Grana: There Is No Essential Element For Fashion Enterprises To Be Famous. Why Did They Win The Lead?

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Recently, it has attracted the attention of fashion venture capital circles and has just won the investment of Ali entrepreneur fund.

So young

The venture company has gained the favor of Ali, and even the overseas scientific and technological media compare him with the uniqo.

What's the magic of him? The background of the founders? The style is very new. Is the star designer?

Grana is one of the essential elements of these fashion enterprises.

The most unique part of him is to make clothes for you with the best material of luxury, which is the same price as H&M.

Grana spent a lot of time searching for the top fabrics in the world to produce clothing, including Chinese silk, Mongolia wool, Irish flax, Japanese denim, Peru Pima cotton, French poplin, Chinese denim, Italy Merino wool and Japanese striped cloth.

In fabrics, he only uses the best, such as China is the hometown of silk, so they choose silk factory specially to Huzhou, China.

He works directly with fabric suppliers to design and produce his own products to reduce intermediate costs, and the price of each garment is under $100.

The styles of Grana are all basic. They can be said to be necessary for wardrobe, each of which has multiple colors to choose from.

The founders positioned their customers in the luxury brands that they could afford to buy, and were willing to buy high-quality basic funds in grana.

During the trial operation in March 2014, Grana sold 2000 T-shirts in Peru in a week.

According to the survey, Grana customers spend an average of 120 US dollars (about two pieces) on their website, and their sales increase by 24% - 25% every month.

Such a company that seeks its own fabric, design and production is a young man who has no background in the fashion industry.

Luke Grana, an Australian boy, was a continuous entrepreneur. He founded an electric vehicle infrastructure company in 2012 and sold it.

After a casual trip, he found a long and tough cotton in Peru, and wanted to be an e-commerce website selling clothes.

In order to learn clothing, pricing and understanding what style customers like, he also ran to Zara for a while.

Grana is also well thought out about where to build a company. He is Australian and does not build his company in Australia.

For the future vision of selling to the whole world, he chose Hongkong as a company's headquarters with highly developed logistics and tax-free.

He positioned his company as a logistics company, the company backstage and DHL backstage fully docking, three times a day to get the latest orders; sent to 8 countries (unfortunately a company in Hongkong, even did not support the sale to mainland China!) Grana believes that clothing sales in the Internet will become more and more important, so the company is sold by the electronic business platform.

Grana pays great attention to interaction with customers. They set up Popstore online, offline shopkeepers are to show their costumes, let customers feel the culture of their brands, and interact with Grana's customer service.

On line, they operate a lab project, recruit laboratory members, participate in new product research and development, survey Symposium (foreigners really attach importance to user surveys, feel that domestic electricity providers are neglecting), and recruit Grana friends through social media to encourage Po photos.

These Grana friends are not necessarily well-known fashion bloggers, as long as they are people who love life and love to share social networking sites.

How do you look at these clothes made of Chinese silk and Mongolia cashmere? Are they some heartbeat? They are also selected fabrics and the basic price of civilian prices. No wonder people compare Grana with UNIQLO.

However, Gua melon feels that the two modes of development are not the same.

UNIQLO relies on the hypermarket mode to sell a lot of cheap clothes to reduce costs, mainly relying on offline stores, and the fabric requirements are not as high as Grana.

As an Internet fashion brand, how to simplify the production process with the help of network convenience and provide more fabric choices and customized services to customers is a consideration for Grana.

More and more entrepreneurs who are not fashionable backgrounds are looking at and participating in the fashion industry change with new thinking.

They weaken the style and fashion trend of such uncertain things; use advanced technology and brand new production concept to provide stable and high quality services.

At the same time, maintain an open and close interaction with young customers to quickly iterate products.

It soon won the recognition of the market.

I think this is the reason why Ali invested in Grana.