Clothing Brand Story "Mustard Original" Pursuit Of High-End Chinese Trend

< p > it is not hard to imagine that mustard is fighting from minute to minute on the way from creativity to overpass, and how mustard can achieve today's achievement. Undoubtedly, in-depth research and development of products is a magic weapon for success. < /p >
< p > "Mustard original" < a href= "http://www.91se91.com/pioneer/" > designer < /a >: Xu Xiaoyan (big mustard) and Zhao Shuang (old end). < /p >
< p > in the modern archaized architecture group in Gaobeidian, Beijing, we have found the original mustard. < /p >
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< p > "Mustard" has been a small test knife on Taobao online since 2009. After 4 years of hard work and innovation, it now has three major online shops -- Tmall, Taobao and 1 stores. < /p >
< p > it is not hard to imagine that mustard is fighting from minute to minute on the way from creativity to overpass, and how mustard can achieve today's achievement. Undoubtedly, in-depth research and development of products is a magic weapon for success. < /p >
< p > mustard says: the market is infinite, as long as you have ideas and creativity. High end original Chinese trend card is the direction we have been working hard for. < /p >
< p > < strong > [designer interview] < /strong > /p >
< p > reporter: why do you want to start the "Mustard original" brand? < /p >
< p > Xu Xiaoyan: before the two brands were founded, they were both designers in foreign enterprises, because they were like-minded and addicted to Chinese traditional culture. Clothes are choosy, and you can't find your own satisfaction. In the early 2009, we designed some of our favorite Chinese styles, and were evaluated by friends around us as "nice, a bit damp" clothes, and asked us to help them do some... So two people decided to design their favorite Chinese fashion clothes. < /p >
< p > reporter: how to prepare for the early stage of entrepreneurship? < /p >
< p > Xu Xiaoyan: we first registered "Mustard original" < a href= "http://www.91se91.com/news/index_f.asp" > clothing brand < /a >. At the beginning, we invested less capital, and we did more careful. We would have different angles of research and demonstration for everything. For example, the research on online and offline before opening a shop is about one year. < /p >
< p > Xu Xiaoyan: the detailed preparatory work has provided us with a lot of detailed research on Taobao's online market and offline. It feels that the market is still relatively large and has great confidence in China's market demand, so we began to try to start a business. From the early stage of our business, we bought one on the Internet and we made one. Now we have mass production and design, and mustard has maintained a relatively stable growth. < /p >
< p > Xu Xiaoyan: from a shop to date, after a period of expansion, what personnel does the mustard team include? < /p >
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< p > we have a relatively complete set of design, production, promotion, sales and logistics as a whole from today's shop, including fashion designers and graphic designers who are also addicted to traditional Chinese culture and devoted to traditional oriental aesthetics research. We also have our own small-scale production workshop and many old teachers, as well as our marketing promotion, customer service and logistics teams. The brothers in the group (we call our own brothers) often meet together. Appreciate each other, everyone is coming together because of common interest. < /p >
< p > reporter: how does mustard achieve the ingenious combination of tradition and fashion to maintain a lasting original and innovative design? < /p >
< p > Xu Xiaoyan: we always feel that young people can not accept Chinese style clothes, but that they can offer little choice to you. Chinese clothing is not too old for people. It is too soft, lacking in the sense of the times and looking at it. Under the online and offline, it can be remembered that there are a lot of old and middle-aged brands, which are simply unrealistic vase series and house cover series. Who would like to wear it? Why many Japanese designers can perform well and design Oriental and pioneering costumes. Why can British designers play both Vitoria style and destructive clothing? < /p >
< p > traditional culture is always a treasure for designers to draw nourishment. How to play depends on the savvy of designers and the understanding of life. Unconventional innovation is not an end. It simply lacks the sense of freshness. When we design the first draft, every time we have crazy desire to design a series of costumes, we constantly urge the printer and sample workers to hurry up and make them. I think this is life. We are eager to wear ourselves to Sanlitun Houhai (bar street in Beijing) and so on. Why? Because these clothes are very damp and very stylish. If you don't design with this strong desire, why do you think someone will like to wear them? We feel that if we want to design clothes that we like, first of all, we should love life. < /p >
< p > reporter: what are the problems in mustard management? < /p >
< p > Xu Xiaoyan: the speed of production is relatively slow, far behind the needs of customers. Nowadays, there are more products sold in stores, and we have higher requirements for production, processing and quality. Later, we will gradually expand the development and management of processing chains. Work with better processors to produce more and faster works. Perhaps the most difficult time has not yet come. We always act in a style of steady victory. < /p >
< p > reporter: what is the biggest advantage and characteristics of mustard? < /p >
< p > Xu Xiaoyan: 1, pay attention to the individuality and uniqueness of the product itself. 2, a team that is good at learning and teamwork. 3, adhere to all customer demand oriented business awareness. 4, regardless of brand spirit, product positioning or team building is based on Chinese traditional culture. < /p >
< p > reporter: what are the promotional methods of mustard? < /p >
< p > Xu Xiaoyan: we are not really good at promotion. We rely on the accumulation of old customers and pass word of mouth. We only tried through through trains. Our core of promotion is still product design. In the future, we will gradually strengthen the promotion. After all, let more people know that there will be more people to share. < /p >
< p > reporter: is there any new plan for the next mustard? < /p >
Xu Xiaoyan: entering 2014, we plan to enter several online outlets, such as Jingdong. At the same time, we also plan to launch two new brands with different styles and positions this year. One brand is "big hidden". It is a little Zen flavor for the age of 35 to 55 years old. < a href= "http://www.91se91.com/news/index_f.asp" > Chinese dress < /a >; the other is the brand is "P", mainly for the 18-30 year old age group, but still takes the Chinese original design as the core, and also hopes to let more people share the original design of the Chinese style, and give more people the chance to choose. < /p >