The Design Management Of Clothing Store Operation Can Not Be Ignored.

30 years ago, Pierre Cardin entered China for the first time, so that people who had just entered the spring saw the beauty of French fashion.

At that time, Pierre Cardin's French fashion was so incompatible with the monotonous China.

In the next 30 years, China's apparel industry has entered a stage of rapid development.

After several stages from disorderly competition to brand development, practitioners of China's garment industry began to think about the importance of brand building.

In practice, more and more brand operators gradually understand the real meaning of the word brand: it is not only a name, but also a stable stylized, differentiated product that supports the name, and a brand specific culture.

The tightness of design and clothing industry exceeds any other hot industry.

After the rapid development of the garment industry, modern fashion design is more rational.

The era of winning the first prize of gold for countless apparel practitioners is gradually away from us.

How to establish a rational design management system to maximize the value of modern design in the business system is the most concerned problem for many clothing brand enterprises.

The rational development of the clothing industry calls for the rapid establishment of the design management system.

In this regard, some enterprises are in the front, and more enterprises are exploring the way forward.

Gu Yi, a famous fashion designer, runs his own design studio and currently takes the lead in the design and management of the famous women's clothing brand.

Over the years, the experience of consulting the major brands has brought Gu Yi a series of experience in design management.

Gu Yi said that before a number of brands as a consultant, in fact, is engaged in the work of design management.

The establishment of a well-organized design team will enable design management to achieve twice the result with half the effort.

The establishment of design management system is first about the establishment of process.

Gu Yi said, "there are many brand design processes that are converse at the moment. Designers design their products according to the fabric provided by fabric suppliers, and their styles are varied.

It can be seen that designers are integrated with all the best selling styles in the market, which are often designed by designers. They include both the older and the younger, which is caused by lack of management.

Without guiding design, in the later stage of integration, it is likely that more than half of the styles will be abandoned, resulting in a huge waste of human resources.

The effective design process should be a design proposal put forward by the design manager, which integrates the feedback from market research, and strictly divides the theme, color, style and category. The design director, the leading designer, completes the design under the guidance of this plan.

Another aspect of the design management system is the construction of the team.

The linear setting of design assistant, designer, master designer and design director is the layering of the general business to the design department.

The design director takes charge of the product, the main designer leads a team to carry out a series of designs, the Designer completes the style, and the assistant completes the excipient process. Everything should be carried out in an orderly way.

In this system, personal factors are weakened, and all design work is centered on brand demand.

4 years ago, Zhou Yan, President of Dalian Si fan clothing and Accessories Co., Ltd. obtained an astonishing data after investigation: only 6% of Chinese consumers completed their self approval.

That is to say, most consumers do not know what kind of clothes they should choose.

Zhou Yan said: "in such a social environment, brand is responsible for dyeing.

Set up their own aesthetic concepts, and express their internal through the external form of clothing.

This requires the management of brand design. Under the management system, all products in the brand will have a reasonable relationship.

The solidification of this relationship can make the casual consumption of consumers gradually become the purpose of consumption.

Through the understanding of brand system, consumers have reached the recognition of brand aesthetics.

And this series of changes can not be accomplished through single product design.

For enterprises, if they want to become an international brand, there must be a set of management systems that conform to international operation rules, including management system for design.

In the past, designers often chose to design solutions at the last minute.

This makes it difficult for other departments of the enterprise to finish the work as planned.

The establishment of time tables constrains the cooperation time between departments and keeps everything in order.

Zhou Yan said that the practice in recent years has proved that a series of products that have been repeatedly reviewed and integrated by the team can get a good response from the market, which is the most positive proof of the design management system.

For a once used

For the brand, 4 years ago, the problems facing it are the real problems faced by many enterprises.

For some market oriented domestic brands, "design" and "management" seem to be walking on a H line. The two never meet, but they always restrict each other.

In fact, the reason for this situation is not difficult to explain, and the market is the inevitable topic.

The contradiction between designers and managers is due to the different understanding of the market between the two.

Designers often rush to the front of the market and break away from the aesthetic vision of the public.

It is too flattering in the market aesthetic, giving up the guiding responsibility that should be borne by itself, and the brand style is flickering under the guidance of the market.

Many enterprises have accumulated over the past 10 years. Apart from the material benefits of the pot and the reputation of the thin trademarks, the brand is still not clearly identifier.

If we still seek development in the quagmire of homogenization competition, it is easy to be abandoned by the increasingly differentiated market demand and the increasingly rational market consumption.

Finally, designers and managers have reached a consensus under the market discipline: in the increasingly rational market situation of consumption, the design system of clothing brand needs to be managed.

Only by establishing a clear design management system can we ensure the brand's stability and sustainable development.