Dialogue Designer Relaxation: The Future Online Market Is The Key.

< p > character: Zhang Chi, 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, fashion designer's Fashion Designer Award 2009.

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 > < strong > > reporter: < /strong > Hello, Zhang Chi, your recent design of your sweater has used many elements such as "gas mask", "flower" and "metal", especially the image of gas masks. It seems that in 2011, your a href= "http://www.91se91.com /pioneer/" > autumn winter show < /a > has become the focus of that time.

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

< p > < strong > > Zhang Chi: < /strong > 2011. At that time, the inspiration came from the destruction of the earth. Because of the disharmony between human and nature caused by the over exploitation of nature, war, and so on, people thought of letting each model walk out with an anti 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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< p > in early 2013, it seemed that we should have a symbolic "a href=" http://www.91se91.com/pioneer/ "symbol" /a ", which could represent my own, so I 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 > < strong > reporter: < /strong > to the design of this series, how is it embodied? < /p >

< p > < strong > > Zhang Chi: < /strong > 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 > < strong > reporter: before the < /strong >, I heard that this series of sweaters will give part of the proceeds to the environmental protection agency every time they sell one. How is the process going now? < /p >

< p > < strong > > Zhang Chi: < /strong > is being carried out step by step. After the planned 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 > strong > reporter: < /strong > you founded ChiZhang in 07 years, a href= http://www.91se91.com/pioneer/ > brand > /a. It was in London then, 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 > < strong > > Zhang Chi: < /strong > 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 > strong > reporter: < /strong > based on some differences in the environment at home and abroad, have there been any significant changes in your design philosophy and business direction during the development of the brand? < /p >

< p > < strong > > Zhang Chi: < /strong > is also changing with her growth.

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 > < strong > reporter: < /strong > 2014 ChiZhang < a href= http://www.91se91.com/pioneer/ > spring and summer design series < /a > theme or highlights can be briefly introduced below? < /p >

< p > < strong > > Zhang Chi: < /strong > spring and summer series in 2014, the pop is very strong. It is 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 > < strong > > reporter: < /strong > focus on your micro-blog. You often see many online celebrities and artists appearing in your brand clothes, including the fashion design of happy men's voice in the past few years. What do you think of the interaction between fashion circles and entertainment circles? < /p >

< p > < strong > > Zhang Chi: < /strong > fashion circles can not be separated from entertainment circles and entertainment circles. It is also inseparable from fashion circles, complementary two circles, mutual needs.

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P > strong > reporter: < /strong > "/strong >" when did your vice line brand ChiZ be founded? Does this mean that you pay attention to the beginning of the mass market, including now your brand is sold at Lafayette, also at Taobao, will there be any change or focus on the two types of markets in the future? < /p >

< p > < strong > > Zhang Chi: < /strong > ChiZ was founded last summer. There is still a great difference between a href= http://www.91se91.com/pioneer/ and /a.

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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< p > < strong > reporter: < /strong > thank Zhang Chi! < /p >