Success Of Independent Brand Clothing

A black T-shirt and tight jeans, this work fits well with the 29 year old young man, Wang Yaoyu.

He is one of the founders of the Dong Liang studio.

Pillars are Beijing's first independence.

The clothing integration store is dedicated to displaying the products of Chinese independent designers.

In November 2009, he and his business partner Nan Lang founded the retail store located in five Hutong of Dongcheng District.

Wang Yaoyu said the quiet alley and narrow lane is a family.

The best location for brand stores.

"Only a small number of people now know the design of independent brand clothing, so there is no need to put the pillars in noisy big shopping centers."

He said.

Clean and concise design and decoration in the shop reminds people of a Chinese old style house.

Wooden tables and exposed roof beams make them look antique.

However, no typical Chinese element can be found in clothes in the shop.

Most of the products are Western-style, mainly from two colors: black and white.

Wang said that they only choose clothes with a consistent style and excellent cloth.

"Clothing first of all

High, simple but classic design, and easy to carry. "

Looking back on his business investment, he said he had something in common with new fashion designers: the difficulty of opening up a new business.

"Most young Chinese designers have gone through quite a difficult period at the beginning."

"Almost no one can make ends meet," he said.

In fact, most people are still making money losing designs. "

"Wang said that the most challenging part of his business was to persuade designers to join the pillars."

At first, many designers doubted our abilities.

Therefore, we have to show them a feasible proposal to show our sincerity in long-term cooperation.

Wang and his partners spent 3 months looking for independent designers with mature design styles and complete series.

This effort has been rewarded.

In just one year, the number of designers entering the shop increased from 5 to 21.

Now he will receive help and phone calls from designers.

"Some designers want to join the pillars because this is a recognition of their design style and product quality."

Some designers who have chosen to show them in the store already have a certain reputation in China, such as Ye Qian, the founder of SFORZANDO brand, VegaZaishiWang, Ye s brand designer.

Wang said he understood the dilemma of Chinese designers.

"With the improvement of the market, more and more designers have set up their own design studio and built their own brand."

He said.

"But this process is not so easy.

The first obstacle is financing.

Few investors are willing to pay large sums of money for designers and wait for brand maturity to become famous.

This requires perseverance.

He added that young designers still have many details to worry about, and they do not have enough time and energy to spend on marketing and promotion.

"Cloth and production is also a problem.

It is difficult to find high-quality cloth with reasonable prices, especially now that prices are rising. "

He said.

But he still has confidence in the future of Chinese designers.

"I wouldn't have done it without confidence."

He said with a smile.

The business of the pillars is getting more and more popular, and its clothing sales have surpassed the market average.

According to the fabric and designer, the price ranges from 46 US dollars to 916 US dollars (294 yuan to 5857 yuan).

Their products also attracted some Chinese celebrities.

Mainland actress Xun Zhou and Taiwan pop singer Valen Hsu are frequent guests of the pillars.

But Wang has bigger ambitions.

He said that he wanted to work with Western designer shops to introduce China's clothing brand to the world and influence the mainstream.

Trend.

"Designers should not only attract small consumers.

After all, they are still commercial products, "he said." every famous brand, such as LV and GUCCI, has gone through the same path and grown up on the basis of small consumption to become a well-known public card.

This is also the only way for Chinese designers.