Wang Peiyi'S Brand Growth Path

Before the rapid development of Chinese buyer shops and e-commerce channels, Wang Peiyi relied on studio semi custom mode for a long time to maintain operation.

Management and promotion are not what Wang Peiyi is good at, and opening up the market has gone through a long process.

At that time, Wang Peiyi's studio was in a commercial and residential building. There was no store along the street. The biggest difficulty of the brand was no guests.

But before, when he was employed by a clothing company, Wang Peiyi had already made a large number of friends.

Photographers, make-up artists and fashion media people, they also made the first group of fashion videos for Wang Pei Yi, and pushed their works to fashion magazines editors.

After that, Wang Peiyi's design can be selected for stars with Lanvin, Chanel and other international brands, and fashion designers and celebrities come to borrow films from Wang Peiyi.

Wang Peiyi's works began to spread through the word-of-mouth spread of small circles.

Wang Peiyi's first real customer was a set of photos taken in the fashion bazaar magazine, and he found his studio and made a set of skirts.

"If designers don't show up, the sense of brand will be very weak."

Wang Xiaodong, vice president of Xuan Wei, Huambo, said that in 2006, Wang Peiyi met Wang Xiaodong on a show with PANTENE, and completed his personal debut with his help.

The brand has begun to have a complete image. "Cool sexy, noble, soft, and some sense of distance", he will use exquisite embroidery, complex lace and crystal.

In 2006, a friend introduced actor Zeng Li to invite him.

His own fluffy dress at the ninth Shanghai International Film Festival.

Wang Peiyi designed five sets of plans for Zeng Li, and finally she chose the red skirt.

After the introduction of the stars, Wang Peiyi also began to build up his reputation in the stars.

Zhao Wei, Zhang Ziyi, Fan Bingbing, Gao Yuanyuan, almost all the first ladies have worn the dress designed by Wang Peiyi.

But in the past ten years, Wang Peiyi's brand has not undergone any sudden and rapid change. Even though a certain star has been wearing his skirt, it has attracted more and more attention. However, after the gust, the sales volume of the brand has not been obviously promoted.

Wang Peiyi described the development path of his brand as a step by step process. He gradually drew out the style and location of the brand based on making clothes, and also accumulated a little bit of brand influence. In the first 5 years, he had been waiting for the coming of the market development period.