It Is The Source Of The Fashion Designer'S Spirit To Keep His Mind Fresh And Keep His Ingenuity.

Step by step, make yourself.

Interview with designer Cai Xia: at present, the most lacking in the clothing industry is the spirit of "craftsmen".

Independent designer Cai Xia

As independent

Cai Xia started designing work in 1995, so far twenty years ago.

She has always loved this industry and hopes to create new things in her industry.

Therefore, she has been constantly revising, supplemented and perfected.

Step by step, do yourself well.

Her "Fengyi studio" has been set up for five months, mainly for windbreaker, jacket products design, development and OEM processing, meaning to rely on their own hands to achieve adequate food and clothing.

"Fengyi studio" is different from general studios. They do not sell design and inspiration, but only do their own designed garments. Different quality and high added value and high performance price ratio are the goals they pursue.

Cai Xia has been shopping in WeChat's circle of friends recently.

The big discussion stems from her double eleven shopping experience, because it is a season change.

But a lot of brand shops have been visited, and the Internet has also browsed.

It seems that the demand is not high, actually not low, but simply did not buy.

Many times, manufacturers in order to reduce inventory and sales costs, the production is all the same size.

Average code is actually a problem, and it is also a wishful thinking for manufacturers.

Most people can wear it, but consumers with slightly different sizes will feel uncomfortable after wearing them, and the comfort level is completely gone.

As a consumer, it is still hoped that manufacturers will be able to divide into categories and become more differentiated.

Those brand clothing enterprises may also be because the trousers are highly technical and profitable, and they are not willing to do this kind of products.

Through this incident, she felt that the market of trousers and other single products is promising. We should know that consumers do not have no need for this kind of products.

Unfortunately, those around us do.

Sales, design and research colleagues did not think seriously about this aspect.

In fact, in her opinion, shoes and trousers are a good match. When they travel to Korea and Japan, they see that the footwear dealers display their shoes and trousers together, so that consumers can see the matching effect of these shoes under the trouser legs, especially the height of trousers is the same as the height of shoes that people wear normally.

What kind of trousers are popular now? What kind of shoes do they match?

People are very smart, he does not sell shoes, he sells a popular way to convey a lifestyle to consumers.

Back to China, at least so far, Chinese people are only concerned about the products themselves when they are buying and selling. They do not pay attention to the needs of consumers.

We should know that consumers are not short of pants nowadays. Nowadays consumers lack better, optimized things that can improve their way of life, but we do not pay attention to it.

In addition, pants enterprises also need to find a way out in the product, to be brave in innovation and to stimulate their own inherent potential.

Buyer's market and seller's market lack a demand feedback at all ends. Many times they often make something that can't be sold to consumers, and consumers also have many needs that can not find suppliers. They lack effective communication and lose many opportunities.

Regarding the research and development of fabrics, Cai Xia thinks that the domestic fabric suppliers are divided into trade type and production R & D type. From the R & D type fabric suppliers, most of them are specialized in category, and the equipment he owns can only serve the category, whether they are products developed by him or his market research is just around those suitable for these devices.

The biggest problem for designers is whether they are

Cloth retailers, or clothing brand suppliers, or even trade associations or other research institutions, can not find a channel that can best connect with most of the design studios in research and development, nor can they get the raw materials needed for designers to produce good products.

In addition, if these steps can be completed, how can these products be delivered accurately to consumers?

This is also a subject that needs to be studied.

In addition, when finding fabrics, designers also find that it is really too difficult to find the fabric they need. Even though they look for the source from various sources, they are still unable to find the right material. Without proper materials, they can not produce products that can be sold on the market.

It can be said that so far, it is very difficult to find a suitable fabric for the domestic professional market.

A kind of

Over the past two years, as foreign brands have flooded the domestic second tier market, domestic clothing brands can not afford such a setback, but now they are in the golden age of the wholesale market. What is popular in the market and what is sold in the wholesale market, and most of them are sold as "exploding money".

Because there was no sales experience before, in 2014, after a year of shop sales and marketing courses, I found one thing right: whether it is product development or brand promotion and marketing, we did not put ourselves in a position to think about what consumers wanted, and what kind of products they wanted us to give them.

After that, we thought it was good to do it behind closed doors, but consumers did not buy it, and ultimately hurt the market and became a huge inventory.

In addition, to see what other people's homes sell well, change or imitate.

It is clear that there is something in the market space, and there is no good excavation. Everyone likes to join in the fun and get together to make explosions. For example, down jacket, the market condition of the down jacket in previous years is good, so everyone gets together to make down garments, and the result is warm winter.

Unmarketable, everyone is rushing to do double faced. This year's double-sided products also have problems. There are not many innovations in the style, big cards or explosions in previous years. We try to drive down the profit space, which is more serious than the price, which results in the backlog of the high-end double-sided products, which will cause problems sooner or later.

In other industries, the spirit of craftsmen is advocated, and the spirit of craftsmen is the most lacking in the clothing industry.

Too much plagiarism, too much self doubt.

We must know that we are a big oriental country with a long history of clothing culture for 5000 years. Designers must also have the spirit of independent innovation.

Unfortunately, many designers often do not enter the shop, which leads to the complete lack of communication between designers and terminals. Designers can not get information from the terminal on consumer demand, and thus can not get effective confidence feedback.

This leads to poor performance, and everyone will think that the economic situation is not good, leading to a sluggish market and lack of purchasing power for consumers.

This is not the case. The clothes that consumers really like do not say that the price of this garment is not high. He will say this thing is not worth it at any time. He does not lack this kind of thing and does not like this kind of buying without characteristics. Actually, consumers who are really good things are worth paying is not necessarily the cheapest.

But the bosses of the clothing industry do not think so, so a series of problems have followed, and it is even more difficult to solve them.

With regard to independent brands, for example, as Peng Liyuan shows the Chinese national style to the world, Chinese style clothes are very popular nowadays, and the materials of cotton, linen and silk are starting to become more and more popular. But it can really make this style practical and practical, the people enjoy it, the price is reasonable, the quality of the craft is good, and the quality is not good at the moment, but it is worth praiseworthy that she brings fresh air to the clothing industry.

Cai Xia is now trying to do this Chinese style dress. He named it the "chinier" for the Chinese style clothing series, and set up the "studio Cai Xia studio", which has also been supported by some agents and franchisees.

This is a style of clothing that is partial to Chinese style and modern Zen. It is not the style of elegance and elegance. It is both realistic and modern. It can also be accepted by most consumers in terms of price, and can reflect slow rhythm and quiet feeling.

Now that she has entered the research and development stage, she now goes to Keqiao and Shengze every once in a while to inspect the new pattern and new fabrics, so as to find the materials that can be used for her later.