origin, nature, harmony between man and nature are all our philosophical pursuits."

Obviously, for the Chinese market, "first of all, we should learn to discover the temperament of black eyes and black hair, and inject this temperament into the design before we can develop." Zhou Chengjian, chairman of the US state.

This requires "grasping the natural beauty, social beauty and technological beauty". Du Yuzhou said that we must broaden our horizons and expand our knowledge.

"If you are not able to cultivate your inner culture, how can you design and sell the clothes that consumers are touched by?" said Cao Shichao, director of Shanghai de Cun Culture Research Institute.

"The elegance, elegance, and elegance of the Chinese people can't match the whole world," Cao Shichao said. "Make a point and push it to the extreme."

"It's impossible to innovate behind closed doors," Guo Donglin said. If any good design person does not always contact the outside world and learn from others, he will lose his excellence. Only by mastering the pulse of fashion and popularity can we innovate with our own advantages and unique brand culture.

Therefore, they adopted the strategy of "going out and bringing in".

One of the most striking ways is that YISHION set up its own independent studio in London. "London is the fashion capital of the world," and the establishment of the design studio "can make YISHION connect with the fashion in Europe and America for the first time".

YISHION designers do not have to work in and out of the company. The company gives them enough time to familiarize themselves with the market and understand the market. Even in the evenings, they are not allowed to rest at home, but to integrate into the local life. In China, the company has several design centers and employs over 200 fashion designers. At present, YISHION launches 1500 models every year, and each designer achieves 150.

Similarly, the Taiping bird has more than 300 designers and more than 2000 new products each quarter.

While guris hired the international master JEAN PAUL KNOTT, Ordos invited Chanel former art director Gile Dufour as the design director.

In fact, "designers are getting older and there is no fresh blood to replenish them in time." Wang Qing, former chairman of Chinese fashion design, said.

Obviously, the growth of designers is also very difficult.

In 2004, Wang Peiyi set up the Alex Wang custom studio. "Foreign designers first get government support, they give designers many opportunities to show themselves."

But in China, "we have to rely on our own efforts to fight alone, and the clothing market environment has been chaotic, it is fortunate to be able to persist."

Because of demanding, he refused several investment opportunities. If the investor is ignorant of design or wants to design or operate, it will easily violate the brand idea and original intention of the design.

Similarly, the cooperation between designers and entrepreneurs is also a problem that the industry needs to seriously explore.

"In the United States, 90% of the design has failed in the end, and only 10% can be converted into productivity. Many enterprises in China can not afford to take risks." Liu Guanzhong said, "while we are cultivating good seeds, we must also work hard to improve the soil."

And "our design team management is very humane. We advocate an open working atmosphere and promote the design of our ideals and common goals for our work." Love design director Zhang Hongyu said.

In fact, this is related to the company's concern for talents and core departments.

As a result, a highly mobile occupation is very stable in love.

In fact, designers need a wider range of support.

In December 2011, the Red Square of Hongbo West was designated as the "China Fashion cutting-edge fashion publishing base" by Chinese fashion society. China's new fashion designer has its own publishing platform.

Obviously, the growth of designers also needs government support.

For example, in 2007, Japan proposed the creation of the perceptual value initiative, and set it as a key measure for the future Japanese government to revitalize its design strategy.

This is all about product competitiveness.

The product is the material carrier of fashion competition and the first element of brand competition.

Like Malcolm Gladwell, a New York geek in the United States, the law of adhesion emphasized in the book "tipping point": there are special ways to make a contagious message memorized.

This is the attractiveness of the product for the clothing industry.

Of course, the attraction of products is not enough, and the rule of others is needed.

That is, influential people promote and even lead the trend in essence.