Look forward to the design of men's power

Liu Xiaofei has been very busy. Although he is still the face of designer circles, but this did not affect his strength in the field of men's design value. One day in September, he just came back from the European men's clothing market. Apart from those imaginable gains, the greatest achievement for Liu Xiaofei is the remark that his design will not lose to their design. Will be held in November China Fashion Week, Liu Xiaofei will meet with you, this time, he brought is the release of Romon Men's 2010 spring and summer. Will soon debut in Beijing Hotel Liu Xiaofei, what kind of a Romon? What kind of "impressionism"? Wait and see. "Romon" want to play art card Reporter: or that old-fashioned can not stereotypes: Please tell us about the current status of Romon and this new concept will appear in fashion week? Liu Xiaofei: In recent years, especially in this year, I believe we all feel the aggravation of competition. There are also rising apparel brands that have expanded their capabilities once and for all. The old brands that once led the Chinese courage came under the pressure of all parties without exception. From the clothing brand point of view, the old culture and face, the same brand concept and brand strategy, the old brand men once proud of the brand has gone away. As one of the representatives of the early fashion brands, Romon has been able to recognize in advance the need for brand innovation and transformation, and has completed the initial transformation in the previous quarter. To achieve the business - fashion, young. Whether this is optimistic about the future of Romon or the confidence of their overall strength to create the expected goal of parity fashion, product development in the spring and summer season, the continuation of the younger, the concept of fashion is clearly worth trying. Romon's market performance we all know more clearly, Romon suit overall market share over the years ranked among the best in the country. This is true strength, no doubt. It is one of the top 500 Chinese manufacturing enterprises and is currently a leading, well-established and competitive group of apparel companies in China. But if you want to win in the future market and continue to win out, timely change of strategic plans and practices is necessary, if the proper approach that will be a secure occupation of the market guarantee. Reporter: For this conference "clothing artist" theme positioning, from what inspiration? Liu Xiaofei: Since the 1980s, the history of Chinese men's step by step development is also the history of the development of brand culture. Clothing from selling "warm, warm" to sell "decoration", and finally to sell "taste and culture", all reflect the superiority of the brand culture. The benefits of a brand of men is that a solid consumer base and high profit margins enable this business to seize the huge market opportunities and enjoy the value of the accumulation of capital. To make a company bigger and stronger, the development of brand culture is almost the only way. Keeping pace with the world fashion trend of the domestic menswear sector, formal wear casual trend is also increasingly popular, more and more "casual" people become a staunch supporter of this wave of fashion. Casual dress is not only suitable for work wear, but also to participate in appointments, dinner decent costumes. Nowadays, the domestic enterprises that produce such casual suits are relatively mature. In order to stand out in the competitive brand competition, on the basis of innovation and differentiation and brand transformation, it is necessary to highlight the irreplaceable brand culture . This release is located in Romon - "clothing artist", I intend to enhance the quality of life as an artistic taste, with high quality and very artistic fashion elements to reflect the self-worth, the mainstream technology and modern technology, traditional crafts And modern wisdom organically, in order to wear a way to reflect the unique concept of life. "Costume Artist" brand strategy new ideas Reporter: Romon's "clothing artist" brand core concept source where? What is the goal of product transformation? Liu Xiaofei: In 2008, when China's textile and apparel is facing a severe test, Romon made early preparations for the timely adjustment of the entire brand layout and proposed the core concept of the "clothing artist" brand, providing a clearer Direction, Romon fashion artist is a concept of life, which represents a dynamic, stylish, innovative attitude, an attitude to artistic life: live a lively life, bloom the wonderful life, subversion mediocre life, so that life becomes More vivid and rhythmic. 2009, to further deepen the "costume artist's" significance. It is emphasized that life itself is an art, and clothing is the carrier of such a life. It is not a distance but an expression of attitude to life. In 2009, Romon continues to promote clothing artists, more art, Yue life. And the brand strategy advocated throughout the brand culture. With the advent of the information age and the rapid development of the society, people's dress attitude is also changing day by day. With the increasingly abundant material life, people gradually choose the fashion from simple pursuit of fashion to the emphasis on spiritual feelings and the pursuit of spiritual freedom Interpretation, and gradually personalize the direction of leisure development. In 2009, Romon proposed the strategy goal of "creating fashion in an all-round way and rejuvenating". This goal is based on strong brand strength and basic achievements and is the only way for brand expansion. From a highly comprehensive and complete solution to the brand strategy Brand image and product development "young, fashion, international" needs. To fit the brand development and international popular routes, and lead the Chinese men's consumer market, the introduction of fashion series, confirmed the trend of fashion products, young, trend. In 2010, as the market continues to explore and deepen. Romon in a more stylish, with personality, more trend-setting direction step by step better. Comfortable high-end fabrics, simple lines and full of creative tailoring, boldly absorb the integration of the latest international fashion elements of the innovative design, light jacket, romantic city, discovery trip, colorful shirts, accessories and accessories, are chasing Loving men who advocate fashion create a unique charm, with a strong personal style personality image. Reporter: "Impressionism" theme at the conference will have what performance? Liu Xiaofei: Under the premise of Romon brand concept "clothing artist", the theme of this press conference is "Impressionism." Impressionism art genre is an important genre in the modern school, is to guide people from the interior of classicalism, more open to the outside world; advocating and full of vigor in the spring and summer of 2010, promote optimism and express their own style, is a relaxed and happy guide , Get rid of the shackles of conventional. The conference consisted of three series of "Light Color Revolution" and "Monet Garden of Nature". The fabrics emphasize the fresh style; light, soft and bright colors; folds, creases, fine gradient stripes, mesh knitting and new Hunting style into the innovative elements. Fabric emphasizes the interest in fresh style, the desire for light colors; with a sense of freedom of the vivid and vibrant fabrics, noble and shiny shine, shining light, calendaring, mercerized cotton, until the coated sports fabric Are favored, the cotton thread is still attractive; the hardness of the garment's silhouette is discarded and the designer looks for lightness and softness. The colors call for light, soft, bright colors, imagination to a relaxing atmosphere, gloomy colors are no longer welcome, and those shiny and vivid luster have become mainstream. The yellowish green in the green seems to be an important color for Spring 2010 fashion. Blue is still dominant, with full-on ink blue as the main background color and South Coast-style decorative colors such as mint color; warm colors where we see bright oranges are still strong; there are many creams and Latte colors, these light colors must be saturated without whitening, combined with a number of gradient, changing and blending colors, will be soft 2010 spring outlines. The combination of white and black color, color effects also make the black and white in the season there is a strong performance. Harmony and light color is the key to fashion. The impressionism of the entire release with color, fabric, crafts and other rich practices to express the series of sex, richness, inkjet, color printing, washing effects of the entire release of creative; overlapping of the customary colors of Chinese and Western impressionist overlap , So inspired by the paper covered with the color of traditional Chinese painting and painting rough textured paper collage, embodies the Chinese and Western cultures and diversity of respect and absorption of the main thrust of "Impressionism" is a Chinese and Western culture Collision and blend of visual revolution ... ... return to the origin of the form of clothing Reporter: return to the origin not only in form, balance and peace of mind is the fundamental. So what do you give the design of the clothing release? Liu Xiaofei: Speaking from an artistic point of view, the light color revolution is the concept first proposed by impressionism. The color is given by light, which gives the elegant fabric and the delicate texture a new feeling. It is an elegant fashion. Technology is more intelligent, but only to create a more simple and simple life; simplify cumbersome work, into the family, into the nature, enjoy life itself. Under the magical power of science and technology, the world has changed so rapidly that new ethical relations, new relations of affection, and new life attitudes are being rebuilt. The real journey comes from the spirit. The new trend begins with exploration. So we leave the mainstream world and look for hope on the fringe. Rationalist tone and futuristic shadow, the formation of a changing, fast, structured, and focus on the functional combination of image. High-tech get rid of the hard reality of cold steel, warm and gentle way into the life. Urban people return to a more authentic self, the city smart and sensual, the city and the natural blurred the border. Beyond nature is the theme of impressionism, outdoor and urban recreation; the overall color light, light music, light metal feel, green grass as the 2010 spring and summer pop colors will be decorated in which the same color of the green will be the series Of the protagonist, relative to the grass green in terms of more masculine; with white, gray, beige, forming a group of casual colors; performance practices using hanging dye, gradient-based, pants denim washing and clothing stone effect Lord, or washing gradient. T-shirt embellishment with the pattern, with a printed silk scarf; jacket back embroidery, chemical fiber-based fabrics, yarn-dyed, cotton and other aspects to reflect the casual feel clothing; this theme will also be combined with the 2010 World Expo activities concept , The exchange and promotion of different cultures, economy, science and technology in all countries, and the use of their motifs for the embroidery and printing of jackets. The combination of the Expo also implies that this series of urban leisure culture will move towards a broader space. All contradictions coexist harmoniously in a tolerant state of mind, as is the fusion of art and fashion. Summer garden, colorful, light and harmonious feeling, which is the use of color to a very saturated state, is a revolution in color; lavender, the natural color of the flower is the end of this series of color sense.