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Atunas Design Director Lin Yingen talks about product planning! ---
Director Lin Yingen gave a speech on "The Product Planning with Temperature", emphasizing that the brand should have its intangible charm to convey the DNA of the brand.
On December 19th, the fashion department of Asia University (Taiwan University) invited Lin Yingen, the design director of Atunas, a well-known Taiwanese clothing brand, to give a speech titled "The Temperature Product Planning - Taking Atunas Taiwan Seven Peaks as an Example". Atunas design director Lin Yingen said that the brand should have its intangible charm to convey the brand's DNA.
The 42-year-old Atunas has long been concerned about and promoted the development of domestic outdoor sports. It lasted for three years from 2006 to 2009, creating the first mountaineering team in Taiwan to climb the highest peak of the seven continents in the world, and let Taiwan's mountaineering vision be pushed to the world. The new peak, and in the outdoor leisure tourism industry, accumulated outstanding experience and management capabilities, the development of professional functional clothing, mountain camping, leisure travel, Atunas Bike bicycle personal parts, and the European capital located in Chiayi Reservoir, Chiayi, Taiwan Nashan Wild Resort is a full-scale outdoor leisure activity brand.
Director Lin Yingen pointed out that a product with a temperature range has a wide range of coverage. It is necessary to understand the purpose of the project, who the customer is, and the expected performance of the planned results, and then expand the current environmental trend analysis, sales analysis and sales staff feedback. Sales data analysis, and to meet the needs of consumers with the "5W1H" analysis method.
How to achieve a product plan with temperature? Lin Yingen design director said that from the most essential brand positioning, the brand is the image and personality of the product, but also the value of the product, a good brand positioning can complement the product, in order to create the brand's own unique DNA, And establish a brand-specific image, and then talk about the level of consumer demand. "Design must be clear about who the object is in order to convey a good design.
Director Lin Yingen encourages students to feel more, feel with their eyes, learn to express their feelings, and then consider design considerations from the consumer's needs; create the temperature and story of the goods; and enrich the experience from travel.
"What kind of efforts should I usually do to have good product planning skills?" Dong Jiaen, a fashion department student, asked Lin Yingen, the design director, that a temperature-coded copywriting is based on the needs of the design object to write a text that impresses consumers. The ultimate goal of commodity planning is to create high sales rates in the short-term sales cycle. The practice of product planning can start from life, conduct market research through shopping, and then touch the goods, understand market needs and changes, and learn from the writing practice to the life to feel the pictures, find keywords, and constantly Thinking and Lenovo establish memory points and grasp the moving points, and then achieve a basis for innovative planning thinking.
Lin Qingmei, deputy dean of the School of Creative Design and director of the fashion department, said that modern people pay attention to the quality of life and health. In response to the changes in the habits of Chinese people, domestic apparel manufacturers have begun to pay attention to the functional design of casual wear and develop a suitable Taiwanese. Outdoor sports function clothing. Lin Yingen, the design director of Atunas, explained the temperature-related merchandise plan for fashion students. Taking Atunas Taiwan's Seven Peaks as an example, let students learn how to make temperature-oriented merchandise planning and its importance through practical case sharing. Knowledge of functional trends in functional textiles and outdoor casual wear.
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