Apparel Industry Onlookers: How Many Clothes Will Flow Into The Clothing Market

Spring, summer Fashion trend in autumn and winter The press conference attracted people's attention, and a colorful press conference, like an industry vane, guided the goal and direction of brand design and creation with the show as the popular starting point and the market as the commercial end point.

But at home clothing In the reality of the brand show landing business, there is a special phenomenon: when enterprises develop new season products, they will make two kinds of designs, a batch of sample clothing designs are specially made for the show, while the products sold on the market are another design version.

So, how many show designs were quietly subtracted when they entered the market? How many interpretations designer Is it lucky that the show design with creative inspiration has been captured by consumers?

about Show ground There is a difference between the design of the market and that of the business operators. The designers have their own opinions. Most entrepreneurs and designers believe that this difference is due to the actual needs of brand development, which is more conducive to building brand image and catering to the public consumption concept. However, a small number of designers believe that the show dress should be consistent or basically consistent with the product design put into the market, which is really an excellent brand.

　 Dissimilarity school

"Every year Shulang Four order fairs will be held. There will be a model show in the order fairs. Most of the products released are about to be launched to the market. However, in order to fit the model's figure, highlight the brand's style and design sense, and convey the brand image, the clothing style or size will be slightly adjusted. For the target consumer groups, in order to fit the public figure and their needs in daily life and work, the exaggerated elements of personality in the clothing will be removed. At the same time, in order to meet the specific needs of a small number of consumers who pursue individuality and fashion, they will also launch personalized models and image models, but they account for a very low proportion of goods. "

——Shandong Shulang Clothing Clothes & Accessories Wu Jianmin, the chairman of the board of directors of the limited company, believes that there are differences between the products of the show and the products of the market, which is reasonable.

"Life is not a show. It is reasonable that there are differences in products between unique personal style and public acceptance. When a show garment is transformed into a product, brand designers need to grasp the yardstick in product design, not only to show fashion charm in the show, but also to meet the needs of comfortable and generous wear in life."

——Xu Bo, executive vice president of Zhejiang Sima Garments Co., Ltd. and general manager of Balabala Business Department, said that the importance of the show to brand promotion should not be ignored, not to mention the product quality and design level, which is the basis for the brand to become bigger and stronger.

　　 Unionist school

　　 "Design serves consumers. If the clothes on the show are beautiful but not practical, then the brilliant design ideas and brand concepts are meaningless. As a local designer brand, there are no two samples of the works on the show and the goods sold, only some differences in the number of styles. Because the number of clothes on the show is limited, only 10%~20% of the purchase price can be selected, The order meeting will show all products. "

——Yang Ziming, art director of Kabin Clothing, suggested that the different needs of the brand for customers should not necessarily be reflected in the design changes of the show and the market, but can be realized through different sub brands. The show products of Kabin's brands are basically consistent with the public goods, and more than 90% of the clothes displayed in the show will be sold in stores.