Can Designers Balance And Balance "Design" And "Business"?

　　 Reporter: I heard you opened your shop very early? Did you share with us the experience at that time?

Liu Qingyang: just founded brand Not long after that, it happened to pass through a shopping mall's investment promotion department. After a brief inquiry, it decided to open a shop. At that time, there was no choice to enter the buyer's shop or collection shop first, because I just came back from England, and I didn't know much about the domestic situation, and at that time there were few shops.

At that time, the expectations for the first store were quite high, but unfortunately it lasted for only a year, and the main problem was the lack of passenger flow. When I opened second stores later, I fully learned the lessons of last time, and chose the Nanluogu Lane with a larger flow of people. This time basically reached a profit and loss balance in only a year.

　　 Reporter: Why did you enter BNC peppermint glutinous rice scallion? Designer How much does the store help the brand?

Liu Qingyang: entering BNC peppermint glutinous rice scallion is my initiative to recommend myself. Thanks to the store manager's approval of Chictopia products, he was able to enter the shop. Chictopia ranked first in the first year of sales, and everyone was surprised. I really want to thank many editors, artists and customers who like my designs, not only buying them personally, but also recommending them to friends, media and so on.

　　 Reporter: and foreign capital team, Crawford, The Buddha How did the cooperation reach it?

Liu Qingyang: stationed in Buddha, because the buyer team contacted me at that time, he proposed to cooperate with the buyer, but I offered to open shop. The person in charge of the buyer team was very happy after that, and strongly recommended and supported my own shop.

It is also very pleasant to work with the lac Crawford team. They are very professional. It is precisely because of their professional advice that I changed from one season to two seasons in the previous year. Although the pressure is greater, it helps me grow faster.

After the opening of Lord Buddha's and Lafayette, customers responded wonderfully, and natural sales had been very good. Many old customers are very happy to shop there to buy Chictopia brand.

　　 Reporter: have you ever done cross-border or POPUP?

Liu Qingyang: in fact, no matter cross-border or POPUP, there is little cooperation, and we still want to concentrate on product and brand management.

The most interesting and interesting crossing is the TUMI, the US business travel brand. We jointly launched the TUMI X CHICTOPIA By Christine Lau series bags. I want to thank the Sarah Rutson, the fashion director of LC, for the first time that I have completed a whole product line across the border. I was impressed by the professionalism and effectiveness of the TUMI cooperation: the cooperation series contained as many as 10 single products, but at the second meeting, TUMI quickly produced all the samples and brought them to us.

　　 Reporter: what inspiration did you get from this crossover? Did you consider brand extension and launch accessories or even home products?

Liu Qingyang: of course, in the future, there are some considerations in this regard. (quietly, I have already thought about the name of the home brand in the future), but at the moment, it should avoid being too divergent, mainly focusing on building a better brand image and a more mature product.

　　 Reporter: what are the plans for building the Chictopia brand image?

Liu Qingyang: Recently I have been thinking about how to pass information on the brand and how to tell the brand story for everyone. Every brand has its own style. When customers understand the brand, they can better interpret these clothes.

　　 Reporter: what brand image do you think is more successful?

Liu Qingyang: I think a lot of brands are doing well, such as Chanel. After Xun Zhou becomes the spokesperson of Chanel, she can feel that her whole style is closely related to Chanel. It is very important for a brand to choose from artists to endorsements, willing to devote much time and effort to help stars create brand related images.

I also like the Swedish brand ACNE Studio. After all, no matter from the team or the capital, most of the designer brands can hardly match the well-known brands. But the propaganda way of ACNE Studio avant-garde literature and art makes me have a resonance. For example, they launched acne paper to successfully convey the brand concept.

　　 Reporter: is it effective for star artists to wear brand marketing?

Liu Qingyang: the costumes of star artists are very helpful to the exposure rate of brand products. If the brand is not well-known enough, this way can get a lot of attention. Many designer brands will contact artists to wear brand clothes, so that the sales of single products will naturally increase. But the overall building of the brand is a long-term effort. The help of the stars is limited, and it is difficult to convey the unique style of the brand.