TANYA Wang Yannan: Fashion Designers Should Look At What The Market Needs.

TANYA as the first batch of customization in China

In the view of brand founder Wang Yannan, the domestic custom brand still lingers in the primary stage of the market.

Can not be obsessed with the design of self deduction, but should look at what the market needs?

Domestic custom dress is still developing at an early stage.

Reporter: as an early custom-made clothing brand, with the development of market in recent years, what kind of stage do you think domestic custom clothes are in?

Wang Yannan: compared with the mature custom clothing market in foreign countries, the domestic custom dress is still relatively elementary. Whether it is branding, design and production capacity and consumer acceptance, it has a long way to go from the mature market.

Although there are several well-known designers in domestic custom garments, the popularity and the works of several designers alone can not support the whole industry.

The clothing industry, especially the high-end clothing industry, is still in the embryonic stage.

To put it simply, production is not connected with sales, sales are not connected with capital, and brands are not connected with capital, either brand or designer.

Reporter: which aspects do you think shows the low degree of commercialization of high ranking clothing in China?

Wang Yannan: no industry chain is the most direct expression. The high level comes from the French Advanced Custom trade union.

How many workshops are there behind Chanel? Some of these workshops are wholly owned by enterprises and some are equity participation.

These factories have completed all the industrial chains of Chanel.

The buttons, lace, ribbon, fabric, hand-made lace, hat and accessories need the industrial chain.

But China has only a processing plant, no industrial chain, then these processing plants are very low end, can not be used in high-end clothing and clothing, so the industrial chain has not been formed.

Product homogenization provides opportunities for designers.

Reporter: now that luxury brands are homogenized, do you agree that the homogenization of products is serious, to a certain extent, to brand designers' market space?

Wang Yannan: it must be so. When I entered the line, it was seven years ago that the high ranking talent just started, and the consumers did not know what was high.

Over the past five years, consumers have begun to have a very clear concept of "Gao Ding". There is a standard for high definition, a threshold and a need for certification.

After all, niche industry is a niche production. It's hard to make money. As I just said, Gao Ding clothing brand has no way to enter the capital market, so the development of the clothing brand will not blowout as the industry expected.

Then there is the problem of the industrial chain. If it is high in a cultural area, whether the country is good or regional, or the times, it will not jump out of the rest to survive. It will not jump out of the economy or jump off the industry.

It must rely on the entire economic momentum and the development of the entire product to survive, produce and develop.

Reporter: from your personal point of view, is the future of high definition designer smooth?

Wang Yannan: domestic high definition designers have been growing rapidly in recent years, but they are still in the same place. The growth rate of customers is too low to be a bottleneck for the development of clothing brands.

There may be several different trends in the development of designers in the future, such as deep cooperation with enterprises, especially in conjunction with large domestic garment enterprises to build high definition brands, or to become senior managers, to be employed in clothing brands, or to insist on niche brand lines to get capital help among people.

No matter what form, the domestic clothing brand and designer will encounter better opportunities with the maturity of domestic economy and garment industry.

The middle class is the core consumer group of customized clothing.

Reporter: many luxury brands are also making an extension of customized services. Do you think the market has been squeezed?

Wang Yannan: the domestic middle class market has a very strong purchasing power. The market is large enough to support many brands.

As long as the products of these brands are outstanding and have their own characteristics, it should be said that the market is still very strong.

But from the perspective of brand competitiveness, I think design concept and style are decisive factors.

Reporter: compared with the mature luxury brand, what do you think is the advantage of the domestic custom brand?

Wang Yannan: the international luxury market is very homogeneous.

This season or those brands produce almost the same thing.

Pop, lace, profile, all brands seem to be the same design concept, and less brand differentiation.

Homogenization competition is related to the large-scale production of luxury brands.

But custom clothes can be detached from this, because no matter what the trend is, designers only make products that match their style.