Chinese Independent Designers Are Experiencing The Contradiction Between Design And Market.

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< p > < strong > independent a target= "_blank" href= "http://www.91se91.com/" > designer < /a > /strong > /p >

< p > from Uma Wang to the 2014 autumn and winter fashion week in Milan, Renli Su won the most potential new independent designer in London 2014 spring and summer fashion week, and the pure Chinese design power began to appear at the top of the international fashion Pyramid.

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< p > independent designer brand William Sim is the same name menswear brand created by Malaysia Chinese designer in William2013 in Beijing.

When he came up to Beijing to start his business in North China, he gave up the former chief designer of New Found, a new home dress brand in Guangzhou.

William said, "I just like the atmosphere in the north. People are very opinionated about what they want to wear, especially young people with high fashion. When they choose" a target= "_blank" href= "http://www.91se91.com/" clothing "/a", they will not regard the brand that people will recognize me as the standard, which is very important for the independent independent designer.

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< p > another independent designer, Wang Cong, has worked for two years in BNC, a well-known independent designer store in China. He summed up the original intention of his own business with "not thinking so much".

Two years of working time, a large number of independent domestic designers every day, so that the art and design profession of his initiation of the idea of design.

In 2013, Wang Cong and his two friends founded an independent brand LAN in Beijing. They design, fabric, produce, publicize and sell.

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In less than 2012-2014 years, the number of independent designers in Beijing alone has increased from several hundred to over 3000. P

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Behind the astonishing data of P is the pformation of fashion industry's business mode.

In the past, people went shopping and pursued brands. Now, the fashion tastes of fashion consumers continue to improve, and consumer behavior and consumer psychology are maturing. Buyers' business models that can meet the needs of fashion consumers become inevitable.

This undoubtedly provides the most valuable fertile ground for the growth of independent designers.

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< p > < strong > Design and market: fish and bear paw < /strong > /p >

P, the famous designer of foreign brands and the big coffee designers who are famous for their design, are many designers who know better about the market. For example, they give LV new students and create their own Marc Jacobs brand. They let the luxury brands get scared and use the concept of light luxury to play the Michael Kors of the fashion market. After they save Gucci, they can accurately locate and operate their own brand Tom Ford.

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< p > however, it is not so easy for many domestic designers who graduated from art schools.

The market is not the area they can easily reach in the ivory tower.

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Hong Huang, founder of P BNC, has revealed that many domestic independent designers are more like artists who are insulated from the market. What she often has to do is to answer the designers' questions about "how many products they make in autumn and winter" and "skirt or trousers".

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< p > William, who started working part-time at the age of 16, spoke out frankly: "I used to be an art major, and the difference between artists and designers is that the former is pursuing the ultimate personality and pure emotional expression, while the latter is conscious of businessmen."

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< p > the brand already works well. Basically, before all the new models are put into the market, Wang Cong will discuss with the team how to do and how much it will do.

"A target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > the sense of design is stronger, consumers do not buy it, they simply can not sell, and the new brand needs to survive first.

We are well aware of this.

Wang Cong said.

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Fan P, who is the first independent designer in China, said that he used to make clothes in order to express his ideas. Later, he realized that designers should not just care about their own clothes, but they should wear clothes.

She understands that design is for consumers.

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< p > strong > location selection: it is better to open a new path < /strong > /p >

At the beginning of P William, I thought that so many designers were making women's clothing. Why bother to share a few cups that they had left behind? Why not take a different path?

To develop the field of men's clothing with their own market thinking is a good example of business as a new designer.

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According to a statistics from the p China National Business Information Center, the top five brands in China's women's wear market are all foreign brands. The situation of China's own brand women's wear is grim, stock pressure is huge, and some even lose 20%.

The saturation of the market has made the competition of women's wear brand becoming more and more intense.

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< p > no matter William or Wang Cong, they have a clear idea of who their brand should be sold to.

Focus on their "positioning", even if the target group is small, there is a big market.

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< p > doing a good job in the concept of minority does not mean closing doors.

LAN's target consumer group is a small group of people pursuing quality.

Wang Cong introduces that the main selling way is the online independent designer electronic business platform, because many of his customers are active on the Internet.

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< p > William chose to store in the 798 Contemporary Art Center, where his target audience often haunt.

"Let the brand have a lasting vitality, not to cater for everyone."

This is his understanding of the two words of "market".

The market also confirms the correctness of this statement: his elegant dark line men's clothing sales are not surprisingly satisfactory.

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