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Don'T Take "Design Director" As The Amulet Of Clothing Enterprises.

2014/6/8 22:50:00 30

Design Director Clothing Enterprise Amulet

recently, there are always some a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" enterprises executives are constantly asking: "now that business is so bad, do you think we can change a design director?"

this question is like asking the doctor: "have you got the disease, do you think it is treating the liver or treating the kidneys?" however, when the boss of a clothing enterprise feels that their products are declining due to the lack of good design, or feel that a good a target= "_blank" href= "//www.sjfzxm.com/" designer /a is able to make the enterprises and brands turn the corner again, this laughable question will be taken for granted!

then, will a good design director be a garment enterprise or a savior of a brand? The answer is yes, No.

Because from the perspective of market management, clothing brands can be roughly divided into two categories: design oriented brand enterprises and market oriented brand enterprises.

design oriented OR market oriented /p >

design oriented brand enterprises focus on product design and research and development, and attract and maintain a fixed customer group through the unique form of consumer consumption.

such enterprises often take designer brands as the majority, and achieve brand marketing through designers with different personalities and cultural backgrounds.

They pay more attention to the individual expression of commodities, and develop products according to their preferences and habits.

The so-called luxury brand is mainly based on this kind of business mode, and through the appointment of a well-known designer as a design director or artistic director, the brand merchandise can guide the consumption purchase.

for this type of enterprise, the design director is more inclined to have strong product development capability, including product basic material and structure innovation ability; in artistic expression, it has extraordinary talent, can fully integrate art and commerce; can achieve the perfect combination of brand and individual, so that the two can establish mutually complementary communities; with controllable market display ability and communication channels, it can quickly penetrate commodities into the customer base; the design director and the enterprise are a community, and take the design director's thought as the direction of business management; around the design director as the core of the product development and production system, and brand marketing system.

market oriented brand enterprises pay attention to the purchase demand and popular culture of the consumer market. By relying on the existing consumption culture and fashion demand of the market, the commodities are designed by closing to the buying needs of the consumer groups.

such enterprises are often referred to as mass brands or consumer brands. They achieve the quantitative sale of commodities through the establishment of more marketing networks and sales terminals.

The well-known brands such as ZARA, H&M, ONLY, JACK&JONES and so on are the representative enterprises of this kind. Designers, for them, need more to improve their products and market anticipation ability.

And this type of enterprise occupies an absolute number in the market.

for this type of enterprise, the design director needs more market oriented business vision and the market's future forecasting ability; more energy will be placed in the analysis and analysis of the existing similar brand products; it can make overall planning and personnel matching for a wide variety of commodity types; it can integrate the advantages of the related enterprises in the overall product production of the brand enterprise and the supply chain; avoid personal preference and thinking influence the brand; have a keen insight into the mass market and the latest fashion elements.

different types of enterprises have different abilities to play and apply to designers.

so it can be said that a garment enterprise should consider the type of its own business when selecting the design director.

Different types of enterprises have different positions and positions in the design director's job.

The former tends to take the product as the core of the market management strategy, which requires higher embodiment of the design director's personal technical ability and market appeal. The latter is a product development mode with the core of the market. The design director needs rich experience in team management ability and market operation ability.

, therefore, they are not only slightly different in order, but also different in human resources allocation, post function setting and terminal operation mode.

the way to display the ability to be reflected in

no matter what type of brand oriented enterprise is, when a design director enters the post, as a person in charge of an enterprise or the final business decision maker, how should he play the role that this position should embody, and at the same time, it will not lead to deviations in the past strategy because of human affairs? This requires our business leaders to effectively define the position and control of functions.

if the management system related to product operation is divided into two internal and external structures, then the internal operation system of the product includes the information of the commodity sold at each terminal of the market, and the summary and feedback of the sales information of the competing brand with the sales area.

P > this feedback channel is controlled by the market department responsible for terminal management and the R & D Department of the product. It is a two-way channel. On the one hand, it needs the terminal to feed the existing market information to the R & D Department of the product to provide the basic information service for the future commodity research and development. At the same time, the R & D Department of the product needs to convey the information of the existing goods to the sales terminal to facilitate the sales personnel to communicate the elements, selling points and characteristics used in the product development process to the consumers.

the external system of product operation includes external cooperative enterprises with different production links, including fabric supply enterprises upstream, upstream accessories manufacturers, special processing enterprises, etc.

To understand and understand their work characteristics and advantages, we need not only to have a deep understanding of the operation and management system of cooperative enterprises, but also to design directors for the ability of liaison persons in cooperative enterprises.

Product R & D and production are interlinked and gradual implementation process. The deviation caused by one link will lead to the delay and failure of the whole work.

therefore, the design director for garment enterprises can be seen from the setting of posts. The director may be the director of a single design department, or a collaborative leader of various departments related to design.

While having outstanding individual technical ability, he also needs rich management experience and operation means in the design team organization and inter departmental work coordination.

Therefore, it can also be said that the design director is more of a management position than a mere technical post. He is also led by a worker and team within the garment enterprise.

< < a href= > //www.sjfzxm.com/news/index_c.asp > > Design Director > < /a > the choice is that enterprises need to choose according to their actual needs. At the same time, after the appointment, they also need to set up reasonable and effective function settings so as to bring the function of "design director" into full play.

Therefore, if the development of a garment enterprise will be successful because of the emergence of a "design director", it can only be explained that the enterprise is not mature enough.