Original Design Clothing Brand Development Problems: Design Without Management

How to shift from labor-intensive production to brand marketing with high value? China's clothing industry is exploring a road suitable for national conditions to adapt to the trend.

At this point, the original design because it can bring real core competitiveness to products and brands has been increasingly concerned by enterprises in the industry.

From the first lady Peng Liyuan's visit to Guangzhou's clothing brand "exceptions" to the 2014 APEC summit, the leaders and ladies of various countries praised the Chinese new dress, and the original design clothing brand and original designer received extensive attention from the government to the people.

But today, we see that behind the prosperity of the "original design clothing brand" is the difficulty of the enterprise and the strength of the brand. Why exactly is the development of the original design brand so hard?

It is the essence of the design industry that inspires the creativity of individuals and promotes the level of product research and development. Designers, like artists, need constant inspiration and creativity.

But on the other hand, the biggest difference between a designer and an artist is that an artist can accomplish a certain work independently. However, the designer can not, no matter how wonderful the design is, it must be integrated through the industrial chain. No real product can be formed without the process of development and production. Without sale and promotion, there can be no substantive contact with consumers. Therefore, how to pform talent into competitive, popular and high added value goods requires a "management system" throughout.

China

Up to now, we may be able to tell each of the Golden Summit winners and top ten designers, but the famous professional managers and professional teams of clothing brand management are few and far between.

The most influential recently is Jin Zhenjun, a Korean American who has just left the Lining brand. He worked in Daphne shoes and joined Lining in 2012.

The executive vice president is fully responsible for brand operation management.

Jin Zhenjun's split up with Lining also brought a big discussion to the industry about whether brand development needs to introduce professional managers.

When the design and management are derailed, it not only affects the rational pformation between the design and the product, but also affects the realization and continuity of the design.

So we can often see that the original designer brand of several people can survive, but once dozens of people will have various problems, they will get into a mess.

On the other hand, the lack of efficient management mode will increase the ancillary cost of the design, such as production cost, operation cost, warehousing logistics cost, sales cost, promotion and publicity cost and so on. When the brand is weak and the market pricing power is lacking, the higher cost will mean the increase of business risk and weaken the market competitiveness of the brand.