With the rapid upgrading of contemporary consumption and the increasing demand for personalization, the market is opening up a new consumer-centric retail format. To tap emerging consumer groups and gain insight into segmented needs, so as to directly hit consumers' pain points, has become the basic logic of brand operation in the new consumption era.

On February 25th, FunctionalTextiles Shanghai by PERFORMANCE DAYS Shanghai International Functional Textiles Exhibition joined hands with "CITC Fashion Academy Cloud Classroom", and specially invited Marcel Herrig, a well-known professional dynamic sports designer in Germany, to bring "Facing Change, We Are Continue to Lay Flat" , repetitive mediocrity or flexible coping? ” theme sharing.

As the founder of the dynamic sports brand mh8, Marcel Herrig has won many awards in international design competitions. Based on professional insights into the sports fashion industry and years of design experience, he started from four aspects: textile consumer psychology, design and development direction, retail experience and consumer communication. The new direction of the overall consumption experience helps enterprises to explore the optimal path to quickly respond to changes in market demand.

On April 6-7, 2022, the PERFORMANCE DAYS Shanghai exhibition will also invite well-known experts in the domestic and international textile and apparel fields to share and communicate on topics such as popular colors, key technologies, creative design, brand operation, and sustainable development. Innovative development and brand development provide new ideas and new opportunities.

Textile Industry: Using Digital and Social Media to Arouse Consumer Desires

"Why in the past 10-20 years have only new concepts and new products from Silicon Valley startups, luxury brands and automotive companies amazed important consumer groups?" Marcel Herrig said the sports fashion and textile industries need to deliver movement along the overall value chain passion. Use the advantages of digital and social media to communicate with consumer groups, share corporate vision and listen to consumer feedback, so as to awaken consumer desires and create consumer demand. He also suggested that textile companies could join forces to create functional guidance systems and use the same functional icons to better guide consumers to understand and purchase functional textiles.

Design and Development: Accurately locate market segments and attract consumers

One of the big reasons why some products or brands end up being recognized and remembered by users is that these companies position themselves as experts in their niche. Marcel Herrig pointed out that companies should follow their own visionary ideas to position their respective markets and serve specific groups of people in order to truly gain the favor of consumers. At the same time, Marcel Herrig said that companies also need to develop the right marketing strategies to attract the attention of consumers. Using smart products to interact with consumers is also a medium for brands to open up their relationship with consumers. Taking functional textiles as an example, by combining sounds, images and sports to represent the fabrics required for such sports, or using "NFC electronic tags", consumers can better understand the detailed information of clothing at the same time. , but also can bring more interesting experience.

Apparel Retail: Using Smart Devices to Create a New Retail Experience

Today, with the growth of e-commerce, retailers are redesigning store functionality and leveraging digital tools to enhance store features. Marcel Herrig suggested that by setting up a specific area in the store to sell special functional clothing, or using a specific color of hangers to mark the distinction, the effect of highlighting the characteristics of the product can be achieved; it is also possible to use "NFC electronic tags" to allow consumers to Feel the details of the product intuitively at any time through the smartphone, understand the advantages and characteristics of the product, and avoid being lost in the process of passing the value chain to customers. Facing the era of digital network, Marcel Herrig said that enterprises should adapt to the new environment, think and guide business from the perspective of consumers, and promote the future retail store experience with personalized and intelligent innovative concepts.

Listening to consumers: taking consumers as the center, being brave to innovate and change

Listening is for better communication. Marcel Herrig pointed out that if you want to convince consumers, you must first have empathy, think from the perspective of consumers, and have enough confidence to clarify the brand's marketing strategy, and finally show the function of fabrics in a more creative way, conveying Signals that consumer needs have been met. "Creativity is taking risks and embracing failure." He said that industry companies need to leave the immutable perfect route, sink into market segments, develop new ideas centered on consumer feelings, and translate values and beliefs into products. Make more innovative products enter the market in the future and gain widespread attention and recognition from consumers.

With the transformation of mass consumption concepts and the expansion of textile application scenarios, functional fabrics are no longer limited to sports, outdoor, underwear and tooling. Brands in leisure, fashion, formal wear and other fields are integrating more and more functional concepts into product. PERFORMANCE DAYS Shanghai Exhibition, as an interactive communication platform for valuable trend release, technology sharing and resource docking, brings together innovative products of high-quality textile enterprises at home and abroad. It fully shows the development achievements and trends of functional surface accessories products, and promotes the continuous upgrading of innovative products and industrial value.