Chu Yan, A Fashion Designer Stepping Out Of China Fashion Week

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< p > < strong > "embarrassed high difficulty clothing" < /strong > /p >

< p > < strong > reporter: scrutinize the growth of domestic designers, most of them start from advanced customization, and gradually turn to ready-made garments. How do you see such a development path? < /strong > < /p >

< p > Chu Yan: This is indeed a very embarrassing commonality.

Take yourself as an example, the brand of "a href=" //www.sjfzxm.com/news/index_c.asp "Chu and Heung Xiang /a" has been doing for six years, and this year only slowly began to develop the garment market.

The four words of < a href= "//www.sjfzxm.com/news/index_c.asp" > advanced customization < /a > are far from the high-end atmosphere.

The cost of starting a customized studio is relatively low, while the cost of making garments is very expensive. In this case, clothes are like fairy tales.

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Reporter: this year, the development trend of domestic buyer shops is very fierce. Will this make the fairy tale of clothing become a reality? < /strong > < /p > P. < strong >

< p > Chu Yan: there are many buying shops, but the business environment of the buyer's system is not yet mature and has just started.

Frankly speaking, many buyer shops are famous, but they are not very successful in business.

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< p > the new business model of buyers has hit a market with stubborn consumption habits, and the predicament can be imagined.

Many consumers do not buy clothes in the buyer shop or designer store, which requires buyers, designers and consumers to grow together, albeit slowly, but the change has already begun.

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< p > < strong > "mission is still leading the business is still early" < /strong > /p >

< p > < strong > reporter: in the collection shop, it is found that the price of the designer brand clothes is two thousand or three thousand yuan. How to locate the consumers? < /strong > /p >

< p > > a href= "http://{page_break}" > Chu Yan < /a >: perhaps it is too early to talk about positioning, and the direct relationship between positioning is commercial value and market segmentation.

At present, the contribution of independent designers to the market is only a guide. It tells us that clothes can be expressed and have quality.

Consumers who have the ability to consume, while seeking special products and special ideas, will find that they still have alternatives beyond traditional purchasing channels.

But everything is far from being the mainstream, and there is still a long way to go, including the plant dyeing I am doing.

But the role of designers lies in that before going to the market.

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< p > the designer's exploration value is more prominent and the guiding significance is more prominent.

But because it is exploration, it is difficult to dilute the cost, the price is not low, willing to try to experience this kind of cultural consumer groups first consumption, and then drive more people.

What the designer wants to do is to make the product and design mature as soon as possible.

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P: < strong > reporter: this process is very embarrassing. Frankly speaking, if I want to spend 8000 yuan on buying an unknown independent designer's skirt, maybe I can buy a small wallet of Prada at the same price.

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< p > Chu Yan: in recent one or two years, from the government level to the market level, the industry can clearly feel that changes are taking place. Embarrassment is probably the occasion.

The first lady's visit made the world pay attention to Chinese style dress, so that designers began to look back at their strength already, and no longer cowardly to face the market.

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< p > besides, luxury consumption is obviously not as good as before. The direct result of various reasons is that the desire to buy large brands is reduced.

These are actually opportunities for the growth of Chinese designer brands, and more people will pay more attention to national brands.

Some people would like to find a luxury substitute that does not reduce the quality. It must be unique, quality, and display the consumption personality, and it can be used to set these standards. It is easy to see that the works of independent designers are the most suitable.

If I had made Chu and Xiang Xiang brand five years ago, it might have been far from good.

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< p > < strong > "Europe does not lack the impression of designing China cheap" < /strong > /p >

Reporter: you mentioned the influence of the first lady's visit, will our designers go out better? < /strong > /p > P > strong

< p > Chu Yan: there is no doubt that the first lady's visit can be regarded as a catalyst for the fashion industry, which has great influence on the field of domestic costume design. At the beginning, Diana's visit also pushes the clothes to wear her national brand, which has great effect on the support of design power and the guidance of consumers.

But Europe is too short of designers. Although good design can still attract buyers' attention, the habit is that they think it should be cheap from China and that good quality must come from Europe.

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< p > domestic designers are accustomed to holding the attitude of "incense outside the wall", hoping to attract attention in the international market and then push it to the domestic market. The reality is that many designers who return to the market are rewarded with a little more qualifications than the domestic hype. They tell people that we also have shops, markets and agents in foreign countries.

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< p > even some designers will put their brands on the label of "made in Italy" and "made in France". In fact, our processing technology is entirely worth our confidence, and it is the right way to do our own design and culture.

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