Designer Eula&Nbsp; Dennis: The Three Elements Are The Trend Codes.

Italy born in the 60s of last century

At present, CAT and NorthSails are working with EulaDennis, both of them are American brands.

At the same time, EulaDennis began to cooperate with Chinese brand FORESUN products, and released its first quarter product in March this year.

In this year's CHIC menswear exhibition area, EulaDennis will visit the FORESUN brand exhibition of military style.

The author's dialogue with the fashion designer design director who knows the fashion trend has opened a door for more industry designers to control the trend of fashion.

Cut the season very fine.

The author: what are the design points of this year's FORESUN brand display product?

Dennis: this year is mainly the trend of dark blue and army green leading the fashion.

The military style led the whole outdoors and life pack.

A lot of military uniform has been used in details.

The details of the professional uniform of various countries during the Second World War were taken.

In terms of fabric, there will be a lot of cotton products this season, but the nylon products will be more numerous next season.

In the two quarter, the former is spring and summer, and the latter is autumn and winter.

I: so do you design the R & D according to the two quarter of the year?

Dennis: the release is like this, but the process of R & D will be more detailed.

We used a relatively concise profile in the first quarter, and the structure was very clear.

But the second quarter products reflect the brand's style and soul.

There will be more changes in autumn products than in spring.

It can be said that we are doing meticulous research throughout the year.

In this way, those who care about brands will not buy all the wonderful products in a single season.

They need some time to savour the brand personality.

Author: why do we need to cut out the details of the season to do research and development?

Dennis: the advantage of doing this is to understand the way of life of customers.

Author: does the brand cut out the details of the season, and the better the R & D?

Dennis: it should be just a part of the brand to do so, and some brands of explosive money do not have to do so.

For some exquisite high-end brands, if the market can not be cut, it is very dangerous in product development.

The advantage of competing with similar brands lies in whether products are more humane.

And the design of products throughout the year can not be taken care of by details.

Then consumers think the design is very general.

The author: at this point, very much like the development of women's clothing brand.

Dennis: Yes.

Even the research and development of men's clothing brand of military style has learned a lot about the operation of women's clothing brand in the methods and processes.

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Blue is the embodiment of retro.

The author: in my opinion, many of the seasons are blue.

Dennis: Yes, blue is the most popular color this season.

We also use this color in large numbers.

The author: many European brands used cobalt blue in the 2011 spring and summer releases, but your brand used the universal basket.

Dennis: cobalt blue is really popular in women's clothing and tide cards.

But we are the brand of men's clothing, so there will be some changes on this basis.

But the general trend is not so bright.

It's a deep and unique blue color.

Author: how long do you think the blue color will last?

Dennis: maybe the next release will change.

It is hard to say that blue will not be so popular in late 2011 and 2012.

Even if there will be, it will not be such a large area, or in terms of color tendency will be different.

The author: but for you Italian people, blue is very classic.

Dennis: Yes.

Blue, or rather dark blue, is the most commonly used color of Italian clothing.

Especially men's clothing.

Because of the existence of denim fabrics, the blue theme has been accepted by the US market for a long time.

It's very much like the black color of China.

The Chinese market likes black very much.

It is also a kind of clothing color most accepted by regional culture.

Author: is black not loved by Europeans?

Many Europeans wear black, too.

Dennis: black is very high-end and fashionable for Europeans.

In Paris, fashionable and modern people like black.

It looks like Chanel uses it as a store reference color.

But Europeans in life don't usually use black.

Black is a color representing luxury and higher colors.

Chinese people like black everywhere, at least Beijing people like it very much.

They think black is practical, dirty, can make people look slender and sexy, and sometimes makes their faces look good.

This is a contrast which makes the face look very white.

So it's a versatile color.

In fact, the color of this versatile function is blue for the Italians.

The change of elements constitutes a trend.

Author: so how can this kind of fashion be popular when it is blue?

At least in Italy, many people wear blue clothes on many occasions. Is everything fashionable?

Dennis: it's because of the revival of wind this season.

Those classic things have been scraped back.

The new blue products are getting more.

But it can't be said that the clothes on every market are very fashionable.

I think it's fashionable to see more aspects.

Such as style, details, materials, tailoring and so on.

Why do we use cotton in this season?

Dennis: I want to relate to the natural trend this year is the year of environmental protection.

Author: why is it that nylon material will be popular next season?

Dennis: there are always some changes to distinguish between fashion and fashion.

In color, profile and material, it is probably the outline, so the fabric must be changed.

Because the last autumn and winter has changed greatly in profile, the high shoulder line has begun to fall back, and in terms of color, because the brand has already positioned the military character, it is impossible to have those changes that are too big in color.

Author: so, brand positioning plays a great role in fixing the trend?

Dennis: that's right.

After a lot of women's clothing brand profile is fixed, that is, changes in color and technology.

Some leisure brands are always innovating in fabric materials because they operate standard products.

What are the elements that drive the trend change?

Dennis: the three elements of fabric quality, style profile and color pattern.

The combination of these three elements control the trend change.

Usually we will judge the future trend based on these, and in many cases designers will have similar predictions.

There are also some different contents that depend on the demand of brand style and regional market, that is, we just talked about Beijing people who like black.

Brand style needs as if the FORESUN brand is a military brand, so army green will always exist, which will be interspersed or deep or shallow blue, brown, black, beige, fan color and so on.

How to use it, we must consider the trend of fashion.

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The source of inspiration is business secrets.

Author: what basis do you use to determine the trend?

Dennis: we should go to many places and watch the fashion in the streets.

There are many professional ways that should be the secrets of business.

Because the source of inspiration is definitely not true.

Every designer is facing a complicated market environment. In this link, different designers have their own research methods.

In other words, is the inspiration from the whole fashion market environment?

Dennis: you can say so.

Because some consumers in the market are very advanced, others are leading, others are very average, and many of them are lagging behind.

We do not lead or conquer very advanced consumers. We are only trying to satisfy some of the more advanced ones.

Because some of the most advanced people are fashion oriented, and they are also making fashion.

How can you tell if your product is selling well in the Chinese market?

Dennis: my attempt is to match Chinese tastes with international fashion.

I offer more international elements.

But whether these are popular or not depends on the choice of sellers.

However, it is my job to make the whole proposal rich and colorful.

Then the overall feeling will make more people understand the strength of our brand's design.

There will be changes and adjustments on this basis.

I: will you not feel constrained by your changes?

Dennis: No.

That's part of the job.

And it's an important part.

At least before going public, anything is done to get close to perfection.

And that part of the work is done by a dedicated team.

Author: are you optimistic about the design results of this season?

Dennis: this season is based on objective analysis of the design, I think "safe" to describe accurately.

After all, this is the first time to enter the Chinese market brand operation.

We pay great attention to overall positioning.

I will add more details next season, and that will be extraordinary at that time.

With the first season of friction, we will have a more precise direction.