Interview With Fashion Designer Zhao Qian

Chinese brand

Become the first Chinese brand to be released in the fashion week of Paris, "useless" designed by mark and Chanel and so on. They will be unveiled at the Paris custom fashion week and let Xia Ting Chen publish it every year in Paris fashion week.

Zhao Qian is behind the push.

She introduced the concept of foreign Showroom to China, and also set up a bridge to foreign showroom for domestic excellent designers. "We can't change the domestic fashion environment, but at least we can speed up the process of its maturity."

Chinese fashion discourse power from scratch

Reporter: who do you think China's fashion discourse is in?

The first question is whether China has the right to speak in fashion circles.

In the world fashion circle, I think China has hardly had the right to speak before, and now it has begun. As more and more Chinese models are showing up in famous brands, designers are showing up in Paris or other fashion week, and more and more Chinese brands have been sold abroad. With the attention of Chinese contemporary art, China's discourse right in the fashion world has also increased, but it is still not enough, and we still need to continue to develop our right to speak.

At home, from a commercial point of view, the right to win the right to speak is consumers, fashion is industry, industry has the economy, it needs landing, the key element of landing is consumers, consumers recognize you, your right to speak is very large, consumers do not recognize, is white.

Nowadays, many Chinese fashion magazines are also doing a fashionable consumption orientation, leading the fashion lovers to a good trend, so that they can understand the fashion language of the brand more and more. This is actually teaching more consumers how to communicate with the brand in fashionable language.

Reporter: what you do now is mainly to bring domestic designers out and bring in foreign designers. What do you think of the designers' needs in these areas?

Zhao Qian: there is a lot of demand.

What we do is linked to business objectives. Fashion as a pragmatic industry must be linked to business.

Now designers can be roughly divided into two kinds, one is very creative, and it can be done in every enterprise. This kind of call can be more or less; the other is only a designer of marketing, and can't do something creative.

Although now is the marketing era, but also have something to marketing, can continue to marketing, let others recognize you.

Reporter: besides, Chinese designers are now going to the world. What are the concepts that need to be updated?

Zhao Qian: China

There are some habits, for example, to do some special design for the show, the meaning is to let the media display it, let others know the designer's talent, and then do some things that can be put on the market for sale.

Nowadays, most domestic designers want to sell their designs abroad, or rely on Showroom. This is not appropriate. The international business process is not like this. I am not letting you show it. It is a business platform for you. What we need to do is business.

Reporter: it seems that some designers are very exclusive of commercialization.

Zhao Qian: China's market is generated in the process of rapid changes in economy, fashion, social culture and so on. Many brands of different styles exist together. In this case, marketing is necessary, and we must interact with the market.

Marketing is our means, not our goal.

When we go through the market by means of marketing, we have a choice of life and death. If we do not comply with the current commercial principles, there is no chance to exist, let alone what will happen in the future.

China's market is changing every year, with flexible response and coping ability.

China still lacks good designers.

Reporter: some people say that China does not lack good designers. What is missing?

Zhao Qian: in fact, there is also a lack of good designers.

China is now in a state of exceeding demand. The economic and fashion industries are developing very fast, and people's demand is strong and varied. These demands are changing all the time, and they can not be met all the time, so the market space still exists.

This requires designers not to be immersed in their own design but to listen to what consumers need.

Good designers do not want to survive. Although many foreign brands and designers have come to China, there are many brands and designers in China. But the market in China is very huge. You need to know what your target customers need and do what they need.

Reporter: for fashion, environment is very important. How do you feel to create a fashionable environment?

Zhao Qian: the fashion environment is formed naturally. It is not created or phased.

If you really want to shape, you will be out of step with reality.

We are still in the initial stage. What we do now, such as the exchange of designers at home and abroad, such as the opening of showroom in China, various fashion shows and parties, only accelerate the process of going to maturity at this stage.

Reporter: next, what is your designer promotion plan?

Zhao Qian: continue to do CCDC design competition, dig out Chinese excellent designers and take them abroad.

At the same time, we are also preparing to do a new pattern shop designer in China. This shop will gather many mature, new and innovative designers, but do not deliberately emphasize a designer.

I hope to become the first instinctive state of our clothes purchase: not to buy clothes for a designer, but to enter a shop, to see different styles of clothes, and finally to choose the clothes that suit them.

Maybe one day, consumers will find that many of the things I like and buy are the same designer's design. Consumers will naturally remember this designer and become a loyal fan of him.