The Real King Of The Development Of Domestic Garment Enterprises

At present, the competition in the domestic garment industry is fierce, and the days when consumers can win the clothing as long as they do well are gone. The most difficult problem facing enterprises is "fashion" and "fashion". In order to make the brand look more "foreign flavor", many enterprises have entered the collective search for the strange circle of designing foreign aid.

It has been found that many domestic clothing brands have made signs for international designers. As long as they are designed by international designers, they can be recognized and favored by the market and consumers. Insiders say, invite Foreign designers Design director is a common phenomenon in domestic garment enterprises. Affected by this, many excellent domestic designers have chosen to create their own designer brand. The famous clothing companies such as Saint's West fashion business men's clothing, nine herdmen's men's clothing and men's strong suit have invited foreign designers, and the clothing brand of the "social clothing" founded by China Fashion Limited by Share Ltd also announced the invitation. Italy Asian brand director of fashion brand Zegna joined.

A Wenzhou businessman who runs a clothing business once said at the Zhongyi fashion Summit: "the company has strong production capacity and abundant capital, and is looking for one or two overseas designers to do the design, hoping to find the right person as soon as possible." Huang Yongsheng, director of the clothing department at Raffles International College, Beijing Institute Of Fashion Technology, said that domestic clothing companies often measure the overall strength of their brands with international designers.

Moreover, some designers belong to the two or three level in foreign countries, but when they arrive in China, they suddenly become the same. Clothing design Genius. At the same time, many domestic designers can only quietly become design assistants. Kang Lanxin, Dean of the vocational education of China's collocic division and the dean of the school of clothing and collocation, said that domestic clothing companies pay much higher salaries to foreign designers than domestic designers. The disparity of salaries makes some excellent designers in China have to find other ways of development.

The scarcity of domestic designers is one reason why foreign designers are getting more and more popular. Domestic consumers' cognition of clothing has been divorced from the concept of "a good clothing that can wear for several years." Foreign designers bring the fashion trend of the world to the consumers, so the brand enterprises begin to blindly follow the imported products or even the designers who come from abroad. Huang Yongsheng has his own opinion on the phenomenon that foreign designers are popular in China. He said, at present, domestic garment enterprises appear impetuous, hoping to hire international designers to rapidly enhance brand influence. A brand name of "foreign flavor", and then invite several foreign designers, domestic clothing enterprises simply think that this can be changed into a body. international brand Now.

However, the fact proves that this kind of expectation that brings new spirit and design idea to enterprises is often faced with acclimatization. Foreign designers' "western style design DNA" is too pure. If they can not be improved in China, no matter how good the design is, they can not win the hearts of consumers at one stroke. Zhang Zhaoda, a famous fashion designer in China, once said that fashion design itself is a process of imitation. The best design is to transcend in imitation, and to integrate into one's own ideas in imitation.

Therefore, how to draw the inspiration from foreign designers and combine Chinese and local things perfectly is the only way for domestic garment enterprises to develop.

In this regard, cooperation between domestic garment enterprises and foreign designers should be relaxed and focused. Chinese and Western culture Combination. Foreign designers bring the latest trend of information and design concepts. Chinese designers combine the preferences and habits of Chinese consumers to improve their designs and produce "nice and well dressed" clothing products. "Domestic clothing enterprises can not fall into foreign countries, they are all good circles. Such blind behavior will completely lose business. " Huang Yongsheng said that domestic clothing enterprises should choose foreign designers strategically according to their own corporate culture and market positioning. An enterprise can hire a foreign designer to form a designer team with several Chinese designers.

This will enable foreign designers to better integrate into the enterprise, and can grasp the pulse of the domestic market faster.