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Chinese Jeff Chang'S Men'S Clothing Brand Venture Road

2013/10/3 9:27:00 33

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in a hot summer last year, Jeff Chang (Jeff Zhang) was running around in New York, looking for a perfect white a href= "http://www.91se91.com/news/index_f.asp" shirt "/a" to attend a friend's wedding. These cheap fashion brands such as H&M and Zara are hard to please him, but they still spend the $150 he thought absurd. He bought a shirt that is high quality, fit and not so old. 
"P" is the reason why he has sprouted the idea of opening her own "a href=" http://www.91se91.com/news/index_f.asp "men's clothing brand < /a". In May, Geoff founded Spectre &Co., an online retailer, selling high quality men's suit shirts at a price of $45 to $65 per Spectre. Although there is only one men's clothing business, the company has sold about 900 shirts. When it comes to high level of customer satisfaction, only two of these sales are returned. Its rapid development has attracted the attention of Amazon.com, which has invited Spectre to join the clothing area of the website. According to mail from Amazon, the clothing area of the website has not been recruited for many years before, and it has recently been reopened to businesses that have passed the trial. 
 the 27 year old a href= "http://www.91se91.com/pioneer/" > Geoff < /a > is the first entrepreneur. At present, the company has established a comprehensive infrastructure structure. Spectre's clothing was produced in a factory in the outskirts of Shanghai and supervised by a designer who worked for Ascot Chang. Shi Ge is a Hongkong enterprise that has made high-end custom shirts and has been established for sixty years. Although Spectre shirts are not tailored, their sleeves can be adjusted according to customer requirements. The finished product will be spanported to a warehouse in Washington port, New York, and sent to American customers from here. 
 all these possibilities are inseparable from their family resources. In fact, Spectre's production line and warehouse belong to his father's uniform manufacturer J.W.E. in New York. The company has annual sales of 20 million US dollars, and has more customers like Burger King, Chanel (Chanel), Disney (Disney) and Hilton (Hilton). Geoff's father Lao Zhang was sent to the United States by the Shanghai press in 1983. Soon after he started the antique trade business, he switched to the wholesale business of pajamas for 17 years, and ended up with too little profit. From these experiences, Lao Zhang learned that the clothing retailing industry in the United States is an oligopoly market squeezed by profits. It is very difficult to grow bigger. 
 this is the father and son soldier through vertical integration operation, is making Spectre quickly become the Wahl Warby Parker in men's wear field. "We have our own factories, distribution channels and retail platforms, so our pricing is completely spanparent." Geoff said. He also pointed out that the Internet is pulling the garment industry away from the traditional wholesale mode. Manufacturers no longer need to compete for limited counters in large department stores. Instead, they can now bring products directly to customers and skip all intermediaries that raise prices. Geoff said, so that we can buy less than half the price of high-end clothing that you see at Bloomingdale s and s Marcus (Nieman Marcus). 
 the work of father and son must be divided into two parts. As a "ABC" (American born Chinese), Geoff is more adept at figuring out the psychology of target customers, chasing young fashion white-collar workers. After years of indulging in fashion websites like LookBook and The Satorialist, he has enough confidence to choose fabrics and design shirts carefully. At the same time, he kept the Facebook pages and websites of the store, and he would write blogs every week to provide fashionable suggestions, such as "a mixture like an expert." In order to establish customer loyalty, he also answered individual customers' enquiries about the 00 loose mail on the first date or the interview. 
Lao P, who is 63 years old, doesn't know the fancy stuff on the Internet. He is better at supervising production in China. His Uniform company employs 500 workers. Of course, the production of the two companies is separate. To ensure the quality of Spectre, the professional product director from Shi Ge recruited 25 local tailors who had made shirts for life. Of course, the wages of these people are significantly higher than those of other ordinary workers. But Geoff thinks they represent Spectre's product quality and company image: "we want ourselves to be different from the fast fashion retailers who employ cheap labor." 
 Lao Zhang, as an experienced consultant, is still alive and ready to build up pajamas and Uniform company from scratch. The former had a $30 million business before capital turnover. Perhaps for this reason, Lao Zhang has always warned Geoff to be patient with growth and maintain healthy cash flow. "If he produces 10 thousand or 20 thousand shirts for the first time, the company will go bankrupt immediately. You have to settle accounts, pay taxes, and where do the money come from? "Lao Zhang said. That's why he provides his son with infrastructural resources rather than financial support - $40 thousand of venture capital (excluding production costs) is Geoff's personal savings after five years of financial and consulting work after graduation from New York University. "By the end of this year, he has to pay for my production cost." Lao Zhang stressed. 
 as Geoff's marketing strategy shows, he has clearly remembered his father's words. Geoff did not choose to spend much money to advertise on some famous search engines such as Google (Google). Instead, he spent thousands of dollars to rent several temporary venues in the Soho district and Chelsea District of lower Manhattan. The former is a busy shopping district, which is full of vogue boutiques and high-end chain stores. The latter is a place frequented by New York fashion designers. What is Geoff's idea? Face to face communication with customers is the most cost effective advertisement in the early stage of an enterprise. For future marketing activities, he is looking for local community newspapers in the suburbs of New York, because the cost of advertising in these newspapers is only a few hundred dollars, but it can still make many families know this brand. 
 now Geoff is preparing to expand his business to become a supplier of Amazon Prime. Amazon will help solve his biggest challenge - bringing his business from word of mouth to the public. "What he wants is traffic." Just as Lao Zhang meant. Both Lao Zhang and Xiao Zhang believe that they have a good business model and have great potential for long-term growth. "If you can maintain the quality of department stores, the very affordable prices and the wide range of distribution channels, I can't find out why it will not succeed," Lao Zhang confidently said. "It's only a matter of time."