May-Jul 2021 “Hong Kong Industrialist”

try to approach masklab on this cross-over idea. It was out of my expectation that masklab is very supportive to local designs and our collaboration plan was confirmed very soon after they watched the videos of the SPARKLE’s fashion runway." Although SPARKLE is ready-to-use, the process of transferring the Cheongsam prints onto the three- dimensional surgical masks is not as simple as it seems. It took Karen more than a month to finalise the seven combinations of print patterns and matching color schemes in order to fully present her designs on the small pieces of mask fabric. The cross-over KF masks collection was officially launched earlier this year. The SPARKLE's signature color contrast and designs with local stories have appealed to many of masklab’s consumers, who got to know SPARKLE even though they don’t usually pay attention to high fashion or jewelry. The cross-over also allows SPARKLE's design to be seen by the mass public with positive exposure. Karen’s family business, German Pool, has been a well-established manufacturer of home appliances and household products for decades, with thorough understanding on the importance of branding and design in establishing product market differentiation. Karen pointed out, “In the early days, our company focused on manufacturing our own OBM electric storage water heaters and importing high quality electric instantaneous water heaters from Germany. After decades of success, we saw the market potential for small home appliances, and started branching out our business to cooking appliances, built-in kitchen appliances, custom-made kitchen cabinets and furniture. The home appliance market is fiercely competitive. In addition to maintaining the best craftsmanship and quality, many brands also crossover with independent designers to help them tap into new customer groups efficiently.” From a designer’s point of view, Karen suggests that nowadays more manufacturers are capable of small-batch production and are more willing to collaborate with different designers than ever before. "In the past, usually only the most well-known cartoon characters and famous designers have had the opportunity to launch products through licensing or collaboration. But now, even niche designs can have such a possibility. For SPARKLE and masklab, we are able to join-hands because we shared similar vision and the manufacturer can flexibly accommodate new designs into production. Designers must actively look for opportunities by connecting with the manufacturing industry, letting their designs to ‘be discovered’ and chart new paths of business growth." 也是抱著不妨一試的心態，與masklab接洽 合作。想不到他們亦相當支持本地設計，看 完SPARKLE的時裝秀短片後，很快就敲定 了聯乘計劃。」 雖然SPARKLE的設計已經就緒，但原來 將衣服圖案轉移到立體口罩上的過程也不 簡單。Karen花了一個多月，才決定好七款 圖案、配色的組合，在小小的口罩布面上 充份展示設計，並在今年年初正式推出。 SPARKLE獨有的強烈色彩對比及承載香港 故事的設計，讓不少本身並不多留意時裝或 配飾的消費者，透過masklab口罩認識了品 牌，也讓更多人看見SPARKLE的設計，增 加品牌曝光率。 Karen的家族企業德國寶生產家電及家品 多年，深明品牌、設計對建立產品市場分野 的重要性。Karen指，「公司早期主要做電熱 水器，包括自家廠房生產的儲水式電熱水器 (OBM)，以及從德國引入優質即熱式電熱水 器，後來看到小型家電的潛力，就繼續拓展 品牌產品線至其他範圍，直至今日，德國寶 產品種類涵蓋電熱水器、煮食及生活電器、 嵌入式電器、訂制廚櫃及傢俬等。家電市場 競爭激烈，除了要保持最優良的工藝和品質 之外，很多品牌亦會透過聯乘設計的合作， 快速打開新的客戶群。」 站在設計師的立場，Karen認為現時更 多廠商有能力做到小批量生產，亦比以往更 樂意嘗試與不同設計師聯乘。「以往可能是 知名卡通人物的設計師才有機會以授權或聯 乘方式推出產品，但現在即使是較小眾的設 計也能有這樣的可能性。正如SPARKLE與 masklab，兩者理念相投，生產商又能夠靈 活地將新設計投產，才能促成合作。設計師 一定要多接觸產業尋找機會，讓自己的設 計『被發現』，不斷嘗試才能找到新的發展空 間。」 5-7/2021 | 21