Everybody can quit, Except her - Visit Denghao Brand Chief Design

A tree spreads seeds to cultivate a new tree, and it takes ten years. A river bred a tributary that takes a hundred years. Seeds and water sources do not change, and the soul and essence continue to pass on.

Twenty-two years ago, a woman named Deng Wei built a brand, Denghao, and from then on she became enchanted with the “flower demon”. - "Color began the story of the demon, the pattern began drawing the story." She let knitting in the land of China, and opened the most beautiful flowers.

Not long ago, Deng Hao held an ordering event entitled "Provence in the Garden" at Shenzhen Qilin Villa, which was quiet and quiet. After the show was over, Shangliu Media exclusively interviewed Nicole, the dignified and beautiful chief designer of Denghao. She is a daughter of Deng Hao and graduated from the top academic institution of the fashion industry in London, England. • The top student of the Saint Martins School of Art is now in charge of the fate of the Denghao brand.

In her body, Deng Zhen's true blood is flowing. Her bones are engraved with the most pioneering DNA of fashion. How will the flower demon bloom in her hands? Knitting, how will she edit it in her hands?

Shangliu Media: Behind the scenes of China's fashion industry

NICOLE XIE: Chief Designer of Shenzhen Deng Wei Fashion Co., Ltd., St. Martin, United Kingdom, specializing in fashion design and fabric printing and dyeing. Graduated by the British media as one of the six most promising newcomers to graduation.

Nicole's graduation work in St. Martin

Passing beyond, the old head of the brand

Shang Liu: This show has just finished, what is the mood at this moment? You usually see your show on the stage of the Fashion Week. This is the conference of the internal order meeting. What do you think is the biggest difference?

Nicole: I feel very excited at the moment. The big show at Fashion Week we released was a trend that was more pure and extreme in design. Many industry media will put our show on the channel of “Popular Trend” and not be released as a fashion show to prove that our clothing is valuable. Our research and development on fabrics can be used as a source of inspiration for clothing design. We need to work hard. It is the conversion of this technology into a commercial finished product. This show we released is ready-to-wear, will be more market-oriented, more real wear.

2015 spring and summer show layout

Shang Liu: Looking at the full field show has a prominent feeling, the overall product line is young, can you talk about it?

Nicole: Yes! This year is our biggest year of change. About 20% to 30% of goods are changing and transitioning to young fashion trends. The reason for this adjustment is that more and more end-users have feedback in recent years. Many young women like Denghao's designs and fabrics very much. However, due to the fact that the overall clothing gives people a feeling of maturity, they cannot find suitable clothing. So on the product line, we started to make some adjustments to retain some of the original advantages of products, while adding some of the more young design, to meet the needs of this group of young women who pursue fashion and like special.

Still flow: This adjustment ratio should be very large, will worry about the market acceptance? How do consumers reflect?

Nicole: Yes, consumers need to have an accepted process. We plan to keep the update rate of 10-20% every quarter. Unlike general materials, knitted fashion trends are relatively slow to update, generally two to three years, so we do not need to adjust too much. After the market was launched, consumers responded very well. In the spring and summer of next year, we will continue to increase this part of the goods and the adjustment of the ratio.

Shang Liu: After watching the show there is a more prominent feeling is that began to see the shadow of Nicole, and not just Deng Hao's, which marks the gradual emergence of Nicole as the brand's chief designer?

Nicole: Hehe. The first three years will be very worried about market acceptance, but also go through some detours. At that time, I had just returned from abroad and made great adjustments in my second year. The goods were young, but the cultural quality was still lacking. The actual wearability was insufficient. At that time, the franchisees felt that they had changed a lot. Fresh, but then the market feedback sales is not very good, the market slowly accepted this change before it improved. I learned a lot from that experience. It is not easy to get started and it takes at least three to four years to do it. This year is the fifth year, and it is slowly possible to control and grasp the adjustments. It takes a lot of effort to make the products young, fashionable and tasteful.

Mission responsibility, feel happy in challenge

Shang Liu: Your mother Deng Wei's height in the knitting field can be said to be unmatched in the country. Over the years, you have continued to invest a great deal of effort and cost in pursuit of the extreme. From a commercial point of view, such investment and production Is it profitable?

Nicole: We want to do market-oriented clothing, but also want to do some small and refined products to respect the quality of Denghao and knit this style of clothing. For more than 20 years, we have been designing with the mindset of research and excavation, and wholeheartedly working on a pattern that belongs exclusively to Denghao, breaking through the traditional way of combining different processes and combining different fabrics together. The formation of a rich level and connotation.

2001 Flower Scramble Prologue Details

It is not easy to do a R&D, and you need to delve deeper and explore yourself. The first quarter of the product is made like a baby. However, we all know that no matter how the brand develops, it is impossible to abandon the very precious things—the connotation and height of the brand, and completely become a brand with heavy commercial atmosphere. In addition, we have also been making technical simplifications. We hope to reduce costs and try to achieve a harmonious relationship between input and output.

On the other hand, we hope that consumers will be able to understand the knitting process from our products and let more people respect knitting. Of course, letting consumers know that the value of knitting requires a process. Therefore, even if the current price and value do not match, we are not particularly concerned about.

2008 Forever Green

Shang Liu: Because of Deng Hao's accomplishments in the knitting field, it can be said that it is award-winning, from the best women's design awards, knitting brand awards, China's best women's designer awards, knit king ... her popularity will bring additional brand Is it worth it? Has your mother's influence on you?

Nicole: Yes. But because my mother is low-key, she just wants to quietly do research and earnestly do things. For interviews with outside media, she can push and push, always shrinking. This is what the public has called the spirit of craftsmen! In the past few years, I just had a blind expansion when I just took over the brand, but my mother will soon realize the problem. She will give me advice like a friend. Even if I didn't listen to it at the time, it will feel particularly touched at a certain moment and it will be greatly affected.

Moreover, my mother is a particularly orderly person, especially rigorous. She will not even place objects in her home in perfect order and be spotless. In the 7 years I went abroad, I overcame almost all the hardships of this experience. This is inseparable from my parental education. My mother is very strict with me. She does not care whether I can afford it or not. I will educate myself in the way I think I am, and it will make me more impulsive. She hopes that I will grow up independently and do not rely too much on her.

Shang Liu: You as a designer of the famous Saint Martin graduation, took over the brand created by your mother Deng Hao. The honor of the elite school and the mother's aura are a great pressure for you.

Nicole: There will definitely be pressure. When he first entered the company, he was often questioned by his predecessors. But as young people, there is pressure to progress. And it's hard to find something you like to do. If you know what you do, you will not lose yourself. Therefore, I chose to accept and face it.