Chinese fashion designers need to understand business

In recent years, more and more consumers have begun to recognize and accept designer works that are not very famous but can express taste and personality. This part of consumers not only comes from overseas, but also more and more domestic consumers.

Zhang Qinghui said that in the past, domestic consumers were blindly pursuing big names in Europe and the United States and were obsessed with foreign lifestyles. Now China's consumer market is becoming more and more mature, and it is forming a Chinese concept of consumption. This is a very good promotion for designers. It is also an opportunity for designers to better integrate with the market. “China's fashion industry needs constant progress and continues to grow. Designers are part of the entire Chinese fashion industry chain and must serve the development of the entire Chinese fashion industry. Consumers are the only factor that determines the market. Designers can ultimately make consumption. The choice will be successful," he said.

There is no market for design work

The company gave up the designer

It is understood that a good designer must not only understand design, but also have enough fabrics, system boards, and market knowledge. At the same time, he must also have deep cultural accumulation and his own style. Many consumers are chasing a brand more after chasing a brand, so the designer has become the soul of the brand. His good or bad directly determines the success or failure of the brand.

However, as far as the current domestic situation is concerned, the status of designers is far from imagined. The first is that the company does not approve, and the second is the poor response of the market. Many designers have reflected that few people are interested in the novel and fashionable styles they have designed, and some popular styles have become the standard for selection of most garment companies.

A survey conducted by the Beijing Commercial Daily reporter found that many consumers believe that they cannot spend thousands of dollars to buy a young designer's work. In contrast, they would rather spend their money on well-known brands.

For the vast majority of apparel companies, the company itself would rather have an old tailor or boarder and would not hire a designer. Because the designer's hiring costs are high, in their eyes, the designer's greater role is only to support the facade.

Many factors have caused the current clothing designer to survive extremely difficult. Relevant data show that more than 50,000 costume design students graduate from China each year, but in the end it does not exceed 1%. The person can find a good brand destination or become an outstanding independent designer.

High brand operating costs

Independent design survives

Compared to young designers, mature designers tend to run their own brands after working in a company for a period of time. We are also beginning to appear around more and more designer brands. But industry sources said that it is not easy for a new designer brand to survive. It is understood that the biggest difficulty in the operation of independent designer brands is capital. Designers need to create their own studios, hire employees, and fund their own designs. The sales work after the product design is completed also needs to be completed by oneself.

Designer Chen Bing, who runs her own brand, told Beijing Daily News that it is very difficult for a single designer to expand the market in terms of channels, playing boards, sample clothes, and funds. If you do your own designer brand, all of your own design and production, if the amount is not large, the cost of a single piece is very high.

In addition, most of the designers and design teams are small in scale, resources and channels are limited, and in apparel design, the phenomenon of mutual plagiarism and bestsellers also has an impact on the designer's profitability.

A costume designer told the Beijing Business Daily that a good design team needs at least 10 designers. The cost of this project alone will cost millions. So many people will directly plagiarize in order to reduce costs.

Fashion industry is growing

Designers need to understand business

There is a huge gap between independent fashion designers and ordinary consumers. Designers may be able to use fresh and creative works to attract the industry's applause, but will be considered by the domestic potential customers style exaggeration is unacceptable.

Zhang Qinghui said that many designers emphasized themselves too much, but they ignored the market and ignored consumer recognition. "For designers, to better understand consumers, there is a better design so that there is a market."

According to Yuan Bing, artistic director of Viscap Fashion Group, “We are very focused on commercial design. Our brand has 650 stores and the number of stores requires us to be suitable for the market. Usually after the design we will ask the buyer to choose the best style. Our design will also ask them to give an evaluation."