Current domestic

With fierce competition, the days when consumers could win customers as long as they made good clothes were gone forever.

The most difficult problem facing enterprises is "fashion" and "fashion".

In order to make the brand look more "foreign flavor", many enterprises have entered the collective search for the strange circle of designing foreign aid.

It has been found that many domestic clothing brands have made signs for international designers. As long as they are designed by international designers, they can be recognized and favored by the market and consumers.

Insiders say that hiring foreign designers and design directors is a common phenomenon in domestic garment enterprises.

Affected by this, many excellent domestic designers have chosen to create their own designer brand.

Saint West fashion business men's clothing, nine herding men's clothing,

And other well-known clothing enterprises have invited foreign designers, and the "clothing brand" founded by China Fashion Limited by Share Ltd also announced the invitation of the Asian director of Italy fashion brand Zegna to join.

A Wenzhou businessman who runs a clothing business once said at the Zhongyi fashion Summit: "the company has strong production capacity and abundant capital, and is looking for one or two overseas designers to do the design, hoping to find the right person as soon as possible."

Huang Yongsheng, director of the clothing department at Raffles International College, Beijing Institute Of Fashion Technology, said that domestic clothing companies often measure the overall strength of their brands with international designers.

Moreover, some designers belong to the two or three level in foreign countries, but when they get to China, they immediately turn into a fashion designer.

At the same time, many domestic designers can only quietly become design assistants.

Kang Lanxin, Dean of the vocational education of China's collocic division and the dean of the school of clothing and collocation, said that domestic clothing companies pay much higher salaries to foreign designers than domestic designers. The disparity of salaries makes some excellent designers in China have to find other ways of development.

The scarcity of domestic designers is one reason why foreign designers are getting more and more popular.

Domestic consumers' cognition of clothing has been divorced from the concept of "a good clothing that can wear for several years."

Foreign designers bring the fashion trend of the world to the consumers, so the brand enterprises begin to blindly follow the imported products or even the designers who come from abroad.

Huang Yongsheng has his own opinion on the phenomenon that foreign designers are popular in China.

He said, at present, domestic garment enterprises appear impetuous, hoping to hire international designers to rapidly enhance brand influence.

A brand name of "foreign flavor", and then invite several foreign designers, domestic clothing enterprises simply think that this can become an international brand.

However, the fact proves that this kind of expectation that brings new spirit and design idea to enterprises is often faced with acclimatization.

Foreign designers' "western style design DNA" is too pure. If they can not be improved in China, no matter how good the design is, they can not win the hearts of consumers at one stroke.

Zhang Zhaoda, a famous fashion designer in China, once said that fashion design itself is a process of imitation.

The best design is to pcend in imitation, and to integrate into one's own ideas in imitation.

Therefore, how to draw the inspiration from foreign designers and combine Chinese and local things perfectly is the only way for domestic garment enterprises to develop.

For this reason, the cooperation between domestic garment enterprises and foreign designers should be relaxed and pay attention to the combination of Chinese and Western cultures.

Foreign designers bring the latest trend of information and design concepts. Chinese designers combine the preferences and habits of Chinese consumers to improve their designs and produce "nice and well dressed" clothing products.

"Domestic clothing enterprises can not fall into foreign countries, they are all good circles.

Such blind behavior will completely lose business. "

Huang Yongsheng said that domestic clothing enterprises should choose foreign designers strategically according to their own corporate culture and market positioning.

An enterprise can hire a foreign designer to form a designer team with several Chinese designers.

This enables foreign countries.

It is better to be integrated into the enterprise, and can quickly grasp the pulse of the domestic market.