Independent Designer Brand Rises To Play "Minority" Production.

Tired of the "bulk goods" in the big shopping malls, they are not satisfied with the quality of the "fresh goods" of the street stores, and more and more people are starting to fall in love with the original designers who are few but fine.

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Liang Mingyu, chairman of the Chongqing Fashion Designers Association, said that behind the rise of independent designer brands is the change in consumer spending habits.

Reporters learned that with the rise of personalized consumption, Chongqing's local independent designer brand has exceeded 200.

People in the industry say that "small and beautiful" brand is popular, and has become a new trend in the field of clothing.

product

Unsold orders

In the field of traditional clothing encounter inventory crisis and intensified competition, some small independent designer brands began to gain market favor.

"After 90" Shi Ruzi is one of the local fashion designers in Chongqing. In August last year, she returned from studying abroad and used her old house in Shapingba to set up a studio and design a customized T-shirt in WeChat's circle of friends.

Recently, she opened her own concept store in North Bin Road.

Shi Rui said that in the past ten days, the sales volume of the shop was around 60 thousand yuan.

Li Wenying, a fashion designer who has been making a dress, has recently begun to make clothes design.

Li Wenying said that his first series of products has just come out and has not been officially sold in the market, but it has received more than ten orders.

"Many people are beginning to abandon traditional brand ideas."

Li Wenying said that bank staff, senior executives and other high-end crowd oriented, quality and want to dress differently.

Mode

Playing "niche" is not mass production.

Li Wenying introduced that the product personalization and uniqueness are the most distinctive features of designer brand, and are also tailored to the needs of customers.

"In this way, we can ensure that products are most suitable for consumers and reflect their personal characteristics."

Li Wenying said, just launched by himself.

For example, the product is applied to MIX printing, material element splicing and other forms. Fabrics are also selected throughout the country, with only a few pieces of each color.

And from design, fabric procurement, cutting to the finished product, it is all done by ourselves and the studio.

In order to ensure the quality of products, Li Wenying also specified his order quantity every month.

Eva, creative director of Chongqing Fashion Design Co., Ltd., Eva, therefore, independent designer brand is more expensive than the same type of ordinary brand.

As an example, the traditional fabric is mainly polyester and cotton, and the style is relatively simple.

But through customization, we will introduce splicing, decoration and so on according to customer requirements. At present, some high-end customization is basically 500 yuan ~3000 yuan, and some will also be 10000 yuan.

market

Small and beautiful has become a trend.

The reporter understands, at present, Chongqing market such as Shi Rui Zi, Li Wenying independent designer and many.

In the Chongqing Fashion Designers Association, there are more than 200 local independent designer brands.

Liang Mingyu, chairman of the Chongqing Fashion Designers Association, said that behind the rise of independent designer brands is the change in consumer spending habits.

"Now pay more attention to individual consumption, hope that they are dressed differently," small and beautiful "will become the mainstream.

Liang Mingyu introduced that many designer brands have done well nowadays, and they met customers from Chengdu and ordered to do their own design.

"Free fashion design actually needs an industry where the local social economy develops to a stage.

Nowadays, some brand clothing can no longer satisfy consumers' positioning for their own style, and consumers need to "tailor" products according to their individual needs and characteristics.

Li Wenying said that the development of independent designer brands in China has just begun and there is still room for development.

Observation

Industry needs improvement

However, as the market has just started, the development of independent designer brands is facing bottlenecks.

"Independent designers tend to spend their energies on design, and they are not very familiar with sales and channels. After they come out, they are easy to face sales and promotion problems."

Li Wenying said that foreign countries have specialized marketing teams for independent designer brands.

As long as we are responsible for making good products, we will form a rich vertical chain, but there is no systematization in China.

Products, sales, promotion and so on are all on the designer's side.

I recently held a brand release show, all friends are invited to do models, and usually rely entirely on word of mouth marketing and WeChat promotion.

In the view of Shi Rui Zi, the large investment in the early stage is also a problem for many designers.

In this regard, the city clothing industry association responsible person said, at present, Beijing, Shanghai, Guangzhou and other first tier cities, some of the small designer brand through the buyer shop and designer collection store in the form of rapid development, can be used for reference.