On January 7, ODU and the Color Research Institute of the Center for Arts and Sciences of Tsinghua University held a press conference on the report "National Color Confident Men's Wear - 2023 ODU Men's Color Design Research" (hereinafter referred to as the report), revealing the application and trend of ODU men's color design in 2023.
Zhang Wenjun, Director of the Fashion Industry Division of Chengdu Economic and Information Bureau, Yang Shuqiong, President of Sichuan Garment Association, Zhong Wei, Dean of the College of Fashion of Sichuan Normal University, and other experts, scholars, associations, and media elites were invited to attend and witness the unveiling of the latest report together with the guests of ODU Super V. Subsequently, Mr. Mao Weijun, Chairman of ODU Group, and representatives from all walks of life were interviewed by Phoenix.com, China.com and Chengdu TV to discuss the development status of men's wear brands and discuss the new path of high-quality development of men's wear industry.
"In the future, Chinese brands will truly become the mainstream of national consumption and have world influence." ODU is doing everything in this direction. Mao Weijun, chairman of ODU Group, said that ODU has been committed to providing professional matching services for Chinese men, activating brand energy through innovative products, and promoting the development process of China's men's wear industry. Joining hands with Tsinghua Color Research Institute to carry out special research on men's color undoubtedly provides systematic and authoritative theoretical support for the practical application of ODU color matching, and at the same time brings continuous innovation, professional and scientific color matching solutions to Chinese men. It is believed that through the cooperation with national professional color institutions, ODU can also provide a valuable theoretical reference for the color application of China's men's wear industry, thereby promoting the high-quality development of China's men's wear industry and helping Chinese men's wear transform from "Chinese products" to "Chinese brands".
At the press conference, Ms. Song Wenwen, Executive Deputy Director of the Color Research Institute of the Art and Science Research Center of Tsinghua University, shared the research process of the team and made a report interpretation around the theme of "National Color Confident Men's Wear". She said that traditional Chinese colors carry Chinese aesthetics and culture, and are the best carrier for inheriting China's aesthetic confidence and cultural identity. Chinese civilization has left behind a rich and colorful treasure trove of classic art and colors, providing a steady stream of inspiration for "new use of antiques"; The Dunhuang artistic color is the peak of traditional Chinese color aesthetics. Therefore, with a firm sense of identity and pride in traditional culture, this report is inspired by the Chinese treasure culture - Dunhuang art color, to bring the charm of traditional Chinese color to ODU 2023 spring/summer menswear, showing the new face of men's color.
Traditional Chinese color: It is the link between brand culture and consumers
Since ancient times, the Chinese nation has been keenly observant of color, rich in imagination and creativity. The presentation of color to clothing is the epitome of the social, economic, cultural and technological development of an era. In recent years, hot words such as "national tide culture" and "national tide style" have emerged in the field of clothing consumption, reflecting the evolution of the fashion trend of China's consumer market and the change of the era of Chinese people's cultural attitudes.
As a developing local Chinese brand, ODU attaches great importance to the exploration and practice of the field of color, and has been trying to connect consumers through color, upgrade and optimize product experience, and create new social trends and brand culture symbols. Therefore, the research theme of this report focuses on the direction of traditional Chinese culture, and makes bold innovations and uses of Dunhuang artistic colors, a treasure of China's culture. By exploring the flexibility of traditional colors, we can respond to the rapidly changing and overlapping market consumer demand.
"Dunhuang art, with its profound heritage, shines brightly in the era of returning to traditional aesthetics and establishing cultural self-confidence. It provides a steady stream of inspiration for ODU's "antique new use" for spring/summer 2023. Mao Weijun said in his speech at the press conference that ODU has been positioning and insisting on matching for 25 years, and has carried out long-term cooperation with Tsinghua Color Research Institute, which is based on color to build a bridge between matching art and color science. This report aims to use traditional national color culture as a medium to strengthen the connection between ODU brand culture and consumers.
ODU inherits the national color and activates a new engine for the development of Chinese men's wear brands
In the media interview session of the press conference, Mao Weijun and representatives from all walks of life expressed their views on the significance and value of the color special research project carried out by ODU and Tsinghua Color Research Institute, and expressed their views on industry trends, brand innovation, fashion industry development, and the cultivation of new forces in universities.
Talking about the core theme and industry significance of this report, Mao Weijun said that color matching is the most important part of ODU matching, and different color matching can adapt to different life scenes and work scenarios. From the perspective of clothing popular colors, blue and black are the eternal main colors, but ODU launches new matching colors according to different trends every year. The cooperation with Tsinghua Color Research Institute to focus on men's color matching is to use the academic research strength of professional institutions to bless ODU matching, and color matching will also become the core competitiveness of ODU matching in the future.
"Through ODU's 25 years of experience in color research, production and practice, as well as cooperation with Tsinghua Color Research Institute, ODU has played a leading role in the entire Sichuan garment industry. It provides new development ideas for other brands in the industry. Cui Yi, a special guest of the press conference Sichuan Garment Chamber of Commerce, believes that the current men's wear market lacks color innovation, and brands must understand what colors people like and go deep into the market in order to output the colors that consumers like and create brands that consumers like.
It is worth mentioning that the release of this report has also attracted the attention of universities. Zhong Wei, Dean of the College of Fashion of Sichuan Normal University, said that under the background of production, education and research, the cooperation between ODU and professional scientific research institutions has provided inspiration for the cultivation of fashion design talents in colleges and universities to a certain extent. She said that the "traditional Chinese color" mentioned in the report shows our inheritance of Chinese culture, including the love of young people of the Z generation for the national style, indicating that the aesthetics of traditional culture meet their spiritual and cultural needs, which is actually the cultural confidence of young people, and find cultural identity from traditional Chinese colors. The teaching of design professionals in colleges and universities attaches great importance to cooperation with enterprises and attaches importance to students' learning practice. The cooperation with ODU has also found a lot of experience, including the construction of practice bases, the development of project-based cooperation, and the development of new products in combination with the market. ODU is an excellent clothing company and has given a lot of effort to the cultivation of new forces in the industry.
Mao Weijun also talked about the original intention of ODU and Tsinghua Color Research Institute to carry out two quarters of color special research and cooperation every year since 2021, he said that the cooperation between ODU and the Color Research Institute of Tsinghua University can give full play to ODU's professional matching strength, continue to output rich novel, professional and diverse matching solutions to consumers, enhance ODU brand value, help ODU enhance brand power, and promote ODU Mixes matching system to complete the system upgrade of "art + science + application". In the future, ODU will continue to focus on men's wear matching, gain insight into market consumption trends, draw inspiration from national culture and Chinese treasures and art for product innovation, lead the trend of the consumer market with practical actions, build a new direction of China's men's fashion color trends, and contribute to the world stage for Chinese brands.