Home Textile Product Design And Brand Culture

After many years of rapid development of China's home textile production capacity ratio, high production capacity, low quality and homogeneous production and marketing methods have not adapted to the competition in the home textile market. In recent years, the rapid upgrading of labor prices has led to the transfer of industries to the mainland and the shift to low cost labor countries. Home textile enterprises have a collective awareness of industrial development. Under this background, home textile enterprises have begun to focus on brand building, and are committed to developing individualized and stylized product designs for different consumers under brand culture.

Then, how does a home textile enterprise handle the relationship between product design and brand culture? The reporter interviewed Professor Zhang Yi, Professor of Art School of Nantong University.

Design inspiration comes from brand Culture

Reporter: at present, the number of Chinese textile brands is huge. There are no two brands in the world. However, there are few brands that can be remembered at home and abroad. Then, how can home textile enterprises enhance brand image and increase brand awareness?

Zhang Yi: brand is the life of an enterprise. No brand enterprise can only be reduced to subcontract production, and can not get the recognition of the consumer market, and lose the opportunity to gain high market returns; of course, only the brand, without the cultural support behind the brand, can not sustain the brand life.

Brands need to be managed, cultivated and promoted, while brands also need to cultivate their own consumption class or group and achieve specific needs. consumption The effect of crowd chase. What does a home textile brand make consumers love and support? There is no other way. It is a deep culture rooted in brand. We may compare the brand culture to the root of a big tree. The brand is likened to the trunk, and the design is the leaf, flower and fruit. With the support of culture, the more developed the root system is, the stronger the trunk is, the easier it is to flourish and blossom. Product design relies on brand and its culture, and will become more and more tasteful and deep. Professional, rich, tasteful, cultural connotation of the deep design, together to build the external appearance of brand culture, and rich brand culture tradition will continue to inspire product designers' creativity in art design, and become the source of inspiration for brand product design. Vacheron Constantin global president Juan-Carlos Torres has said that the success of its brand is not only a question of numbers, but a historical problem. In fact, it refers to the historical accumulation of brand culture.

It is gratifying that Chinese textile enterprises have already realized this. Like a home textile brand from Shenzhen, half of its product brochures are talking about the cultural connotation behind their series of brands, though some of them are wrong with their pictures, but after all, they have consciously started to build brand culture. Of course, this process is never achieved overnight. It requires long-term human and material input from enterprises to manage and build brand culture.

Interior art Design Need interaction

Reporter: since the idea of "big home textile" was put forward, now the home textile industry has begun to advocate the integration of home textile design and interior environmental art design. So, as a home textile enterprise, how should we grasp, balance and apply the relationship between them?

Because of the development of the popular fashion of indoor environmental art design and the corresponding trend of development, because of the characteristics of home textiles that can be moved and replaced, the clever home textile soft decoration design is essential for indoor environment art design. Therefore, for China's home textile design, the integration and docking with indoor environment art design is the inevitable direction of development. At the same time, we expect more home textile manufacturers' product design to start with the study of indoor environmental art design, and promote the home textile brand culture construction, so as to better carry out the R & D design of home textiles, promote the all-round integration and docking of home textile design and environmental art design, and work together with the environmental art design to build a home culture that meets the requirements of the times and consumer market culture. Zhang Yi: home textiles are an important part of interior environment art design.

Further study of indoor environmental art design and strengthening its interaction is the starting point for enterprises to carry out home textile brand culture construction, and is also the right direction for the construction of home textile brand culture. Therefore, as a part of indoor environmental art design, home textile art design must get rid of the low-level product design pattern characterized by imitation in the past, transform into the original home textile design relying on the brand design culture, start with the overall indoor environment art design, profoundly understand and understand the essence of the indoor environmental art design and its development and change rule and direction, integrate the home textile art design into the indoor environment art design system, and further study the interactive relationship between the home textile design and the indoor environment art design, is the cornerstone of the enterprise to build the home textile brand culture. This foundation is not strong enough to build a rich and profound brand design. Without the support of brand culture, it will not be able to talk about home textile products. Original "Design.

Chinese design culture is the cornerstone of brand culture.

Reporter: Nowadays, the trend and trend of international home textile design still come from the interpretation and interpretation of western culture. It can be said that the discourse power of the development and evolution of international home textiles is still firmly under the control of western culture. How should China's home textile enterprises interpret and make use of eastern and Western cultural differences to provide material and inspiration for home textile design on the way to build brand culture? How will domestic brand culture construction and product design challenge western culture's dominance of international home textile art design discourse?

Zhang Yi: with the rapid development of China's national strength, the domestic textile market will enlarge rapidly and share in the international home textile market. This requires us not only to study the essence of western culture deeply, but also to draw inspiration and nutrition from home textile design in China's design culture, so as to gradually enlarge our voice in the trend of international home textile design. At the same time, for home textile enterprises, the endless cultural source of brand culture construction and product design is Chinese design culture, which is often forgotten by us in the concrete art design practice facing other civilizations in the world and in the mainstream of western design culture.

Chinese traditional design culture is the root of China's home textile art design and brand culture construction.

Integrating home textile design into indoor environmental art design is the starting point and cornerstone of home textile brand culture construction and product design, and traditional design culture is the basis and inexhaustible source of Chinese family textile design culture construction. It is also the key to solve the difficulties in the construction of deep level brand culture in China's home textile industry. It is also the magic weapon for Chinese furniture to compete for the international popular home textile discourse with product design "Chinese style".