What Is The Brand Of Underwear And Pajamas?

Telephone interview with Ye Yimei and Peng Xiao is about eight in the evening.

This is usually a gap between two working hours during the day and at night.

Dinner is usually settled at this time.

"Ah, it's already eight o'clock... Before it's too late, we haven't eaten yet. Can you wait for us?" eight o'clock, Peng Xiao FA came to the information.

In the twelve hours before that, Peng Xiao and Ye Yimei first visited the cooperative factory in the outskirts of Guangzhou, then went on a stroll.

The market selected materials for the new series, and then saw the master of plate making finalize the follow-up work.

In the evening, they returned to the city, but they hurried to go with the family.

The promotion of cooperative flower shops discussed the details of the promotion of Tanabata, and immediately talked about the dark.

Forbedfellow founder Ye Yimei (left) and Peng Xiao (right)

Ye Yimei and Peng Xiao are household clothes.

The founder of Forbedfellow.

The two graduated from Donghua University in 2012 and 2013.

After that, ye Yi Mei entered a fashion Brand Company in Shanghai as a designer. After winning the first place in a fashion design competition in China, she resigned and went to Milan for further education.

And Peng Xiao, after graduation, served in luxury brands and domestic clothing brands, and accumulated experience in sales and business operations.

At the end of the 2016 Spring Festival holiday, two people began to start Forbedfellow full-time.

Ye Yimei worked as a designer, and Peng Xiao was mainly responsible for the commercial operation of supply chain management, marketing and sales.

However, the division of labor is not so clear. They are sticking together almost all the time, and the big and small matters of the company will be discussed.

From answering questions, they can see clearly when they have a tacit understanding.

"The experience of our own life study and work makes us feel that there is a market gap here."

Peng Xiaoxian opened his speech and talked about the reasons why he decided to make a home clothes brand.

"The pajamas in the domestic market are neither too advanced nor too low, so I feel that maybe we can make a brand ourselves."

Peng Xiao's words just stopped, ye Yi Mei quickly added.

You can see that the market gap that ye Yi Mei and Peng Xiao want to grasp are not only the pricing but also the aesthetic ones, looking around the Taobao store of Forbedfellow, the main selling channel of the brand.

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From the pricing point of view, Forbedfellow is in the mid-range level.

It sells a set of cotton or Chiffon two piece sets containing sling and shorts at a price of up to 350 yuan, while three sets of mulberry silk long sleeved pajamas, sling and shorts are priced at 899 yuan.

The latter is the highest priced commodity sold in the store.

Aesthetically speaking, Forbedfellow avoids knitted T-shirts, which are not easy to highlight the texture of a single product. Instead of ensuring the comfort level, they pursue young and fashionable styles from selecting materials, matching colors, printing and tailoring.

The brand's star products include geometric lace pajamas, silk pajamas shirts and crash colors printed shirt collar gowns, etc., all in line with the prevailing pajamas wearing the wind.

In Peng Xiu's three home buyers' show of five times, many buyers did wear the fashionable household clothes to the streets.

"We wrote in our WeChat public address that we should treat a pajamas like fashion," Ye Yimei said. "The trend of pajamas is definitely helpful to our development, but we still want to guide customers to pay more attention to home clothes.

Now we all pursue exquisite and exquisite life, so exquisite and exquisite home clothes should also be a part of life.

Forbedfellow products are displayed centrally.

Over the past two or three years, the global wear of pajamas has given rise to many opportunities for the birth and development of pajamas brands.

It is the product of this trend that we are good at making large printing shirts F.R.S (FOR RESTLESS SLEEPERS), Sleepy Jones, which is most often taken by street people, dressed in the streets of Ukraine, Kate, Zubarieva and Asya Varetsa jointly created by two former fashion editors.

Many garment brands have also opened up pajamas product lines, such as Kate Spade and Equipment.

From this point of view, ye Yi Mei and Peng Xiao set up a good time for Forbedfellow.

But even if the trend of pajamas goes out for a while, it gives customers the opportunity to recognize and accept the brand of fashionable home clothes. However, in the Chinese market and from the perspective of brand long-term development, the survival and development of brands such as Forbedfellow must rely on customer awareness of consumption.

The report on the trend of lingerie consumption released by the first financial and business data center shows that the current domestic clothing industry (involving commodity categories including women's underwear, underwear, pajamas, home wear, thermal underwear and underwear) is at a rapid growth stage, with an annual growth rate of two figures. In 2013 -2018, the composite growth rate could exceed 90%.

The Research Report of the "2015 Q3 underwear underwear / home clothes industry" jointly released by Taobao and the Internet also pointed out that the main purchase of underwear household clothing is women under 35 years old. Among them, the proportion of young people aged 19-22 has been increasing year by year since 2011. At the same time, these consumers are mostly high-end users in one or two grade cities, but the urban and grade subsidence in the past 5 years is very obvious.

Therefore, we can conclude that the age of underwear and the dimension of purchasing power show an increasing trend of popularity.

"There must be market opportunities. The market gap is too big."

A few days later, I met Liang Caifen in an office building on Yanping Road in Shanghai. Her words were very familiar.

Liang Caifen is the founder of brand Atelier Intimo.

She has been responsible for sales related work in AVON, L'OREAL, LVMH and other foreign enterprises, and officially resigned in 2014.

In June 2015, she moved to the office building with her partner and chief designer Han Ting.

On the same day, they released the first series of brands.

Atelier Intimo specializes in female underwear made of imported fabrics. It is similar to Forbedfellow's design idea. It also focuses on fashionable and exquisite style from the perspective of style and color. It hopes to make a distinction between Chinese and high-end luxury brands in terms of aesthetics and texture.

But the price range of Atelier Intimo is higher than that of Forbedfellow, and is between the international high-end brands such as La Perla and the middle end commercial brands.

The most expensive single item sold by Atelier Intimo is a silk gown with lace, priced at 4200 yuan, and the average price of lace underwear suits is between 1500 yuan and 2000 yuan.

Liang Caifen (left one), Han Ting (right two) and the model in the brand 2016 spring summer conference photo.

Another difference between Forbellow and home furnishing clothes is that underwear needs to meet certain functional requirements besides being nice and comfortable.

Not to mention the fashionable and healthy underwear that is now popular in the market, a standard underwear should at least have the function of supporting and shaping.

"A good underwear needs 36 processes to make it. The Asian and European versions are the same," Liang Caifen said, pointing to the underwear worn by a model not far away. "But like the Asian Version, there must be more side bones on the left and right sides, because the skeleton structure of the Asians is different from those in Europe and the United States, so that the problem of secondary milk can be avoided."

Liang Caifen has received training from Taiwan underwear market sales experts in his previous work experience, so he has some research and cognition on the underwear version and function, especially the Asian version underwear.

These knowledge, coupled with the vision of designer Han Ting, became the foundation of Atelier Intimo's entrepreneurship and attracted angel investment for them.

Underwear can be used as a pioneering project, and it also needs to face more complicated problems. The size of an underwear is not written on S, M and L.

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According to the international standard, the size mark of underwear is made up of the size of the lower chest and the size of the cup.

According to the actual size of the lower bust, the size of the lower bust is generally 70, 75, 80, 85 and 90. The size of the bra is determined by the size of the upper bust size minus the bust size, and the corresponding size is marked from A to F.

Several combinations of arrangements, Underwear Size complexity can be imagined.

Such a high degree of complexity directly determines the difficulty of brand management in production.

Carelessly, the brand is likely to face the backlog problem of individual size inventory.

Liang Caifen takes into account that Aterlier Intimo is mainly targeted at Chinese customers. Therefore, the upper limit of the brand cup is set to E, and the upper limit is set to 85, which limits the range of parameters needed to calculate the output.

At the same time, according to the different styles and the past sales records, she will also increase or reduce the production of individual sizes.

"This is also related to cooperation with factories.

If a person buys a small size, I will probably choose not to produce it, because too small a production order is not able to meet the minimum quantity requirement of the factory unless it is added. "

Liang Caifen said, "I can't help it. I know I can't make everyone's money."

Atelier Intimo product diagram

How to control cost and stabilize capital flow is a problem that all entrepreneurs need to solve.

At the beginning of its establishment, Atelier Intimo had invested money and had no capital to invest in production, but it also had to face the problems of production management and inventory management.

Without financing, Forbedfellow is careful planning in terms of raw material procurement, new cycle and so on, even though it uses the mode of pre sale and factory order.

"Import and domestic fabrics will be used, but most of them will still be made of domestic fabrics. New brands like us are small, demanding and tight capital chains. The cycle of imported fabrics is too long. It is not easy to find suitable suppliers."

Peng talked about the purchase of raw materials, saying that she was very clear about the status of Forbedfellow.

This also made her and ye Yi Mei decide to adjust the new cycle to once a month.

"Our design will be done two times a year, but the new cycle will learn from many commercial brands, according to the monthly band."

Peng Xiao added, "this will keep the customers fresh and provide us with the opportunity to increase the exposure rate, reach a wider audience, and receive market feedback and make timely adjustments. This will also help stabilize the brand's cash flow."

Atelier Intimo's latest series "garden"

It is Peng Xiao and Ye Yimei who are trying hard to build this brand structure that takes designers as the core but operates in a commercial brand mode.

Liang Caifen and Han Ting have gone further on this road.

At present, Atelier Intimo has released two series of designs, and has been stationed in the high-end high-end shopping malls in Shanghai, Hangzhou, Nanjing and Ningbo with consignment brand collection stores, and has also entered into sales cooperation with buyer shop xinlelu.com and beasts flower shop.

And soon, the third series of brands will also complete the selection and proofing, the next factory production, and the brand's first independent store has been determined to be opened in Shanghai Golden Eagle commercial building.

"When we are in the new store of golden eagle, I think we need to do some publicity. Now the most troubling question is how to make more people know about us."

Liang Caifen said when he talked about the next step.

Before, in order to publicize and channel, Liang Caifen and Han Ting also tried to take underwear design works to participate in the selection of designers in LAC, but only because the relationship between categories failed to win the prize.

Atelier Intimo new design "starry sky"

Suddenly remembered a few days ago, Peng Xiao and Ye Yimei on the phone also talked about the biggest dilemma of the brand - promotion.

Although the two people were laughing and laughing at the time, they still felt their stress and tension.

"After a chat with you, we will have to prepare for tomorrow's filming. We will be filming tomorrow's promotional film with the florist's Tanabata market."

After hanging up the phone, I glanced at the time displayed on the cell phone screen at 22:30.