Taking Jordan Sports As An Example To Explore The Development Path Of Chinese Sportswear Design

Although garment enterprises are increasingly aware of the important role of brand design in business marketing, the fact is China.

The standard is far behind international. China has not yet produced the world's influential fashion designers.

If China's brand clothing wants to embark on the internationalization road, it must make more efforts in clothing design, and form its own unique style.

China

We are experiencing the process from "made in China" to "created in China", and more and more brands are emerging in this process, occupying larger and larger market share.

However, the brand influence of China's clothing industry is not enough. Its core problem is that China urgently needs a large number of world-class apparel marketing masters and fashion designers to form an independent fashion design style with "Chinese elements" and accumulate a strong brand culture connotation. Only in this way can China's garment industry go further and further.

Neglected

Design

Fashion design is the integration of science and technology and art, involving aesthetics, culture, psychology, material science, engineering, marketing, color science and other elements.

"Design" refers to plans, ideas, assumptions, plans, and images, drawings and systems.

The garment design process is conceived according to the requirements of the design objects, and drawing out the effect diagram and plane plan, and then making according to the drawings, so as to achieve the completion of the design process.

Fashion design as a language to show to everyone, seemingly simple, but permeated with aesthetic principles everywhere.

It conveys the inner spirit with unique language symbols.

Its design performance can not be as arbitrary as the artistic creation. It is restricted by the national trademark laws, decrees, industry characteristics and other objective conditions, so its form of expression, artistic language and aesthetic interest have its own uniqueness. It is an exquisite art design that contains complex simplicity.

"Design" is the soul of clothing.

In the clothing industry, such as France's Pierre Cardin, Italy's Prada, American's Calvin Klein (CK) and Ralph and so on, have already had dozens or even hundred years of history. Although most of the founders of these brands have passed away, the designers' interpretation of the clothing styles, the personalities and ideas of the costume design always give the classic charm to the costumes, and as time goes on, they accumulate a stronger brand culture connotation.

In the marketing of brand clothing, the power of design is more significant, and can play a big role in marketing.

Behind the brand's popularity is a unique culture.

The brand positioning consumer group is a special consumer group with individual needs. The individuality of an excellent brand is mainly reflected in its unique style, and the formation of this unique style is embodied in its aesthetics of clothing, which is based on the understanding and continuous innovation of life, design and clothing culture.

For enterprises, this uniqueness is also the selling point of clothing, and is an important foundation for their honor and huge profits.

Who hindered the design of Chinese clothing?

It is not uncommon for the same style of clothing to be labeled with different labels on the market. It is not surprising that the same dress is sold in front of the shopping mall.

The plagiarism of Chinese clothing industry is no longer a secret.

On the one hand, "made in China" is popular all over the world. On the one hand, "China design" has been criticized.

Behind the contrary remarks, what is hidden is the lack of independent design capability of China's clothing industry.

The reason is that the system is not sound.

First of all, clothing design majors need compound talents with innovative ability, practical ability and entrepreneurial spirit. It requires specialized institutions to focus on cultivating students' ability to think and innovate.

However, for a long time, the school is a very weak link in cultivating students' innovative spirit and creativity, which is affected by many factors.

It is mainly manifested in the following aspects: the limitations of the existing teaching concepts, teaching modes and teaching methods; the design courses tend to be theoretical subjects; students lack practical experience; most of them only know drawing, but little is known about the practical operation skills such as fabric performance, cutting methods and production techniques.

In addition, contemporary society is an era of fashion and individuality, so designer brand is widely sought after.

China has also adapted to the development of the times, and has produced many brand names named by designers. For example, the most representative ones are Mark's exceptions, Yang Ziming's "CABBEEN" and Yao Feng's "clean".

But China still has no designer with world influence, and the survival of designer brand in China is not optimistic.

At present, Chinese designer brand is just beginning, and is still in the exploratory stage. Designers are not sensitive enough to the market, and lack of analysis of the current fashion trend. Therefore, it is difficult for them to design their own distinctive works according to their brand culture and connotation.

In addition, many talented designers are more accustomed to creating their own brands or starting design studios instead of being able to play their talents in the enterprises, which makes it difficult to upgrade the standard of Chinese clothing design to a new level. It is hard to see the appearance of Chinese designers in the international mainstream fashion week.

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Sportswear design is a pioneer

At the opening ceremony of the London Olympic Games, we saw that Jordan, Anta, 361 degree, PEAK and other sports brands from China appeared in athletes from different countries and with different skin color.

This fully shows that the influence of Chinese sports brands in the world is bigger and bigger. It also proves that Chinese sportswear design is gradually recognized by the world.

Taking Jordan sports as an example, the author explores the way of the development of Chinese sportswear design.

Nowadays, consumers are more and more demanding on sports products' technology, functionality, antifouling, oil prevention, comfort, sweating, and technology content of sports products. Therefore, first of all, we must guard against the choice of materials.

Jordan's sports accessories are from the top three manufacturers in the world, such as Dongli's Japanese people in Japan. Their Dacron class represents the world's advanced level; Taiwan's Huamao, their nylon represents the world's leading edge; Taiwan's far spinning, their fabrics are hygroscopic and fast drying, and are widely used in brands all over the world.

The materials produced from these raw materials are not only light, but also oil and wind resistant. They can also quickly absorb sweat from the body and drain them quickly.

This has laid a good foundation for clothing production.

Nowadays, the majority of sportswear consumers are mostly young people. Whether they can grasp the fashion trend of fashion nowadays is the key for clothing enterprises to seize the "heart" of consumers and meet the needs of consumers.

Jordan sports always stands at the forefront of fashion and has a keen grasp of the trend of sportswear.

Jordan sports takes full consideration of young people's demand for personality, avant-garde and fashion in the design of sportswear, and integrates the concept of young people into products, so that "sports hand in hand fashion" can truly integrate products into life and fashion, so as to maximize the needs of consumers.

This will be a trend in the development of sportswear in the future.

Jordan sports can truly stand in the perspective of consumers, not only from the concept, but also from the comfort of clothing and other aspects to fully consider the needs of consumers, and do products that are suitable for consumers.

To this end, Jordan sports put forward the concept of "tailor-made for Chinese consumers", which is based on some technical parameters related to the foot shape of the Orient, the ligament is shorter than the westerners, and so on.

"Tailor-made for Chinese consumers."

This is not a casual slogan. Jordan sports has taken the lead in the research and development of the State Sports General Administration. According to the characteristics of the Chinese and the Orientals, it includes the way of Chinese sports, the behaviors and habits of the Chinese in many aspects, organically combining some movement modes into the products, and tailor the products according to the characteristics of different sports and projects, so as to develop products suitable for Asian characteristics and Oriental feet.

It is the future direction of Jordan sports and the trend of the development of the whole sports brand to integrate more Chinese elements into products and make products with their own characteristics and suitable for oriental people.

The brand pays attention to the connotation of things, and is more and more dense cultural accumulation. Therefore, in clothing design, we must integrate the connotation of culture and make the brand emit its charm.

Jordan sports did not copy the western idea, but put more Chinese culture, Facebook or martial arts, or basketball Kung Fu into the product in the sportswear design.

Jordan sports believes that only sports products with more Chinese elements can be recognized by the vast number of consumers. China's sportswear should have Chinese characteristics.

As early as two years ago, Jordan sports launched the "Chinese Kungfu", which covered basketball Kung Fu, martial arts and Peking Opera.

These sports clothing designed on the basis of "Chinese elements" and "Chinese elements" are favored and praised by consumers.

In addition, in terms of talent selection, Jordan sports signed a 10 year agreement with the China Fashion Designers Association in 2006 to hold the "Jordan Cup" Chinese sports equipment design competition.

At present, the design competition has been successfully held for the 6 time, and has become a widely recognized gold sports design competition in the industry, and has trained and excavated a large number of excellent talents for enterprises and the whole industry.

Jordan sports believes that exploring China's own design talents is the only way for the sports equipment industry to move from "made in China" to "made in China".

Therefore, each of the sports equipment design competition, Jordan sports have set different themes, the theme of 2011 is "inheritance and new students", the connotation is that the designer in the creative design of sports equipment, not limited to the traditional sports brand ideas, not only uphold the classic inheritance, but also have the advanced consciousness to lead the professional sports equipment field fashion trend.

Combined with the international trend, we can design more professional and fashionable sports equipment for Chinese athletes.

As for the participants, they have no bondage. The expression of passionate creativity in the form of clothing is the greatest temptation for the entire garment design industry, and also the springboard for Chinese original designers.

At the same time, it is also a platform for finding new people, shaping new people, and providing better opportunities for Chinese cutting-edge designers.

For such a matter of public interest and private interests, Jordan sports will spare no effort to unswervingly push forward the design level of sportswear.

It is not difficult to see that Jordan sports perfectly integrates the concepts of high technology, fashion, life and Chinese elements, which seem contradictory but complementary, into the design of sportswear and create an independent brand of national sports of Jordan.

It is this design concept that makes Jordan brand win the trust and love of more and more consumers. It also enables Jordan to gain a firm foothold in the fierce market competition and gain more market share and business profits.

Market competition is cruelty. If sportswear is to stand out from it, it must work hard on "design".

China's fashion design has a long way to go

In order to stand firmly in the world's clothing, China's clothing design should learn from the successful experience of the western developed countries, and more importantly, combine the special conditions of China and take different road with Chinese characteristics with the western developed countries, and design the clothing brand that really contains Chinese culture.

Culture is the soul of a nation, and clothing culture is the soul of clothing.

Throughout China's history of over five thousand years, its culture is extensive and profound, and has a long history.

And China's clothing culture is like thousands of years of Chinese history, accumulated deep meaning.

China's clothing style is diverse, unique style, gorgeous color, exquisite workmanship. Chinese fashion designers should know more about the Chinese culture of the vast and profound clothing, explore the source of Chinese clothing, excavate the details of Chinese clothing culture, create excellent clothes belonging to one's own, instead of blindly pursuing foreign brands, blindly imitate the brands that European and American designers have developed for many years.

A successful designer brand must have a soul designer who uses his personal influence to distract consumption, but after all, design work can not be perfect by one or two people.

The cohesive force of a brand or its core competitiveness lies in the designer's accurate grasp of popular information, the rapid pmission, and the knowledge of various segments of the consumer market and competitors.

In this sense, designers should not only have good artistic expression ability, but also have an accurate grasp of fashion trends and creativity to lead the world.

In today's China market, consumers are becoming more and more concerned about brand design. Homogeneous products are no longer competitive. Personalized brands need more specialized design.

Focusing on the future brand design, we must combine professional design level with meticulous service quality plus professional innovation ability, and the three combine together to push the big ship of the enterprise to the full speed of the brand's wealth island.

To develop sophisticated design with high added value, it is necessary to shift the strategic center of the enterprise to "brand management".

Brand management should be based on life culture, garment design as the core, and product development to promote the development of garment industry and related industries.

At the same time, we should develop brand and expand the influence in real space and virtual space.

Only in this way, can the brand's business continue to burst into vitality and get a steady stream of development momentum.

Only in this way can we create a super first-class clothing brand.