DZ Group is a global, private label fashion manufacturer specializing in Cashmere. They own the entire process; from harvesting and refining raw material, to the meticulous process of crafting delicate yarn, to designing and executing innovative garments for premium brands around the world. After 30+ years of excellence, DZ Group called on Bonfire Red to help tell their story. From farm to fashion.
Approach
In order to arm our client with the tools needed to showcase their brand and capabilities, we set out to produce a library of photos and 5 films. And we needed to travel to China to do it. With one week to plan, no chance to scout, and total trust in our client to be our guide, we assembled a small, nimble and multi-talented film / photo team, and booked our flights. First stop: the Cashmere goat farms of Inner Mongolia.
Part I: Combing of the Goats
Cashmere is made from the undercoat of goats that are bred and raised for this purpose. And the best of these goats are raised in the grasslands of Inner Mongolia. Over the course of 2 days we traveled from Columbus > LA > Beijing > Bayannur and finally arrived at a remote goat farm where we would spend the next 3 days capturing the lifestyle and process of Cashmere goat farming. Each day we woke in our yurt at 4am and followed along capturing the daily routine of feeding and herding, inspecting / selecting, and ultimately trimming and combing out the undercoat hair of the goats to be bagged and sent for refinement at specialized facilities.
Part II: Farm to Fashion
After our time in the grasslands we departed the goat farm and traveled across remote deserts toward our next destination; cashmere refinement and garment production facilities. Upon arrival we were guided through every step of the process. We witnessed raw material transform from large bags of goat hair to beautiful dyed and spun yarn to impeccable finished garments. DZ Group employs quality control specialists who, at every step in the process, conduct meticulous inspections to ensure the highest quality outcomes.
Part III: Innovation
Behind the high-end garments is an entire team and division of DZ Group dedicated to design, problem solving and innovation. In order to capture the story and capabilities of this innovative team we had to leave the humble territories of Inner Mongolia and head for DZ Group Headquarters in one of the largest cities in the world: Shanghai.
Part IV: Ethos
During the 2+ weeks of filming about the history and capabilities of DZ Group it became apparent that there was more to their success than a robust set of knowledge, skills and processes. We learned about the relationships, strong bonds and trust between staff, leadership, partners and clients that DZ Group has built over the past 30 years. This trust over time is a very important part of doing business in China. So much so that it has its own word: Guanxi.
Final Product
Our content is designed to be versatile, offering a range of possibilities to showcase DZ's incredible capabilities. Each part can stand alone as a captivating video or as supporting content on DZ's website, allowing viewers to explore the intricacies at their own pace. The potential extends even further, as these videos can be utilized for presentations, sales pitches, and captivating social media content, ensuring the reach of DZ's story extends far and wide.
