Where Is The Commercial Outlet Of Clothing Brand Design?

Here world clothing shoes The Xiaobian of the hat net is a commercial outlet for design.

For DANDE, the brand creator Zhang Dandan, with other start-ups. Designer Like brands, the biggest challenge facing them is capital. "Looking for brand agents or investors is the focus of our work."

It is not easy for an agent or investor to support a newly established designer brand.

"A lot of agents usually ask two questions when carrying out brand agency, one is the current sales situation of the brand, the other is the number of brands." Zhang Shangnan, general manager of China menswear design and trading center, told reporters.

Zhang Shangnan has a certain familiarity with the development of Chinese designer brand. He worked in the center of China textile design before. His main job is to build a platform for the new designer brand to go to the market. Zhang Shangnan told reporters that in recent years, with the upgrading of consumption and the change of the concept of clothing consumption, small and personalized clothing has been more and more popular in the market. The change of consumption concept has created a good development environment for the development of new designer brands.

"But for most brands, this favorable condition is more likely to exist in the long term expectation of brand development. From now on, we can see that the brand of the new original designer is still facing greater pressure to survive." Zhang Shangnan told reporters.

Indeed, it is the first thing that they should first deal with when they first remove the agents' pre assessment indicators for the designer's brand, where to find and contact agents, investors and shopping malls' resources.

Zhang Dandan felt deeply about this.

Difficult docking

"Unlike mature commercial brands, there are very limited resources for cutting-edge designer brand access channels." Zhang Dandan told reporters that most of the mature commercial Brand Company have rich channel resources and perfect sales network. They also have good cooperative relationship with the commercial channels such as shopping malls, which are all impossible for the original designer brand.

But in order to solve the problem of survival, expanding the channel has become an urgent problem to be solved for the designer brand.

In order to find and expand the channel resources of DANDE, Zhang Dandan decided to start from the major clothing exhibitions to find the channel resources.

"The increasing number of channels and the diversity of communication channels provide a lot of convenience for new brands to find channel resources. But I still value participating in exhibitions to find channel resources. Zhang Dandan told reporters that in addition to the rich channel resources of the exhibition, more importantly, most of the professional spectators who came to participate in the exhibition were the heads of the Investment Promotion Department of the shopping mall, which saved the brand from taking too many intermediate links with them, and could directly discuss the docking with the heads of the shopping malls.

The twenty-second China International Garment Exhibition held in March this year. Clothes & Accessories During the Expo (CHIC2014), Zhang Dandan found 3 agents for her brand DANDE. She also expressed satisfaction with the effect of exhibiting CHIC2014.

Zhang Dandan told reporters that due to limited funds and manpower, DANDE's current outlets only plan to run about 2 companies, and the main purpose is to set up franchisees for dealers to do a good job of image demonstration. "If the proportion of self operated stores is too large, it will cause too much pressure on our capital, which will affect the normal production and operation of the brand."

Huge pressure on capital has also become an important obstacle for many start-ups to develop high-end shopping mall channels.

"Now there are many shopping malls, but for the cutting-edge designer brand, this channel mode is not particularly good." Shi Jie, founder of designer brand JIESHI, told reporters that the input and output of shopping malls are not high and risky compared to the new brands. In addition to the high threshold of entry, a good shopping mall also requires enterprises to take charge of all kinds of expenses needed for rent, decoration and daily operation management. In addition, although shopping centers do not undertake other risks of brand operation, they also need to extract the cost of deduction from the sales of brands. All these require the designer brand to be stationed in the shopping mall has considerable financial strength.

Zhang Shangnan is also not optimistic about the development of the new designer brand in the high-end shopping malls. He told reporters: "without considering the operation cost of high-end shopping malls, how many people can recognize the brand after entering the house is also a matter for designer brand to face, which is directly related to whether the future development of the brand can achieve normal operation."

"Designer brand should take more consideration of how to achieve a smooth landing of the brand in the early stage of its creation, and make products that are popular with the market first. In his view, this is also an important direction of the transformation of many well-known designer brands.

In this regard, Zhang Shangnan told reporters.

　 Tangled positioning

"Now, more and more designer brands have set up sub line or sub brand, and incorporate more and more popular elements into the design to seek the commercial landing of the brand." Zhang Shangnan told reporters that it is difficult to walk in the market if the personalized design and style are too weird. Most investors and channel traders will consider the commercialization of the brand when they choose the brand.

But it also puts the development of the designer brand in an awkward situation: pursuing commercialization or maintaining uniqueness?

In the view of Shi Jie, this is also an important relationship between the designer's brand and the long-term development. "Many of the designer brands I touched were very clear at the beginning of the brand's brand development, but when the brand came into the market and faced greater pressure to survive, they began to compromise on commercialization. The boundary between product design and business attributes became increasingly blurred, and even later they lost their brand personality and eventually became a commercial brand.

Overly catering to the commercial market is obviously unfavorable to the healthy development of designer brand in the long run.

"Designer brand is bound to make some commercial compromise in order to survive, but the brand must grasp the pace of brand commercialization and balance the relationship between design sense and commercialization, especially in the current business market where clothing consumption is becoming increasingly strong."

In this regard, Shi Jie thinks so.

"The trend of consumption development is very beneficial to the development of designer's brand in future. As more and more consumers begin to attach importance to the differentiation and personalization of dress, many commercialized Brand Company are also seeking to promote the enrichment and brand transformation of their own product lines through the acquisition of cutting-edge designer brands. Many shopping malls also hope to enhance the competitive strength of their products through the introduction of designer brand, which also provides more development options for many designer brands." Said Shi Jie.

But designer brand needs to be appreciated by channel merchants and investors. Obviously, there are still many aspects to be promoted. In the view of Shi Jie, the brand must first do its own product well.

"Designer brand must first have obvious regional attributes, and local attributes are very important for brand development, which is the foundation of brand development. After establishing the brand's regional character, designer brand also needs to integrate with the international popular elements so as to get closer to the market. Said Shi Jie.

In addition, Shi Jie told reporters that designer brand must find a good opportunity for development, and must increase their efforts to spread their brands, and find more opportunities for self presentation. For the cutting-edge designer brand with insufficient funds, the exhibition is obviously a good choice.

Professional exhibitions, especially those with high visibility, focus on the best channels and investment resources in the industry. Therefore, choosing to participate in professional exhibitions and finding suitable partners for designer brand is obviously an efficient and cost-effective choice.

As the country's largest and well-known clothing professional exhibition, CHIC obviously began to pulse the industry's new strength development demands, and strive to provide them with more opportunities for development.

　　 Looking for commercial exports

In order to better serve the cutting-edge designer brand, CHIC is also striving to change.

According to the relevant person in charge of the exhibition organizers, we will invite independent designers, designers and studios at home and abroad to show the latest product design and concept at the exhibition design strength exhibition area. This is a good learning case for the local designer brand whose design concept is still in the stage of shaping and perfecting. It helps designers improve their own design knowledge while revising their own untimely design concepts.

At the same time, in order to provide more opportunities for designer brand to show more investors and channel designers to find excellent designer brand, CHIC organizer through the "through showroom", live show, new fabric site design and other interactive means to build a platform for designers to communicate with the industry chain upstream and downstream market and terminal market, and strive to transform design innovation into commercial value.

Of course, if we want to really open up the commercial exports of designer brands, we need designers to constantly expand their commercial thinking.

"I think the designer's brand needs to be well developed without losing the brand personality in the process of marketization, rather than persistently persisting in the high-end positioning that they consider themselves, because the high end of the product is ultimately determined by the market." Zhang Shangnan told reporters that learning to land is the key to designer's brand. "After all, survival is the first priority."

"From my understanding of the effect of designer brand participation on CHIC2014, some brands are returning to the ODM development mode while looking for agents and investors in some brands. Many brands also receive many ODM orders on CHIC2014." Zhang Shangnan said.

Obviously, future designers brand In order to achieve healthy development of its own sustainable development, we need to develop brand development thinking and find more business exports for ourselves.