Brand Culture Combined With Original Design, Casting The Trend Of Beauty.

"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 will take the lead.

The central point completely returns to the brand culture itself, and unloads the burden that is attached to the original. The innovation from the idea to the product that will eventually appear in the market gives people a relaxed state of originality.

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

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

As domestic high-end

White collar is one of the pioneers who pioneered original work.

The high-end brand is facing the high-end consumer market. The originality and uniqueness of the 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 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 remove the jumble and peel off the core.

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.

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.

Once, an industry scholar pointed out: "I can not hesitate to say that more and more enterprises are looking for pictures through the pictures provided by the design companies, and do not know nothing about the raw material composition, plate type requirements and production conditions of the photo" samples ". Even the designers of the cooperative companies do not know. Who is this" original "?

"Outsourced design or design, as a brand person, we must break the" original ", concret, integrate into the brand DNA, enter the cultural factors of the brand, become the basis of brand development, consumers will buy it.

The scholar said.

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 made great efforts for originality.

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.

However, many people insist on originality.

Chief designer Zhao Huizhou believes that "Yi Hui Hui" has never regarded the clothing industry simply as a traditional industry, but rather a creative industry.

"Yi Hui" did a lot of efforts in building brand culture, including setting up a Fashion Museum, creative industry park, actively conducting academic exchanges with Italy, and publishing the fashion magazine.

Originality is the essence and competitive advantage of "Yi Hui".

"We expect to import art and culture into our own brand.

Selling clothes is a way of life, and the way of life is abstract.

This requires us to make a specific analysis of the lock-in consumer groups, and brand promotion, planning and design around this specific target consumer group.

Zhao Huizhou said.

To be absolutely sure, true originality only existed before the stone age.

In today's information society, there is hardly any original creation of "one hundred percent". It is normal for people to inspire people more or less through others' design.

If you are not Agn s, you can not lead the trend, at least you can keep up with the trend.

Therefore, as long as it has its own brand of DNA and has its own style, it is not necessary and impossible to ask every designer's creativity to come up with his own ideas. On the contrary, there is usually no market for closed doors that have nothing to do with fashion trends.

General manager Wu Jianming said: "Napa's current designer team has more international design vision, and at the same time, I feel that making brand" insist "is the most important, stick to the brand positioning, rather than swaying with the wind.

Therefore, when designing to adjust according to market demand, we will attach great importance to grasping the trend of brand style.

Ma Tiannu, chairman of MY TENO, believes that the establishment of a channel with foreign clothing culture can provide a new perspective for brand TENO's own experience.

He said: "we pay great attention to the strong R & D power.

The MY TENO brand has set up the "ITALIANLAB commodity design and Research Center" in Italy. Ma Tiannu, the famous designer of Italy, has been the chief designer of Shenzhen. In the same time, "MY TENO Market Research and development organization" was set up in Italy in the same period, thus setting up a cultural channel for Italy Milan and Shenzhen China, which made the latest international fashion design concept introduced into the Chinese market in the same period.