A commercial brand is more like a choir. It will determine the brand style by setting the target customers' age, identity, spending power, dress demand and other factors, mass production of ready-made clothes, and the elements keep up with the fashion trend, thus obtaining greater commercial benefits. The nature of the brand and the setting of the customer base determine that commercial brands will not frame themselves in an excessively small subdivision, so to some extent, in order to meet the aesthetic needs of the public, they will tend to compromise and strike a balance between trends and needs.
For designers working in commercial brands, the style and tonality of the brand must be put in the first place when designing. Just like a circle painted by the Monkey King for Tang Priest, you can make a big fuss in the circle or step on the line to make a limited edition, but jumping too far will not be accepted, and similar designs in the same circle will be cut off.
Therefore, designers of commercial brands need to be patient, constantly deny themselves and be denied by others, constantly put themselves in the position of the target customers to understand the needs, and constantly consider how their designs should be unobtrusive but interesting in the series throughout the season. In this process of balance and trade-off, many designers better control how to express their personal style under the brand tone, and also cultivate the team work ability of internal coordination and external communication. A few of them will jump out and set up their own brands, but most of them will still design for their familiar customers and styles in commercial brands.
Designer brands are more like idol stars. Generally, it is dominated by a designer's thought, paying more attention to the expression of personality and the embodiment of aesthetics, and it is more free, divergent and identifiable in expression techniques. This needs to give the brand itself a strong soul, because what it wants to do is not to follow the trend, but to create popularity. If designers do not have a corresponding ideological foundation and aesthetic height, then superficial skills and gimmicks can only attract fresh passers-by, and it is impossible to really establish a group that appreciates and follows the brand.
The earlier an independent designer debuts, the easier it is to make an ideological mistake: excessive use of force. When the personal brand was first established, I felt that I was standing on a radiant stage, and I was afraid that I would not scare the audience without making some cruel moves. As a result, once the clothes are made, the style is too strong for customers to understand or grasp. At this time, many people will say: You don't know anything about design, but there is something wrong with your aesthetics. ? Speaking of this level, the listener will have a feeling of wanting bite the tongue. Enthusiastic and powerful expression is good, but the audience may not like it, let alone accept it. Life is not a catwalk. Some ideas look interesting, but they are simply anti-human. Some of the designs there are beautiful and the craftsmanship is not good. So who do you think should pay for your idea?
There are also some designers who finally seize the opportunity to be personal brands, and suddenly feel that the sky is fine, the grass is green, the air is fresh, and free creativity begins to spread everywhere. There is an inexhaustible feeling! As a result, a plate of goods was made, and the style was too messy. Everything was piled up on it, but no customers were caught. In fact, for a clothing brand, it will never cover everything, and it will never be good at everything. However, because independent designers are more guided by their own will, the styles they design are all biological dolls, and no one can be less. As a result, they were not optimized and improved when they looked more beautiful, and were rejected by the market. So sometimes we say that good design is painful because designers need to constantly challenge themselves. When there are too many elements, you should be willing to take them down. When there are too few elements, you should have the courage to supplement them. Products must be consistent, and every single item must make people want to wear it. It is not easy to be a good designer, but it is in such repeated deliberation and argumentation that one's design skills will continue to improve.
Let's talk about the level of creating designer brands.
Design and brand are always two things. Some designers can have very good design ability, but they don't have the management ability to control the overall situation. As a result, the brand is broken, or even not done. Generally speaking, design professionals are sensitive and have poor logical thinking, and they are prone to crazy scenes when planning the overall situation. Tell me about the prices of fabrics and accessories. Sometimes suppliers don't deliver goods on time, so it doesn't hurt to argue with others. Self-management of printmakers and pattern makers, if you make a mistake, or even make a mistake, you should communicate bit by bit, because it takes time to find a new one when others pat your ass. Communicate with buyers or brands yourself. In any case, you have to put up with people's fussing and shaking their heads, because all the money is in front of you, and choosing a few more items is your capital to continue working next season. It is even more difficult to talk about the shops in the mall by yourself. People only charge money. If you ask your grandfather to tell your grandmother, you may not get a fragment by the toilet. Not to mention financial issues such as paying rent, paying wages, handing in materials, urging cooperation fees, and emotional intelligence issues such as integrating team resources, expanding social circles, striving for media exposure, and strengthening high-quality cross-border cooperation. What other problems are there? For example, some people temporarily cancel their orders because they chose similar brand styles, some people don't want to start work because their period is coming, but tomorrow is the payment day, and some people want to rip you off because you are not good at words. A designer who is closest to art needs to entrust himself to the secular world, devote a lot of energy to dealing with these things that have nothing to do with his design ability, and return to his desk in the dead of night to calm down and let his thoughts and inspiration slowly release. Three seconds, three, two, one. No, he has been made constipated by all this mess! ! !
But! Successful designer brands can appear in front of us because they have spent a long time practicing, introspection, love and tolerance, improving their thinking mode, accepting the troubles caused by the unknown and accidents and trying to resolve them until they are strong enough to make a shocking call on the vast sea and attract the recognition and even respect of customers and even surrounding brands. At this time, the problem they have to consider is how to follow the trend and make the brand last forever. How to make the spirit of this brand continue after a hundred years?
So, you know, it's not easy to create your own brand.