Design Marketing Shoes And Clothing Enterprises Set Off Design Outsourcing Tide

Marketing and design inject infinite vitality into the traditional clothing industry.

Quanzhou textile and apparel industry, which has 100 billion yuan output value, has attracted a large number of design talents to come to nuggets.

Recently, a number of garment professional development teams have chosen to take root in China's famous Leisure City, Shishi, through the new mode of "commissioned development - placing order production - consultation sale", and set off the upsurge of fashion design outsourcing.

The clothing development team has been gathering up recently. As a fashion designer and CEO, Yu Mint is busy.

First of all, the design team has just been established for more than two months, and everything is difficult at the beginning. Second, new sports and leisure styles have just been developed and are being discussed with several well-known enterprises.

Similar to Yu Min and his Hagrid fashion design company, the number of foreign garment development teams in Shishi, Quanzhou is increasing rapidly.

Yu Min said: "the operators of these teams come from Zhejiang, Shandong and other places, and the garments developed include men's clothing, women's wear, sportswear and so on."

Years of experience in clothing marketing made Zhang Kongjun familiar with the staff of these development companies.

He said, "some of them have been engaged in garment factories in Shishi, and have been developing for the past one or two years.

Some are the chief designer or design director of a clothing company, and now start a personal studio or development company.

Reporter learned that, affected by the global financial turmoil, unlike the previous years, the vast majority of Quanzhou garment enterprises began to choose the path of sound development.

The output value of Quanzhou textile and apparel is 100 billion yuan, so that the design and development team can see the potential of clothing design.

Liu Jianliang, a brand planner, said: "there are two key points in deciding the success or failure of a garment enterprise's market operation. One is design and the other is marketing."

Only when the designed products meet the needs of the market, can marketing be sold well, so that the products can be marketed and harvested through the brand promotion, channel construction, advertising and other measures.

But if there is a problem in the design of the product, no matter how hard your marketing department is, it will not buy your account.

Over the past two years, a group of garment designers and product developers in Zhejiang, Wenzhou, Dongyang and Yiwu have visited Shishi, and have come to set up clothing development and design studio and brand clothing development company, making use of the advantages of many local fabric enterprises and convenient fabric selection.

Third party design forces. "Now, many of the shoe and clothing companies in Quanzhou are working with professional design and development companies, especially sports brands."

Yu Min said, "Anta, Hongxing Erke, gold lake and other enterprises are working with development companies in Guangdong and other places."

It is understood that the mature garment development team develops thousands of styles every year.

Malet also worked with fashion design company last year. Li Tianfu, deputy general manager of the company, said: "not all products are designed by people, but mainly rely on the company's design team, outsourcing some directional designs."

Design outsourcing is an effective means to ensure the growth of its own brand.

Li Tianfu said that design outsourcing does not mean that it does not have its own design style, but to make better use of international resources and internationalize competition with international brands on the international stage.

Yu Min also said: "the R & D department within the enterprise may be influenced by the internal environment of the enterprise, so it is easy to be misled in product development."

It is understood that the clothing design and development company is the third party design team, develops various clothing samples, designs a new style that caters to the international trend. After the approval of the cooperative enterprise, the sample can be added to the brand logo, organized by the cooperative enterprise, or put directly to the garment plus factory production. Finally, the product price is negotiated by the partners, and the product is sold by the development company or the cooperative enterprise, and the partners and the processing plant each obtain corresponding profits.

How much is the design fee for a project? Most of the answers to the questions posed by reporters are very important.

A top ten designer in China says there are great differences in the charging standards in the field of costume design.

When some newly graduated students start designing, the price is very low, and tens of thousands of yuan can be used to make a season's goods. The designer's starting price is a few hundred thousand yuan, and the gap is very big.

"In the future, the market will be divided into small, high, medium and low-end ones, some of which are exclusively for small and medium-sized start-ups."

He said.

"Our style of cooperation with the development company is basically autumn and winter clothing."

Li Tianfu said, "last year we worked with the development company for fifty or sixty costumes, which cost hundreds of thousands of yuan."

He said that the cost of cooperation between enterprises and development companies is fluctuant, for two reasons.

One is to see whether the development of exclusive style, the second is to see the depth and breadth of bilateral cooperation.

He said: "if it is not for the style, it may be homogenized with other enterprises, and the price will not be high; if it is a clothing enterprise led development, the development company is responsible for the implementation of the concept, the cost of cooperation is relatively low."

"Generally, we charge a few hundred thousand yuan for the enterprise's quarterly design, depending on the degree of difficulty in the operation of the brand.

In general, according to a single style, thousands of yuan per unit, according to the 100 quarter per quarter to calculate is hundreds of thousands of yuan.

A chief executive of a development company told reporters.

We have abundant resources, we have 1 billion 300 million people and there are many opportunities.

Wu Haiyan, vice president of the China Fashion Designers Association and professor of The China Academy of Art, said that this is the confidence of local design companies in the Chinese market.

A person in charge of a large number of brand design and development companies in Guangzhou believes that Chinese design companies have their own characteristics: design companies earn more value for enterprises with professional services.

He said: "first of all, we need a good team. Secondly, we must be able to market the design concept and design results, and designers should have a keen sense of the market. We can accurately grasp the market movements and accurately predict the market popularity. Once again, we have the ability to integrate the brand, provide customers with value service, and grasp the brand line under the brand trend, and earn the added value of the brand."

Yu Min said: "at present, the demand of Quanzhou clothing for development companies is still very strong, but this is based on China's current market economy environment and the internal environment of enterprises. Management is not able to keep up with brand building, and the enterprises that do not conform to market rules in the future will definitely eliminate a number of surviving enterprises, and management and capital will do better."

Cai Bingshui, director of the Department of light industry, Quanzhou College of Economics and Trade, introduces the package service of brand design, packaging and promotion, taking the overall form of design companies as a whole, providing a systematic service plan for the brand construction of Quanzhou garment enterprises, and will become a trend.

He said, "of course, it is necessary for bosses to fully accept this idea, but clothing enterprises have a high degree of demand for outsourcing design.

Scientific analysis, design team operation and planned publicity will become a sign of maturity.

However, compared with the mature countries such as Italy and France, China's enterprises and markets are far from mature.

According to Cai Bingshui, the products developed by the design and development team are still mixed, which needs to be set up by relevant departments.

Yu Min also recognizes this.

He said: "Quanzhou's local development companies will inevitably face a shuffle, and most of the existing local development companies are not optimistic about their survival.

Teams without real qualifications and talents should also be eliminated.

The management idea of commercial fashion design outsourcing has been formed in the early 1960s. American entrepreneur Ross Perot and some other entrepreneurs are known as pioneers in the creation of modern outsourcing industry.

In the clothing industry, Shan Shan put forward the idea of "leaving profits for itself" in a few years, and gradually tried to outsource some business in production, design, logistics and sales. Metersbonwe insisted on focusing on market sales and product design, and took the virtualization operation line; and the local clothing brand seven wolves were blooming all over the country to build a living hall, and strive to become the largest clothing retailing enterprise in China.

Introduction of the industry, the current market has the characteristics of highly integrated, highly informative and highly marketable. It is not who or which department or occupation dominates the garment industry. The designer oriented garment industry is out of date. Now it is necessary for all departments and enterprises to cooperate fully to ensure market advantage.

GAP, DKNY and Benetton in Italy have their own designers, but it doesn't mean that all their products are designed by their own designers. Usually the theme and style of their products are controlled by their core designers team. At the same time, some cooperative design studios can be selected around the world to complete the design of this season, because only in this way can the diversity of their product styles and popular elements be ensured, so that their products can be highly adaptable in the market.

Last year, the Haibo meeting held at Shishi made an important arrangement to set up a costume designer's exhibition area, which formally introduced the costume design technology industry to the Expo, and further integrated business and design.

More shoes and hat investment information, click here to enter the responsibility editor: Wang Xiaonan