Fashion Designer YOEY: Design Concept Of "Play Design"

Reporter: please introduce our business / brand first.

YOEYYOU:YOEYYOU brand positioning original

Brand, "YOEY" is the name of the main designer, and she surnamed Yu, so the brand name is named after her name.

Besides the main designer, we still have more than 20 people.

Team.

Our consumer group positioning is 25 years old -45 years old, we do not have too much to pursue a lot of customers, because I think every real

A brand has its own language. You need someone who understands your design language to appreciate and consume you, but not everyone will resonate with you, so the product is bound to be small.

So we do not need to pursue the fast fashion marketing mode, which is two different directions.

In terms of product style, we do not have much bias. It is simply that the design is relatively strong, and the quality and corridor requirements are relatively high.

At present, the target of brand cooperation is buyer's shop and brand collection shop. Later, it may also develop into a commercial brand.

Reporter: how much is our average price?

YOEYYOU: the price range of our products in autumn and winter 2016 ranges from more than 2000 to ten thousand.

In fact, consumers are also looking for something differentiated, something with a sense of design, rather than just pursuing the brand effect.

The brand space is coming out, which is also a good trend.

Reporter: what kind of idea do we want to bring to the audience when our brand first appeared in Shenzhen trade fair?

YOEYYOU: the theme of this exhibition hall is the "balanced spiritual world", presenting a "open design" attitude to everyone.

Reporter: what is the inspiration for this product?

YOEYYOU: in fact, we do not have too much emphasis on the theme. There are also some minor changes in the theme. There is no frame in the big theme direction, so it is more arbitrary in design. This is what we call the concept of "play design".

Reporter: how do we balance the balance between design and business?

YOEYYOU: in my opinion, an original designer can not be completely unified with the market.

Because if you go to the market, you will lose.

Independence, but if we pursue the independence of the designer alone, we will lose a lot of market.

So in this respect, I feel that there is no way to achieve complete unity.

So in the case of designers, brand leaders and sales teams, we can only consider these things at a higher level instead of letting designers think about them.

Reporter: do you have confidence in the future of your brand?

YOEYYOU: of course.

Take this exhibition, including Shenzhen.

All these have given us great support. Our response is obvious to all, including product and creative design.

Reporter: what are the plans for brand line and online sales?

YOEYYOU: offline cities are still in the first tier cities, including Beijing, Shanghai, Hongkong and so on.

The exhibition will also take part in it. There will be more forms, including some showroom on the international platform.

Do more activities.

Online sales will also be considered, but now it is still more focused on physical stores.

Reporter: the YOEYYOU brand has been established, so this year is the first time to participate in exhibition activities, is it?

YOEYYOU: No, last year when we joined showroom in Shanghai fashion week, we also participated in showroom of Shenzhen fashion week this year.

Reporter: how to control product quality and supply chain?

YOEYYOU: we are more original than others.

It has a greater advantage and background, because we have our own.

Companies, supply chains also have very good partners.

This is the reason why our products can use European fabrics but they can control costs well. These are great support from our fabric companies.

Our fabric companies and clothing companies are parallel, and there is a more than 1000 square living space, which includes clothing studios, cafes and so on.