Interview With CRZ Founder And Art Director Ren Sufang

< p > < strong > tide is different < /strong > < /p >.

"P" was founded in 2008, and now the CRZ of the local "tide", its birth and growth is a different new "tide".

As one of the brands of Limited by Share Ltd's fashion group, Limited by Share Ltd is one of the famous brands of "broadcast: broadcast" in the Chinese women's wear industry, and its brand founder and art director Ren Sufang is not a star nor a design or art specialist. She graduated from Guanghua School of Management's Department of economics and management, and is undoubtedly better at management.

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< p > "CRZ was founded in 2008. At that time, there was no clear concept of a href=" http://www.91se91.com/pioneer/ "in the country.

At that time, the Limited by Share Ltd, which always advocated creativity and design, began to think about what changes the consumer groups will face after 85 and 90's growth. What is their demand? What is the trend of consumption behavior? After a large amount of investigation and research, CRZ, which is in line with the consumption characteristics of the new generation of consumer groups, was created.

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< p > now, almost every entrepreneur in the industry realizes that new consumer groups grow up on the premise of material abundance and abundant resources. They have become a powerful force for the understanding of material wealth, the understanding of social forms, the pursuit of soul freedom and the importance of personal experience, and rewrite the rules of the game in the commercial market.

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< p > but 6 years ago, the cognition of business and business ideology just sprouted. Taking into account the acceptability of consumer groups for the vanguard products, CRZ, the pioneer of the tide brand road, began to enter the market from the tide underwear.

"Because underwear is a relatively internal demand, consumers can express their thoughts on their own personality rather obscure without causing much criticism.

At that time, the concept of tide card was not mentioned, but it was called Chao Rui pioneer.

Ren Sufang explained.

That is to say, these CRZ underwear subverts the tradition of lingerie, has a strong visual impact on young people, caters to the reverse thinking, self assertion and unique insight of the group after 85 and 90. I do not want to change the world, but do not want to be formatted by society, so that they can express themselves more perfectly.

"Soon, this cool, personalized fashion concept has been widely recognized.

With the development of the society and the market, we find that underwear is not enough to carry the concept of "Chao". Then, in 2010, CRZ began to "a href=" http://www.91se91.com/pioneer/ "pformation" /a ", to define the brand as" tide card "and expand the product line in a large scale.

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At P, BAPE, PAUL FRANK, Number (N) ine and other international brands have begun to enter the domestic market, and consumers have begun to have a general recognition of tide brands.

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< p > but CRZ takes the "A Different View! Different answers!" as the core concept of the brand. The core of clothing is the core brand and the young trend brand. In the definition of Ren Sufang, it is "light tide card".

There are many kinds of tide cards. Some tide brands pursue visual symbols. Some tide brands pursue product profiles. Some tide brands pursue stars' influence. CRZ pursues a kind of tide life attitude.

CRZ represents optimism, authenticity, and a little rebellious spirit of playing cool.

When our customers think of CRZ, the first thing we think of is not a LOGO or a pattern. Instead, we immediately think of lively young colors, irregular structural sense, comfortable material and personality profiles.

The real tide card needs unique thinking and spirit, symbolizing meaning and representing a certain attitude towards life. This is the biggest value of tide card.

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< p > perhaps it is because tide brand sells ideas that tide makers wear concepts and tide brands will gradually become a more and more important part of China's garment industry.

But Ren Sufang stressed: "CRZ is not an artist. Our costume design should interact with consumers and produce resonance."

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< p > < strong > play is interaction < /strong > < /p >.

< p > "during the growing up of CRZ, we have been thinking more about the point of communication with consumers" a href= "http://www.91se91.com/pioneer/" value resonance "/a".

OPEN spirit has become the core of the brand.

Such a view will undoubtedly be recognized by many fashion entrepreneurs at the moment. In the face of China's clothing market dominated by retailer leading to consumer orientation, all brands are thinking about how to understand the needs of consumers in a real and comprehensive way. The hot O2O and big data that began in 2013 are the practice of these thinking.

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< p > and in Ren Sufang's view, such a market change is triggered by changes in the consumption group that is the main cause after 85 and 90.

"They want to buy things that can bring individualized life to themselves; to buy services that enable them to achieve their own psychological autonomy; to buy things that enable themselves to create, understand themselves and become themselves.

They want to get real respect and trust, and hope that their voices can be heard sincerely, hoping that their psychology can be deeply supported and sheltered.

And this is used to the standardization of old business model can not be solved.

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< p > many people still remember that in September 27, 2013, opened in Guangzhou and ended in Beijing in January 2, 2014, which lasted for 5 months, and the 4 artists from Guangzhou, Chengdu, Changsha and Beijing exhibited the trend of "one person, different world" special artist MIX trend artist.

This is the CRZ brand "A Different View! Different answers!" the successful interaction between the core concept of the brand and the consumers. Through the theme of God's reply to the interactive theme area, 20 interactive exhibits, the K bean special art device and the fashion artists' live T-shirt painting activities, a variety of < a href= "http://www.91se91.com/pioneer/" > creative /a elements have been gathered, and consumers have personally experienced the charm of the trend culture of CRZ.

"This activity is through pboundary cooperation with fashion artists and special artists to convey the different worlds that everyone sees."

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< p > in addition to cross-border, CRZ organization's trend and interaction alliance is also an effective means of close interaction between brand and audience.

Many brands are now wondering how to upgrade online sales through offline experience, and CRZ has built its tide shop into an interactive place to interact with consumers.

"Besides that, we also focus on social interaction with consumers. According to the social interest of young people, we have established CRZ official micro-blog, WeChat and other network brand areas."

Maybe this is the real reason why CRZ official micro-blog has more than 400 thousand fans.

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< p > facing the future, Ren Sufang said, the market space of tide card is very large. Although CRZ will have a market-oriented mode, it will not be a pure business, and will spread the channel like the circulation brand so as to choose the place where the trend culture awakes.

Although now pondering whether to be listed, but for her and her tide card, "do more brands of the core, and consumers have more" a href= "http://www.91se91.com/pioneer/" interactive "/a", so that the consumer group into "crazy powder" is the definition of brand growth.

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