The Present Situation And Thinking Of Underwear Brand Design

With Europe

Choosing to make a collective appearance in the international city of Shanghai is a challenge to China's underwear industry, as well as the beginning of competition with China's underwear market.

In this era of increasingly competitive international competition, the pressure and risk faced by Chinese underwear brands is not optimistic.

Brand design is the direction of an enterprise, and its responsibility and significance are far-reaching.

Analysis 1: as we all know, underwear culture originated in Europe. It has been more than 100 years since the birth of the first corset. Most of the international brands have formed their own brand culture and mature brand style and accurate and differentiated market positioning in the years of accumulation.

Consumers' awareness and loyalty to brands are also very high.

At present, there are nearly 800 mature in Europe.

The brand is eyeing the Chinese market with great potential and temptation.

Analysis two: underwear has been developing in China for more than ten years. Its huge market space and market potential are beyond the reach of other industries. It is known as the industry of Chaoyang.

However, with the advent of international competition, China's underwear industry is facing more and more difficulties and its competitive disadvantage is becoming more and more obvious.

First of all, China does not form its own underwear culture, nor does it have an authoritative fashion trend publishing agency. It can guide the popularity of Chinese underwear. Although some brands have already realized this, and explore it with the demand of Chinese traditional culture, underwear culture is not formed overnight, nor is it a cause for one or two enterprises or a few people to achieve.

The most urgent task is to establish our own underwear culture theory system.

Of course, this requires the joint efforts of the elite in the same industry.

Secondly, the underwear industry is widespread.

Fatigue is also an important disadvantage factor. At present, there are basically three kinds of designers in underwear enterprises: one is underwear workers' grass-roots workers, such as parking spaces, sheets and merchandiser, and so on, who are familiar with sewing and fabric, and gradually take the road of technicians. Some of them are also responsible for designers. After graduation, they are engaged in underwear design after graduating from secondary vocational schools, and most of them go to the position of pattern designer. Another is that after learning from university professional fashion design, they accumulate to professional designer road through accumulated long time work experience. According to incomplete statistics, most of the second-line brands and three line brands are mostly of the first or second kinds.

These two types of designers, strictly speaking, should belong to technicians.

Because of their cultural quality and limited knowledge of clothing, they can not understand the concept of brand culture, nor can they grasp the concept of fashion.

This is the main factor that restricts the development of enterprises.

In addition, many business executives have not yet realized that product design should be part of the enterprise strategy. Throughout the market, some brassiere products are of low price and lack of distinct personalities. In order to increase the added value of products with the "design" factor, the beautiful turn needs courage.

Innovation must be risky, without innovation, and the risk may be greater.

In addition, there is no other way to build a very strong brand!

As a brand designer, it is necessary to have some basic qualities, such as the understanding of various fabric properties, the understanding of underwear technology, vehicle types, the understanding of ergonomics, the understanding of women's psychological and physiological needs, and the skillful design and expression means (hand drawn or computer design).

If you want to independently control a brand design, you need more unique aesthetic taste and fashion taste, marketing, product mix, price ratio, brand positioning, product arrangement, advertising knowledge, etc., and have the widest possible knowledge, such as: fashion, clothing, music, painting, sculpture, history and so on.

In a word, the more comprehensive the qualities she has, the more comprehensive the development of the brand that can be harnessed, the more attractive the whole brand culture is, the development of the brand has vitality and continuity.

Design is designed to meet market demand, and it is also a vane to guide the market, lead the market and become a trend consumer.

At present, most women in China meet the basic needs of underwear only. As underwear enterprises, they need to guide women to the rational consumption of underwear. As designers, they should move their own cultural ideas of their brands to customers through products.

Turn them into loyal consumers of brands.

Such a brand can be strong and vigorous.

If an enterprise wants to establish its own brand style, it needs to have its own brand operation team and design team.

This is like a leader in a war. The team flag is the sign of your team. If a brand wants to remain invincible in the market competition, the most fundamental and effective way is to establish a unique cultural concept.

Brand design must first give the brand accurate market positioning and brand image, find its target customers, and understand their values, needs, ideas and so on.

At present, many brands have both girls' style and fashion avant-garde style in the whole product planning, taking into account the mature middle-aged women. They hate to have all the women aged 18---45 years old as their customers. In today's market segmentation, they can not only define the style of a single product, but also confuse consumers' cognition of the brand. Secondly, they should understand the competitors' situation, highlight their own design features and formulate relevant marketing policies; the next task is to make relevant theme planning according to the fashion trend and brand style.

It includes continuity, color planning and series of style drawings.

The popularity of any style has its specific social and cultural background. What is needed in design is to add new ideas and personalized interpretation to every popular element and turn it into its own style.

At the same time of evolution, how much information you have and how much you understand the customer psychology, then your style will be closer to the needs of customers.

Secondly, the designer must have her own personality and her own concept, and this concept also needs continuity. When she understands and advocates her own understanding of fashion and moves the customers through the designed products, it will ultimately depend on the designers' skills and details.

The most important thing to make a brand is your product. Can you touch yourself?

Is it able to move others?

Then, people will have the desire to buy and continue to buy. This is a successful brand.

It is also the success of brand designers.