How To Innovate In The Category Of Sundance Down Jacket?

In October 2022, the official news of Muse award is that the Sundance down jacket has won the design award. This is another international award for men's wear of Sundance, following the Gold Award for good design in Europe, DNA award in France and ispo award in Germany. For a while, with media reports and consumer concerns, what makes Sundance so honored? What's the innovation of Sundance down jacket? Let's read the way of category innovation——

The first way of innovation: breaking the boundary and reconstructing the classic category

　　 Down Jackets It has a long history in China. The feather coat was also used in Zhou Dynasty. Down jacket, which has been popular in China for 3000 years, was known as the warm dress of ancient aristocrats in the early stage.

Photo 1: one of the earliest down jackets

In the end of the 18th century, the fashion of "brother of Paris" and "the American jacket" became the name of the French "brother" and "the aristocrat" clothing Great innovation.

Photo 2: classic jacket

The jacket has poor thermal insulation, and the down jacket is bulky and heavy. Can we combine the advantages of the two to create a kind of clothing that is elegant in leisure and easy to wear in many occasions? Sundance has launched a cross category innovation and exploration.

Photo 3: Sundance's first down jacket

　　 The second way of innovation: integrate global design resources to create new products

BURC Akyol, famous in France Menswear Designer , has worked in international luxury brands such as Dior, Bari family, Ungaro, Barbara bui, etc. In 2022, Sundance and BURC Akyol opens the road to cooperation. In the process of cooperation with Sundance, BURC Akyol gives full play to the design experience of major international luxury brands, leads the new breakthrough of modern high-end men's wear, and is committed to redefining mature men's wear.

Photo 4: BURC Akyol works in design studio

Through BURC Akyol and Sundance design team strive to break through, combining the advantages of down jacket and jacket, to create innovative jacket down with style and temperature for modern elites. On this basis, BURC Akyol adopts the classic old pattern design which is widely used in the international fashion industry. Inspired by the brand name of Sundance, Akyol conceives the two-dimensional version of SD pattern, which is integrated into the design of autumn and winter series. The cooperation between the two sides has created a romantic encounter between down and jacket. Let's enjoy the beauty of modern style from France.

Down jacket of Saint five

　 Category innovation achievements are recognized by the world platform

In October 2022, in Changsha, China, in the eyes of the public, Sundance held a grand opening ceremony of down jacket. At the launch site, Dawan District elder brother Lin Xiaofeng, as a star push official, personally experienced the down jacket. After the release of the Sundance down jacket, it received media and star attention, KOL Recommended by consumers.

With a deep understanding of cross-border innovation, Sundance stands on the international podium. The down jacket has successively won the "DNA Design Award" of France and the "Muse Design Award" of the United States, which is another product of Sundance that has won the global award. Recently, Luo Zihan, vice chairman of Sundance, was invited to attend the "2022 7th Sino French Brand Summit Forum" and became a guest of the theme round table forum. The Sundance down jacket appeared at the headquarters of UNESCO, becoming one of the Chinese clothing brands on this international stage. At the meeting, guests, media and fashion celebrities appreciated the Sundance down jacket and gave them unanimous recognition and appreciation.

Photo 6: Sundance down jacket won the Muse design award of the United States and the gold award of DNA design in France

　　 Sundance leads the way of upgrading modern high-end men's wear

In recent years, with the continuous innovation of domestic brands, many brands are experiencing explosive growth. Chinese consumers' recognition of domestic brands has been further improved. However, the market situation under the influence of the global epidemic is complex and changeable. If Chinese brands want to ensure their strong vitality, they should practice their "internal skills" and accelerate the pace of upgrading.

In 2022, Sundance will accelerate the brand Upgrading -- cooperate with French designer Thomas to create a new VI system; Working with Italian designer Luca Create a new store space system; Cooperate with French luxury designer BURC to create down jacket star products and create modern high-end men's wear; Winner of the European DNA Design Award Design Award, Muse design award, etc; Suntech has successfully entered the high-quality shopping centers such as gaomeixi Xintiandi in Changsha and opened a new generation of flagship benchmarking stores.

In the eyes of global consumers, the brand of "Shengxi" has been upgraded repeatedly. In the future, Sundance will continue to focus on customer needs, integrate global design resources, create a new benchmark for brand upgrading, and look forward to stepping onto a larger international stage!

Photo 7: Sundance down jacket