How Do Fabrics Interact With Sports Brands?

In sports brand In the process of product function development, fabric enterprises have been playing an important role. Act as Industrial chain In the upstream, the latest raw materials and functional information will be conveyed to the downstream clothing brand in the fastest and most effective way, which is the mission of the fabric enterprises and the important profit growth point. So we can see that the functions in recent years Fabric The development is endless, and there are all kinds of praise and praise. Of course, innovation is worth encouraging, but the value of most functions is not reflected.

In the final analysis, in this process, the feedback channel of functional requirements between upstream and downstream has not been completely dredged. The dialogue between this reporter and the birds and birds is centered around the functional needs of fabrics.

　　 Embodiment of gold content in perceptible functional fabrics

Functional fabrics have always been the focus of sports brand competition. market The function of high gold content is to let consumers feel instantly in the process of trying, such as cool fabrics.

In 2008, the cold sensation series was launched. The market was very good, and the enterprises were paying close attention to these fabrics. "Cool feeling like this function we call it perceivable function, that is to say, when consumers buy, they can feel it, which will be the main trend of fabric functional development." Lv Tieshan, manager of the new project department, said, "besides, the fragrance fabrics that the enterprises are more concerned with is also perceptible. The microcapsule can produce fragrance through finishing and attaching to the fabric, because each person has different preferences for fragrance, so the amount of fabric production is relatively small at present. Another important function of microcapsule is to adsorb peculiar smell. From this development direction, the foreground of fragrance fabric is still more optimistic.

From ice gauze, memory fabric to cotton like chemical fiber, you can make breakthroughs in the research of raw material function. According to Zhong Shiqiong, deputy director of the enterprise garment development center, the ice gauze is further developed by the research and development center of noble birds on the basis of traditional moisture absorption and perspiration functional fabrics. The fabric has better sweating effect compared with the general functional fabric, and it can make the skin feel cool. The characteristics of the imitation memory fabric are quick recovery, smooth wear, general wear creases, and can be smoothed by hand, eliminating the trouble of ironing. The cotton like chemical fiber is mainly used in trousers of the outdoor bird's clothing. It has the comfortability of cotton material, soft touch, good air permeability, strong chemical fiber fabric, and "quick drying" function. When people are outdoors, they can wet their pants carelessly. This material can be dried in a very short time, and the time can be reduced by more than 50% compared with ordinary fabrics.

　 Fashion and comfort are no less important.

In the past two years of costume design, the application of fashion elements has become an important topic for designers. Fashion and functionality will be skillfully integrated. "In the spring and summer products of 2011, the precious birds used the classic Palace Dress elements on the T-shirts of functional fabrics and gained the recognition of customers. The use of wrinkles not only satisfies the amount of activity required during exercise, but also increases the three-dimensional sense of clothing. In addition, the designer has boldly adopted some jacquard fabrics that he had never used before. The breakthroughs in all these details have injected new feelings into the clothing of enterprises. Zhong Shiqiong said.

Rather than the small greedy pursuit of fashion, comfort and function, it is a real demand for the consumer market. Whether it's a good or bad bird, sports brand positioning is gradually becoming younger and fashionable. This is a big trend. "In 2011, there was a great breakthrough in the style of enterprise products. In order to satisfy the young consumer groups growing up after 80 and 90, the products would only keep pace with the young people and move closer to the fashion trend so as to win the initiative in the consumer market dominated by young people." Zhong Shiqiong said, "this requires not only innovation in product modeling, but also innovation in materials and technology, functionality and comfort."

For this reason, the products of the new season have also been adjusted accordingly, and the shoe models are more dynamic in shape, color and application. According to Zhong Shiqiong, the details of the design are more targeted and targeted, such as the strengthening of environmental performance, the application of renewable environmental rubber, the integrated design of weaving flowers, etc. on the breakthrough of performance, lightweight material support bar, cloth split, flannel and other new arts and crafts, material combination and color matching will enhance the price performance of this season's products, and the overall performance of the products will be greatly improved.

　 Who is making the selling point of big heat?

From the transmission direction of the industry chain, fabric enterprises should be the first to get in touch with the trend of fashion. They spread the market selling point downstream to a matter of course. In the view of garment enterprises, fabric enterprises often only assume the functions of production and processing, and lack of control over the selling points. This divergence has been a long time, and there has been a great change in the concept of "right to speak" in the market.

As Lv Tieshan said, building long-term cooperation with the world is the world's top supplier of fabrics. Their latest technology can be introduced to the shortest time. Although the marketing methods of each clothing brand are different, but for a certain function, such as cool feeling, all brands feel worthwhile in summer, so the clothing brand is promoting, and the fabric enterprises are constantly improving their functions, which will form a big selling point of the market.

This shows that win-win cooperation has reached a consensus between fabric enterprises and garment enterprises. Every quarter of the product development will come up with a clear plan, and also hope that the fabric enterprises will feedback some new raw materials and new function information. But Lv Tieshan also pointed out the shortcomings of the domestic fabric enterprises. The planning cases provided by Japanese and Chinese fabric enterprises are very in place. The combination of pictures and colors shows the use of fabrics very well. The product superiority tells the fashion designers in the most intuitive way. When the domestic fabric enterprises are recommending their own innovative products, they also need to learn how to clearly display the fabric use.