Shenzhen women's clothing brand Karon: still pursuing pure life next season

Kawon Women's was born in 2003. It is like an elves who walks between high-end, tasteful and fashionable women. It integrates the unique taste, confidence and fashion of urban women, and allows the intellectual women's self-thinking to further sublimate. In order to create an extraordinary and intelligent female image.

Carvale advocates a brand new concept of dress: simple but not simple, noble and not luxurious; no age distinction, the boundaries of statelessness, not limited to the constraints of body shape; attention to the design of costumes and structures; advocating the beauty of the clothing and the inherent temperament The coexistence of culture.

So what kind of changes will happen in Cavin this year? The reporter specially interviewed Ms. He Shujun, Chairman of Kavonne.

Reporter: How many stores are there in Kawwang?

He Shujun: More than 300. More than seven years of development, development is very stable, sales are better than before, and half are self-employed.

We participated in the China (Shenzhen) International Brand Clothing & Accessories Fair in 2003 and 2004. The previous exhibition was for investment promotion. Now the exhibition is for brand promotion. The booth is close to 500 square meters. My purpose is to push promotion in place, which is the display of the Karhun soul. The current direction of the entire theme is to demonstrate the atmosphere, nature, and simple fashion concept of Calvin.

The goal we hope to achieve is to excavate the deepest details of the beauty and fashion Chava pursues and show it to everyone. Because art sounds very imaginary, we must express it concretely. We need to make efforts both in the design of the pavilion and in the display of clothing. We focus on concepts and show what we are looking for. This is our plan for this exhibition.

Reporter: Talk about the colors of autumn and winter.

He Shujun: Let me talk about the Kawwan style first. First of all, there are two of the biggest features of the Karwen products. First, the color of Kavun is very distinctive. It is a little bit like my personality. There is no middle color. The green is very green, the purple is very purple, and the colors are very bright. Second, Kavun has a unique product structure. I'm talking about the structure of clothes. The product structure of Kaweng reflects its relationship with architecture through a disciplinary approach, because our entire design approach draws on architectural, painting, and other artistic means. You can see many ink paintings on our clothes. Different artistic elements will be used on our products.

Kawang is suitable for a wide range of people in the market, and its inclusion is very strong, because of its plate-type relationship, thin people, fat people can wear. It should be noted that I do not respect the brand's efforts. This is not what we can do. A clean brand is not a good brand, it is absolutely no characteristics. My output surface refers to body type, not to people. The people we are targeting are still quite distinct. Those who like it will like it very much. People who do not like it will not enter the store. This is a distinctive and strong feature of Kavun. Our core age position is 30 to 35 years old.

Reporter: With regard to the positioning of the age group, will it be more personalized, such as the trend of youthfulness, with the development of the future?

He Shujun: First of all, what we are talking about is the younger age of mental age. Our age position is unchanged. It is still 30 to 35 years old and will not be 20 years old. But now, because people's living standards, quality of life, life requirements, taste and pursuit of fashion and understanding of fashion have entered a very clear stage, consumers are no longer confused. What she pursues is: Even if I am older, how to wear it looks like a little girl. So our age position is unchanged. Through the product's structure, color, and materials, we are making consumers look younger and not particularly young. How to wear it is young, and it is the young age of mental age.

Reporter: Is it still the pursuit of a thing to do it purely, is it like this?

He Shujun: You are right. In fact, this is exactly what I seek. There will be many kinds of voices in the market: I want the market, I want to be beautiful. Many people ask me, how do you balance between art and business? How is the balance between the design director and entrepreneur's different identity? I said that it can be balanced. Entrepreneurs need to be rational and designers need to be emotional. To consider the market, to consider selling, you have to cover a very wide range of things. You may lose your self. Therefore, you must be very emotional when designing. In enterprise management, it is necessary to analyze the market conditions, the development of channels, and the internal management of enterprise management.

The balance between business and the arts is what I understand. As a designer, when a product is in your hand, it may be a work of art. But once you stand on the market, it must be a commodity. Make sure that it can sell away. To achieve a balance between business and art comes from our consumer demand for consumer groups and the control of the degree of art. This requires deep market experience.