The Present Situation And Thinking Of Underwear Brand Design (1)

As European brands choose to make a collective appearance in the international city of Shanghai, it is a challenge to China's underwear industry, and is also 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 underwear brands in Europe, which are 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.

The existence of talent 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, bed cutting merchandiser and other personnel, who are familiar with sewing and fabric, and gradually take the road of technicians. Some of them are also responsible for designers. The other is that after graduation from secondary technical schools, they enter underwear enterprises to engage in underwear design, 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. Secondly, the underwear industry is widespread.

These two types of designers, strictly speaking, should belong to the technician (pattern designer). Because of their own cultural quality and limited professional 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!