Interview With Famous Designer Jiang Chao

Reporter: flannel shirt As the star product of this season, it can certainly be traced back to many popular trends and style stories. But in the final analysis, this is a series of network clothing products copied in large quantities. How to combine these trends or styles with products?

Jiang Chao: From the perspective of product combination trend, style, Fabric , designs and colors are indispensable; As a shirt series with plaid as its selling point, especially on the premise of Internet clothing sales, the selection of plaid is very important. The development of 200 patterns requires patience and time. I saw a group of patterns from the Italian top fabric exhibition from my friends, which strengthened my confidence to continue to innovate patterns in the next year. Checkers are truly timeless, embodying the application of the true trend color in Europe, and making the ancient patterns glow with modern and fashionable temperament.

In terms of fabric trend, winter cotton , especially those cotton fabrics used for casual shirt fabrics, all present the feel and appearance of wool in this season. The flannel surface on winter cotton cloth is the key of autumn and winter 2012, which appears in various forms in the design of various shirt fabrics. Soft touch is the key to all kinds of fabrics this season; Brushing and fuzzing are very outstanding. In fact, in the past 11 years, our heavy feeling of fabric napping and comfort of fabric have reached a high level in the industry. In the autumn and winter of 2012, vancl flannel continued to use the fabric bottom with high praise on the basis of 11 years. In the texture of the cloth surface, we introduced the traditional suit fabric pattern to the fashionable and avant-garde shirt, making it more retro and casual. The design of herringbone pattern makes the simple pattern present an unusual three-dimensional sense.

In terms of style, as a single category of product line, we try to break the understanding of simple specification patterned shirts. When we develop hooded shirts, tooling flannel, and quilted thermal flannel series, flannel is still a powerful whole for us, which runs through the whole autumn and winter, It can meet all ages and needs.

Reporter: Flannel covers a wide range of users. As a regular product in autumn and winter, it is also the main product of Uniqlo, ZARA, HM, Levis and other clothing brands every autumn and winter. Compared with their products, what are the differences and advantages of your products?

Jiang Chao: I think the difference lies in two aspects: one is the development orientation of the product, and the other is the visual marketing of the product. In fact, for many clothing brands, flannel shirt is only one of the main items in autumn and winter. Ordinary offline clothing retail is to promote the matching sales of various series, flannel cannot be displayed as a separate piece, and ordinary consumers will not feel any of its main push. There are only 4 or 5 styles of flannel shirts for each brand. From the perspective of product structure, 4 or 5 styles in a quarter will not be too heavy. There are nearly 30 styles, including 200 patterns, in the whole series of Fanke flannel. From the perspective of product structure, it is a big difference.

Secondly, as the competition in online retail industry intensifies and our consumers become more intelligent, as online retailers, they have to provide more attractive, technical and persuasive marketing advertisements and products for the audience. What is rare is that we are not affected by the ground sales. The novel presentation of 3D lattice wall is impressive. The interaction of Fankeda people will shorten the distance with consumers. These are different from the marketing methods of traditional brands.

Reporter: As a garment product produced in large quantities, people usually criticize it for losing personality, especially for different people's figures. In addition to the innovation in pattern and fabric, are there any new measures in tailoring and suitable body shape for this season's Fan Ke flannel?

Jiang Chao: At the beginning of development, we had a clear board type plan, including "basic slim version, basic loose version and basic fit version". This helps consumers understand the size standardization of VANCL casual shirts. The form is strict and uniform, which can give clear instructions to the production department and simplify the operation.

Our main series take specific user needs into account in terms of size. XS and 3XL are specially customized to meet user needs. Secondly, for some fashionable styles, we cater to the needs of young men to slim down. The basic slim down version is added to the plate type.

Reporter: What are the popular keywords that this season's "flannel shirt" wants to convey to consumers? How to finally guide and meet their needs?

Jiang Chao: a product with quality as the core, classic and fashionable design, and superior cost performance. The pattern adopts targeted development, and the style is fashionable and simple. The price is 2-3 times lower than that of similar products at preferential prices, but the quality is far higher than that of similar products.

Reporter: Your personal experience is very interesting. You said that you are a perfectionist and dreamer, and you seem to be a very emotional person. How do you balance your design ideas with your business? Moreover, this business model is so popular that it seems that it is completely a relationship between the minority and the public.

Jiang Chao: First of all, I don't think it is impossible to balance design ideas and business if sensibility is taken as the background of personality. If we talk about business first, "relationship with customers" is an important prerequisite for business. Nowadays, facing diversified consumers, how to express ourselves humanely has become more and more important for brand marketing. I talked with some friends in the industry about the relationship between designers and business. Generally, the environment that designers need is self and emotional. And business needs communication mentality and clear logical analysis. Now, under the business model of the public, we need to find our own advantages and perfect points of contact to find our own excellence. I think the point of contact is not only marketing or the product itself, but also the starting point of coexistence of the two should be found keenly and expressed with the right sense of beauty.