It is like this, some time ago I received an email, the other party said that it was an entertainment company, its artists to do the tide brand, asked me if I was interested in cooperation.
The email format is quite standardized, similar to that of the PR company, so the first reaction is not fake. I'm still a little surprised (I'm so popular), although I know that there are many big-name executives at home and abroad among the readers, but this is after all crossed the circle, especially the star is my love bean (don't ask, ask is the top stream).
Later added WeChat, the other side asked a lot of questions, I said roughly, but also introduced how I learned to design to do the clothing industry media, and how to go from newspapers to self-media, and how to do brand consultant experience, it feels like a job interview. I look very calm and sophisticated between the lines, and there are still some bangs in my heart.
We talked a few times before and after that. The other party said that Aidou should make a tide brand and asked me if I had any suggestions.
I replied: What kind of brand does he want to make? The first is to make good use of their star status and sell to their fans; the second is to really enter the fashion industry and face the entire market.
The other party replied: Is there a difference between the two approaches?
Me: Absolutely. The first is to make targeted products according to the preferences of the existing fan base, they all fan him, as long as he is "disassembled" into clothes, what LOGO, personal abstract images, etc., some men's or neutral models, most of them use the same elements to make women's models, giving fans a feeling of wearing a couple's clothes with Love Beans. Of course, clothes can not be ugly, with the editorial idea to complete, do the explosive model. Then engage in pre-sale, do not press the goods, reduce costs. One day he is red, and his clothes can be sold for one day.
Second, dilute or even hide your identity, as if you are a brand manager with good resources in the entertainment industry, and make products from scratch. According to the normal industry pace to do, this will be much slower, the risk is also greater, but perhaps the vitality is stronger, such a brand whether it is red in the future, the brand can walk independently.
After writing, I typed another sentence:
If you do the first one, you don't have to look for me, and it is not difficult to cut the product of vermicelli leeks.
Before I could send it, I received a sentence:
Let's take the first one.
And then here's another paragraph:
You know, now during the epidemic, it is difficult to start a business, to be honest, we are also worried that he is just a moment of enthusiasm, time is not patient to do slowly, plus he is very busy, soon to enter the group, in the end how much energy we can not say, or conservative point good, the future market is good to make money and then do the second kind of time.
I was very upset. Lying on the golden mountain to make money, not good, those who really like design are bitter haha entrepreneurship, no funds and no flow, not still to do.
Maybe the fan filter, always feel that he is not such a person, will not cut leeks like this, but the truth is in front of you. After thinking about it, this kind of cooperation is not too interesting, this work is not a plus, and I have long decided not to waste time on things that are not interesting, and must do things that improve themselves or especially like things.
Then delete the previously written and re-enter:
I'm sorry, I've been a little busy lately, your brand needs to invest a lot of energy from scratch, I'm afraid it's not up to you, don't affect your progress, you find someone else. I wish the business is prosperous, oh, or like * (love bean name), very handsome.
After sending it out, I was still annoyed, why can't I go with the money, why can't I go with the handsome guy...
I thought it was over.
The other day I received a WeChat message with my friend, note: I am * (love bean name)
The liar, I did not add, replied: I am Maggie Cheung.
The phone rang again, or this person, sent a sentence:
What I want to do is the second brand.
I leaned in, my brain exploded, and I immediately added friends.
Me: Sorry, I thought it was a liar, it didn't show up as a business card shared by your colleague.
Aidou: Oh, he's my agency, we had a disagreement about doing branding, and now they're not involved, it's all up to my own company. He showed me the chat history earlier.
The company's ideas do not represent my ideas, I want to do the second brand, I don't know if I can talk?
Me: Okay.
He asked me if I could send a voice, and I thought to myself, Mommy, it's better for you to send videos.
Me: You are free to do so.
Then he said that he had always wanted to be a fashion brand, hoping to combine his hobbies in sports with the brand, with both a sense of sports and a sense of trend.
He also said: Fans are not leeks, they are strangers who accompany me for a while.
Aaaah, sister help you.
My "Daddy" reply is roughly as follows:
Don't put the brand on the concept of the tide brand, no matter how consumers classify the brand, but don't say so to the outside world, the pattern is bigger.
The concept of tide brand is more awkward, from the root point of view, the lack of core culture, is a derivative of the spread of foreign street culture to China. In the eyes of many people, the tide brand is a trendy, young brand, the iconic design is nothing more than the letters, prints, the standard is basically jeans, sweatshirts, cargo jackets, T-shirts, etc., relatively simple and rough. Yes, some foreign street brands seem to look like this, but we must see the roots. In the 60s and 70s, hippie, punk, and hip-hop have blossomed in music, visuals, lifestyle, etc., and clothing is a very prominent category. People who play with these things just wear them, they're cool, so they're driving the popularity of wearing them and forming a trend.
Like the supreme that came out in the 90s, based on skateboarding and hip-hop, it was originally to attract skateboarding youth and street artists, there was this core culture, so there were those clothes, they always said to real, supreme emphasis is real American street, very American, and different from Japan, so what we see is that very simple product, but it is completely IQ tax? Can't say that, it affects the core group, these people are cool, cool guy has affected the larger group, of course there are people who are brainless and some people are following the trend, these things are part of the brand, not the simple T-shirts that we just see.
If you want to make a good product, first put away the tide brand, let's first figure out what kind of brand you want, or what we can extract from you and your preferences to enlarge.
He said to think about it, and that day he made an appointment for a video conference at 9 p.m.
At 8 o'clock that night, I started to prepare for the video, such as nervously going to the toilet a few times, such as finding a good video angle, such as makeup...
When his face appeared on the screen of the phone, I pretended to be very calm and did not call out... In addition to him, there is also a boy, who is said to be a colleague of the company and will also participate in this part of the brand in the future.
He said that he likes sports very much, and hopes that the product will remain comfortable, but it is not the kind that emphasizes the functionality of sports, that is, he can do a large amount of movement, and there is no problem with dancing street dance, but in the design, he can jump out of the common concept of leisure and sports, which is cool, and he also admits that after listening to me, he feels that he thinks it is a bit simple, and he can't think of more things for the time being.
I said: Actually, I didn't think very clearly at this time and a half, and I needed some time to think clearly. However, I can probably understand what you mean, just the men's wear market is relatively large, we can also not have to deliberately distinguish between men and women's clothing, with a sense of gender single products can use the same element.
The comfort you want, that is, the action is not limited, in fact, the fabric and style design have been limited, or there is a stretchy fabric, if there is no elasticity, it will be processed in the position where the activity is needed, such as splicing, folding, etc., this requirement can actually be transformed into design characteristics. In addition, you wear a very handsome suit, you can try to use some of the structure of the formal dress into casual sportswear to make the clothes more rigid.
He said: Very good. That LOGO model these do not have to do, but in the end the printing is still needed. Is it possible to consider finding an artist to do a co-brand first?
I said: Before the brand stands up, the LOGO model slows down.
Of course, printing should be done, but don't pick up other people's prints, you must pay attention to originality. To make a theme, from sketching to slowly evolve into decorative patterns, just follow the most original design methods, of course, if you can find a good designer can have their own method is also very good.
You see the clothes on the market now, the design is very unrefined, some are not exquisite in patterns, some are not exquisite in craftsmanship, and some are not exquisite in the collocation of patterns and craftsmanship. Even if it is to find an artist to jointly name, not to print the pattern at will, many times from painting to clothing decoration needs to be transformed, now not many brands pay attention to conversion, that is, printing, or engaging in some embroidery, no fun.
He asked me how much time I could devote if I worked together.
I said I couldn't do it 100% of the time, but he could assign project tasks, and I would evaluate it myself, and if I could pick it up, it would show that I was sure. In addition, during the service period, we guarantee that we will not accept competing items.
Talking about money was the next night, did not let me make an offer, he sent a text to open a price that I could not refuse.
I replied: I had to add a signed photo.
Then he suddenly made a video call, and when I answered, I heard a screenshot.
He said, print it out later and sign it and send it to you together with the contract.
No way!
At this point, the corners of my mouth can't help but rise, although it is no problem to make up another ten episodes, but I am afraid that the professionalism will deteriorate if I continue to make up...
The fashion industry has a hard time, so I wish you all a happy April Fool's Day.
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