Designer Trend: Analysis Of Independent Fashion Designer'S Brand Development

Chinese independent fashion designers first appeared in 1990s, and appeared the first generation of independent fashion designers represented by Wang Xinyuan, Zhang Zhaoda, Guo Pei, Wu Haiyan, Ma Ke and so on.

Since 2000, the cultural industry and small and medium enterprises have received the attention and support of the Chinese government. Integrated stores and buyer shops have provided the development platform for designers, and some new designers have created their own brands.

Although most of them are still in their infancy, it is undeniable that the brand of local designers in China is rising. Whether it is style, style or brand idea is being pursued by the younger generation.

McKinsey said in its 2017 China consumer survey, "double click" Chinese consumers, that 62% of Chinese consumers prefer local brands at the same price, and 58% of respondents have bought local designer brands in the past year.

This shows that the local designer brand has sufficient audience and market development space.

After a statistical study of the independent designer brands created in China from 2000 to 2017, 100 representative Chinese independent designers and their 102 garment brands were selected for in-depth analysis.

1. Distribution of sites

The East China region has a typical cluster characteristics, with strong development momentum and the highest proportion. The development of designer brands in the western and central regions is lagging behind, which may be affected by the relatively slow development of the economy, and the consumers' awareness of the independent designer's brand is not strong enough.

The independent designer brands of Shanghai, Beijing, Guangzhou, Hangzhou, Shenzhen and other large cities are more active.

The design atmosphere of Beijing is strong, and the brand development form is standardized and complete, attracting a large number of talented designers.

The fashion industry in western developed countries is relatively mature, and the supporting mechanism is relatively perfect. 24.5% of overseas background designers rely on local industrial resources and market choices to start overseas businesses. The brand created in London far exceeds that of other fashion cities. It also reflects that Chinese fashion designers are keen on studying in London and London's fashion industry as a pioneer in the world.

2. Designer background analysis

Among the 100 designers surveyed, male designers accounted for 41% and female designers accounted for 59%.

Most designers choose to create brands around the age of 30, and the most innovative designers are mainly "post-80s".

The designers of this generation are mostly single children and have a distinctive personality. They like to make innovations in their originality and hope to express their personal ideas and ideas through creating their own brands. The number of designers after 70 is only inferior to those of the post-80s generation. They have more mature aesthetics and market judgement. They create relatively early cards and have more stable consumer groups.

Most of the top designers are from the clothing design department, with solid professional knowledge and good professionalism. Bachelor's degree or above is 96% of the designers surveyed.

The independent designer of overseas study accounted for 60%, including 31 master's degree, 27 bachelor's degree and 2 advanced studies.

Designers of returnees can not only touch western fashion elements, widen design thinking, but also "adjust measures to local conditions" and rely on local industrial resources and markets to grow rapidly.

At the same time, the domestic fashion design education is becoming more mature, and a large number of local designers who have good academic skills and have strong strength in costume design and production technology have been trained.

3, consumption subject analysis

For a long time, the millennial generation (aged 20~34) is the main driving force behind the growth of the independent designer brand market.

In this consumer group, the stable income white-collar workers have strong purchasing power. They are called "gold merchants". Large department stores and brand stores are the main places for their clothing purchases. Secondly, freelancers or students who are highly privileged in their families, they pay attention to the appearance of clothing and their personality, and are familiar with social media. They also rely on online stores such as micro stores, famous discount networks, online self operated platforms, and brand official stores to understand and buy clothes.

4, current problems

(1) visual VS real wear: new designer brands tend to get lost in the market, fail to grasp the connection between aesthetics and application, fear that products are too "personality" instead of being accepted by consumers, and gradually compromise to become "basic funds", resulting in the loss of a large number of potential customers.

(2) individualized design VS industrial production: many talented independent designers publicize individuality and unique design style, but it is difficult to control the balance between individualized design and industrial production. Therefore, they often encounter problems such as complex design, special edition, too difficult process and low market share, resulting in too high production cost and large volume production.

(3) brand leadership VS marketing management ability: in order to ensure that the core values and cultural concepts of the brand can meet their own values, but also because of the limited human resources at the early stage of development, independent designer brands are often dominated by designers, but although they are extremely talented, they are always limited in energy and weak in management base. They are in cost control, inventory management, logistics management, and so on.

Management and other links lack modern enterprise management experience.