Domestic Clothing Brands Are Crazy About International Designers.

The competition in the domestic garment industry is fierce, and the days when consumers can win the clothing as long as they are ready to wear clothes are gone forever. The most difficult problem facing enterprises is "fashion" and "fashion". In order to make the brand look more "foreign flavor", many enterprises are looking for overseas clothing. Designer 。 The scarcity of domestic designers is making the second tier designers abroad jump fast.

Looking for "foreign aid"

　　 Domestic clothing brand Crazy about international designers

Reporter survey found that many domestic clothing brands have played the international designer signboard, as if as long as the design style of international designers, can be the recognition and favor of the market and consumers.

Insiders say that hiring foreign designers and design directors is a common phenomenon in domestic garment enterprises. Affected by this, many excellent domestic designers have chosen to create their own designer brand.

The reporter was informed that the saint West fashion business men's clothing, nine Mu Wang [22.66-0.18% stock bar Research Report] men's clothing, strong menswear men's clothing and other well-known clothing enterprises have hired foreign designers, Chinese clothing [8.77-0.34% shares bar Research Report] Limited by Share Ltd founded the "social" clothing brand also announced the invitation of Italy clothing brand Zegna's Asia regional director to join.

A Wenzhou businessman who runs a clothing business once said at the China Italy 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 Department of clothing at Raffles International College, Beijing Institute Of Fashion Technology, said clothing Enterprises often measure the overall strength of the brand by whether they have international designers. It can be said that domestic garment enterprises have fallen into a crazy circle of foreign designers. Moreover, some designers belong to the two or three level in foreign countries, but when they get to China, they immediately turn into a fashion designer. At the same time, many domestic designers can only quietly become the design assistant or version Master.

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.

Blind pursuit

Fry foreign designers

According to the insiders, the dependence of domestic garment enterprises on foreign designers is too high, which will bring impact to the development of domestic designers. Why do domestic fashion enterprises love foreign designers so much?

Liu Yijun, assistant director of the marketing department of the fashion business men's clothing department, said that at the beginning of the company, he had also looked for excellent designers. But at that time, there was no concept of dress designer in China, so we only knew "tailors", so we decided to invite designers from abroad.

The scarcity of domestic designers is one reason why foreign designers are getting more and more popular.

Kang Lan Xin believes that domestic consumers' cognition of clothing has been divorced from the concept of "a good clothes that can wear for several years." beauty and individuality have become the main criteria for contemporary young people to choose clothes. 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 become an international brand. 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.

Combination of Chinese and Western

Strategically organize design team

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 response, Liu Yijun said that the cooperation between domestic garment enterprises and foreign designers should be relaxed and focused on the combination of Chinese and Western cultures. 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. " He said.

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 faster. domestic market Pulse.

In addition, he also suggested that domestic clothing enterprises could also design clothing series according to market demand, and let foreign designers play their creative role in the framework of a series of garments. In this way, we can not only avoid being separated from the market, but also see the new fashion design concept.