Xie Feng: The Era Of Personalized Consumption Is Coming.

As the first Chinese designer to step on the stage of fashion design in Paris, Xie Feng, as the chairman of a famous fashion brand, has never forgotten the original design dream and the ideal of serving the country with fashion design.

In the design, Xie Feng went to Japan for further study, which gave him a deep understanding of Oriental culture and also made Oriental style his own design feature.

"This is the best and the worst of times."

In retrospect of the 2015 design of Jifen, Xie Feng borrowed a famous quote from Dickens in Shuangcheng more than 100 years ago.

In 2015, what impressed Xie Feng deeply is the impact of the Internet on traditional enterprises, and the positive response and change of a traditional clothing enterprise such as Jifen.

But in Xie Feng's view, "consumption habits are diversified, and physical stores still have their vitality. As we see a large number of paper media declining today, the quality of paper media is the key to retaining and continuing their vitality, so is physical stores."

It is undeniable that the era of consumer personalization has arrived, but the "spring" of fashion customization still needs time, technology and service to perfect the Spring Festival.

"The arrival of the customized era not only requires designers to display their talents, but also needs the support and perfection of all aspects of technology and services.

China's custom market has great potential and needs to be mobilized. "

He revealed that Ji Fen will continue to have good quality in 2016.

Expansion and store image will be a major consideration.

In addition, Ji Fen will strengthen the network marketing, combining online and offline, so as to realize the O2O with shops as the center.

Since 2016, the "supply side reform" has become a hot word in all walks of life, and is also in fashion design and marketing.

Xie Feng believes that Chinese fashion design needs to gather resources from all sides to achieve personalized design, flexible production and social marketing to adapt to the upgrading of consumers.

Ji Fen currently has 80 stores in the country, and more than 90% of them are direct battalions. Therefore, in the process of economic pformation, China can flexibly change. In the overall trend, Jifen has confidence in the future consumer market.

From the point of view of industrial chain, Xie Feng believes that the supply side emphasizes inventory, capacity and deleveraging, and emphasizes digitalization, networking and intellectualization. This is the same problem faced by all industries and ports.

At present, the front-end of the textile and garment industry chain is quite distinct and different in capability. It is similar to that between Party A and Party B, which requires the process of asking, communicating and solving problems, which basically can be synchronized.

It is mentioned that the interpretation of Chinese sentiment is easier to be understood by an international perspective. This is how director Ang Lee presented the eastern culture with movies. Similarly, Xie Feng has always positioned his design characteristics as "combining Oriental style with fashion."

"I want oriental culture to become a language acceptable to all over the world. This process has been the direction I have been working on for more than ten years. I have been publishing in Paris before, and in such a spirit, how to put it into practice.

Become the language of the world.

2016 may be a tough year for the textile and garment industry. When it comes to the expectations for the design of gifen, Xie Feng said: "continue to learn, explore opportunities for change in the traditional garment industry in a new environment, and better understand consumer behavior. I hope that the design of Jifen will take a step forward under the joint efforts of the staff and create better benefits for employees."