How Does A Fashion Designer Perfect Docking With The Professional Market?

< p > the docking of design resources and specialized markets is originally a consensual thing. But in practice, it has been somewhat unsatisfactory: after the professional market invested a lot of manpower, material resources and financial resources, it often fails to see the obvious improvement effect. It is a bit puzzled. Designers are hesitant about cooperation and have no sense of security. What is missing between them? < /p >

< p > < strong > docking status: design is here, < /strong > /p >

Less than P, the demand for professional design of professional market is different from that of mature brand enterprise.

The brand in the store is to make a stock, involving collocation, upper and lower collocation, inside and outside collocation, store display and so on.

Most of the merchants are making down products such as down and knitted goods, and buy more samples for the design.

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< p > in many a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > enterprises, especially small and medium-sized enterprises, the role of design director is mostly the boss himself.

Although they are not designed, their sharp sense of fashion sometimes admires the designers.

Today, when a star walks on a red carpet, the beautiful a href= "http://www.91se91.com/" target= "_blank" > clothes "/a" may appear in the professional market tomorrow, and these clothes are often popular.

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< p > trend followers < /p >

< p > "the professional market has a very fast response to the trend.

The business owners are not necessarily a designer, but they have developed a very good international vision by looking at a show and buying magazines and other ways to evolve the collection of international materials in a different way through their own analysis of the professional market. "

Xie Jiaqi, design director of the Shanghai ciliary (J.Queen) Creative Design Co., Ltd., said.

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Xie Jiaqi, the designer of P, founded the brand "Queen's Wardrobe" in the second half of 2012 and settled in the market of Hangzhou boutique women's dress.

"Market traders have more confidence in the market, and respond quickly to design, even more than many designers.

However, when a professional designer sees good works, he will absorb some of the design essences, such as colors, patterns, and so on, and then do his own design. There will be an extension. The merchant in the professional market may imitate more. "

He was filled with emotion over the past six months.

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< p > in the field of design, it is not the work that sells well, but the design level.

In the professional market, the market must be the first orientation.

That's the problem.

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< p > < strong > missing design DNA < /strong > /p >

< p > Ma Liping is the Jiangsu general agent of the women's clothing brand "sweet show square". As a growth brand, design problems really haunt her.

She believes that the most missing brand in the professional market is the brand style of continuity and continuity.

Many businessmen pursue the so-called design basically follow the trend of more. After observing the international and domestic trends, the ingredients of imitation are still relatively large, so the brand style in the market tends to vary greatly with the current trend.

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< p > "the best brand business is to create a stable design DNA for the brand and pass on the DNA.

The brand has a stable style of its own, so that consumers can remember, so as to further discuss ideas and culture.

Ma Li Ping said.

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< p > for this, Zhang Minjie, sales manager of Hongkong (industrial) Co., Ltd., feels deeply alike.

The phenomenon of homogenization is too serious, and the elimination rate of women's wear brands is very high.

Many brands have opened many stores in one or two years, but they have been eliminated in a short time. The main reason is that the brand has no clear style and can not always maintain its advantages in competition.

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The trend of P design is not only the development of individual enterprises.

If the market's own brand is interfered with counterfeiting and OEM, the market managers can not provide protection in time, so these are the most treasured excellent independent brands in the market. They can be scared away, and it can be imagined how much negative impact it will have on the overall improvement of the professional market.

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< p > < strong > demand determines design. < /strong > < /p >

< p > in the design cost of many small and medium-sized enterprises, personnel travel, training costs, and purchase of international trend information and subscription of large number of fashion magazines at home and abroad are the focus of expenditure.

Designers' salaries, R & D equipment and so on accounted for a very low proportion of all the operating costs of enterprises, almost a drop in the bucket.

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< p > is this a normal phenomenon, or is it necessary to guide merchants to use the design in the perspective of brand operation? < /p >

< p > can only be said that this is a game.

As the earliest consulting service institution to study design and industry docking, Yu Minjing, general manager of China Textile Design Center, believes that as a business, the pursuit of maximizing benefits must be what the market wants to do, but for the industry, it is necessary to improve the industrial level in the use of design.

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< p > Yu Minjing gave an example. In the three or four tier cities, some of the clothes sold well, but with too many design elements, they might not sell well.

On the one hand, this is because the aesthetic level of the public has not reached a certain level. On the other hand, wholesalers have not really promoted the design or research and development of products to a level.

"We must make breakthroughs in this regard, otherwise the products will be homogenized. This is a terrible thing.

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< p > however, many people think that the needs of consumers determine the design and development, especially in the professional market.

Yu Minjing said.

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< p > it is gratifying to note that more and more businesses are beginning to realize the importance of strengthening original design.

Zhu Bingkang, general manager of the Elysee clothing factory in Changshou City, believes that good design should meet two points. First, it can bring obvious short-term benefits to the enterprise, and the two is to help the brand image win the hearts of the people.

However, the ability of Chinese designers to imitate, gather and merge is generally strong, but the original level is relatively weak.

To create a unique style that can be remembered by consumers, many mature brands in China have not yet been realized, which is even more difficult for small and medium-sized brands.

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< p > < strong > docking needs: two-way choice, each takes what is needed: < /strong > /p >

< p > docking between design resources and professional market is to some extent what they need.

The professional market needs to meet the needs of merchants and enhance the industrial level through design. The design needs professional market, not only because there is huge demand space, but also in implementing the designer's brand dream.

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< p > merchants' demand for design naturally spawned the concern of the professional market for design.

In recent years, many professional markets have built related service platforms, such as creating creative design centers, introducing designer studios, and inviting designer brands.

Changshu clothing city is a typical example.

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< p > < strong > professional market and design docking < /strong > < /p >

< p > in the docking process of design and market, Changshu garment city has passed the resource integration period and business start-up stage.

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< p > Deng Yunhua, deputy director of Jiangsu Changshu Garment City Management Committee, told reporters that in the period of resource integration, the key is to increase the hardware facilities, build the hardware platform for the introduction of creative design elements, and then build an external display platform, mainly to run the annual Jiangsu Changshu garment "a href=" http://www.91se91.com/ "target=" _blank "dress" /a "exposition, which has been held for 14 consecutive sessions, effectively enhancing the overall market influence.

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"P >" after entering the initial stage, we have made a lot of attempts. The core is from 2008 to start the annual "Changshu clothing City Cup" China leisure wear design elite Grand Prix. The players cover many countries and regions at home and abroad, and have won the same high praise in the industry.

In addition, all kinds of creative talents symposium have been held to create a green channel for enterprises to acquire design talents.

Deng Yunhua said that through this way, many creative designers have entered the market, and some have been absorbed by clothing companies.

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< p > generally speaking, there are three aspects of design resources that are chosen by the professional market: first, the design resources of professional institutes at home and abroad; two, the design resources accumulated and obtained through various design competitions at home and abroad, and three are the resources of the third organizations, such as the industry organizations and the society.

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< p > the direct docking of design resources and professional market not only helps enterprises, but also is a win-win cooperation between designers and professional market. From the perspective of professional market, it can promote the upgrading of the whole industry.

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< p > believe that many professional markets have been inspected in the Han Guodong gate clothing market. The typical characteristics of the market are both circulation and design guidance. The market is pre shop and factory style. Good design drawings and manuscripts can be converted into finished products in the market for sale within a few days.

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< p > Yu Minjing appreciates this pattern very much.

"There are so many growth brands in China. If we can introduce design into circulation channels, we will not only enhance the level of enterprises and industries, but also lead an industry trend."

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< p > < strong > design requires specialized market < /strong > /p >

< p > professional market needs design. This is the development space of design. Moreover, the professional market, especially the producer market, is absolutely attractive for design.

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< p > for example, the clothing city of Changshu has more than 5000 a href= "http://www.91se91.com/" target= "_blank" > textile "/a" clothing enterprises. Most of them do not set up design studio separately because of cost considerations, so they need to purchase designer works in large quantities.

Including professional market opened e-commerce, online store stores also need good design, especially the demand for style is bigger and bigger.

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< p > Deng Yunhua said that these textile and garment enterprises have developed for a long time and have strong production capacity. Their craftsmen are old hands.

In the local, fabric market, processing enterprise, clothing market, the industrial chain is a chain. Whether it is mass production or small batch production, designers are also very easy to find production and processing enterprises, which is suitable for the cultivation of designer brand.

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< p > besides, there are more than 30 thousand men's and women's clothing stores in Changshu fashion city. They have general distribution, general agent and exclusive stores. So the space here is not limited to Changshu area, but also has gathered the textile and clothing resources nationwide.

These people also need design, creating a vast space for the development of designers.

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< p > there is also a factor that designers value very much. The professional market can quickly feedback various fashion trends, so as to grasp the market dynamics for the first time.

Xie Jiaqi was particularly excited about this. "In professional markets, we get feedback every day.

When the guests come to see me and buy goods, they will give me a lot of advice after a week or a month, and the buyers will give the goods to their guests. This feedback is very good for designers.

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< p > < strong > help designer brand landing < /strong > /p >

< p > when designers choose the professional market, they attach great importance to two factors, market flow and popularity.

"There are a large number of customers in the professional market.

If you subdivide the guests, you can find your own customer base.

For example, if 10 of the 100 guests can make market expansion according to the designer's idea, the designer brand will be easier to operate.

Xie Jiaqi said.

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< p > it is not easy for designers to find suitable channels for their development.

"For designer brand, shopping mall is too difficult and demanding. Designers do not have such huge financial resources to support."

Xie Jiaqi said, "but if you have a place in the professional market, you can also enter the mall at the same time and walk on two legs."

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< p > however, there are still a large number of designers who are biased against the professional market. Even if they fail to find a way out, they will not want to come to the professional market.

"But this is not the case at all. Some products are doing very well. Even some big brands and department stores will collect samples in the professional market.

The professional market may also need to strengthen brand building. "

Xie Jiaqi said.

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< p > designers generally have brand complex. In the future, there will be more and more designer studios and designer brands choosing the professional market as the starting point for their development. But they may not be just for selling products, but more for laying the groundwork for the future through this channel, such as the assurance of the market.

In addition, in the professional market, we can cultivate a group of exclusive customers, so that the dream from their brand is getting closer and closer.

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< p > < strong > docking way: identify the roles and promote each other < /strong > < /p >

< p > designers worry about cooperation. Many professional markets can not be eliminated because they haven't found a solution yet.

At the same time, designers, especially growth designers, should also improve themselves in order to gain more recognition and trust.

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< p > < strong > development space: give the designer a reason < /strong > /p >

< p > decentralization to designers is a more daring act. Few brand managers are willing to take such risks.

A businessman is a businessman. After all, he is not an artist or a philanthropist.

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< p > many people feel that the distribution of design resources is a bit uneven. Creative talents prefer to stay in developed areas such as North China and Guangzhou. There are not many designers who really take root in the industry.

Recruitment of local small and medium-sized enterprises is a difficult problem.

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< p > for designers in the enterprise work, in many mature brand enterprises, the position of design department is generally low, which is far from the foreign designer's ability to dominate the brand fate.

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< p > this may be a good thing for some small and medium-sized garment enterprises.

Ma Liping believes that designers must create their brands according to their consistent style when they serve mature brands.

However, the brand style in the professional market is not qualitative, but it can give designers more room to play.

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< p > however, most small and medium-sized brands may not be able to fully delegate their rights to designers.

Zhu Bingkang believes that the real power of the design department is very small, most of which are designed according to the order, and the design power is completely handed over to the design department, basically no business or enterprise can do it.

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< p > he feels that decentralization is a bold behavior for designers, and few brand managers are willing to take such risks.

A businessman is a businessman. After all, he is not an artist or a philanthropist.

In terms of objective conditions, designers in most enterprises do not have the level of letting the boss give him full authority.

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< p > the focal point of contradiction is this: how much room should the enterprise give the designers to make full use of? This is what designers value most.

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< p > in fact, correct design needs correct market investigation, and is realized through correct production, proper channel promotion and so on, and finally passed to the right consumers.

Good design requires a clear process and efficient teamwork. This is a big test for many small and medium-sized enterprises.

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< p > < strong > role positioning: design personnel training base < /strong > /p >

< p > professional market should regard themselves as one of the biggest clothing companies, and cooperate with them with the mindset of training designers, rather than immediately asking them how much value they can bring to the market.

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< p > Sun Haitao was originally a design teacher at Jiaxing University in Zhejiang. Later, she gave up steady teaching and went to Shenzhen and Shanghai to compete.

After discovering the development space of Jiaxing garment industry cluster, decided to return to Jiaxing to start a business, set up Haitao design studio, and now enter Haining, China a href= "http://www.91se91.com/" target= "_blank" > leather < /a > City Brand Fashion Center, already has more than 30 people's team.

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< p > "when we first settled in, the market gave us a rent free for a year and helped the studio to promote.

For example, attending an exhibition in Beijing will give us half of the subsidy and attend the local exhibitions in Haining.

In addition, we can also take us to study abroad, and the subsidy can reach 2/3.

Sun Haitao said.

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< p > Sun Haitao served mainly in the form of enterprise design consultant and merchant cooperation, from brand positioning to brand planning, and so on. Currently, there are more than 10 stable cooperative enterprises.

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< p > he believes that the effect of many professional market importing designers is not very ideal. Lack of example power is one of the important reasons, and more successful cases are needed to drive changes in businesses and designers.

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< p > Sun Haitao suggested that when the professional market is attracting designers, we should lower the threshold and dig out some outstanding growth designers.

"The market should regard itself as one of the biggest clothing companies, and cooperate with them in developing the mindset of designers, rather than immediately asking them how much value they can bring to the market.

If a market can train a number of excellent design forces, this can not be underestimated for the development of the market.

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< p > < strong > cooperation mode: equipped with professional management team < /strong > < /p >

< p > professional market development and creative design should conform to the overall consumption orientation of the market, play the role of guiding and promoting consumption, and strive for the direction of a fashion trend.

When designing resources and professional markets, they can provide certain conditions for specialized markets, and they are operated by specialized agencies. But they need both the design and the market.

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< p > if the enterprise recruitment designer is still discussing whether to sign a contract, then the professional market investment designer studio is discussing how to cooperate.

The worry of the designer studio is how to take root in the place after coming here. < /p >

"P > preferential policy is a very important factor, but it is not simply a free workplace.

At a design and market meeting, Li Xiaoyan, designer of China Golden Summit, said that it might also include studio registration, financial support and more attractive policies that are different from other regions.

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< p > "many professional markets have built a creative design building, but the service content is still more apparent."

Yu Minjing said, "the best way to connect the design resources and the professional market is to provide certain conditions for the professional market, which is operated by specialized agencies. This organization needs to know both the design and the market."

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< p > Yu Minjing suggested that we should introduce appropriate design resources according to the needs of the industry, and consider what kinds of professional markets suitable for different types of designers.

In the specific operation, the market can gather the design resources at home and abroad according to its own industrial advantages, such as down and men's clothing, and create a OEM center. In addition, for designer brands who are interested in making channels, they can set up specialized designer product circulation channels, such as setting up some design product stalls, etc.

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< p > for this, Liu Wei, China's top ten fashion designer, agreed.

"Designers rely on personal strength, it is still very difficult to open up market channels, and the design of the industry will also be very small.

A professional management team is needed to understand the needs of designers and market traders, and to centralize the scattered designer studios, and orientate product research and development, release, and achieve effective docking.

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Wu Xuekai, creative director of Shanghai standard top clothing design Co., Ltd. and Jinding award designer, believe that professional market development and design creativity should fit in with the overall consumption orientation of the market, play a role in guiding and promoting consumption, and consider introducing new designer brand from the strategic level.

"At present, the specialized market we are entering is only Haining Leather City, which is mainly leather and fur. We also look forward to working with more suitable professional markets."

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