Fashion Designer "Relaxation": The Future Online Market Is The Key.

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Less than p days ago, "a href=" http://sjfzxm.com/news/index_s.asp "2014 International Fashion Week < /a" themed the January men's week in London, Milan and Paris, and joined a number of fashion media, fashion bloggers and the majority of netizens to participate in the first time, to achieve the first report of the largest graphic aggregation and the participation form of the whole nation.

In this men's clothing week's report, invited the ChiZhang brand founder relaxation as a dialogue guest, talks about the Chinese local brand's idea and the development.

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< p > characters: < a href= "http://sjfzxm.com/news/index_s.asp" > Zhang Chi < /a >, was born in Beijing, China's famous men's wear designer.

At the age of 16, he studied fashion design in England and Italy, and graduated from Italy IstitutoMarangoni (Maran Oni Institute of fashion design) with a master's degree in fashion.

After graduating from the Energie brand in Italy, he founded the first studio in London in June 2007 and began selling his own brand name -ChiZhang.

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< p > History: in August 2007, the first fashion series was published in London, named RockSpirit, which was sold in fashion stores in London, CoventGarden, Soho, brickline and many other fashion spots.

In September 2008, a studio was set up in Beijing to shift its focus from London to Beijing, < a href= "http://sjfzxm.com/news/index_s.asp" > Fashion < /a > Mr. 2009 Fashion Designer Award.

Danish famous fashion brand ECCO walks Fashion Designer Award.

In October 2009, Zhang Chi, representing China, was invited to sell 2009 autumn and winter clothing series in Berlin by European GaleriesLafayette.

2010 happy male dresses modelling chief designer.

Many works have been published in fashion magazines at home and abroad.

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< p > < strong > > How do "gas masks" become brand symbols? < /strong > /p >

< p > reporter: Hello, Zhang Chi, your recent design of your sweater has used many "gas masks", "flowers", "metals" and other elements, especially the image of gas masks, which seems to have been the focus of your autumn and winter show in 2011.

What are the Inspirations of these elements and what kind of design ideas do they want to convey? < /p >

< p > Zhang Chi: in 2011, the series was inspired by "destruction of the earth". Because of the disharmony between man and nature caused by over exploitation of nature, war, and so on, people thought of letting each model walk out with a gas mask.

Unexpectedly, in the next two years, haze in many cities of Beijing and Shanghai is getting more and more serious.

The idea I want to convey is to appeal to everyone to cherish the environment we live on, not just air.

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In the beginning of 2013, P thought that he should have a symbolic symbol, which could represent my own, so he thought of the mask.

It took me more than 3 months to fashion the mask.

Because the mask is rather stiff, and it's not very fashionable. It's cool, but it's far from fashion.

This is different from the skeleton. Skeletons and flowers make the picture very interesting.

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< p > reporter: How did it come to be embodied in this series of designs? {page_break} < /p >

< p > Zhang Chi: this series, each piece of clothing is a story I am talking about, expressing my views on the society, mainly around the theme of cherishing the environment.

For example, there are diamonds on clothing, diamonds represent money worship, and we earn money by overexploiting the natural environment, ignoring the environment's renewability.

We have gained wealth, but what have we lost? Behind the mask, the flowers are all dark. Using dark colors to represent everything has no color. Do we really need to wear masks to breathe such air? There is also a sense of distance between people and the inequality caused by the gap between the rich and the poor.

I want to express some of my ideas through the carrier of clothing.

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< p > reporter: before I heard that this series of sweaters, part of the proceeds from every sale will be donated to the environmental protection agency. How is the process going now? < /p >

< p > Zhang Chi: we are proceeding step by step. After planning the Spring Festival, we use the money we collected to plant trees, and put this matter into practice to make a little effort to greening the air.

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< p > < strong > brand development is based on market positioning < /strong > < /p >.

< p > reporter: you founded the brand of ChiZhang in 07 years, then in London, and then returned to business in 08 years, almost 6 years ago.

From your personal experience, what do you think are the differences in the living environment of independent fashion brands at home and abroad? < /p >

< p > Zhang Chi: it is mainly the difference of product survival. If you want to do the business of urbanization, your perspective and design sense need to be accepted by most people first. In the final analysis, you need to see your market positioning.

Domestic production costs are relatively low, but export outlets (Sales) are not quite the same as those abroad.

This may be the biggest difference, as long as the output port is finished, basically OK.

Another key is to see the market positioning of the brand. If you are positioned in the mass brand of the two or three tier cities, then the domestic environment is relatively advantageous. But if you locate in the first tier cities, more vanguard, and more special consumer groups for the design, then Beijing, Shanghai and some other cities abroad are relatively similar.

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< p > reporter: Based on some differences between domestic and international environment, have you made any significant changes in your design philosophy and business direction during the development of the brand? < /p >

< p > Zhang Chi: as you grow up, there must be some changes.

Every time you look at the design and see the design every month, it's not the same.

The design concept or the main axis will definitely not change, but the sense of management and design has been changing. In fact, my previous works are still very different from my current works.

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< p > < strong > will pay more attention to online market < /strong > < /p > in the future.

< p > reporter: can you give a brief introduction to the theme or highlights of the 2014 ChiZhang spring summer design series? < /p >

< p > > Zhang Chi: the spring and summer series of 2014 are very strong. They are very focused on the sense of color. Using a lot of colors on simple cutting is probably a more obvious feature of this spring and summer.

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P > reporter: pay attention to your a href= "http://sjfzxm.com/news/index_s.asp" > micro-blog < /a >. You often see many online stars and artists wearing your brand's clothes, including the fashion design of the happy men's voice in the last few years. How do you think of the interaction between the ring and the entertainment circle? < /p >

< p > Zhang Chi: fashion circles can not be separated from entertainment circles and entertainment circles. It is also inseparable from the fashion circle, and the two circles that complement each other need each other.

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< p > reporter: when was your sub line brand ChiZ founded? Does this mean that you are concerned about the beginning of the mass market, including your brand now being sold in the Department of Lafayette department store, and also sold in Taobao. Will there be any change or emphasis on these two types of market in the future? < /p >

< p > > Zhang Chi: ChiZ was founded last summer. There is still a great difference between the main line and the main line. The main line is more exaggerated, but ChiZ is very simple. Everyone can wear it and it will not appear to be exaggerated.

In the future, we will pay more attention to the online market. Modern people's consumption concepts, consumption patterns and ways are changing, including myself. I can't use anything a few years ago, and online shopping is also very frequent.

Now mobile phone payment is very convenient, the first time saved, and when things arrive, there is a sense of surprise, like receiving a small gift, it is very interesting.

So considering that there may be more development in this direction.

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