"Wedding Queen" Wang Weiwei: How To Make Cutting-Edge Design Sell Well

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Oscar De La Renta, a highly respected brand in the upper reaches of the society, is worth $25 thousand of Vera Wang wedding dress displayed by Oscar della in front of the world.

In fact, to some extent, Wang Weiwei, who is known as the "Queen of wedding dress", does not need "help" in Chelsea's popularity in fashion circles.

Vitoria is wearing Vera Wang at the wedding ceremony with Beckham. In addition, "Britney Spears" Britney, Katee Beckinsale, Jennifer Lopez and many other Hollywood stars chose the Vera Wang wedding dress.

A popular American saying is that unmarried women want a Vera Wang; divorced women miss the Vera Wang; remarried women are lucky to have another Vera Wang.

However, Wang Weiwei's career map is not confined to the wedding dress.

"She is both a hot fashion designer and a very smart businessman."

The US media commented that her name was embellished on every item, from bedsheets to wedding dresses, from stationery to perfume.

And all this is built on the basis of no professional education. How did Wang Weiwei do it?

From rink to fashion

It is appropriate to interpret Wang Weiwei's career path by "failure is the mother of success".

Before reaching the peak of his career, Wang Weiwei had failed several times.

She grew up in a wealthy Chinese family in the upper east side of New York.

When she was 7 years old, her father gave her a pair of skates, and skating took all her passion.

Wang Weiwei, a teenager, may not have dreamed of having such a position in fashion circles.

Her dream territory was at the skating rink.

So she also took part in the American figure skating Champions Cup in 1968 and 1969, and always wanted to represent the US team in the Olympic Games, but in the end, due to the conflict between academic and training, it failed to be selected for the Olympic National team.

Since then, Wang Weiwei has moved out of the rink and has turned her passion to her second major hobby - fashion.

"I know the world I want to enter, but I wasn't sure if I could enter."

Wang Weiwei said, "my mother is an incredible hanger, so I grew up in fashion."

Because of the superior family conditions, Wang mother often took the young Wang Weiwei to Paris to shop, which made Wang Weiwei smell of fashion from an early age.

During several summer holidays at University, Wang Weiwei worked as a salesperson in the store of Yves Saint Laurent.

"I met VOGUE fashion editor Stan. She asked me to call her after graduation."

Wang Weiwei actually entered the VOGUE magazine later.

"The first day I worked in a magazine, I was dressed in Saint Laurent and painted the most popular black and red nail polish at that time."

She recalls, "the editor looked at me and said," go home and change clothes, because the work you are going to do will be dirty. "

After entering VOGUE magazine, Wang Weiwei became a fashion editor in two years. He became a senior editor at the age of 23 and studied all kinds of details of the industry.

Wang Weiwei hoped to become editor in chief, but she failed to do so, but her friend got the post.

This led Wang Weiwei to leave the magazine that he worked for nearly 17 years and turn to Ralph Lauren (Ralph Lauren) and become a designer of accessories.

Wang Weiwei regarded previous failures as part of his achievements.

"This enables you to understand life more realistically...

Failure is a learning opportunity and experience. "

She said.

You should not just be a wedding dress designer.

Love has become a turning point in changing Wang Weiwei's life.

At the age of 40, she planned to marry Arthur Beck, but when she chose the wedding dress, she found that there was no real wedding dress.

What she wants is simple and elegant, and fashion avant-garde, but nowhere to find.

So she designed her own sketches and found a tailor tailored.

Wang Weiwei, who runs the smart Oriental blood, realizes that he has found a great business idea.

Supported by his father's $4 million fund, she opened an upscale wedding dress shop in Carlyle Hotel, Madison Avenue, New York in 1990.

"I was very scared at the beginning, because I worked as a design director in Ralph Lauren, and I know how products are designed, produced and sold.

I know that the chance of success is very slim, because it's not just a matter of talent. "

Wang Weiwei said, "this is about timing, customer satisfaction and the ability to attract eyeballs.

I remember when I signed the rental agreement, I was thinking that this is my death warrant.

This is obviously not the case.

The original route of Wang Weiwei's wedding dress is the combination of European designer's concise design and some noble collectibles.

Soon she set up a wedding dress brand with "refined, elegant and tasteful" label, and opened it up in the upper class society. Even Kennedy family members visited her shop.

Since then, her brand has been successful, attracting many Hollywood stars to follow suit.

Despite the initial success of political stars and Hollywood stars to Wang Weiwei, many observers openly questioned her design talent and insinuate the financial support from her family.

But she did not seem to be troubled by it, and began to explore a broader road.

Wang Weiwei always felt that she should not just be a wedding dress designer. Just as Ralph Lauren began with ties and Chanel (Chanel) began with the logo cardigan jacket, they subsequently expanded their territory.

Wang Weiwei also decided to enter the fashion circle in an all-round way.

First of all, perfume, though its initial fragrance is not unique in the market, has been questioned, but its sales volume of perfume is very good. After that, it began to get involved in ready-made clothes, jewelry, glasses, shoes, tablecloths and high-end stationery.

Vera Wang gives people the most basic recognition is the high-end, but she also risked the risk of dilution of the brand and the United States chain corporation Colls (Kohl s) to cooperate in the sale price of clothing in the range of 30~70 dollars, sales outlets are also in a very ordinary market.

But later sales proved that the decision was correct, which led Wang Weiwei to show different creativity and attract new audiences, but his high-end luxury image was not affected.

The US media summed up Wang Weiwei's success, saying that she aimed at the market blank, one hit.

"In business, women are really different from men.

The tribulation and frustration of an enterprise and its responsibilities to employees are all considered in the decision-making process.

Wang Weiwei said, "art and commerce are often conflicting concepts.

There must be some compromise because the cutting-edge design is not necessarily bad.

It's very difficult to find a balance. "