Design Will Become The Key To Sportswear Brand

Who can save the movement in the future clothing Brand? Chinese clothing designer They are busy integrating style design into comfort and portability.

　 Sports brand encounters survival dilemma

Sports brands have always been famous for comfort and technology, while design has become an unknown junior. motion Clothes & Accessories Plagiarism prevails.

"If I deliberately avoid the logos of several sports brands, it is difficult for me to distinguish which brand of goods from the style or color matching," said a consumer who loves sports.

Industry insiders said that with the improvement of consumers' sense of wearing, Sportswear The defect of lacking design is exposed day by day.

On the road of homogenization, Sports brand market It seems to be shrinking. Adidas has closed its last factory in China since October; Nike's previous financial report showed that the net profit from June to August fell by 12% year on year; Li Ning, a domestic brand, changed the helm during the period of declining performance, seeking to rebuild the team without breaking.

　　 Inventory pressure forces brands to seek change

The stock pressure of sportswear at home and abroad has a long history. Data shows that in the first half of this year, Li Ning The total inventory of 42 domestic listed sportswear brands, such as Anta, 361Du and Tebu, reached 48.3 billion yuan.

"In fact, it is not only sports brands, but many domestic clothing brands have inventory pressure. As long as we produce clothing that meets consumer needs and conduct in-depth research on the market, we can avoid excessive inventory to some extent. I think design is a very effective way to reduce inventory. This is one of the reasons why we have always held design competitions." Ni Zhennian, general manager of Jordan Sports Co., Ltd., told reporters.

　　 Design will become a breakthrough in the future

After more than ten years of development, China's sportswear has basically reached the international leading level in terms of comfort, technology and safety. However, more is needed to attract consumers to buy in the future.

During this period, the design of domestic sports brands has set sail. In order to compete with more and more comfortable fashion brands and distinguish "fake" products, many brands began to cultivate design talents and try to explore unique design elements.

Rui Xuehua, chief designer of Jordan Sports Co., Ltd., said that domestic sportswear brands should actively contact with international fashion trends in order to quickly enter the international market. They should start from the international perspective and judge and interpret fashion colors at a higher level.

In addition, he also believes that the functionality of sportswear can not be ignored. We must strengthen this "standout skill" of sportswear when we pay attention to design, which requires improving the technological content. It takes a lot of effort to show the comfort brought by technology in fashion design.