Visiting Jiang Chao, Designer Of Flannel Shirt

Reporter:

As the star product of this season, of course, it can be traced back to many popular trends and style stories.

But in the final analysis, this is ultimately a large number of replicated network clothing products.

How do we integrate these trends or styles with products?

Jiang Chao: from the perspective of product combination, style, fabric and color are indispensable. As a selling line of shirt series, especially in the premise of Internet clothing sales, the choice of lattice is very important.

The development of 200 flower types is a work that requires patience and time.

I saw from a friend a group of flower styles from the top fabric exhibition in Italy, which made me firm in the second years of continuing to develop the confidence of flower pattern.

The grid pattern is truly eternal, and reflects the application of the true trend of Europe, so that the old style can be fashionable and modern.

In the fabric trend, cotton fabric in winter, especially those used for casual shirt cloth, presents the feeling and appearance of wool in the season.

The winter flannel surface is the key to autumn and winter in 2012, and it appears in various forms of shirting design.

Soft touch is the key to all kinds of fabrics this season.

In fact, in the past 11 years, the heavy feeling of fabric and the comfort of fabrics have reached a high level in the industry.

In the autumn and winter of 12 years, the VANCL flannel has been used on the basis of 11 years of high praise. The texture of the fabric has been introduced into the fashionable avant garde shirt, which is more retro and casual.

The design of the herringbone pattern makes the simple flower pattern present an unusual three-dimensional feeling.

In style, as a single product line, we try to break the recognition of shirts with simple specifications. We need to know that flannel is still a powerful whole for us when we develop the products of Hooded shirts, frock flannel and cotton flannelette flannel products. It runs through the collocation of the whole autumn and winter, and can meet all ages and needs.

Reporter: the age of flannel is wide. As a routine product of autumn and winter, it is also the main product of autumn and winter clothing brands such as UNIQLO, ZARA, HM, Levis and so on.

Compared with their products, what are the advantages and disadvantages of your products?

I think the difference lies in two parts, one is the development orientation of the product, and the other is the visual merchandising of the product. Two.

In fact, for many clothing brands, flannel shirts are only one of the main products of autumn and winter.

The retail sale of clothing under the ordinary line is highly regarded as the collocation sale of various series, flannel can not be regarded as a separate display, and ordinary consumers will not feel any major promotion.

For each brand, flannel shirts are only 4 or 5 styles. From the point of view of product structure, 4 or 5 Styles in a quarter will not be too heavy.

The whole range of flannel flannel has nearly 30 styles, including 200 flower types.

From the perspective of product structure, there is no big difference.

Second, as the competition in the online retailing industry intensifies and our consumers become wiser, as online retailers, we have to provide the audience with more attractive, technical and persuasive marketing advertising and products.

What is rare is that we are not affected by ground sales. The new appearance of the 3D lattice wall is impressive.

The interaction between customers and customers can shorten the distance between consumers and consumers.

These are different from traditional brand marketing methods.

Reporter: as a mass production.

One of the common criticisms of products is that they lose their personalities, especially for different people's physique.

This season's fan flannel, in addition to innovation in the flower pattern and fabric, is there any new action in tailoring and applying body shape?

Jiang Chao: we have clear layout plan at the early stage of development, including "basic self-cultivation edition, basic loose edition and basic matching version".

This helps consumers understand the size standardization of VANCL casual shirts.

The version is strictly unified, which can give clear instructions to the production department and simplify the operation difficulty.

Our main line takes into account the specific user needs in size. XS and 3XL are specially customized to meet the needs of users.

Secondly, for some fashion styles, we cater to the needs of young men's cultivation.

Reporter: what are the popular keywords for "flannel shirts" to convey to consumers this season? How to ultimately guide and fit their needs?

Jiang Chao: quality centered, classic and fashionable design, cost-effective products.

The flower pattern is targeted for development. The style is simple and fashionable, and the price is 2-3 times lower than that of the same kind, but the quality is much higher than that of the similar products.

Reporter: your personal experience is very interesting. When you talk about yourself as a perfectionist and dreamer, you seem to be a very emotional person.

How do you balance your design ideas with business relationships? And this business model is so popular that it looks like a niche relationship with the public.

Jiang Chao: first of all, I don't think that as a background of personality, there is no way to balance design thinking and business.

If we first talk about business, "customer relationship" is an important prerequisite for business, and now faced with diversified consumers, how to express themselves in a humane way has become more and more important in brand marketing.

Chatting with some friends in the workplace to the relationship between designer and business, generally speaking, the environment that designers need is self and sensual.

Business needs communication and clear logical analysis.

Nowadays, in the business mode of the public, we need to find our own advantages and perfect match points to find our own outstanding points.

I think the point is not only directed to marketing or product itself, but also to find the breakthrough point of both sides and express it with appropriate beauty.