Jin Liangxiu: A Korean Who Focuses On White Collar Women'S Wear.

"If you are a female reader, when you buy clothes, you will see a lot of scarlet clothes or clothes that are covered with sequins and drills. After being tempted to buy them, they will not wear them for several times."

Jin Liangxiu, founder of "Xiao Jin Wardrobe", expounded her views directly to reporters.

And the small gold wardrobe advocates simple nature is the most beautiful, Jin Liang Su is more willing to provide classic Joker for people.

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South Korean girl Kim Liang Ho, who graduated from Peking University's accounting major, entered the SBS company of Beijing, South Korea. Because of the strict distinction between South Korean work and clothes worn by ordinary people, Koreans wore formal clothes to work, and Jin Liang Xia was dressed up with stockings and high heels in winter.

In particular, later in the Bank of China, the Beijing branch of the business loan department to work, all day and the company's senior or president level of the person to deal with more, wear more can not be casual.

Jin Liangxiu often worries about not buying the right clothes.

When it comes to formal dress, Chinese women's stereotyped images seem to be black suits. Besides, they are casual wear. It's unthinkable to wear casual clothes in Korea.

Tailoring the right and better style clothes, it seems that only the big cards can be satisfied, and they can't afford to buy themselves.

Jin Liangxiu basically flew back to Korea every Friday and went home to buy clothes.

Colleagues and friends brought her clothes back, and she had a favorable response to her choice.

Jin Liang, who loves fashion instinct, decides to start a business.

In 2007, her first store opened at the SOHO store. Because everyone liked to call her Xiao Jin, she was named Xiaojin wardrobe.

At that time, she was still working at SBS television Beijing office. She went downstairs to build a SOHO ring around noon, and built a SOHO partition of about ten square meters in the bottom of the SOHO building. She saw that the rent revelation was less than 2 hours after signing the lease contract. The decoration materials from the Shili River building materials market were renovated, and the first purchase from Korea was less than 30 thousand yuan. The first salesperson was Xiaojin when she was making nails, she picked up a girl who felt good service.

On the first day of operation, the water was more than two thousand yuan, when she was so happy that she went out to drink with the clerk immediately.

About ten square meters of small gold wardrobe, are all basic funds.

White cotton T-shirt, black suit trousers, plain colored little suit.

Young girls buy clothes mainly for fashion and color, while the small gold wardrobe is more concerned with providing tailored clothing to customers, which can better highlight the customer's figure.

80% of the clothes in Xiaojin wardrobe are M or S, and more than half of them are M.

"Women tend to buy smaller clothes and get better shape."

This is Xiaojin's personal management skills.

The clothes of Xiaojin wardrobe can also be worn after washing, and a simple basic matching is a star equipment.

So the repeat customers are on the rise.

Soon the boss of the despot did not work.

This small ten square meter small gold closet almost diverted all the women's customers in the mall, and the small gold wardrobe moved out of business because of its hot business.

"Your clothes are too formal.

"Why don't you wear it?" "why don't you have any red or yellow clothes? Why do you have any lace in this season? Why are your clothes so dark?"

When someone later asked if there was a dress for the next size one, the little gold with a straight temper allowed her to lose weight first.

When this argument is more numerous, Xiao Jin has begun to waver. After all, the customers are almost all Chinese, while Chinese estimate that the formal dress is understood as a work clothes. In fact, formal dress can also be very simple and classic.

Different ways of collocation are different temperament.

China does not have such a habit of dressing, but the distinction is not very obvious.

Should we consider the actual situation in China? {page_break}

So she began to enter some L, bright clothes, stubborn little gold decided to die, nor into the lace dress, "I really can not imagine the staff of foreign SOHO foreign invested enterprises, CBD PR wearing lace clothes to work."

Little Phnom Penh described it with laughter.

But at the end of the month, when cleaning up inventory, it was discovered that the last thing left was not L size clothes, but bright colors.

Xiao Jin thinks this is a signal: the positioning of Xiaojin wardrobe has been affirmed. It should stick to its formal dress and Joker positioning instead of following the market.

Catch up with the popular run, but will let the small gold closet personality loss.

Since then, she has listened to her own beauty more.

The series of clothing is definitely not round head shoes and heel shoes, all shoes are thin and heel.

Clothes should not be overdone.

Refuse everything that is not good.

High waist shirts, slender black suits, chic hats and thin heels are the best selling products of the small gold wardrobe.

Before buying, the fussy customer was dressed in a small gold wardrobe and became a loyal customer of a small gold wardrobe.

Xiao Jin has studied the average age of customers, ranging from 25 to 40 years old. The core customers are women aged 29 to 35.

Most of them work in foreign companies, media and banks.

These consumers have gained some social status and have the ability to consume.

The little gold wardrobe understands the daily dressing habits of these white collar women.

Her customers gradually expanded from the white-collar of SOHO office to the host of the TV station, the PR of CBD business district and the staff of CBD foreign company.

Since 2007, there have been more customers in the past four or five years.

Why don't small gold wardrobes sell bags, because consumers of small gold closets are sure to carry designer bags.

Xiao Jin believes that the clothing market is different, clothes are constantly changing, and Chinese fashion trends and fashion are still the core keywords.

They can afford big clothes, but they are unlikely to buy too many big clothes.

2009 is a key turning point for the small gold wardrobe. Xiao Jin has registered the women's clothing brand Kim 's Closet, putting the weight of the business to Kim' s Closet women's wear brand.

She made a quick decision to end her interest in business and stop playing the business of gambling.

A year later, she resigned from the bank's work, telephoned her friend who worked in L'OREAL group, and began to pave the way for Kim 's Closet.

Kim 's Closet is exploring such a way: it can be completed by tailoring, concise style and classic color.

The fusion of fashion and fashion provides a high quality medium price choice for good quality white-collar women.

In terms of pricing, the basic dress is less than one hundred yuan, Masa Maso some thirty thousand or forty thousand fur, Kim 's Closet only 4 thousand yuan.

Kim 's Closet will always insist on providing classic clothes for the medium priced market.

Many old customers reacted to buy a simple lady's white shirt. Now most of the shirts on the market are studded with water drill. After shopping in the mall, they will basically return empty handed.

On the bestseller list of Kim s Closet, the basic funds always sit tight, and customers often come over and ask if they have any white shirts last year, or they come to a certain clause type trousers a few years ago.

UNIQLO (UNIQLO) is a relatively good business of Xiaojin. In Jin Liangxiu's view, UNIQLO is walking a simple and versatile route.

But the style is simple.

However, his ideas and Kim 's Closet have some similarities.

1 years later, when UNIQLO was a small gold wardrobe, he entered China.

UNIQLO's operation capability and supply chain front-end and background management.

This is a very good system.

In 2011, the small gold wardrobe had five Direct stores, its business income doubled that of last year, and the market of Kim s Closet also became more fractionize, focusing on white collar women.