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The end of March each year and early November, China International Fashion Week will be grand opening, lively show, handsome men and beautiful women walked on stage one by one, showing the forefront of Chinese fashion. After the show in the end of a field, after the stunning and lively, show on the show how much into the market? This really deserves our consideration. Show Field and Market Overview Foreign Fashion Week show, often the market leader, from the show to the market is a road two sites, show is the initial station, the market is the terminal. Often see fast fashion brands inspired by the show floor, the first time into the products in the market, the success of the fast fashion brand high sales. It is precisely because of this, every year Paris, Milan, New York, London, Tokyo, the famous five major fashion capitals, annual spring and summer, autumn and winter fashion trends are very attractive to the world's attention, not only foreign industry is very concerned about many well-known domestic Clothing business executives, designers will often go to visit the site, but also often spend heavily buy back a large number of popular advisory materials. How these elements of the show floor, how the brand is how to draw from the show fashion trends, China International Fashion Week is what kind of situation? We also interviewed some brands and professionals. When asked about the many brands on the stage of the China International Fashion Week on the stage of promotion and promotion of enterprises or more brands for the market, Cao Shengkui, chairman of the famous children's clothing brand, said: "Nowadays, Fashion Week show field catwalks, focusing on brand promotion level more nowadays China International Fashion Week has gradually made a brand from the platform in the industry have a very good influence and reputation outside the industry, the appearance of the brand in Fashion Week , But also a good opportunity to show the brand style to the industry both inside and outside.Fashion, exaggeration, artistic will be more intense than the market-oriented products. "Nuoqi brand executives also hold a similar view:" Catwalk in Fashion Week Of the enterprises are mostly releasing the trend of the next quarter. Most of the exhibitions are concept designs. We think the main purpose of the catwalk on the Fashion Week is to promote the brand through this big platform of Fashion Week, and the proportion of products made for the market is relatively small. Now online brands are gradually becoming an integral part of the clothing brand, for the traditional brand of catwalk For the online brand also has its own perspective, the head of online children's clothing brand green box merchandise for catwalk this way: "We think the catwalk on Fashion Week, do not rule out that some brands will be tailor-made for the clothing show a number of clothing, but not We think really good brands should be able to achieve the same or basically the same with the big goods, especially for the children 's clothing brand, to ensure product quality and design standards, both for the show floor and the market are equally important. As for the elements of the show floor how to implement the market, Cao Shengkui believes that show clothing into products will certainly undergo a correction. Because life is not a catwalk, consumers need clothing that suits their own scene. Both beautiful, but also comfortable and generous, the most important thing is the integration with the environment, to adapt to the psychological acceptance of other people. Between the unique personal style and the public's acceptance, it is important to have a good grasp of the scale. Nuoci responsible person also believes that the concept of the show floor design represents the trend, in order to combine with the market, but also according to the actual needs of today's consumers, so the color, fabric, style and other design details both In line with the brand positioning, but also in line with fashion trends and market demand. In view of this, in view of the show floor elements of the floor, the Chinese brand has a lot of thinking. Online brand green box merchandise manager said: "or from different needs of it. Show field is a more special environment, lighting, stage, models, effects, etc. superimposed on the requirements of clothing and daily wear will be a little Different.But green box touches that, designers can through different clothing collocation, the choice of accessories, the model makeup and so on, to make the same goods not only suitable for the stage but also for life.However, in the field of children's clothing brand, such a difference will be relatively small After all, the green box is to help children find themselves, not to change them. "For the status of the domestic fashion week catwalks, we also interviewed the famous domestic buyers expert Yao Xiaoyun. Buyers, is an important showcase foreign guests, although this has not become the norm of domestic Fashion Week, but the buyer's point of view for the show is that we need special attention. Yao Xiaoyun show on the domestic show catwalks like this: "Usually companies will do two batches of style, designers will develop a market for the sale of a sample of clothes, for the catwalk and then develop another batch of clothing. Is to follow the style of the brand, there is not much substantive transformation.Maybe there are a little catwalk style elements will be applied to the market style, but in most cases, the two are not associated.So, we can So that most of the catwalk on the domestic Fashion Week is the level of corporate promotion, is to show and make a show.Product planning and creativity in this case, then the enterprise products in the market should be born? In recent years, design management and product planning Concern has become a key step in the brand enterprise's continuous improvement of motivation and market sales.In the interview, all the brands expressed their unanimous affirmation and importance in the aspect of product planning.CAO Shengkui said: "The design of the water boy is first carried out in the product planning and then Designed. In the planning process must also be the previous sales data analysis. After sku, sold out rate, product life cycle analysis, adjust the product structure of the new season of water boy. However, the development of new water products is under the control of the brand style and can be freely played and changed. We learn from the annual fashion trends, but the proportion of products with high popularity and high fashion does not exceed 30% of the total new products. The main body is still a continuation of the classic style. Nuoqi relevant responsible person said that Nuoqi advanced member database marketing model provides good conditions for product planning.Noji pre-season each year will be based on member structure and consumer behavior analysis, the summary and classification, and then divided For a number of segments of the needs of the market, combined with the buyer's team on the competitive brand market analysis, forecast trends, end product display planning and other information for the company's product planning department to submit a complete "Member Goods Demand Analysis Report." Product Planning Department Using this information as a basis, the information collected by the popular information collection centers established in Milan, London, Paris and Tokyo was used to design the quarterly product plan and redesign the quarterly plan for product planning. Box product manager said: "Product planning for the green box is very important. Fashion design is by no means a designer's personal racism creative, but the fusion of sensibility and rationality. Brand must be combined with the previous year or last quarter of the market feedback, the latest trends, etc., to design the season suitable for the goods. "Although rational planning is important, creativity is essential to a brand's uniqueness in the marketplace, and how designers, as perceptual people, combine good ideas with the market, which every brand must address Problem, and the quality of the brand solution also determines the brand's performance in the market and in the minds of consumers. "Water children always think that the designer's creativity can not be denied. But a really good designer is able to penetrate deep into the consumer life, he can understand the needs of consumers, so his design, even if it is to lead the trend, is also the same as 'sell well'. Aqua designer has its own space, but this play is in the framework of brand-style freedom. Water children's designers will often go to front-line market, experience the sales process, will often go to the fashion capital at home and abroad, to experience the trend of life. The years of their own design experience, and the purpose of social hot spots combined, half a step ahead of the mainstream fashion, but too much publicity personality and lose the market, but also undiminished consumers lose original. Cao Shengkui chairman said .. Green box leader believes that the Chinese market is great, China's children's clothing market is considered 7 billion cake waiting for the brand to share, so the green box that as long as their own characteristics and ideas, the intention to make products , There will be a market. Green box has always insisted the design concept, do not want to please the consumer, but to adhere to their own characteristics. Green box that the brand you have its own positioning and characteristics, so that consumers think of the brand To have a very distinctive and distinctive impression, such a product will have a market, so the designer's creativity, and product sales, which in itself is not contradictory as a buyer expert, Yao Xiaoyun that product planning Indeed for the brand business is indispensable, she said: "of course, a more scientific approach should first be based on the objective needs of the market commodity planning, and then targeted to develop the design. Market-oriented clothing brand product design is not an art creation, product planning play a whole grasp of the style of goods and the structure of the category, and even for different seasons, different regions targeted put forward planning on the goods from the commercial point of Carried out product development. When talking about the creativity of designers and the market of goods should be how to coordinate, how to mobilize the designer's creativity and make the product in line with market sales, Yao Xiaoyun that this involves the scope of design management, design management is mainly reflected In two aspects, from the management process, should be initiated by the design director or director of product, through the collection of market information, sales data analysis, consumer research and a series of steps so that designers continue to learn the market, learning customers, in the development Links through the sales staff involved in the process of multiple selection and modification of the sample process to make the product more in line with market demand; from the management tools, companies can, for example, through the planning of these specific tools, the designer's original motivation to effectively Into a market value of the goods, so as to avoid the designer to play instability, or too personal and other risks. Trend and style Fashion coming and going, only the style forever .As a brand you want to leave a deep impression in the minds of consumers , Brand style is the key.Nowadays, brands are also their own style of tree Paid special attention to water baby chairman Cao Shengkui he said: "A brand of style, is the overall concept. Through the fashion design, brand VI, marketing practices, promotion strategies and other aspects to reflect. Like a person's style is through clothing, accessories, make-up, conversation, hobbies, learning and even friends and family to reflect. Narrow sense if from a fashion design level, the brand's style is also a grasp of the overall style, not just the concept of the design section. Concept models, or seasonal factors, is closely integrated with the effectiveness; and brand style is a continuation of the temperament. But the seasonal popularity and brand style are not irrelevant, it reflects the brand for consumers a kind of attention, it digs in advance a deep-seated desire of consumers. If the brand is the style of the sea, the prevalence of the season is the spray, no spray of the ocean is not attractive, the ocean waves constantly lack the sense of security. "Yao Xiaoyun explained the style of the establishment with the buyer's perspective:" "The trend of alternating, style forever," is a brilliant summary of a brand for popular and their own style to grasp the strategy should be taken. A plate of goods for the season popular style must have a reasonable ratio, each season this trend of the goods should be constantly updated. Grasp the style, you can through the renovation of the classic design, you can also continue the classic elements of the design, always keep telling the customer what the brand insisted. "Although the development of China's clothing brand has no history of those big names in the world, but in the overall awareness has followed the pace of international brands, perhaps we can expect that we will eventually surpass to become an international brand day. There are blood and geographical distinction that it seems for designers from the fashion capital, show floor and the product is what kind of relationship ?, we interviewed from Milan Shu Lan's "masterpiece" brand chief designer on behalf of Bo Na Xin Buddy. Reporter: Do you think now many fashion brands in the Catwalk is the level of business promotion, or more brand-specific products for the market? Bona Simpadi: Whether it is business promotion Or marketing, will be covered at both levels.Such a series of works presented by catwalk, more exaggerated, full of design elements, in order to create an impressive image of the brand, but there will be a large part More simple style, more suitable for consumers to wear.Reporter: show on the field of clothing into brand products will have what Change, why there is such a change? Bona Simpadi: show products and products on the market will be different, the clothes selected by the catwalk is a sense of design or classic, catwalk models generally tall and thin, In order to further highlight the feeling of clothing.Store sales of products to be assisted to make some changes in order to fit the public figure, some exaggerated style is to meet the specific needs of the consumer population, but the proportion will be low .Reporter: Shulang every year Will the first proposed product planning and design, in the process of product planning will be the previous sales data analysis? Bonaventure Di Badi: Planning and then do the design, in the process of doing the planning will do the data Analysis, the annual product on the basis of maintaining the customary style, and according to the brand's customer base positioning, combined with the prevailing trend of the year to adjust the planning program, make the appropriate adjustments.Reporter: You think the creativity of designers and products How to market should be coordinated, a good brand should be how to mobilize the creativity of designers and make the product in line with market sales? Bona Simpadi: If Take care of the market-oriented operation of goods, it is necessary to understand their own brand style, as well as the style of customer base, to stand in the perspective of customer base to imagine and understand the market is which type of customer base, and then into their own design In the works, there is a need for a process of coordination and understanding in the middle, which can better meet the needs of the market through drawing on the designer and brand style and customer base after understanding and feeling each other Reporter: How do you think the style of a brand is expressed? Is it through the design of the concept or the overall style? Or by other factors? Bonaventure: The style of a brand depends on the company's brand image, According to the style to design, there will be some distinctive clothes.Overall, depends on the brand you want to pursue the lifestyle, you want to achieve what kind of ideal state, is for what kind of customer base to do, positioning In the domestic market or the European market or other, each body is not the same size, the concept is not the same, like a different city Market positioning and brand positioning is what, around these factors, the brand to be a special design, highlighting the brand is not the same place, the essence of fusion integration, to express the brand style. Brand represents a cultural symbol, there will be a continuation of things to inheritance and development, not with the previous year's products have a 360-degree change, nor will it be in order to meet the season's trend of completely changing style.
September 14, 2019