This is a completely child's space, full of fashion and creative brand world. In 1996, Amber, a graduate of Australian fashion design school, founded Chino Kids with the encouragement and help of his mother. This Reiki Gemini woman, always maintain a young heart, which makes her each design are deeply loved by children. 1) How do you grasp the popular elements of children's wear? As we all know, European fashion has always been in the forefront of fashion. So I often surf the Web for some articles, pictures, or some fashion magazines about the latest trends in Europe. Occasionally I will travel all over Europe to personally feel the fashion trends. 2) Kids are now more and more adult, how do you think about this problem? Children's clothing adult is an inevitable trend, there are many elements of adult charm can show the unique beauty of children. I personally do not admire blindly childish cartoon image, I think children's clothing also needs fashion. But too stylish design is not suitable for children, children are children, still need to be innocent. 3) Predict the main trend of 09 S / S children's clothing? I think 2009 children's clothing design will be more daring. Designers will no longer be confined to the traditional well-behaved sweet style, they will seek more distinctive elements. At the same time, the world economy always affects the development of fashion design, directly or indirectly. Nowadays the U.S. subprime mortgage crisis will be the start of the global economic downturn, and people will prefer to choose relaxed and comfortable style. 4) What makes you think about designing clothes for your child? My mother used to volunteer at a local hospital to take care of some sick children. A child she had taken care of occasionally gave her an album of children's dress up. At that time I just graduated from college, often also design some simple clothes. We looked through the album together, immediately attracted by the above cute design, so we decided to create a brand of their own, so that more children enjoy the fun of dressing. 5) What is the special meaning of "Chino Kids" for you? She is like a child, in constant learning and growth, gradually get the world's recognition. Chino is quality, beauty and pride to me. 6) Please tell us about the process of creating this brand 12 years ago, my mother and I founded the brand. At the start of the business, due to limited funding, our designs were done at home and then stacked in the garage, all for sale by mail order. Three years later, after our unremitting efforts, finally put their own brand onto the shelves throughout the store in Australia. As the brand continues to grow, my father and brother have abandoned their careers and joined the company to help me manage marketing. Two years ago, Designworks acquired Chino Kids two years ago in order to let more children know Chino Kids. I am still the designer of Chino Kids. With Designworks' strong promotion, Chino Kids has become a household name. 9) 08 winter design you add those popular elements? 08 fashion is the flagship of all kinds of imaginative skirt. I will especially add some butterfly lace pattern in the clothes, cuffs and other places. There are also soft and comfortable wool category, with the color of the mix, to emphasize the modern sense. 10) What is your brand's design style? What kind of children is mainly targeted at? Mainly to lace fabric, with soft, colorful fabrics, reflecting the modern feel. We design for kids who love change and beauty. 11) What kind of marketing strategy will you adopt in a large number of children's wear market place? Chino Kids takes a hybrid media marketing strategy that works with trade fairs, websites, magazines and radio. 12) Your orientation of the brand's future direction? Continue to design high-quality clothing, continuous innovation. Chino will continue to adhere to its own style and expand the international retail market. 13) What is your favorite job? My latest design of the two series is my favorite. Without any restrictions, I design my favorite and always happy with the design. This type of design gives me a great deal of satisfaction. 14) How to coordinate work and family? I do not have children, but I will definitely have them in the future. I used to spend most of my energy on my job. Now I want to balance more, personal life, family and friends are equally important, I will give them time and energy. I found that private time outside of work really made myself happier and better at work. All those who work deserve a medal, and I have a lot to learn from them.
