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In recent years, more and more young fashion designers, there are many emerging in the fashion circle, but there are many young designers to give up the clothing road, then young designers should seize the opportunity to do their own brand? Joanna Gunn, a designer with more than twenty years of experience and a seasoned Crawford Chief Brand Officer in the industry, shares her eight tips for young designers: 01. Retailers looking for people with similar values ​​to pick We do not set curing criteria for designers, but we are looking for talent with similar values ​​to Lane Crawford and the people who challenge us with new perspectives, new ideas, and new initiatives. I really appreciate the energy, passion and infinite imagination that creative works present. We want to know the story behind the brands and how they have evolved into the current scale. We also want to know how they are manufactured, how to maintain good garment quality, and whether they have open minds to learn about the business world they are about to enter. At this time of the "creative assembly", there are some designers to attract our attention: a designer founded by the two Shanghai brand "Sirloin", the brand has a well thought out and constructed by the creative concept, using Very fresh and original design element. Instead of taking fashion or themselves seriously, they maintain their consistent style and relevance to their target audience. Another worth mentioning brand is the Boy Vending Machine, designer Lerry know him well and customers. As a new brand, its clothing quality, tailoring and brand story are impressive. 02. Maintaining a Clear Vision is Important For young designers, it's important to always have a clear vision. They need to be clear about the original intention of creating a brand, the future direction of the brand, and the target customer base. Only in this way can they continue to expand their products and develop their brands while insisting that they should not lose themselves. Designers should not only pay attention to the moment, have a clear understanding of the career development of the following year, but also establish a long-term development vision. Constantly challenge ourselves and develop a product line of evolution; carefully selected retailers and distribution models, a clear marketing and communication strategies; grasp the important opportunities in business growth, not afraid of small mistakes, because of continuous learning to learn from experience Is the key to gain a foothold in the industry so that it can rapidly move to the next stage. But above all, we hope that newcomers will be able to think independently and dare to have great dreams. 03. Learn and learn from best practices in the industry The most important thing is to learn and learn from the best examples in the industry, from brand marketing to delivery, or even how to interact with consumers in an era of rapid information change . Mature designer brands have a wealth of resources in manufacturing and fabric selection, and as a result, they become reference standards for local designers in terms of product quality and process technology. Given the opportunity to communicate with retailers like Lane Crawford, designers have an open mind and the opportunity to learn more about the industry becomes critical. We are in an industry that emphasizes innovation and is changing. Our aim is to constantly inspire and collide with new ideas and concepts. 04. Continuously improve their product structure and product line A good series should be carefully selected to fully demonstrate the brand identity and design philosophy. Based on a clear understanding of the target customer base, a sound product mix should convey brand logos such as brand aesthetics and characteristics. Maintaining the close connection between fabric use and color design is very important, but also pay attention to the overall shape of the development, because it relates to whether the entire series is easy to mix, single product can replace each other. Of course, it is also important to establish a commercial product line by developing multiple product categories and have a healthy profit margin. 05. Can not omit the cost of product quality For our customers, product quality and design are equally important measurement. The success or failure of a brand often comes from the details. We have seen some designers show very beautiful works, but the product zipper, buttons, lining is not done enough delicate. Brands should devote more time to carefully select the appropriate processing plant, and set up a product manager, to ensure that someone responsible for quality control. 06. establish a brand style, do not forget to stimulate the purchase of a brand, regardless of its design style is original avant-garde, or minimalist classic, the most important thing is to have a clear view of their own. Its presentation and brand marketing are also very important. We advise designers to think hard about how to pair with shapes and how to display them to better motivate consumers to buy. 07. In addition to the fashion itself, there are opportunities in other fields as well. We have observed that there are some new-talented people in every field and the trend of balanced development in different fields. At the same time, we also observed a very interesting phenomenon, science and technology in the fabric and production processes have taken a place, while the concept of designers and working methods have an impact. Nowadays, lifestyle-related opportunities are being relished by designers. They are exploring new ways to integrate design, function and luxury. It may also be regarded as a new development opportunity. 08. Everyone is different from the road to success. Some great designers have an innate talent, but most others need acquired training (including education and industry experience) and perseverance in hard work. Everyone's path to success is different. Transforming Inborn Talent into Reality or Gathering All Together It is possible to create a brand and conceive great design ideas, all of which will make for a great designer. Take FFIXXED Studios, the finalists of the 2015 Creative Assembly, for their unique perspective and serious and responsible work style. We have visited their studio in Shenzhen and the sample room, which is also the residence of their life, all the works are born here, very incredible. Even more exciting is seeing how Fiona and Kain challenged traditional notions with their unconventional mindsets and collaborated with the local community to create their brilliant work. Another example is Angel Chen, who is also one of the winners of Creative Crew 2015, a point she shared with Crawford consumers. We are delighted to have not only witnessed Angel Chen, who returned to China after graduating from the Central Saint Martins College of Art and Design in London to start his own business focusing on Chinese consumers, but also very pleased to see her working as a Chinese designer group studying in London A member of the wind and rain along the way. Lane Crawford, the first retailer to open up retail space for Chinese designers, is undoubtedly the farthest one among international retailers. Today, Lane Crawford sells dozens of local designer brands, including Uma Wang, Ziggy Chen, Xu Zhi, Comme Moi, and Ms. Min, and has held the "Creative Assembly" competition for three years in a row to support and nurture Local designers and creative talent. "For the finalists, we bring them to the luxury goods industry and give them an omni-channel platform that can be shown on the international stage," Joanna Gunn, who runs the project, told BoF that as the chief brand of Lane Crawford, Officially, she has been with the company for 15 years and has received numerous awards for its supervised Purchasing, Visualization, Creative and Design departments and has recently led Brand Creation. Previously, she worked at Gucci and Joyce Boutique, with extensive experience in the multi-brand retail industry. She said: "In September of this year, the" creative assembly "of the digital platform will be launched, which will break the geographical boundaries so that creative people around the world can demonstrate their works and inspiration here, but also enable us to continue A new force to reach creative talent. "From a young designer's point of view, this trend is undoubtedly an opportunity to be firmly seized, a high-quality retailer will not only be able to help it find its customers and open up markets, but more importantly, By working together, you can quickly learn from established business mechanisms to gain a boost for your brand.
Guangzhou LIDONG Garment Industrial Co., Ltd. , https://www.fengduwear.com