Interview With Luo Wenliang, Chairman Of St.

　　 Wen Liang Luo The chairman's impression of being gentle and gentle is more appropriate than that of Confucian businessmen. However, when it comes to the future development plan of Saint desi Menswear, his eyes are firm and domineering. China's men's clothing is seeking to develop in the internal and external troubles. In this regard, we visited the decision maker of the domestic men's wear brand Saint Saint West men's clothing to see how he would lead his team out of the world.

　　 Leisure is business. Men's wear Future development direction

Reporter: how do you view the future direction of domestic business men's clothing?

Luo Wenliang: I think the future business men's clothing will pay more attention to leisure. Nowadays, business people are under great pressure from work. They are not comfortable with their daily work under the restraint of suits. Therefore, casual business suits make business people start wearing off their clothes. We did a research. In the 80s of the last century, it was the world of Chinese tunic suit. In 90s, suits began to become popular. In 2000, people began to favor casual wear. So we think we should combine leisure, business and fashion in the future to find this balance in elegance and comfort. This will be a brand that consumers like very much.

Reporter: the design creativity of men's clothing will be smaller than that of women's clothing, so what aspects should men's clothing break through?

Luo Wenliang: for the current development of men's wear in China, this stage is to find a balance between elegance and comfort. Chinese clothing was very elegant and atmosphere during the Han and Tang Dynasties, but at that time the clothes were long gowns and big sleeves. It is more difficult to achieve these two requirements, so Saint West chose to cooperate with the Japanese team because they knew more about the eastern figure and culture.

　 Chinese men's wear localization Route

Reporter: China's menswear consumption market is booming. Many international brands enter China. What do you think of the competition of domestic men's clothing at home and abroad? How do you think domestic men's wear brands should compete with them?

Luo Wenliang: the entry of big international players will make domestic men's clothing more internationalized. Instead of passively thinking that this is a crisis, I think it is also an opportunity. Our own local brands will have a better understanding of the preferences and needs of domestic consumers. In particular, the cultural background of our Chinese people and the strength and vitality of Chinese people are hard to compare with foreign brands.

Therefore, domestic men's wear brands need not blindly imitate foreign designs. We should look for inspiration from the 5000 years' history of China, and design the men's clothing style that accords with Chinese consumers in the light of the modern people's wearing habits. In the long run, our local brands still have great advantages.

Reporter: how can we solve this problem when designers are inspired by different feedback from the market?

Luo Wenliang: I think designers and the market is not a contradiction, I personally pay more attention to the market, I think this is a common view of every businessman. At the same time, I also think that the design and the market can achieve a win-win situation as long as the degree of assurance is good. The design is too advanced for consumers to accept, especially in the field of business men's clothing. In the details, the improvement of the basic funds is a small step in the leading market, which is the design that consumers like.

　　 Controlling the source is the best way to reduce inventory.

Reporter: Garment industry At present, the collective is facing a very difficult problem, namely inventory. Many domestic and foreign brands are facing this kind of crisis. But Saint West is doing very well in this respect. Can you give us some advice on how to solve these crises?

Luo Wenliang: the main direction of our efforts is to start from the source. In the second half of last year, we hired an expert from South Korea as the director of commodity planning in our company to dredge the whole management chain of our products. Starting from the design of the project, there is a systematic management method for what consumers need, what we should manufacture and when to provide them to consumers. This can effectively reduce inventory, but it requires a lot of preliminary research work to complete it.