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Clothing Sales, Please Do Not Take The "Design Director" As A Talisman.

2014/1/27 9:09:00 27

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Is it okay to change a design director? This question asks me a little speechless, and I have to answer: "To be, or not, and I have no sense of humor, nor is it about the right and wrong." because of this question, he seems to be asking the doctor: "do you think it is treating the liver or treating the kidneys?" however, when a boss of a clothing enterprise feels that their products are declining due to the lack of good design, or the feeling that a good "no", "designer" and "designer" can make the enterprise and the brand once again turn the corner, this laughable question will be felt. recently, there are always some a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the boss of the enterprise asks unceasingly: now the business is so bad, you see us.

then, will a good design director be a garment enterprise or a savior of a brand? My answer is: Yes, No.

Because from the perspective of market management, clothing brands can be roughly divided into two categories: design oriented brand enterprises and market oriented brand enterprises.

design oriented brand enterprises focus on product design and research and development, and attract and maintain a fixed customer group through the unique form of consumer consumption.

Such enterprises often take designer brands as the majority, and achieve brand marketing through designers with different personalities and cultural backgrounds.

They pay more attention to the individual expression of commodities, and develop products according to their preferences and habits.

The so-called luxury brand is mainly based on this kind of business mode, and through the appointment of a well-known designer as a design director or artistic director, the brand merchandise can guide the consumption purchase.

for this type of enterprise, it will require the design director of the enterprise to be more inclined to have strong product development capability, including the innovative ability of the product's basic material, texture and structure, and the ability to fully integrate art and Commerce in terms of artistic expression. It can realize the perfect combination of the brand and the individual, so that the two can establish mutually complementary communities; with controllable market display ability and communication channels, the commodity can penetrate into the customer group quickly; the design director is a common body with the enterprise, and takes the design director's thought as the direction of business management; the product development and production system centered around the design director, and the marketing system of the brand.

market oriented brand enterprises pay more attention to the purchase demand and popular culture of the consumer market. By relying on the existing consumption culture and fashion demand of the market, the goods can be designed through the purchase needs of the consumer groups.

Such enterprises are often referred to as mass brands or consumer brands, and they ultimately achieve quantitative sales through the establishment of more marketing networks and sales terminals.

The well-known brands such as ZARA, H&M, ONLY and JACK&JONE are the representative enterprises in this field. Designers, for them, need more to improve their products and anticipate their market.

And this type of enterprise occupies an absolute number in our market.

for this type of enterprise, the design director needs to have more market-oriented management vision and market forecast ability; more energy will be placed in the analysis and analysis of the existing similar brand products; it can make overall planning and personnel matching for a wide variety of commodity types; it can integrate the advantages of the related enterprises in the overall production of the brand enterprise and the supply chain; avoid personal preferences and thinking, influence the brand's past business strategy and consumer buying habits; and have a keen insight into the mass market and the latest fashion elements.

as mentioned above, different types of enterprises have different abilities to play and apply to designers.

Therefore, when a garment company chooses to hire a design director, it should first consider its own type of business.

Different types of enterprises have different positions and positions in the design director's job.

The former tends to take the product as the core of the market management strategy, and it requires a higher embodiment of the design director's personal technical ability and market appeal.

The latter is a product development approach centered on the market. The design director needs rich experience in team management and market operation ability.

Therefore, they are not only slightly different in order, but also in human resources allocation, post function setting and terminal operation mode.

then, no matter what type of brand oriented enterprise is, when a design director enters the post, as a person in charge of an enterprise or the final business decision maker, how should he play the role that this position should embody, and it will not cause the deviation of his previous strategy because of human affairs? At this point, the person in charge of the enterprise needs to effectively divide the setting of the position and the control of its functions.

if the related management system of brand enterprise in product operation is divided into two internal and external structures, then the internal system of product operation includes: the commodity management information of market terminals, and the summary and feedback of sales information of competing brands with the sales area.

The feedback channel is controlled and monitored by the market department responsible for terminal management and the R & D Department of the product. It is a two-way way. It needs feedback from the terminal to the R & D Department of the product on the one hand, so as to provide basic information services for future product development. On the other hand, the R & D Department of the product needs to convey all kinds of information of the existing sales goods to the sales terminal, so as to facilitate the sales staff to convey the elements, selling points and characteristics to the consumers in the product development process.

the various functional functional units that are responsible for the circulation of commodities within the enterprise, such as commodity production department, quality control department, material purchasing department, and the Logistics Department of the final circulation of commodities.

The R & D departments in charge of these functional departments and design directors can be linear sequential execution relations, and can also be the responsibility pfer relationship under the supervision of the same design director.

They will relate to the whole process of goods starting from original mapping to physical production and terminal loading. Therefore, the collaboration, management and pfer relationship between departments and departments will decide whether or not to achieve normal sales. Therefore, it is often the phenomenon of responsibility wrangling and prevarication between these departments.

in the R & D Department of the commodity, there will also be different personnel functions because of the large number of commodities developed by the brand enterprises or the multi-level work of the product series.

For different types of designers, the commodities they undertake and pay attention to will often generate unnecessary waste due to the single and unique product combinations. This is the need for the design director to rationalize the organization and arrangement according to the design ability, R & D capability and combination ability of different personnel at the initial stage of development. It can divide the work relationship and research responsibilities between the product and the product, between the staff and the staff through the past operational experience basis and personnel management tools, and be able to grasp and monitor whether the process meets the requirements in the execution process.

the external system of product operation includes: the external cooperation enterprises in different production links, including the fabric supply enterprises upstream, the accessories production enterprises, the special processing enterprises, and so on.

Grasp and understand their work characteristics and advantages, and ultimately be able to combine the work points of these enterprises.

This requires not only an in-depth understanding of the operation and management system of the cooperative enterprise, but also the design director for the ability of the liaison person in the cooperative enterprise.

Product R & D and production are interlinked and gradual implementation process. The deviation caused by one link will lead to the delay and failure of the whole work.

At the same time, at the same time, with the external collaborative business cooperation enterprises, including packaging manufacturers, product image planning enterprises, terminal space display production enterprises, their cooperation and effective scheduling is the key to achieve the initial expectations for the completion of the commodity object. "P"

They will realize the presentation of specific items and senses according to the original R & D core idea of the design director, and whether they can communicate effectively and fully convey the design intent will be the most critical content in the execution process of such enterprises.

"P" in the early stage of research and development of the product design director often need to cooperate with more relevant agencies or information communication work, including to foreign countries (or abroad) with part of the product design institutions, technology research and development institutions, fashion forecasting institutions and similar brands to exchange.

Such a large amount of information gathering and analysis work requires not only the design director's rich work experience, but also the design director himself has a high vision vision, and then he can also spread and impart such experience and ability to the team, and ultimately achieve team management improvement.

therefore, we can see from the setting of posts that the director of design for garment enterprises can be seen as a supervisor of a single design department or a collaborative leader of various departments related to design.

While having outstanding individual technical ability, he also needs rich management experience and operation means in the design team organization and inter departmental work coordination.

therefore, it can also be said that the design director is more of a management position than a mere technical post. He is also a worker and team leader within the garment enterprise.

In the choice of design director, enterprises need to choose according to their actual needs. After the appointment, they also need to set up reasonable and effective function settings so as to make the design director function well.

Therefore, if the development of a garment enterprise will be successful because of the emergence of a "design director", it can only be explained that the enterprise is not mature enough.

Zheng Lei, < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand planning and market image shaping expert, terminal operation lecturer.

Former researcher of the national clothing Productivity Promotion Center, has been appointed Navigare brand director of any famous clothing brand.

For a long time, it has helped the domestic and foreign clothing brands to develop and improve their own brand planning path, providing them with an excellent market image, participating in the brand's strategic development planning and marketing management guidance and training many times.