Italian Experts Enter The Textile City To Display Art And Improve The Fashion Of Textiles

Recently, the 2024 Keqiao Tiantian Fashion Master Class Activity - "Exhibition Design Helps Product Sales and Brand Development" entered the joint market of China Light Textile City. Lorenzo Morganti, an Italian registered architect and professor of the Design School of Milan University of Technology, explained the future trend and excellent cases of brand marketing, It has provided rich theoretical support and practical experience for Keqiao enterprise exhibition hall upgrading and sustainable store design.

　　 Create fashion atmosphere and highlight product highlights

"Is it really necessary for fabric enterprises to build a good exhibition hall?" Professor Lorenzo Morganti gave a positive answer to this question. At the Fashion Release Hall of China Textile City United Market, he gave a wonderful explanation on the construction of the exhibition hall to nearly 70 representatives of Keqiao textile enterprises, and deeply analyzed the visual marketing strategy of stores under the new integrated experience mode.

"Whether indoor or outdoor, the display design of LV flagship store is dazzling, which is the result of its full use of places of interest." Lorenzo Morganti pointed out in "Exhibition Design Helps Product Sales and Brand Development" that in the design of exhibition halls, enterprises should grasp the environmental requirements of sustainable development and create a simple and elegant atmosphere. Taking the exhibition of LV, Dior and BV stores as an example, he said that it is a feasible way to express traditional art to adopt new design concepts while retaining traditional crafts and to let consumers accept new aesthetics through good marketing. With the specific theme display in the store, excellent display design can highlight product features more and provide customers with more perfect customized services.

"Our customers are not end consumers, but clothing enterprises. How can the structure of luxury showrooms be applied to the building of textile stores?" "When you see a bunch of flowers, you should not only see flowers, but should experience the structure of an atmosphere." Professor Lorenzo Morganti answered the questions of enterprise representatives one by one. He pointed out that the exhibition of products is not isolated, and different supporting products need to be matched with each other. Taking fabric products as an example, the combination display of fabrics used for upper garment, lower garment and accessories can provide more comprehensive reference for clothing brand buyers, which is also an effective way to show the product quality, development ability and fashion endowment of fabric enterprises.

　　 Integrating Chinese and foreign creativity to improve the exhibition style

"Learning from international first-line brands, well furnishing exhibition halls and telling brand stories are beneficial to the creation of fabric brands." Yao Xiufeng, product planning designer of Zhejiang Shengran Fashion Technology Co., Ltd., said that through learning, the direction of enterprise exhibition halls to integrate local fashion culture was further clarified. "Ouyue Textile" has an exhibition hall on the fourth floor of the United Market of China Light Textile City. Wang Yeqiong, the general manager, said that the layout and display of the exhibition hall and the window design of the first-line brands are very creative. The core design concept of the lecture is very inspiring for enterprises. "Setting up the exhibition hall from the perspective of end consumers can give clothing brand buyers a more intuitive feeling."

Professor Lorenzo Morganti frequently praised during his visit to the commercial exhibition hall of China Textile City. He said that every few meters in the light textile market, there is a new store, and the exhibition design style has developed a diversified feature. Many enterprise exhibition halls also skillfully integrate the elements of national style, without losing the modern environmental protection and fashion concepts.

This activity not only brought Keqiao textile enterprises the international cutting-edge exhibition design concept, but also provided enterprises with a valuable opportunity to exchange with international design experts face to face, Professor Lorenzo Morganti's wonderful speech and field guidance further guide fabric enterprises to explore the marketing strategy behind the creative design of the exhibition hall, more prominently reflect the innovative fashion design concept in the display process, effectively deliver the real effect of products, so as to enhance the market competitiveness of brands and products. (Fan Mao)

(Source: Keqiao Daily)