From the positioning of the clothing brand to the diffe […]
From the positioning of the clothing brand to the different development of design and development, to the evolution of upstream fabrics, process technology, intelligent production technology upgrades, brand operation capabilities, domestic multi-level market demand and mobile Internet cross-border drainage models Marketing, the format of the apparel industry is now more complicated than you think!
Hey! Why bother?
I have been paying more attention to the needs of consumers for clothing styles functional fabric, such as the size of market demand and the sensitivity of demand from the perspectives of social identity, aesthetic preference, wearing collocation awareness, purchase value tendency, decision-making habits, etc. There is not much research on trends, because the textile upstream industry chain represented by the fabric trend is a strange world for me. Judging fabric trends, we must combine the upstream industrial logic and the operation of the brand market, coupled with consumer demand, to make a comprehensive judgment. This is a judgment that is complicated and uncertain.
The nature of the work I am doing is a very small segment of this industry chain. Recently, with the case of one brand after another brand research and positioning, there are some new thoughts and feelings that may be helpful to everyone. This article is also a contract of the industry's veterans, I also hope that through the combing of the content of the article, you can think deeply about learning, the content is for your reference only!
Today's article ‘hat’ is a bit awkward, but it’s true that this title is tangled and I feel that my qualifications are not enough.
Consumer-like design and fabric trends 1 aesthetic specialization
Most of the style developments of our past brands have come from copying and imitation. Even many styles have changed almost for many years. It is to change colors and fabrics to continue. This simple and rudimentary development mode will make the designer form a habit, which is the combination of the fabric texture effect in the design of other elements of the style, and the design attention is not high.
Different material textures have their aesthetic attributes, so they will extend the appropriate style and style of creativity. Only when the texture of the material texture and the overall style are unified, a piece of clothing can look like a grade and quality. We look at a lot of 2, 3, 4 and 5 line brands, why it seems to be able to distinguish, more essential reasons are the fabric quality and style design elements combined with the method.
Many new brands have appeared in these years, and the design is indeed better than the previous aesthetics, but it is still in the early stage in combination with fabric texture and creative element design. Some mid-to-high-end brands develop some unique fabric patterns for competitive differentiation, but mature brands are rare in combining their fabric textures with their own unique design insights.
The future trends of fabric material texture aesthetic design:
Choose fabrics with creative design advantages in designing genes and design techniques
This kind of foreign brand precedent, such as the wrinkle of the Issey Miyake and the clever use of structural design (there are domestic designers who have blindly imitated such designs). In the design method of texture design, there is no prominent designer or brand in China, of course, this also requires market demand synchronization. It is believed that the evolution of the individualized needs of consumers in the future will be subject to the subdivision needs of the ultimate design.
Oriented around the basic needs of commuter wear or style clothing
The basic direction of commuter wear or style clothing is chosen to select the texture of a certain type of fabric, and then the designer maximizes the coordination of design ideas. At this point, Korean designers, Japanese designers, and European and American designers are more mature. This is related to the design education system and the aesthetic maturity of consumer demand brought about by the early development of the economy. We have gradually emerged in China in recent years. Some fabric texture styles and overall design coordinated design.
In the future, domestic designers will gradually mature in this field until the fire is shining, and consumers will wear more and more beautiful. This process is the process of chasing the market every year.
Design creative maturity and fabric demand
The design maturity of the design brings the abnormality of the fabric texture selection. In recent years, popular cross-border design has given birth to the possibility of mixing and arranging various elements. In the past, many of the past mashups were mixed functional fabric for mashups, and the future will emerge with the maturity of designers and market evolution. Really combine the fabric texture style to match the conflict, the clothing brand will really get the market value from the creative design. Of course, design is still the easiest to imitate. With the trend of the social economy of the mobile Internet, the brand will build a moat from the beginning of the creation of the brand IP, and strengthen the information synchronization and symmetry through community fan marketing. To reduce the market share of imitators to maximize the realization of brand interests. (The best products also need marketing to cooperate, otherwise there will be conscience, no more ingenuity will not get a reciprocal return.)
Consumer-like design and fabric trends 2 humanization
The social attributes of clothing demand are conveyed by the style, while the functionality is mainly transmitted by the fabric. In addition to the seasonal thinness and demand, the consumer's functional demand for fabrics will become one of the trends.
Comfort requirements and multi-category demand stacking
The demand for comfort of different consumer groups is different and the cognition is different, but the big direction will not change. Comfort is not just about close-fitting clothing. Consumers don’t want to sacrifice comfort because of styles in different wearing situations. Therefore, the humanized design is to design comfortable fabrics with different scene styles, such as sports. The functional requirements and the individuality of the personality coexist, such as the comfort of business travel and the fabric texture effect required by the combination of the combination, etc.
Overlay of comfort and quality needs
Natural cotton, hemp, wool, silk and so on have the comprehensive demand function of comfort and quality. However, due to cost and care issues, the quality of natural fabrics is deeply rooted in the hearts of the people, but the design needs to solve the application problems. More. The texture and material properties of natural materials often have limitations on the design of the style. The technological breakthrough in textile technology or the development of raw materials with similar functions will solve the designer's style and creative space and activate the consumer's comfort. A multi-demand market with a sense of quality.