How Did Anna Sui Manage Its Unique Business?

Many people in the fashion world are buying and selling brands, and many brands hand over their control to survive and develop. Chinese American fashion designer Xiao Zhimei (Anna Sui) is a rebellious and pragmatic one.

Since she founded the brand of the same name in 1981, she is committed to seeking development and innovation in an unusual way and maintaining her independence.

Before her appearance, the fashion industry in New York was monopolized by the fashion designer Bill Blass and Oscar de la Rent, the design style of the high polish design sportswear and the cute girl dress, because of the few designs between the two styles.

Some people think that she pioneered the fashion cool girl design style before others. The design is unique, which is quite different from that of a girl. But fashion people think her design still carries a strong "girl" flavor rather than a woman.

In the downturn of retail business, under the suggestion of friend Zack Carr (Calvin Klein design assistant), Sui opened its first store in SoHo area Greene Street, with a small area and cheap rent. She signed a long-term agreement for 23 years.

Her unique design style has attracted American retailers Neiman Marcus and Lord & Taylor, providing her with venues to expand her retail business.

Although Sui has no online shop, her designs are sold in Shopbop. com, Net-a-porter.com, anthropologie.com and Amazon.com.

What people are interested in is the opportunity she grasps.

In the early days, Nobukazu Muto and vice president of Isetan, a famous Japanese department store, expressed strong interest in her brand.

Sui told reporters that Japanese companies were looking for New York designers.

The condition for her was to open a store in Japan, and promised to give her 12 brand authorization.

Twenty years later, it still retained the authorization of Anna Sui to produce and sell in Japan.

Sui sighed, "without them, there would be no independent brand Anna Sui today.

This means having its own beauty and perfume product line.

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It's hard to make money. With these brand licensed products, everything can be made possible. "

This store in New York is very attractive to young tourists in Asia, which proves the necessity of Sui to add boutiques.

At present, there are 54 independent stores and 150 department stores in Anna Sui, all in Asia: Japan, mainland China, Hongkong, Taiwan, Singapore and Malaysia.

Such a concentrated distribution reflects her keen market insight, where she is willing to go wherever she has a business.

This year, Anna Sui opened twelfth stores in Japan, and Japan is the most stable brand market.

She jokes that she even owns a Anna Sui fan of her three generations.

Fine street street culture in Japan, you can see that it coincides with the Anna Sui design.

Japanese fashion girls are bold and diverse in style and across borders. This brings many lessons to their brands: whether it is Vitoria wind, screen sirens, Art Deco (European architecture new style of art in the late nineteenth Century) or the recent trip to Tahiti Island, they all carry a female breath.

Sui believes that its brand (as a Western brand) can quickly integrate into the Japanese market from its Asian origin (both parents are Chinese).

"Many people want to ask me the knack of becoming a designer," she said.

I want to say that I started from scratch and no one helped me.

What I do is independence.

I run the company myself. "

The first company to launch cosmetics with Anna Sui was the Japanese cosmetics company Albion, which took 3 years to obtain production license.

Tight Anna Sui followed the launch of the perfume line with Wella Wella AG (Wella), which was acquired by Procter & Gamble (P&G).

At present, the French perfume manufacturer Inter Parfums holds the license.

Sui broke its insipid aesthetic with its own unique packaging: the black gloss packaging is decorated with the rose pattern (imitation).

This is a huge impact on the whole market. Brand produces and sells 17 kinds of perfume, 9 of which are still sold.

La Vie de Boh me (below), Secret Wish, which features a unique perfume bottle with a unique styling bottle, is sold in the global beauty store Sephora.

However, the business of Anna Sui is not always smooth. In the 1 licensing categories of the brand, only perfume, cosmetics, glasses, underwear and the latest bathing suits cooperated with Onis are sold all over the world.

Other general needs such as leather goods, socks and jewellery are only sold in Asia.

Especially for handkerchiefs and handkerchiefs, there are many traditional gift etiquette in Asia. Many products cater to the needs of the market and are equipped with specially designed boxes.

Anna Sui worked in Italy fashion brand Iceberg for seven years.

After the establishment of personal brand reputation, she has many high-profile cooperation with many brands, including: Coach, Victoria 's Secret, Tumi, Target including surfing equipment brand O' Neill.

Sui is satisfied with the location of the new store. Other retail outlets on the other side include Tomorrowland, Pas de Calais, Selima Optique and Isabel Marant.

In addition, she mentioned Sunrise, a nearby Japanese grocery store. She thought it was very important to attract people. People living nearby would often pass by her shop.

Sui Greene said: "the SoHo of Street Street has now become a shopping mall. It has just started with West Broadway, and the whole street has changed.

Suddenly there was a brand like Tiffany that brought different customers and brought more business, but at the same time some special customers disappeared.

It's like a lot of snack bars are popular here, and then there are no more.