Independent Original Designer Brand Rises Small And Beautiful Style To Dominate Individual Market.

Nowadays, more and more people are tired of the "bulk goods" in the big shopping malls, which are not satisfied with the quality of the "fresh goods" of the street stores. More and more people are beginning to fall in love with "less and more refined" products. Original designer brand 。 With the rise of personalized consumption, there are over 200 local independent designer brands in our city. People in the industry say that "small and beautiful" brands are popular. New trends in the field of clothing 。

Products: unsold orders

stay Traditional clothing field In the face of inventory crisis and intensified competition, some small independent designer brands began to gain market favor.

"After 90" Shi Ruzi is one of the local fashion designers in Chongqing. In August last year, she returned from studying abroad and used her old house in Shapingba to set up a studio and design a customized T-shirt in WeChat's circle of friends. Recently, she opened her own concept store in North Bin Road. Shi Rui said that in the past ten days, the sales volume of the shop was around 60 thousand yuan.

Li Wenying, a fashion designer who has been making a dress, has recently begun to make clothes design. Li Wenying said that his first series of products has just come out and has not been officially sold in the market, but it has received more than ten orders.

"Many people are beginning to abandon traditional brand ideas." Li Wenying said that bank staff, senior executives and other high-end crowd oriented, quality and want to dress differently.

Mode: playing "minority" and not producing mass production

Li Wenying introduced that the product personalization and uniqueness are the most distinctive features of designer brand, and are also tailored to the needs of customers.

"In this way, we can ensure that products are most suitable for consumers and reflect their personal characteristics." Li Wenying said that with his newly launched sweater product as an example, he applied to the MIX printing and material element splicing of the United States, and the fabric was selected from all over the country, with only a few pieces of each color. And from design, fabric procurement, cutting to the finished product, it is all done by ourselves and the studio.

In order to ensure the quality of products, Li Wenying also specified his order quantity every month.

Eva, creative director of Chongqing Fashion Design Co., Ltd., Eva, therefore, independent designer brand is more expensive than the same type of ordinary brand. Take professional wear as an example, traditional fabrics are mainly made of polyester, cotton and so on, and the styles are relatively simple. But through customization, we will introduce splicing, decoration and so on according to customer requirements. At present, some high-end customization is basically 500 yuan ~3000 yuan, and some will also be 10000 yuan.

Market: small and beautiful has become a trend

At present, there are many independent designers such as Shi Rui and Li Wenying in Chongqing market. In the Chongqing Fashion Designers Association, there are more than 200 local independent designer brands.

Liang Mingyu, chairman of the Chongqing Fashion Designers Association, said that behind the rise of independent designer brands is the change in consumer spending habits. "Now pay more attention to individual consumption, hope that they are dressed differently," small and beautiful "will become the mainstream. Liang Mingyu introduced that many designer brands have done well nowadays, and they met customers from Chengdu and ordered to do their own design.

"Free fashion design actually needs an industry where the local social economy develops to a stage. Now some brand clothing, has been unable to meet the consumer's self style positioning, consumers need to be according to individual needs and characteristics' tailored 'products. " Li Wenying said that the development of independent designer brands in China has just begun and there is still room for development.

Observation: industry needs improvement

However, as the market has just started, the development of independent designer brands is facing bottlenecks.

"Independent designers tend to spend their energies on design, and they are not very familiar with sales and channels. After they come out, they are easy to face sales and promotion problems." Li Wenying said that foreign countries have specialized marketing teams for independent designer brands. As long as the designer is responsible for the product, he will form a rich vertical chain, but there is no systematization in China. Products, sales, promotion and so on are all on the designer's side. I recently held a brand release show, all friends are invited to do models, and usually rely entirely on word of mouth marketing and WeChat promotion.

In the view of Shi Rui Zi, the large investment in the early stage is also a problem for many designers. In this regard, the city clothing industry association responsible person said, at present, Beijing, Shanghai, Guangzhou and other first tier cities, some of the small designer brand through the buyer shop and designer collection store in the form of rapid development, can be used for reference.