Bringing Chinese Dragons Into Fashion

It is considered the only luxury brand in the world with Chinese identification.

"The Chinese dragon and the double happiness have been merged into the western fashion industry.

Some people regard the birth of Shanghai as the Chinese mainland.

The beginning.

Lei Fuyi, the president of his brand, is a typical Frenchman who has a religious fanaticism towards traditional culture. Perhaps this is the reason that "Shanghai" insists on Oriental elements and moves towards the world.

French people who like Feng Shui

He said that this very Chinese name came from a geomantic omen.

During the interview, he constantly emphasized this point to show his understanding of Chinese traditional culture.

After living in Hongkong for more than 10 years, the apartment where he lived was pointed out to have mountains and water and excellent Feng Shui.

Then, when he was decorating his office in Hongkong, he once again invited himself to believe in feng shui master.

"My office is on the two floor. I could have seen a beautiful sea view.

But later, Mr. Feng Shui said, "we should pay attention to the back of the mountain, so he suggested putting the office back and I did it, but unfortunately I could not see the sea."

Now, Lei Fuyi, who is the name of "Shanghai", has been wearing "Shanghai" clothes to attend various occasions everyday.

Ask him if he is dressed for propaganda purposes.

He answered firmly: "No!"

He said, "I like" Shanghai ". Since I took over the brand, I never wore a tie again." Shanghai "freed the man from his tie.

On the other hand, he painted his neck with his hand on his neck.

He jokes that there is another reason why he wears "Shanghai" everyday, that is, he can use his authority to add his favorite design elements so that he can wear his favorite clothes every day.

A nearly crazy act.

In fact, Lei Fu Yi can take another golden road on the road of luxury.

Before he came to "Shanghai", he had been president of the count's Asia Pacific region, and was about to return to Europe to succeed CEO.. At that time, he suddenly made a move that made his friends think he was crazy.

"At that time, I found my boss at the peak group," I said, "I know you have a" Shanghai brand "below. The development is not very good. I want to try it.

Lei Fuyi stayed in his favorite Asia.

And the first thing he did after he arrived was to turn a potential opponent into his own design director.

Joanne Ooi, a Chinese American, was born in Singapore and was in the United States. She didn't speak Chinese at all, but she was always in love with Chinese cheongsam, and she always wanted to find her own roots in China with fashion design.

After she broke free from her original legal work, she was ready to display her skills in the fashion industry, and this really posed a threat to "Shanghai", because Joanne Ooi opened its shop opposite the flagship store in Shanghai, Hongkong.

Lei Fuyi did not turn a blind eye to such provocation as most people did. After a friend's introduction, he invited Joanne Ooi to his shop and asked her to give advice.

And Joanne Ooi also pointed out in plain air that "this is a high priced Chinese department store, which allows foreigners to buy souvenirs, and can't enter the fashion world at all."

This straightforward expression made him happy, but he felt that he had found a partner who could work together to reverse the situation.

In this way, three months after his arrival, Lei Fu Yi hired Joanne Ooi as the creative director of "Shanghai" and turned his enemy into a friend.

After that, Lei Fu Yi also formally embarked on the road of building "Shanghai" into China's luxury brand.

He said, "Chinese culture is great. Everyone knows it, so there is no need to copy anyone else. That's what I want to tell others through" Shanghai. "

Cultivating brand requires patience.

When Lei Fuyi arrived in Shanghai, he did not give up his complex for the list because of different fields. He wanted to create a watch in the new brand and make his own dream come true.

So he personally participated in the design of a "Shanghai" watch.

"We will not price it very high, but it is absolutely exquisite."

Lei Fuyi said, holding the watch.

The watch is very large with simple dial, clear figures and obvious minimalism.

"This is made in China, and most people are shy about making these words in China. I am proud of that."

Lei Fuyi said.

Lei Fuyi has been leading a Chinese brand for more than ten years in the international luxury industry, so it is easy to see why China lacks its own luxury brand.

"When I first accepted" Shanghai ", the biggest difficulty was to let Chinese consumers recognize this brand.

Because in people's minds, stereotypes are already formed, and luxury goods are western.

Lei Fuyi said that this is one of the psychological barriers that Chinese brands can not succeed.

Another is the vision of Chinese entrepreneurs.

"Anyone who does business wants to make money as quickly as possible, which is not wrong, but it takes time to cultivate a brand into a luxury brand, which requires entrepreneurs to be less eager for quick success and instant benefits."

In the eyes of ray Fu Yi, China does not lack financial support, nor does it lack consumers. What is missing is the idea of fashion and the patience to cultivate brands.

The world's only luxury brand with Chinese identification has incorporated the Chinese dragon and the double happiness into the western fashion world. Just like Lei Fuyi himself, he has a pure European lineage but believes in the mysterious geomantic omen of the East.

"I hope that" Shanghai can be a dress that people can wear on any occasion, not just a souvenir with Chinese symbols that can be placed there. "

Lei Fuyi did not shy away from advertising for Shanghai.