The Two Generation Of Asian Fashion Empire: Wu Zongen

Deep ploughing of chain store Asia In order to narrow the distance between fashion and consumers, we often organize activities on a regular basis.

Behind the seemingly boyish name is a lively girl who loves to laugh. Wu Zongen was educated in Britain and the United States. His style of work was actually not a little foreign and free. Although it is a group of thousands of gold, it is not arbitrary airborne. In fact, Wu Zongen started from the assistant buyer of her department store, from purchasing, marketing to finance, and her grass-roots life in recent years made her see that she was facing the worries of the age of consumers and the loss of potential market. So the first thing she did was to redefine the department store's image and brand position and choose a flagship store up to 8000 square meters in Hongkong international financial center, which advertised the five star experience boutique.

She realized Consumption space The most direct feeling for consumers is the consumers. Lian Crawford Impression. So she invited the Yabu Pushelberg design team to redesign the interior space and introduce the works of contemporary artists to seek a new vision. At the same time, she chose to keep the buyer system of her department store, train her own purchases in every store, start at the front line of sales, start with the shopping guide staff, at least 3 years' experience and understand the needs of customers, so that they can advance to purchase. The most special point is that it doesn't differentiate products with brands, but rather divides them into categories, so that consumers can directly contact their products and receive different brands at the same time, indirectly cultivating the interaction between minority brands and consumers. However, in the face of the rise of e-commerce, lac Crawford, which relies mainly on the outlet market, needs to adjust the brand strategy in the future. Whether Wu Zongen can do it, the outside world is waiting to see with magnifying glass.

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Perhaps the most valuable contribution of Stella to animal rights and sustainable development in the fashion world lies in her influence outside her own business. Even with the most famous brands in the fashion industry, including Kering, Adidas, Gap, L, Or, Al, Procter, Gamble and H&M, she always sticks to her values.

In the process of working with H&M in designing a series, Stella is directly aware that she has been able to exert influence on larger enterprises on sustainability issues.

"For some things, we are uncompromising. We will stick to our guidelines. "We will persist in achieving organic and sustainable development," she said. "They should not have thought about this before, so we put this problem before them, and drew their attention, and then we succeeded. What we produced still made the masses want to have them, which opened their eyes to them and saw that commodities were swept away within 4 seconds, whether or not the T-shirt was organic."

Learning is mutual. In the partnership with Adidas, Adidas has also benefited a lot from Stella in its updated and more sustainable materials and clothing technology. She said this is of great importance for solving sustainability problems.

"The product I designed for Adidas is lighter, more unique and more refined. At that level, few sportswear manufacturers are able to compete with them. They are the most advanced people in the field of technology. They are driven by technology themselves. " Stella said, "I was looking for an entry to really enter the technology field. Now, "

Last year, she joined the brand-new Clevercare clothing identification system launched by H&M to guide consumers to take care of clothes while reducing washing. According to H&M, over 30% of the climate footprint of a garment occurs after clothes are taken out of stores, and this part is not difficult to reduce.

Of course, Stella also sowed the seeds of sustainable development to her long-term partner, Kai Yun group. The group has now set ambitious goals to achieve sustainability in the key areas of raw material procurement, paper use and packaging, water consumption, waste disposal and carbon emissions and toxic chemicals and materials in 2016. This year, Kai Yun will hand over the group's first Environmental profit and loss account (E P&L), including all its brands, and incorporate all the environmental impact of business activities into the calculation.

"If you want to design products that are more environmentally friendly, you can't do without creativity." Fran ois-Henri Pinault, chairman and chief executive officer of Kai Yun group at the London Fashion Institute's sustainable fashion center, said this evening when it formally formed five years' partnership with the centre. "Stella McCartney is a good example. As a leader in the field of sustainable fashion, the brand perfectly embodies both creativity and sustainability.

Although Stella said humbly that she did not make any contribution to the new strategy of Kai Yun group's sustainable development, she showed in practice that a luxury brand that adheres to the road of sustainable development can still make a contribution in business. It may be a great adventure at the beginning of the business, but now it is indeed a clever move.