1, introduction of visual goods
Exhibitors are the product of free market economy. From the end of 65438 to the end of 2009, clothing display began to take shape, and initially became a relatively independent profession in the 1920s and 1930s.
[Edit this paragraph] Responsibility of visual goods
Through the arrangement of clothing products and background space, it tries to reflect the relationship, internal meaning, value orientation, brand culture and sales strategy of a series of related fashion products in a fixed marketing place facing customers. What they have to do is to arouse customers' interest in products (commodities) through artistic means, meet the needs of consumers to experience product connotation and service quality, and thus maximize the potential added value of products (commodities). Everything is for commercial purposes. Not only product enterprises need to display, but also commercial circulation enterprises need to display to bring consumers a unique sense of belonging. Once this sense of belonging is established, the displayed products (commodities) and the manufacturers (businesses) behind them can get profit returns with high consumption enthusiasm.
[Edit this paragraph] Visual commodity literacy
Generally, it consists of two parts: exhibition foundation and exhibition experience. Only by combining the two perfectly can we be called an exhibitor. The basis of the exhibition is mainly the mastery of basic knowledge such as aesthetic literacy and clothing knowledge. It would be better if you have knowledge of graphic design, interior design and fashion design. Of course, it doesn't matter if you haven't studied systematically. The key is whether you have this feeling and aesthetic ability. Exhibition experience is more from practical operation, both previous work experience and personal practical ability in daily life. In addition, as a qualified exhibitor, you should know something about goods and marketing.
[Edit this paragraph] Development history
Exhibition originated in Europe and America, and has become quite mature in the west, which has become one of the management methods that modern clothing enterprises rely on. In Switzerland, when exhibitions are hot, enterprises will use 50% of their sales as exhibitions. Comparatively speaking, China's exhibition industry started late, with a low starting point. Coupled with the lack of understanding of the exhibition by the production and commercial enterprises on which the exhibition depends, it is doomed to be a long road to success.
[Edit this paragraph] Focus of work
Plan the overall shopping atmosphere through the layout of scenery, color and lighting, so that consumers can feel the unique business culture of Parkson. At the same time, as a supplement to daily exhibitions, seasonal and holiday-themed exhibitions highlight the natural marketing objectives of commercial enterprises, and also show great strength in flexible exhibition intentions. Exhibitors need to change two roles when they are engaged in a job: they are artists when facing products, and they will impress and infect customers through artistic means; Facing enterprises, they are first-class businessmen, who can make use of fashion trends, market changes and consumer psychology to successfully sell goods and make profits for enterprises. Of course, the success of exhibitors' works ultimately depends on sales performance. We must keep in mind the creed of "obeying business needs and giving consideration to artistic creativity", and the ultimate goal of the exhibition is sales.
[Edit this paragraph] display mode
First, it needs integrity, artistic creativity, product series and aesthetic appreciation;
Second, the story-telling process, product style and popular elements all depend on display;
Third, the different emotions expressed by the brand will be coordinated through the transformation of display, the combination of colors and people's mentality;
Fourth, the expression of life attitude and lifestyle. Fifth, the emotion of display, display is static language, and it is a salesman who can't talk.
[Edit this paragraph] Career prospects
The career prospects of exhibition designers are bright. With the fierce competition of enterprise brand strategy, the role of exhibition designers in promoting brand and sales has been widely recognized. China has become the most international market that can't be ignored, and exhibition culture has a broad development space in China. Exhibition designers will get more and more attention in China, face huge market demand and become scarce talents favored by merchants. Exhibition designers in enterprises have "artistic temperament" different from other business talents. Therefore, in the next few years, exhibition designers will have broad development space.
The talents who come out of the exhibition, as the protagonists of the exhibition industry, aspiring entrepreneurs can set up their own exhibition design consulting companies to undertake exhibition design business of selling windows and large-scale exhibition activities; Or as a professional exhibition designer of the enterprise, help the enterprise to establish a brand-new and scientific store image in a short time; For those who like a free lifestyle, they can set up their own personal exhibition studio, undertake exhibition design independently and spend their time freely; In addition, all-round display skills and creativity can also be used as auxiliary resources to play a comprehensive role in various industries to help all kinds of employees broaden their career development space.
Where there are commodities, there will be a stage to show designers' skills. There are professional exhibition designers in China fashion industry, who are committed to creating China fashion faces, which will contribute to the rapid development of China fashion industry.
The professional certificate of "Shop Exhibitor" is divided into three grades: primary, intermediate and advanced. Generally speaking, it costs about 80 thousand yuan to get an advanced certificate.
Exhibitors generally specialize in art, some are good at color matching, some are good at style deployment, and some are good at creating a style atmosphere. However, in any case, the grasp of the business principle of service sales is the root of constant change.
2. Fashion designers:
1, painting foundation and modeling ability
Drawing foundation and modeling ability are one of the basic skills of fashion designers. Of course, there are some former design masters who can't draw, but he needs to be more outstanding in other aspects. However, if some people can't express their design ideas well through painting even after systematic study and training in school, it will bring great difficulties to their creation.
Only with a good painting foundation, can we accurately express the designer's creative ideas in the form of painting through the expressive ability of design modeling, and on the other hand, we can better appreciate the rhythmic beauty and rhythmic beauty of clothing modeling in the process of design and painting, thus giving designers inspiration.
At the beginning of the 20th century, Bauhaus once put forward that "the purpose of design is people, not products", especially clothing itself is the external covering of human body, which is closely related to human body. As a designer, only by having an accurate and comprehensive understanding of the proportional structure of the human body can we better express the beauty of the human body in three dimensions, which is the basis of design.
2. Rich imagination
Creativity and imagination are the wings of fashion designers. No matter how good the skills of designers are, they can only be called craftsmen or tailors, not the real design market. The essence of design is creation, and participation itself contains innovation and unique significance. Flowers, birds and trees in nature, decorative objects around us/rich national and folk themes, music, dance, poetry, literature and even modern lifestyle can give us good inspiration and design inspiration. For thousands of years, in the long history of clothing, it is precisely because of the rich imagination and original spirit of our predecessors that we have left us rich and precious wealth.
In the history of western fashion design, those famous iconic fashion designers are ingenious in redesign with their unique creativity and imagination. Especially in 1930s, Shapiro Reilly, an influential Italian female designer, designed her shoes as a button on her head and her pocket as a drawer. Her rich imagination, humorous image and bold and unique design style are highly praised by future generations.
3. Mastery of styles, colors and fabrics
Style, color and fabric of clothing are the three basic elements of clothing design.
The style of clothing is the external contour modeling and component detail modeling of clothing, and it is the basis of design change. The external contour modeling consists of the length and latitude of the garment, including waist line, skirt length, shoulder width, hem looseness and other elements. The most common contour shapes are "A", "X", T, H, O and so on. The external contour modeling of clothing forms the lines of clothing, which directly determines the popularity of styles. The modeling of parts details refers to the design of collars, sleeves, pockets, cutting structures and even pleats, zippers and buttons.
The color change of clothing is the most striking part in the design. The color of clothing is the easiest to express the design feeling and is easily accepted by consumers. Hot red, hearty yellow, quiet blue, holy pendulum, simple gray and hard black, each clothing color has rich emotional representation, giving people rich connotation association. In addition, color has the feeling of light, strong, cold, soft and hard. Of course, color can also remind us of taste and smell.
Mastering and using the characteristics of clothing fabrics is an important condition for immature designers. Designers should first understand the differences between the thickness, softness, smoothness and smoothness of fabrics, and carefully understand the differences between styles and brands through different drape, luster, clarity, heaviness and different elasticity and drape of fabrics, and use them flexibly in design.
The perfect combination of fabrics with different textures and textures can better show the designer's artistic foundation and taste. The various shapes of clothing styles are not only shown in the design drawings, but also realized by different fabrics and cutting techniques. Only by mastering and using fabric design skillfully can we be handy.
The style, color and fabric of clothing are indispensable, which is the basic knowledge that designers must master. The mastery and application of basic knowledge such as styles, colors and fabrics can also reflect a designer's aesthetic taste, taste and artistic skill to a certain extent.
4. Understand structural design, cutting and sewing.
The study of structural design and cutting technology is also the basic knowledge that fashion designers must master. Structural design is a part of style design, and all kinds of shapes of clothing are actually completed by cutting and changing the size itself. If you don't understand the fabric, structure and cutting, the design can only be "an armchair strategist". Don't think that structural design and cutting in the company are the business of printing masters. A designer who can only draw pictures but can't print is definitely not a perfect and mature designer. Without understanding the pattern and structural changes, the design will be unreasonable, immature and even impossible to achieve. & lt/P & gt；
Students in schools often encounter such problems. Because they can't make a pattern yet, they can only ask the master to make a pattern of the clothes participating in the competition, but what they draw is an effect, which is completely out of shape and can't achieve the desired effect. It can be seen that the board itself directly determines the shape and overall effect of clothing. In the 20th century, many masters directly started with the cutting and structure of clothing, and regarded these as very important design languages, such as Valencia Card, Longman, Vionett, Sanben Yaosi and so on. We can see that the structural design of clothing is rich in connotation and unique in expression, and its deep, implicit and unobtrusive style is worth savoring. If we are not proficient in cutting and structural design, our appreciation of the works will only stay on the surface, and the design can only be an empty shelf, which cannot stand scrutiny and inspection.
Sewing is also the key to fashion design, and all kinds of sewing skills and methods we don't know will also affect our study of structural design and cutting. The way and effect of sewing are also part of the design. Different sewing methods can produce different appearance effects and even special texture effects. Some designers use "sewing effect" as a design language to try new effects, which is very popular in sincere design. This requires designers to be familiar with all kinds of processing equipment and special parts of garment sewing in the garment industry, and familiar with the processing technology of knitting and weaving, so as to be handy in design and application.
5. Understand the theory and history of fashion design.
The primary stage of fashion design is to master some basic technologies and skills. A successful fashion designer should have a design mind and keen creative thinking. It is not enough to master the basic skills and draw beautiful renderings. At present, clothing design majors in art colleges have set up clothing theory courses. Through these courses, students can learn about Chinese and foreign art history, design history, costume history and costume aesthetics, at the same time, they can broaden their horizons, broaden their design ideas and stimulate their design inspiration.
In particular, learning the history of Chinese and foreign clothing development, its long-standing clothing evolution can provide us with a lot of design inspiration. Ancient Egyptian style, ancient Greek style, Gothic style, Baroque style and Rococo style can be seen everywhere in the works of modern fashion masters. Only by understanding the history of Chinese and western clothing development and the evolution of modern clothing can we base ourselves on modernity in the history of design and predict the future. Understanding the historical changes of Chinese and western clothing will also help you understand the differences between Chinese and western clothing, and the city itself will understand how to face western clothing as an oriental fashion designer, how to embody national style in design, and how to win a place on the world clothing stage.
6. Master the history of clothing development in the 20th century and master the style.
It is a shortcut to become a fashion designer to understand and master the history of fashion development and the styles of masters in the 2nd century. From CHANNEL in the early 20th century to Gariano in the early 20th century, every designer left us with eternal beauty in the history of clothing: elegant and romantic low-cut backless clothing in the 1920s and 1930s; Elegant and rich high fashion in 1950s; Rebellious and weird hippie/punk costumes in the sixties and seventies; In the 1980 s, broad shoulders and loose masculine professional women's wear; Charming lace and perspective clothing in the 1990s ... Only by studying the development history of clothing in the 20th century can we understand the design style and artistic expression of the masters of that era and learn from our own clothing design.
In 1980s and 1990s, karl lagerfeld, a German designer, was the chief designer of CHANNEL Company. In order to reverse the predicament of the channel company at that time and inject new vitality into it, karl lagerfeld first became familiar with the design style of Chanel brand, so that he could write a paragraph silently and explain every style in the decades-long history of the channel. After fully understanding the style and design history of CHANNEL, karl lagerfeld changed the dullness and monotony of CHANNEL suit, and introduced the pastel sexy CHANNEL suit in 1990s, which revived the CHANNEL clothing and won the love of young women again, thus restoring the vitality of the CHANNEL brand in the past.
It can be seen that every designer has to make considerable efforts to make the designed works recognized and successful.
7. Understand marketing and consumer psychology.
A successful designer must first succeed in the market and standardize his design style and route according to the brand positioning of the enterprise. Karl lagerfeld is also the chief designer of three internationally renowned brands such as Chanel, Fendi and Crowe. When planning and designing for each brand, he publicized three different brand styles with the brand positioning as the criterion, and was known as a "genius designer".
Fashion designers should finally show their value in the market. Only by truly understanding the purchasing psychology of the market and consumers can we grasp the real market popularity (not the rational trend promulgated in fashion magazines). The perfect combination of design and technology, with appropriate marketing channels, will be transformed into commodities through sales and accepted by consumers, truly reflecting its value, and then the whole process of fashion design can be successfully completed. & lt/P & gt；
The difference between young designers who have just stepped out of school and mature fashion designers is that the former lacks sufficient understanding and experience in the market. As a novice, you should be familiar with all kinds of work in the shortest time after graduation, including brand style, market positioning, general situation of competitive brands, changes in fashion design styles with different positioning every season, fashion differences in different cities, and the acceptance of fashion and fashion by target consumers. You should also know when, how and at what price to launch a new product. After these practices and experiences, you can become a "master" of fashion design. & lt/P & gt；
As a clothing major, clothing colleges should renew their ideas, emancipate their minds and run schools. Designers can be integrated with the business community, and teaching should be combined with enterprises, markets and brands to train students' practical operation ability. In order to achieve this goal, I have greatly adjusted the design course of the fourth grade of clothing major in Shenzhen University Art College. The content of the course is completely the job requirements of designers in clothing companies, from brand research, positioning analysis, design scheme to style introduction, price positioning, marketing scheme, etc., so that students can be familiar with every work detail of clothing companies in advance, and the "running-in period" that students face when they participate in social work after graduation can be completed in school in advance. & lt/P & gt；
At the same time, designers, as a fashionable profession, are yearned for by most people, and the signing of contracts between designers and enterprises, various press conferences and expositions have attracted much media attention. However, behind this prosperity, some young designers have some misunderstandings, thinking that this is the only way for fashion designers to succeed, and that designers' job is to show off and stand on the runway holding flowers to accept congratulations. In fact, designers should pay close attention to market changes, constantly study and predict market trends, and accurately grasp the positioning and style of the company's brand, because this is related to the future and development of the entire clothing company, and even the fate.
8. Computer skills
With the continuous penetration of computer technology in the field of design, computers have become the most effective and fastest design tools in the hands of fashion designers. Especially in some more formal clothing enterprises, the application of design, printing and printing software such as fashion design CAD and fashion design CAM is very popular, and embroidery patterns and printing patterns are also completed by computers.
Fashion designers should master PHOTOSHOP, COREDRAW, PAINTER and other drawing software. They can easily edit, modify and draw your graphics, broaden your design expression and speed up your design. PAINTER, in particular, has a huge drawing toolbox, a wide variety of brushes, and infectious coloring and color filtering effects, which can make your computer design works more attractive and more realistic. Look at this picture. Can you see that this was drawn by a computer? As an advanced modern drawing tool, computer has rich expressive force and extraordinary potential. Mastering and using computer graphics software in clothing design and fabric and pattern design is not only the need of daily design work, but also the taste and fun of being a "modern designer".
9. Observability and professionalism
As a fashion designer, it is very important to have a keen observation of clothing. Because fashion design education places too much emphasis on the training of basic skills and techniques, students often lack market awareness, clear thinking, keen observation and overall thinking ability, and often cannot adapt to the work of designers quickly after graduation. How to design a brand depends on the designer's strong comprehensive ability and keen observation of clothing, which requires not only technical creativity, but also rational thinking, to analyze the market, find the right position, operate in a planned way and promote the brand purposefully. Then, how to make your brand have style and make the target consumers wear fashion; How to attract your customers, expand market share, improve brand taste, increase design content, gain greater added value and create brand effect are the basic qualities and skills that fashion designers should possess. & lt/P & gt；
Being engaged in the fashion design industry also requires professionalism, not only as a livelihood, but also as a profession to pursue and love. In fact, the word "love" is not excessive at all. Only by devoting yourself wholeheartedly and working hard can you finally get rich returns. Actually, everything is the same. Chanel began to design millineries in the early 20th century, and has since embarked on a long road of fashion design. In the next 50 years, she has been active on ten stages and became a clothing revolutionary until the last moment of her life in the 1970s, when she was busy with her own design. ...
Only by always keeping a keen observation of clothing and loving the professionalism of clothing will we step by step towards the direction of design masters.