No.97 From Designer To Brand Director

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No.97 From Designer To Brand Director丨從設計師到新品牌主理人

這是一個品牌價值不斷被重塑、被放大的時代。在市場發展初期，品牌也許僅僅被當做用來搶佔份額的一個個標的物；如今市場經濟日益激烈，品牌卻越來越凸顯出自身的價值，在市場的洪流中通過獨特的差異點，形成自己的立足之地。當下的市場環境和供應鏈則為設計師建立自己的品牌提供了充足的條件。許多設計師得以轉變為品牌主理人，將自身對產品、品牌，甚至自我表達的構想落地，最終轉化為商品投入市場。

由此，本期雜誌邀請了七組具有設計師基因的品牌——超級植物公司、PUPUPULA、聞獻、ok center & They Are、delicates、寓義to Define、城市帳篷俱樂部，在分享設計師們創立品牌的經歷的同時，共同探討水面之下支撐起品牌發展的深層架構。不同於時尚領域的“設計師品牌”，本期雜誌關注的品牌中，設計師並不直接負責產品設計，品牌本身也沒有設計師本人鮮明的創作烙印。編者希望呈現的，是跳出設計師身份，從商業邏輯出發開創品牌的設計師們所面臨的困境和機遇；通過與他們對話，發現設計視野之外的商業運作圖景。

This is an era in which the value of brands is constantly being reformed and amplified. Brands were to grab a share of the market in the early stage. Nowadays, with the market competition getting fierce, brands are increasingly highlighting their own values and creating unique points of difference. The current market and supply chain allows designers to build their own brands. Many designers are able to transform into brand directors, turning their own ideas about products, brands, and even self-expression into commodities and putting them into the market.

In this issue, the editors invited seven groups of brands with designer genes: Super Plant, PUPUPULA, WenXian, ok center & They Are, delicates, to Define, and City Tent Club, to share their experiences in creating brands and explore the deeper structure that supports the developments of brands. In contrast to "designer brands" of fashion, brands in this issue do not have designers' own distinctive imprints nor are designers responsible for product design directly. What editors tend to present is the dilemma and opportunities faced by directors who have stepped out of their roles as designers, and started their brands based on commercial strategy. Through dialogue with them, a picture of commerce outside the regular design vision could be presented.