Ningbo Clothing Brand Original Designer Brand Yongcheng Debut

Here world clothing shoes The Xiaobian of the hat net gives you an introduction. Designer Clothing brand is emerging in Ningbo.

Last Tuesday, a 2014 release exhibition of "ice and snow fairy tale" was released in the Southern District of Ningbo business district, Mildtree. It seems to be an ordinary fashion show, but professional layout and style uniform clothing make professionals see different. "This is a relatively mature team of original designer brand practices, which are rare in Ningbo." Zhang Xiaofeng, vice president and Secretary General of Ningbo clothing association, tells the mystery.

The original designer brand has begun to show itself in this big clothing market in Ningbo. Maybe this will be a beautiful scenery for Ningbo's clothing industry in the future.

　　 Original designer brand Yongcheng debut

The original designer brand is a collection of works that are designers oriented and embody the designer's personal characteristics in fashion style. Corresponding to industrial brand, commercial brand and buyer brand classification, designer brand emphasizes the design and creation for specific consumer groups. Generally speaking, designer brands have their own long-term adherence to the design concept, and at the same time require designers with high literary and artistic accomplishment, aesthetic accomplishment, design talents and rich work experience to take the lead. In the "exception" Clothes & Accessories After the explosion, the original designer brand began to attract attention in China.

The brand of "Mildtree" launched by Ningbo Ma Zhong Lin clothing industry and Trade Co., Ltd., its style of dress is the second best in Zhejiang province. Fashion Designer Hu Jin served as design director and controlled the whole process. The clothing of wheat is mainly made of cotton and hemp. It emphasizes the natural, comfortable and healthy realm of life, and builds for the city conscious women who yearn for nature and fresh and free from vulgarity. After the launch of the "sea daughter" spring and summer fashion in Ningbo international clothing festival last year, the latest autumn and winter costumes with the theme of "ice and snow fairy tales" were introduced. Designer Hu Jin said that the theme of the 2014 Mildtree autumn winter clothing theme "ice snow fairy tale" was inspired by the recent broadcast of the Disney animated movie "ice and snow", which is divided into two themes: "autumn sunshine" and "ice and snow" winter. The clothing is based on the dark color system and the basic design concept of integrating nature. It uses cotton and linen as the main fabric, with the latest tailoring technology to convey a harmonious and warm experience to consumers.

"Our design director prefers rabbit. We designed" Mildtree rabbit "brand cartoon. She likes to wear cotton and linen fabric without chemical raw materials. Our products are all made of this kind of fabric. She likes quiet and elegant colors, so we dress less with these colors, but also convey fresh and vulgarity style. It can be said that the brand positioning and the style of the season are all determined by her. Zhang Xinhao, chairman of Ma Zhong Lin clothing company, told reporters.

In the view of Zhang Xiaofeng, Secretary General of Ningbo clothing association, he is a designer brand with comparatively mature operation in Ningbo, and there are many brand designers that are emerging now. "Like the women's clothing of Yi Si Jun Kai, also go in this direction; miliu, also by its head daughter's designer, works hard to create the designer brand of a specific style; Qin Shang, the new brand of women's clothing is the design director of Jiang Xin Jia, deputy general manager of returned overseas Chinese, and is also taking the designer's brand line. Zhang Xiaofeng said.

The reporter noted that Ceng Liping, who was a designer in several garment companies, has set up an independent design studio, cashmere fabric as the main player to create his own designer brand ZENE, which is also one of Ningbo's emerging designer brands.

From chasing fashion to personal imprint

Ningbo is an undisputed clothing market in the whole country, but it is not a "fashionable city". For a long time, designers are not the leading role in Ningbo's big market. The designer's brand is emerging in Ningbo, which makes Ningbo's garment industry advance from the pursuit of fashion to the new stage of original design and independent release of personalized style. Of course, this is far from leading the global fashion.

Long term observation of Ningbo's garment industry in Zhejiang Spin 服裝職業技術學院服裝學院院長張福良認為，寧波服裝業的發展經歷了三大階段，以雅戈爾、杉杉、羅蒙、培羅成為代表的第一波寧波服裝企業的崛起是第一階段，這是一個以服裝大批量加工制造為主的階段，是工業品牌階段，也是以制造工廠名稱為品牌定名的階段，設計師在其中并沒有地位;而以太平鳥、博洋、GXG等虛擬運營品牌的崛起為第二階段，這一階段的服裝品牌，設計成為一個重要的環節，但這一階段的設計師主要是從全球各地尤其是倫敦、米蘭、巴黎、紐約等時尚潮流發源地采購新款服裝進行小改動之后重新發布，稱之為買手品牌或者商業品牌階段;而SV、麥中林、伊思君凱等品牌的崛起，是寧波服裝發展的新階段，這一階段以設計師為主導，開展原創設計，從而使寧波服裝業邁入自主發布時尚潮流的時期。 "But the designer brand of Ningbo is just emerging, and the novelty of its fashionable style and market share have not yet formed momentum." Zhang Fuliang thinks. {page_break}

Looking at the country, many designer brands have sprung up in Beijing, Shanghai, Shenzhen, Guangzhou, Hangzhou and other places, especially the exception dress of Guangzhou in 2013. "Yi Wen and white-collar workers in Beijing have taken the lead in the field of designer brand in the domestic counterparts." Zhang Xiaofeng told reporters. The two companies have many excellent designers, mature brand operation teams and operation methods, and already have a large number of consumer groups. They are the designer brand of the Chinese market.

"Only now is the designer brand of Ningbo, which has a great relationship with the structure of the garment industry." Sun Weihui, general manager of Ma Zhong Lin clothing brand, thinks that for a long time, clothing enterprises in Ningbo are mainly clothing manufacturers, and designers are lacking in a lot. Moreover, Ningbo people are relatively low-key, and lack of clothing and personalized clothing market in the local market. It is difficult to support Ningbo to produce designer brand. "But with the change of the consumption concept of Ningbo people and the improvement of circulation efficiency and the formation of the large market in China, the designer brand has gained a new development space, which has also led to the emergence and development of the designer brand in Ningbo." Sun Weihui thinks.

"Designer brand is a development direction of Ningbo's clothing industry, but this does not mean that everyone will pursue designer brand in the future." Zhang Xiaofeng reminded the industry, "buyer brand, manufacturing brand also has its own market space, many kinds of brands can coexist and flourish."

　　 Lack of supporting factors needs improvement

In Zhang Fuliang's view, Ningbo's development of designer's brand "soil fertility" is not enough, and all kinds of supporting factors need to be perfected. A designer brand must be sustainable development, excellent designer talents can not be short of, but also need investor support and brand operation team protection. These three aspects are indispensable. But the supply of these three kinds of talents in Ningbo is not enough. It is not easy to form a consistent concept.

"The most important thing in the development of designer's brand is that designers should play the leading role, and the relationship between investors and designers should be harmonious. Investors can't interfere with the idea of designer led, which is very difficult in Ningbo." Zhang Fuliang said.

"In our company, the design styles and styles of clothes has the final say of the design director. The chairman is responsible for investment and return accounting. I am responsible for brand operation and market development. Such a framework is very difficult for the chairman to fully delegate power in Ningbo. Sun Weihui, general manager of Ma Zhong Lin brand, said, "if the chairman has his own idea of the product line, the concept of the designer can not be realized, and the conflict between the two sides will lead to the premature death of the designer brand."

"There are fewer designers in Ningbo, who have artistic culture and aesthetic accomplishment, so that they can turn design concepts into products and interpret them from an aesthetic point of view. There are fewer excellent designers, not more than 100. There are not many people who have experience in brand operation, and investors who have a strong vision and are tolerant of loneliness are also very rare. All these need the development of industry to improve. Zhang Xiaofeng said.

Zhang Fuliang also felt deeply about this. "Our Fashion Institute is also interested in designers and designers. brand Stand out, but investors must appreciate the designer brand. We have been adhering to this process for many years, and have introduced British institutions to cooperate, but we have not succeeded yet. " Zhang Fuliang said.