Edwards, 38, Awakes: It'S Better To Go To Work Alone Than To Work.

Sebastian Edwards has been in Clarks company for more than 15 years, until four years ago in 2012, Edwards, 38, finally realized that it was better to go to work alone than to work.

Clarks company was founded by Edwards's ancestral home.

Edward grandpa Nathan Clark is the shoe designer of the company, 1947 years old.

Hit the nail on the head.

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Nathan Clark is actually the great grandson of the founder of James Clark.

In this way, Clarks is a family business. Edards can safely stay in the company for a lifetime.

But he said, "I am tired of company life. I will not rule out coming back, but if I do not grasp the opportunity of starting a business, I will still do nothing, and I will regret it.

So I came to start my own business.

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Starting a business is not a joke.

We need technology, manufacturing and promotion, and we still have to get money. Edward sold his big house, lived in a small house, and rented a store in the fashion market to display and sell his work.

He himself is responsible for the design of shoes, his wife from Spain, is his partner, to help him deal with other things.

Edward is positioning his company as a family workshop. He designs and works for himself, and then sells it himself.

"I really enjoy the comfort of running a small company and the simple paction between myself and customers.

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This is not the same as the older sister who went out to work for many years and went back to the old town to sell clothes and shoes.

Edwards's dream is not limited to making a living in a downtown area. He has to design his own shoes in the world and create his own shoes.

Seven Boot Lane.

As for product positioning, Edwards's target customers are mainly high-end fashion crowd. As a legacy of previous work, Edwards is good at designing low shoe, just to ankle and ankle less.

The current main products are three, priced at 125 pounds, 160 pounds, and 165 pounds respectively.

Although the quality of shoes is critical, brand recognition is more important for fashion products.

The best way to promote new brands is to be recognized by fashion celebrities, such as when they are photographed in public and dressed to attend activities, they can be exposed.

Edwards tried to give shoes to celebrities free of charge, but the results were not good.

Sometimes his shoes are hidden by the star personal stylist into the wardrobe, never to see the sun.

Even if the stars wear on weekdays, if they did not attend the event, they were not photographed by the cameramen.

Maybe it was a bit of luck. Edwards once discovered that her sister Pippa Middleton, who was wearing her own shoes, was photographed and published by fashion magazines, which made her fashion brand overnight.

"This style is sold out immediately, and we realize the sweetness of the star effect," Edwards told reporters.

According to Edwards, according to the popularity of stars, each time you put your shoes into a star's wardrobe, you have to spend thousands of pounds.

And try to get in touch with industry stylists, especially those influential stylists who have resources.

In shoe making, Edwards chose a shoe factory in Spain.

He believes that the choice of small shoemaking plants on the one hand is similar to their own values and business models. On the other hand, small factories can make better use of their flexible advantages, and communication efficiency will be higher.