Our newly-created high-end women's brand lives in the left official online

March 3, our new high-end women's brand "live in the left" officially online, completely independent style, independent design and operation of the team.

New brand we prepared for more than a year, there are returnees designers, with the best fabrics, the best team, regardless of the cost of clothing, to do the best clothes, out of the highest requirements for products, they want to do their own most satisfied with the goods.

Living in the left team beyond my expectations, the brand on the first day of sales 100,000. Brand flagship store before the official launch, in the days of the cat and social media to do some notice, want to see what the audience response, our designers every day in the customer group to chat with their lives, talk dress, talk dress up, the company female colleagues suddenly surging up, a lot of people to recommend as models, they want to speak for themselves. A friend who bought clothes told me, "living in the left" is very type, can feel your intentions, also do not have to choose colors, fabrics and entanglements, you just consider what you like today embellishment.

I'm mainly talking about why I want to be a high-end women's brand

First of all, the traditional high-end women's channel cost is high, usually more than 6-8 times the price increase, the online pricing will eventually transfer to consumers, this kind of play is obviously and the Internet market refused to violate the profits, consumers can pay;

We do high-end women's "living in the left" fabric costs high, handicraft costs, in the clothes on the cost, the highest design requirements, clothing to do the best.

For example, the cat women's clothing, which has 790,000 products, more than 200 major brands, the real characteristics, high-quality goods are few.

2010, the cat just started, stationed in the basic is the C to B business; the process of the transformation of the cat, the brand has played a price war, has indeed activated the market and users, enriched the clothing product category structure, cultivate the consumption habits, the final wave of the development of the sand can be developed are the characteristics of the brand.

Many people do more than the starting point of the market to choose the big public category, to see what the market style to sell well, do what style. Like our German cotton and hemp art, in the days of the cat Taobao, big and small more than 100 in imitation of us, I think they have not found the real meaning and value of long brand, do a good job of a brand is not blindly follow, to comply with their hearts, you are not from the heart of love, it is difficult to do.

Before the release of life in the left, we pushed the Mann-only product series to do the Test, a year down, sales achieved more than 20 million. We find that as customers age, the demand for quality of life becomes higher, and the demand for high-end goods begins to emerge, diverting this segment of customers and creating a single high-end brand.

What does the Internet do to subvert traditional industries?

The core is the commodity, unique style and personalized goods more popular with consumers, so that designers have more creative inspiration.

The clothing industry truly embodies the value of a commodity, not only the brand strength, but to return to the essence of goods, quality, material, technology is the core of cost-effective goods.

Before I talked about clothing can have two unique, one is the clothing collocation, each girl wants to match a different personality style; the other is the designer's original design, with the uniqueness of not duplicating, can truly embody the character value of the costume design itself.

No matter which sales platform, I think the most scarce, or commodity, there is a design soul of goods; China has a lot of good designers look forward to the design of the soul of clothing to market, we are doing this thing.

I am positioning this brand at the beginning, also on the end of 2013, and the team several times how to locate the brand characteristics;

The first round of proposals, seven or eight people in the office round acrimony roughly set a direction; the second week called the second round of PK, discuss advertising words and positioning, product style positioning is almost no controversy, high-end brand team enthusiasm for this brand is unprecedented, they are very engaged;

When it comes to advertising words, the office atmosphere is completely twofold, and everyone has almost turned off the table ... There is literature, rationality, sensibility, marketing, all kinds of words have thought;

We decided to come up with two PK scenarios:

Programme (i):

Living on the left-to the left, please come near me. Women are sensitive and have a strong desire to belong;

Programme (ii):

Living on the left, "cannot be copied by hand"; This program is proposed by the team, with my project site PK, they think, this brand of clothing is around the hand to design can not be copied, girls have their own distinctive personality characteristics, regardless of life thought always keep not copied the only, I am me, I must have my own mind, my own soul.

Finally, in which gunpowder-filled office, the "living on the left, not copying the manual" program was adopted.

Why is "not copy hand"?

Our company has such a bunch of girls, high income, strong personality, strong working ability, life is full of self-confidence, like to do the protagonist of life, anxious than the husband to earn more before.

One night, they collectively partay together, after a few days we talked about their party, talking about life and work, talking about the idea of a high-end brand we wanted to do, and they talked about the relationship between life and work as "left and right", and found that this group of girls style is this:

That group of girls and I PK

Life，

They do not want to rely on the province to live a good life, the weekend will also be busy with a family, to Starbucks, to the suburbs, the romantic days of a home, they will be in the spare, their own handmade accessories, their own brewed wine, do their own DIY decorations.

They said: "For women, Time is life, and every minute of life is not replicable for every woman."

Work,

They do not want to have any bondage, do not like others to draw their frames;

They pursue high standards, high efficiency and cannot tolerate unprofessional results.

Their belief in a brand,

Is the hope that the best products, the best materials, the best packaging, the best express, they would rather less, rather slow, but also the best production, follow their own heart. They hope that designers use different thinking to design clothing, not only better clothes, and wear more confident temperament, they will spread wildfire, with word-of-mouth expression of a brand mood.

I've reached a consensus with my team

"Living on the Left" brand "three Do not":

Do not smash ads

Not blindly chasing sales

Unsatisfactory design works, never listed

No compromise for the market

I do not have any performance requirements for them, like the first to do the German cotton and hemp artist, no matter how many people will criticize, how many people will not optimistic. Later, living in the left, in the end can do well, I do not know, I only know that as long as a firm conviction, pure to do, adhere to adhere to ...

Of course, if someone wants to challenge our "can't copy", I do not object to you buy a few clothes to learn, look at our clothing materials, handicrafts, packaging, tag.

In the company, our brand design team has a separate layer of office, style design is their own layout. Where their inspiration is, they often share with me his handmade works, design ideas, I think this is a very good brand design team, you will find "living in the left" there are a lot of handmade elements in which, are created in this team. Everyone is committed to it, and from the heart of love.

Recommended living in left designer an article:

Handmade 丨 flowers on paper

Open the designer manuscript book

At the beginning of every garment,

Lie quietly in the designer's manuscript book;

The inspiration that emerges in an instant is dripping with the strokes of individuality;

A creative manuscript is like a beautiful painting,

No garments have been intoxicated.

Open the manuscript Book of the designer living in the left;

It was a secret garden full of imagination and mystery.

Writers use words to express emotions, and designers tell stories with fabrics and outlines. Yamamoto said: "We do not put a lot of clothes on the surface, but according to the temperament of each piece of clothing, placed inside, affixed to the shoulders of the wearer, to give them complete and comfort." "In the designer's manuscript book, Imagination can be irrelevant, but the requirements for detail are extremely close to perfection." The original intention of the design can be for a moving word, can be for a bosom friend, or to explore a magnificent adventure ...

Someone once said: "Designers are the fabric of paranoia." "In the designer's studio, is a variety of pure natural fabric of the big carnival." As thin as Cicada's silk, elegant wind of ramie, cold soft silk and so on are hanging in the studio shelves, windows open, with the wind swinging out of various gestures, it is an interesting picture.

In finalizing each style of fabric, the designer will create a "villain country" on the artboard, and then have the mini version of these garments. Living in the left insist on the use of cotton, hemp, silk, wool material heritage can not be copied by hand. Natural fabrics bring the nature of the tactile, ecological cycle of the show.

Accidental will be a trace of light sense of the silk attracted, hand contact is not only silk or cotton gentle, but the grain of time. From designing hand drawings to fabric samples, the most primitive design manuscripts look casual and show the purest of clothing.