Wang in reality: Give your brand a spiritual core "independence"

Design

From the establishment of the studio 23-Year-old walked his own 29-year-old, the designer himself is constantly growing. Through the ignorance of the young age, now Wang in the real more want to let their own brand more precipitation down, she wants to be a brand, for its service for decades, "even if I do not serve it one day, this brand will also exist here."
The king is in the real

Titanium Media Note: Following the introduction of the first "China independent Designer Series: Peiyi, spanning the watershed of design; the second part of the series of independent fashion designers: Zhou Xiangyu, men are also crazy; Titanium Media today launched another independent designer and its brand growth story, leading us to see the current independent designer's vigorous trend , to see the rise of China's clothing brand behind the push. Today launched the third: well-known independent designers, Wang in reality.

Introduction of the designer: Wang in the real

She graduated from the Women's Department of Central Saint Martins Art University in London and became the founder of Vega Zaishi Wang Women's brand in 2008.

Adhere to the neat line design, with a cool literary retro wind, nostalgic cold tonal majority, emphasizing the high degree of real wear and overall modelling, often from more complex and rigorous men's tailoring to get inspiration. She insists on building a complete product and sales team at the beginning of brand creation, and sees the brand as the most important thing, while the design serves the brand.

The King in fact like this to introduce his name, "I call the King in reality, really in, real". Father's friend gave her the "Vega" the English name, she was many years later found that "Vega" is the meaning of Vega.

Wang in real 8 years old from the northeast to Shenzhen, 16 years old and went to England, from the industrial design gradually groping to their direction, she often moved, also formed a nostalgic character, Wang in really like the traditional and historical sense of things, like now she will wear her mother once coat.

Wang in the real studio in Dongcheng District, Beijing East four South Street, 63rd Music Alley, the original wood structure of the building inside there are all kinds of wood art or iron ornaments, do the old leather sofa, retro sewing machine, just like Wang in the real brand, "is retro and classic State, I hope my clothes can stay in the guest's wardrobe for a long time."

So based on this position, Wang Yai-shi stressed that the high degree of real wear and the overall shape, in the fabric and version of the adhere to the general use of texture and warm wool fabric, and spring and summer with silk, her design is generally a kind of cool literary temperament, cold color majority, Also has been using more sophisticated and rigorous men's tailoring to design women's clothing.

Give their brand a spiritual core of "independence", she thinks,

"Girls should have their own dreams and careers, don't attach too much value to other things."

This is also the king in his own way, she is soft, bright, with their own personality, the direction has been determined to have a strong adherence. In more than 6 years, this 85 girls have been independently leading the brand across every hurdle.

The threshold of team development

In the 2008, Wang graduated from the most famous women's department in the School of Art and Design of Saint Martins (Saint Martins Eton), and the king returned to the Chinese fashion industry like white paper. Mom drove the car for 9 hours and the king was taken from Shenzhen to Xiamen, she also met the young designer in that seaside city. Zhe, in the office of the officer Zhe, Wang in the practical first 10 months to do his own first series, but with works to Beijing to take photos, but unexpectedly changed the king in real brand development direction.

In Beijing filming, Fan Bingbing in the king in the real next door to help a brand advertising, her assistant came to see the king in real clothes, and then almost bought the king in the whole series of real. That time Wang in real decided to move the brand from Xiamen to Beijing, also registered in Beijing brand Vega Zaishi Wang.

Compared with other designers, Wang's more obvious trait is that she has been building this studio into a fully structured enterprise. In the first few years of the brand, Wang was more focused on building a stable team, which is her style of doing things,

"The team must be stable and the things that follow will be done much better than those without the team," he said.

During the period of Xiamen, Wang in fact found two experienced version of the division and the sample clothing division, "Clothing division from the age of 15 to make clothes, Fujian mountains There are many small villages, every holidays, he will carry a sewing machine to the village, door-to-door to others sewing clothes." They have a life experience that the king cannot imagine. The two old masters also came to Beijing with Wang Yai-shi, and have been cooperating for nearly 7 years now. "Their brains have nothing to do but to make clothes," the brand has a very stable base at the beginning of its development.

But the first three years of the brand, Wang in the real team has not fully formed, cooperation with the factory is also in the running-in period, each season Wang in real need under the factory and workers work together, throughout the week and they eat together, and they communicate their own requirements for embroidery. Until you find a production manager who now has more than 10 years of working experience.

2012, Wang in the real studio just moved from Soho to play Music Alley soon expanded the sales team, the studio also from 5 small team into 10 people's team, but the management is not usually a designer's forte, Wang in reality also encountered the biggest difficulties.

"I only know how to build a team, but at the beginning of the studio everyone is in a mess of responsibilities." After a few rounds of large flow of people, Wang in the real little groping and design a management framework, the studio back to the stable track. Now Wang in the real studio has completed the procurement, production, PR, sales, warehouse management and personnel manager team building.

The king is in the real

The business of groping while walking

Wang in doing things have a strong purpose, she thought that the designer to do their own show has a twofold meaning, a small part of the propaganda brand, to the outside expression and sound, but more important part is the business, need to attract buyers in order to go up and down orders. So it was not until 2014 that Wang did his first fashion show when the time was ripe, and before that, the domestic market did not have a mature buying system. "I'm not in a hurry, when to do something, that's the most important."

In the 2014, Wang in the real year to run two shows, the third day after the conference, has been in cooperation with the purchase of more than 10 shops have come to Wang in the real studio orders.

But even now, a lot of buying shop itself is still not professional, so Wang in the real pay attention to buy shop brand positioning, has been using their own professionalism to drive shop professional. Wang in the real sales team every season when the goods on the shelves will be on the shop, training shop staff to tell them the advantages and characteristics of clothing, why in which part of the embroidery, where there are manual details, so that the shop staff to buy the information to the customer.

Sales team will also be responsible for the inventory flow, the sales of bad styles in different stores to make adjustments and rotation, if the shop has produced inventory, then the king will send people in the past to solve, "I want to do is a long-term business."

Of course, China's independent designer's environment has been much better than the brand's inception, in the beginning, the king in the real rely on the parents gave a pioneering fund to create a brand, 2010, designer brand Integration shop pillars appear, slowly can rely on their own works to feed the studio, "until 2012 years opened the shop of the Lafayette, We don't have much of a problem with operations.

Over the years with fabrics and manufacturers to communicate, in the factory with a single, Wang in the real 6 years of brand building so down-to-earth came. But Wang is very aware of China's fashion environment may take more than 10 years to perfect, even one or two generations of time, she is not in a hurry to brand sales.

Design for Brand Service

Wang in the real design is more like his own life record, a period of time her own life often moved, do a nomadic people for the inspiration of the Winter series, but every time has insisted, neat line design, wool, the quality of the fabric, nostalgic color, sedimentation is her design style.

But Wang in the real brand to see more important than anything, even the most core design is listed under the brand. In fact, to create a designer brand is too complex project, need to build their own brand culture, need to have loyal customers to follow the brand, these are 1.1 points of accumulation and build up.

Wang, although he did not learn to do business, but his parents have their own company, the father in the 1990s from an electronic engineer into business, Wang in real 33 years old when the parents were brought to the home factory, and workers work together. From the first day she built the brand, she knew what the brand was all about.

And she understood the design is actually the product, designs the clothing to hold the press conference also only to launch the work the gate only, after still has a long way to go,

"They need to be sold by the sales staff to reach the guests, after a period of time to give feedback, the design process to really go through." ”

Wang in real from the establishment of the studio 23-Year-old walked his own 29-year-old, and the designers themselves are constantly growing, she also began to try to do their own accessories, such as their own always want to do the heels, but also began to open up fashion properties more strongly some of the secondary line products. But through the young age of ignorance fearless, now Wang in the real more want to let their own brand more things precipitate down.

"In fact, who went to the end is an unknown, no one knows what tomorrow will be." But what the king is sure of is that everything has to be prepared before it starts, and she wants to be a brand and is sure that she will serve it for decades.

"Even if I don't serve it one day, the brand will still be here," he said.

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(This article is the author @ Liu Meiqi authorized Titanium Media published, and by the Titanium Media Editor, reproduced please specify the source and this article link)