How Can We Make A More Long Tail Online Version Of Zara?

I recently came into contact with a start-up company called MadeInID (Wechat:MadeInID), which mainly sells designer costumes, including clothing, trousers and jewelry.

If it's a business platform with independent designer's name, it's really not very attractive, but some of the founders' ideas make me feel a little bit interesting and can be discussed.

For example, she has always stressed to me that although the design of the products sold comes from independent designers, it does not want to be defined as "independent designer platform".

"We have no choice of self design team for product design, but we are open to all independent designers on the market and pay through royalty + royalty.

It means that the design team can expand indefinitely and have the meaning of "crowd pack".

Liu Yuan told krypton 36, "but designers are only part of our supply chain, and there is no need to take them out to enlarge them."

In fact, when we mention the designer brand, we may think of ALEXANDRE WANG or MCQUEEN abroad, but it is hard to name a famous designer brand in China.

Liu Yuan said that the domestic designers who had a good background were unwilling to drop their prices, and generally defined their brands at low price and above, but this also caused their embarrassment.

First, the high price means the narrowing of the audience, but the people who have the luxury spending power are more picky.

"Independent designers in China usually rent a small studio by themselves, and then hire a 2~3 helper. The quality of the clothes does not match the price he sets.

At the same price, consumers are more willing to choose foreign brands, especially now sea shopping is very convenient.

Secondly, the existing independent designer brand product design is too "sharp", most consumers will not feel suitable for everyday wear.

In this way, the frequency of user purchase can not be fed back to the back end supply chain, designers do not go to the factory's order quantity, and they prefer to pick some rare fabrics. Factories often do not want to take such orders, and the cost of production is not coming down.

Finally, independent designers are generally short of sales and

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"Now, a popular way of publicity is to find celebrities to wear their own brands, and use KOL's method to become famous.

But after all, only a small number of star resources are available, and most designers are in a very difficult position.

Liu Yuan said.

If an online version of ZARA is positioned in the market for those users who are not so light on the demand for design, they may be able to eat the more long tailed fast fashion market.

Because the storage and circulation channels are large enough for the Internet to gather more personalized, more fragmented and more unpopular consumer demand, the platform can also complete the supply by the way of independent designer crowdsourcing in a way that does not exist at the earliest cost and produces quickly.

"ZARA's style design will learn more from the international brand, there is the feeling of copy, we will avoid this point, there are still different styles of designers exist."

Liu Yuan said.

But I find it somewhat paradoxical that although MadelnlD has been emphasizing the need to downplay the label of "independent designer", we want to talk about the designer's story in marketing.

Specifically, it is a copywriting editor for each product, explaining the background and concept of the designer.

Liu Yuan's explanation is that the independent designer is only their marketing tool.

In the future, will MadelnlD want to create every designer as KOL to create "net red effect"? Liu Yuan said she thought the independent designer and the common sense of "net red" were quite different. Independent designers were generally not good at speaking, and would not pack themselves, so they did not consider joining social elements for the time being.

According to the data provided by the team,

Has completed millions of angel financing, is currently looking for Pre-A round, founder Liu Yuan in Milan, Italy, reading luxury management MBA, another founder has ten years of experience in the field of clothing, and last year received a master's degree in fashion strategy management from University of the Arts in London.

In view of the existing problems of independent designer brands in China, MadelnlD has made corresponding adjustments.

For example, when MadelnlD set the consumption crowd, the target market was moved from light luxury to the fast fashion field of 300~400 yuan yuan unit price, thereby expanding the audience scope.

At the same time, when examining the manuscripts provided by designers, an important measure for MadelnlD is whether it fits the daily dressing scenes of the public.

The clothes on the platform are defined as "constant clothing + some sense of design", but daily life is a more crucial factor.

After the design draft is approved, MadelnlD will send the drawings to the cooperative factory for proofing and production, and finally on the platform.

The whole process takes about a month from pitch designers to clothes factories.

On the platform for two months, MadelnlD currently has 15 co signed designers, each offering a monthly 3~5 of $75. The total number of new products will be up to 75 per month. In the future, more independent designers will be signed to ensure new speed.

From the perspective of the whole model, it may be possible to describe what MadelnlD wants to do as a "more long tail online version of ZARA".