Florence Peyrichou, artistic director of Nelly Rodi, is specialising in creative design and underwear trend consulting and advisory services. Now, as the chief expert of Nelly Rodi, Florence Peyrichou is a brillian expert of fashion and underwear industry. In the Lingerie Trend Presentation Autumn/Winter 2011 & Lingerie Design Guideline, journalist of Global Intimate Wear had an exclusive interview with Florence Peyrichou.
 
Q: We all know that style positioning is a unique research method of Nelly Dodi. Could you explain to us what style positioning is? How to apply it into underwear designing£¿
 
A£ºStyle positioning is a direction and criterion of our trend research over the years. Firstly, We will do a thorough investigation in customers' age, occupation, habits and consumption custom. Then, we will invite some sociologists, psychologists and experts in industry and art to do a specific analysis. Finally, we will combine with apparel to obtain a comparatively accurate positioning. Now, we have four behaviour patterns, tradition, emotion, evasion and design. For example, lace is corresponding to emotion, folk pattern is corresponding to evasion and architectural style corresponds to design.     
 
   
 
Q: You have worked for Aubade, Brabara, wonderbra and some other famous underwear brands, as you know, in the process of innovation and individuality, how to combine the original style with new ideas?
 
A: It's easy to combine the two factors. For example, as the constant development of Brabara, the original style could not meet the needs of consumers. It cannot be restricted to embroidery only. After lots of investigations, Brabara has made progresses in details, just like adopting other colors and innovating fabrics.
 
Q: The life styles and consumption customs are totally different around the world. How does Nelly Dodi apply its trend forecast to different countries?
 
A: The four behaviour patterns I mentioned in the presentation are consisted of 13 styles, neo romantic, tradi classy, baroque, structured and some others. The 13 styles include almost all the styles of consumers around the world. I believe that different countries could find one suitable. 
 
Q: In the process of style positioning, how to balance specificity with diversity?
 
A: Taking western underwear brands as an example, most of them focus on specificity, as Aubade is sexy and seductive, while Princesse Tam.tam is romantic. According to my understanding of Chinese underwear, I think Chinese underwear should pay more attention to specificity, as one brand should have a specific feature, which can be more native.
 
 
 
Q: In what aspects do you think Chinese underwear could improve? Could you give us some suggestions?
 
A: I have visited some stores of Chinese one-tier underwear brands. I found that Chinese brands were gradually in line with international brands, especially on the use of lace. I think Chinese underwear brands could be more delicate in fabrics, adopting some high-tech materials and meshes. It can be more plentiful in style, for example, designers could piece together various materials flexibly. Designers could adopt muslin, silk and some other soft fabrics, and get clipping more creative, in order to highlight a sense of feminine and graceful.