Hong Kong E-DE Brand General Manager Luo Shenghui Alternative Interpretation E Era Style

When Armani said: "I only know that style is a method", BOSS has always advocated "building a professional image for successful people," and Calvin Bryant is a "registered trademark" of minimalism and eroticism. When we discovered, we found that Gradually stepping into an era of "avant-garde" and "luxury" without change, avant-garde and extravagance have become a distinctive art aesthetics. The attitude toward life of the middle class, the "petty bourgeoisie" and the "Bobo ethnic group" is becoming common practice. More and more pockets of knowledge elite with stock voucher and concert tickets. They understand life, enjoyment, personality and non-obedience. They try to draw a clear line with upstarts and grassroots people, trying to turn wealth into spirit and The experience that the mind can rise upwards, and behind this, is the cultivation of their personal taste. What kind of products and services do we need to provide for this gradually formed social class? It is almost certain that the people who attract this ethnic group should not be merely products, but must have the attitude and philosophy behind the product. E-DE (E-dragonEra) is trying to create a brand that can satisfy such outstanding elites.

How to understand such a young brand that can satisfy the elite? Luo Shenghui, the general manager of the E-DE brand in Hong Kong, conducted an alternative interpretation of the E-era brand style.

Keywords: alternative, hard

Walking in Beijing or Shanghai, all kinds of fashionable atmosphere can come. In these two cities that represent the forefront of China's fashion, people use their own clothes to show their preferences and style. In fact, Chinese clothing companies are looking for different orientations in their personalities and diversified needs, either in business or leisure, or in sports or fashion—but hardly to express their style because they want to be big. Need to meet the needs of mass merchandising; Conscientious performance of alternative style is even less, because the product personality is too prominent will make most consumers discourage; and E-DE brand in the beginning of the establishment, it has determined that the performance of a hard Alternative style, it may be like a stone that does not mix with the tastes of the general public, but E-DE always believes that only by adhering to one's own can we have a consumer group that has its own individuality.

E-DE brand products will be available in the autumn and winter of 2007. After long-term running through the product R&D and design center in Europe and Hong Kong design director MICA, Hong Kong E-DE products have been launched. The entire product line is divided into: heavy metal series, exotic style series and base series, each series of products include sweaters, T-shirts, shirts, jackets, trousers five categories of products, of which, heavy metal products are more popular with the avant-garde fashion Elements, prominent performance in the E era era of elite group extraordinary, exotic style is the use of European popular clothing features, the use of rough lines and dynamic cutting, reflecting the details of the elite perfectionism; base series A large number of elements of the military are used to provide feedback on the pride and strength of the people of the times.

The E-DE brand autumn and winter products will retail at terminal prices between RMB 600-2,500. They will use Hong Kong's most popular fabrics and domestic first-class washing plants for processing. The production base will choose the well-known beauty of foreign trade clothing products in Fujian Province. Zhongzhen Textile Co., Ltd. aims to perfectly embody the product style and philosophy that the designers have created in the production process.

Keywords: details, process

We understand that the E-DE brand image series products are not the highest-priced products in the entire product line, but are full of individual design of the "heavy metal" products, for which Luo Shenghui answered.

“In our product line, the most expensive products are exotic products, because taking into account the characteristics of European and American fashion, this series of products mainly uses high-quality fabrics from Europe and the United States, so the cost of the entire series is relatively high. The group is also a business group that likes personalized clothing, and the heavy metal series is a series of products that the company’s designers fully embody the characteristics of the brand's products. Although the fabrics are not as high as the exotic series, for the sake of performance, a large number of embroidery and embroidery are used. Cutting technology, the product's workmanship requirements are particularly high, and we can comprehensively express our brand characteristics, so we use the heavy metal series as our image products."

In order to fully express the design features of the “heavy metals” series, it is necessary to make rigorous demands on the production and craftsmanship of the products, and strive to exquisitely express the designer’s inner creativity. For this reason, the E-DE brand has put its own production center into the Fujian Nanping Meizhong Knitting Co., Ltd.

Nanping Meizhong Knitting Co., Ltd. is a garment manufacturing enterprise in Nanping, Fujian Province. Its product orders are from Japan, Korea, Europe and the United States. Its product quality is praised by agents and distributors in various countries. In order to cooperate with the expansion of the E-DE brand in the domestic market, Nanping Meizhong Knitting Co., Ltd. specializes in the "premium production workshop" to conduct technical research and production for the E-DE brand, which fully protects the E-DE brand in the production process of the product. The guarantee reflects the designer's ideas and intentions.

“Our product quality inspection goes deep into each process of the E-DE brand, and our leading designers track the performance of each process.” Luo Shenghui said frankly that although the strict requirements on product quality are undoubtedly Increase the cost of production, but as an individualized garment, the product technology must be shown in detail, and the image of the brand must first be expressed in product quality.