25Bedford: American version of "Amoy brand" a female PE person's entrepreneurial

Bedford the introduction of high-quality clothing to wear a single product. Keri Ferry, who worked in a private equity fund, had to work 14 hours a day, but because of her job, she was exposed to a brand new retail business model: bypassing the middleman and providing High-quality, low-cost online brands. One of the best examples here is the famous online fashion glasses company Warby Parker, and the founder of the company happens to be Ferry's best friend. Inspired by Warby Parker's success, Ferry decided to start his own entrepreneurial journey. I think the creation of a lifestyle brand still has a great chance of success, our target customers are young, modern professional women. "she said. In January this year, ferry set up Bedford Company, through the electronic retail channel directly to the consumer sales of selected mixed women's products. 99% of our customers will buy the midrange brand J. Crew and high-end brand germ clothing. Ferry said that the quality of Bedford can be comparable to germ, while the retail price and J. Crew is about the same, even lower. "For example, a Bedford pencil skirt is priced at $135, a slim dress is priced at $235, and a women's neutral suit is priced at $255, while women's shirts are priced at $165, each of which has several different styles." Ferry for the suit set is the Japanese and Italian production of elastic fabrics, not easy to appear creases and folds, used in women's shirts on the double layer silk fabric. Bedford's clothing has a dignified atmosphere, but it is also very rich, with a solemn neutral color, and a variety of gemstone shades as well as a glowing crimson color. Since these costumes can be easily and casually worn, women have a wide range of choices. The production and post-processing of Bedford Garments were completed in the clothing area of Manhattan, New York (Garment District). Because the company is still in the trial period, so consumers placed orders, about three weeks to wait to get clothing. At present, the company is further restructuring, in addition to expanding product inventory, but also shorten the clothing delivery time. It is also worth mentioning that Bedford shipments and returns are free of charge. During the period of Bedford trial, ferry targeted professional female consumers in the United States and the East coast of the promotion campaign. By face-to-face communication with her clients, she collects a lot of valuable feedback. Bedford Many repeat customers, a variety of clothing collocation style is also very stable, very suitable for working in the Office of Professional women wearing. In mid-June 2014, Ferry revealed that the company averaged 425 dollars per clothing order and a return rate of about 11%. In the fashion technology industry, BedforD Company is a break into the vertical integration of the field of recruits ", the industry pioneer also includes for men and women to provide fashion simple clothing of the electric Everlane and mainly engaged in the school wind clothing of men's electric dealer bonobos. Bedford was founded after Quincy Apparel, an online brand offering women's overalls, founded in 2011 by two Harvard Business School graduates. Quincy Apparel has a complex chest and body dimension measurement system that can tailor the consumer. However, the company did not succeed and went bust in January 2013. It is reported that Quincy apparel failure is mainly due to supply chain problems and insufficient funds. In fact, it is more difficult to invest in e-commerce than in other industries. Jamie Quint, who is a shareholder in product marketing and strategic consultancy Quint substituting, is based in San Francisco. If your company is unable to manage its own products, even if you have a good income, you will end up losing money easily. Successful companies, in fact, have adopted lean operating principles from the outset, and they do not need to raise too much money to generate income. That's what Bedford. When Ferry started the company, the money was backed by family and friends. But now, as the company becomes a fast-growing online brand, she is seeking financing. In the spring of 2014, Meghan Higney, a private-equity expert, joined the San Francisco company as chief operating officer and equity partner. Today, ferry is working longer hours a day, because she has tasted the taste of entrepreneurship. Every morning I make a list of what I want to do, and basically I don't know what to do, "she explained," but I like to get everything straight. " I think entrepreneurship must have the courage to take risks. ”