Clothing Shops: Creating Characteristic Windows, Customizing Models Has Become A Trend.

The reporter interviewed Xiao Jing, the artistic director of Kim Meng model coat hanger Co., Ltd.

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For a clothing store, how can it attract a passer by into a shop in a few seconds? The answer is a beautiful window.

Models and props are the biggest highlights in the window.

In recent years, model customization has sprung up in the domestic clothing market, and all kinds of custom models come into the window to add vitality to the same window.

The window model is no longer a coat hanger for displaying clothes, but also a window to interpret the soul of a brand.

The reporter interviewed Xiao Jing, the artistic director of Kim Meng model coat hanger Co., Ltd., and let us come close to the model customization in his narration.

In 2011, OUHTEU, a commercial menswear brand, and OUHTEU (OUHTEU NIBO) belonging to a company, began to adopt the custom model of "vein window".

These three brands have distinct characteristics: Europe is suitable for middle-aged mature customers, and it is suitable for knight to travel young sports customers.

Before that, the window model that the company purchases is very difficult to match the brand image, but can not reflect the style difference between the three brands.

Custom models solve these problems.

"Custom models are more consistent with the brand and the physique as well as the casual movements.

Extraordinary temperament.

For example, the model of Nebo has a strong physique, because the corresponding consumer group is fond of traveling, so the muscles are slender and strong, but different from Mr. Yu Jianmei.

Xiao Jing, art director of Kim Meng model coat hanger Co., Ltd., told reporters.

This year, the three brands have changed their store image, and the model props are again being handled by the "window display".

Custom models grow in exploration

Six years ago, model customization was still a blank in the domestic market. At that time, Xiao Jinggang graduated from the Sculpture Department of Guangzhou Acmdemy of Fine Arts and had similar vision and confusion with all the graduates. "When I was shopping, I often saw the models in the window were dull and obsolete. Some of them broke their arms and glued them up. After seeing it, I was very sad. As a student of sculpture, I had the ability to make the windows perfect, but there was no platform to provide me with opportunities for improvement."

By chance, Xiao Jing met Guo Jianhao, general manager of Jin Meng model coat hanger Co. Ltd., who brought Xiao Jing into the modeling industry. How to make the sculpture art that he had learned for many years to be a model, Xiao Jing went through a long time of running in and learning.

"Before 2008, no one knew we made models."

Until he met his second chance to dream in Euroshop exhibition in Germany.

EuroShop is the largest retailing and Exhibition Fair in the world. It is also a great gathering of German booth design and construction industry every three years.

Jin Meng took the first series of works developed by Xiao Jing to attend the exhibition and was seen by Holland MANNEQUIN COMPANY company.

They found that the Chinese model companies still had such development capability, so they began to cooperate.

"The requirements of foreigners are very demanding. The early revision of models will take one to two months. Under their strict demands, I have made great progress in my skills."

Xiao Jing said.

In 2011, Xiao Jing began to turn to the domestic market.

In December 31, 2010, Xiao Jing opened micro-blog's "vein window". At that time, he did not anticipate the power of micro-blog.

"I like to record life with pictures and words, so I will send them to micro-blog on weekdays to let people know about our strength."

Over time, Xiao Jing gathered together with the clothing industry and many friends of Chen Li on micro-blog.

If She Xujin, executive director of bin Bao dress, invited him to participate in the procurement supplier conference, annual meeting, press conference and other activities, not only become a friend in reality, but also a business partner.

"The first domestic brand we cooperate with is called the" menswear "brand.

At present, partners wear men's clothing.

Together with children's wear, there are about more than 10 brands, most of which are understood and focused on us through micro-blog.

Xiao Jing told reporters.

Custom models have become a trend

At present, many domestic brands go abroad, and more and more fashion designers are driving the brand of clothing. They are more interested in terminal display and window design while pursuing brand culture.

The custom model is to make suitable models for the brand, so that the terminal stores have their own characteristics.

"If models and props still go through traditional market purchases, the movement and size of models may not match the brand, let alone brand culture."

Xiao Jing said, "models don't wear clothes, they will dress badly, especially in business formal models."

Xiao Jing said: "if you want to be different from your peers, you must have characteristics. A good brand will go to the road of model customization."

The process of model customization is not complicated.

First of all, the brand designer will choose the appropriate brand style modeling, or cultivate himself or be healthy through the interpretation of the brand. The style must conform to the brand's style, for example, make the concrete model, the brand consumer group must be precise, the young face corresponds to the young consumer group, the mature face corresponds to the middle-aged consumer group, or the abstract model, because the abstract model's facial features are not obvious, and the corresponding consumer group's interval is also bigger.

Even if the model has no expression, it can express itself through body language. Any model can find its own window.

Then they make the plate according to the size of the sample provided by the brand and the size of the model.

Besides the process of customizing the model, cost is also the most concerned issue for the brand.

The material cost of custom models is basically the same as that of other models. The most important intangible cost is the development.

Xiao Jing does not charge another development fee when he models a domestic brand, nor sells a single model or sells products by third party agents. Instead, he will make free use of development resources for cooperative brands and take the route of brand customization cooperation.

"At present, brands are still mostly using fiberglass and cloth models, with prices ranging from seven hundred to one thousand.

Our long-term cooperation with the brand has a minimum annual purchase volume for the customized models.

In addition, the use cycle of models is also different. Abroad is six to one year, and domestic time is longer, it is one to two years. "

Xiao Jing added.

Reporter's notes

Beautiful windows not only need proper models, but also display them with good display methods. Looking at many successful windows, you can see that these courtsmen are bold enough to move scenes of life into windows, which can be an instant for athletes to sprint, or a combination of afternoon tea after lazy afternoon. This is the real match between products and windows.

More and more brands in China are paying attention to the customization of models. The use of models is from traditional way to internationalization. As the windows gradually leave the old and monotonous model, the model will be customized or will be the next post.