Biem Golf
Established in 2003, Biem Golf (Biyinlefen) is a luxury golf and lifestyle brand based in Guangzhou, China with R&D teams in China, Britain, Italy and Korea.
With a focus on high quality, high taste, and high technology and innovation Biem Golf is committed to creating high quality products for consumers. Price points range from $200 - $500 USD and the brand is considered China’s only luxury active apparel brand.
At present, Biyinlefen has designed with and cooperates with internationally renowned fabric suppliers such as GORE-TEX, POLARTEC, OUTLAST, Toyobo, etc., and has established Chinese, Japanese, Korean, Vietnamese and other international production bases.
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Design Director
2021
Designed Seasons:
Categories: Men’s & Women’s Fashion Athleisure, Men’s Golf, Men’s Run, Outerwear
Project Summary
Established the seasonal brand strategy and designed a Gen Z, “youth-driven” FW22 collection.
Developed seasonal line architecture across Men’s & Women’s Golf, Cross Training and Outerwear.
Fabric, Trims and Technology sourcing.
Regions/markets: China (Retail & Online Sales, focused on 1st Tier Cities - SH, GZ, SZ, etc…)
Cross-functional: Executive & Design Agency
Campaign/storytelling: Moodboarding & Visual Direction
Scope & deliverables:
Seasonal Direction for brand, Line-planning, Trend Forecasting, Demographic & Market research, Collection Design, Print Design, Merchandising.
Design Director
2021
www.biemlf.com
