Chinese Children's Wear Brand New Road: "Designer Brand"

Children's wear " Designer EUROJJ, a brand pioneer, is a typical example. For this reason, the reporter recently interviewed Mei Mei, founder of EUROJJ brand.

Reporter: Shang Pu consulting in "2012~2016 years of China" Children's wear market In the dynamic research and earnings forecast report, it is pointed out that the entry of the international children's wear brands will undoubtedly increase the fierce competition in the children's wear market. Similarly, this shows that the market for children's wear in China is low, and the number of famous brands is few, and the number of outstanding children is not excellent. What do you think of this?

Mei Mei: the mature mode of international brand market and the entry of advanced concepts provide a good platform for reference. It is also a very good opportunity for Chinese enterprises to learn and enhance, and further promotes the further optimization and upgrading of children's clothing industry. In fact, there is still a way out for Chinese children's clothing brands. As far as I know, profit from the high-end market has become the development strategy of many children's clothing enterprises.

Reporter: the design styles of general children's clothing are pleasing to the adults. How should children's clothes that walk in the middle and high grade route cater to the children's psychology?

Mei Mei: I always believe that originality, individuality, freedom and self-confidence can make children become more outstanding. Therefore, we advocate that children should be trained to express true human nature from childhood. This is the core of our design reform. I do not agree with the excessive use of bright and contrasting colors and a large number of cartoon designs to design children's clothing.

I think there are three criteria for judging children's clothing. First, clothing Design, whether it can truly express and stimulate the nature of children; two, whether the selection of the most healthful material for clothing weaving, to create a simple and safe childhood life for children; three, whether the clothing concept has its own unique philosophy of life and aesthetics, and can guide children's life style with their own products, so as to achieve the soul fit with the wearer. EUROJJ (Europe) has always been designing and producing children's clothing with such standards, and actively advocates the concept of green, healthy, free and confident personality life. All products choose the healthiest materials carefully, trying to provide the most comfortable children's life with the most sophisticated tailoring.

Reporter: Nowadays, more and more designer brands have launched a series of children's clothing products that are similar to adult high class garments. For example, Gucci, Paul Smith and Emmanuelle Khanh's latest styles are similar to mini version of adult wear. What do you think of this?

Mei Mei: I do not recommend that Chinese enterprises should develop the mini version of adult wear too early. Domestic children's wear started late, lacking regular research on children's own physiological characteristics. The focus of branding is to rebuild the concept of brand children's clothing design. The design of brand children's clothing is not only the appearance design of style and color, but also the functional design that follows the psychological characteristics of children and meets the physiological needs of children. From the very beginning of its establishment, Europe has decided the brand positioning of fashionable children's clothing and molded the soul of designer brand, which is based on original design.

Reporter: EUROJJ (EuroPlus) new season Children's wear How is it designed?

Mei Mei: Europe has just launched the 2014 main themes of the spring and summer, covering the three themes of "England, retro and refined". The purpose is to explore the spirit of modern children behind the clothes, and to convey the concept of clothing that we cultivate children's "Star" temperament. Taking the three major themes of the "British" series, its design combines British palace painting and realistic animal design, and conveys the most independent children image to the world through the use of independent styles and graphic language. With the theme of "Minimalism", combining the details and natural inspiration of children's life, we integrate the natural trees and animal patterns into costume design. We try to find the breakthrough elements of children's nature in the sense of city. The exquisite series shows the fine aesthetics of Ou Cha from many angles, which makes childhood full of boundless dreams.

Reporter: in the first half of 2013, Clothing industry The demand for designer children will increase exponentially. What is the product advantage of positioning "designer brand" in comparison with other children's wear brands?

Mei Mei: at present, a basic fact is that nowadays most of the parents of children are 80, and then they will gradually develop into the post-90s generation. Now China's post-80s and 90s parents have a strong sense of fashion, and know how to pass a distinctive style through clothing. Therefore, they are more willing to cultivate their own aesthetic and fashion from childhood, and create "Star" fan. Therefore, only children's clothing with independent design ability can get long-term development.

In the past 8 years, Europe has devoted itself to innovation and fashion. Children's Wear Design It is positioned as designer fashion designer. We have a strong design team, first of all, there are a number of local and experienced R & D teams that understand the Chinese market, and a group of design teams made up of young talents who are familiar with the world's fashion. They have always been the driving force for Europe to stick to original design and create fashionable children's wear brand.

Reporter: now, at home Clothing industry All of them are implementing brand internationalization. How do you think the brand of Chinese local children's clothing can realize the internationalization of brand and achieve the true meaning of "going out"?

Mei Mei: China's Children's clothing industry With the development of internationalization and branding, more and more Chinese high quality products will compete with international high-end brands in the future. In this wave of internationalization, we believe that only good technology and high quality materials can not really win the recognition of the international market. In the international market competition, only those enterprises that have the ability of continuous original design and high brand value can have market discourse power and have broader market space. The national brand has not been recognized by the international market for a long time. It is not because of the problems of the quality of products, but the ideas and ideas advocated by them have not fundamentally recognized the values of the western countries. Europe will continue to consolidate and strengthen its own design strength and further highlight its brand value.

Character card

Mei Mei, one of the founders of EUROJJ brand, is currently the chief designer and design director of EUROJJ (Europe). After graduating from Jiangxi Fashion Institute, she went to Italy for training. She has many years of experience in foreign well-known fashion children's clothing company, and the pioneer of "designer brand" of children's clothing.