Sports Brand Design For Survival Dilemma Will Become A Breakthrough In The Future

In the homogenization of today,

The brand market seems to be shrinking. Who will save the Chinese sports brand? The Chinese fashion designer gives the answer.

In the future, who can save the sportswear brand? Chinese clothing designers say that they are designing, and they are busy integrating styling design into comfort and light.

Sports brand meets survival dilemma

Sports brand has always been famous for its comfort and technology, but design has become an obscure generation.

The plagiarism of sportswear is prevailing.

"If you deliberately avoid several sports brands.

It's very difficult for me to tell which brand is from style or color. "

A sports loving consumer said.

Insiders say that with the improvement of consumers' sense of wearing, the lack of design for sportswear is increasingly exposed.

On the homogenization Road, the sports brand market seems to be shrinking.

Since October, it closed its last factory in China. Nike has released a report that its net profit fell 12% in the 6-8 months, while the domestic brand Lining changed his job in the declining performance period, and sought to rebuild the team without fail.

Inventory pressure drives brand change

The pressure of sportswear inventory at home and abroad has been very long.

Data show that in the first half of this year, Lining, Anta, XTEP, XTEP and other 42 domestic sports apparel brand inventory amounted to 48 billion 300 million yuan.

"In fact, not only sports brand, many domestic clothing brands have stock pressure.

As long as we produce clothes that suit the needs of consumers and conduct in-depth research on the market, we can avoid excessive inventory to a certain extent.

I think design is a very effective way to reduce inventory.

This is one of the reasons why we have been holding the design competition.

Ni Zhennian, general manager of Jordan sports Limited by Share Ltd, told reporters.

Design will become a breakthrough in the future

After more than ten years of development, China's sports clothing has been in the world's leading level in the aspects of comfort, science and technology and security.

However, more consumers are needed to attract customers in the future.

During this period, the road of domestic sports brand design has set sail.

In order to compete with more and more comfortable fashion brands and distinguish "Shanzhai" products, many brands began to cultivate design talents and try to excavate unique design elements.

Jordan, chief designer of sports Limited by Share Ltd, said that the domestic sports clothing brands hope to enter the international market quickly. They should take the initiative to contact the international fashion trend.

In addition, he also believes that the function of sportswear can not be overlooked. We must strengthen the "professional skills" of sportswear when we focus on design, which requires improving the content of science and technology.

And how to bring the comfort of technology into fashion design requires a lot of effort.