Why Do Modern Citizen Grab Zara Jobs?

According to the world clothing shoes and hats net, with the performance of these two years,

It has become a successful example in many business school textbooks.

At the same time, it has become an object of imitation by both peers and hypothetical enemies.

In the past two years, a Silicon Valley in the US has been rising quietly.

Brand Modern Citizen is one of them. The American fashion media simply calls it "the ultimate rival of Zara".

If you visit the official website of Modern Citizen, you will understand this.

In the case of benchmarking Zara, we have done quite serious work.

Its style is very clear, simple, clean, does not catch up with the trend, a little feminine, similar to the Zara mature women's wear line.

In addition, it has a wide variety of products, including clothing, accessories, makeup and even household products for white collar women to wear and use in their work and life scenes. Although the quantity of products in each category is not as large as Zara per season, it also gives people a sense of choice.

It is worth mentioning that, like Zara, the overall pricing of Modern Ciitizen is not too expensive. The most expensive item in its sales now is a long windbreaker, priced at 108 US dollars (about 735 yuan).

In order to achieve this, Modern Citizen went to Hongkong to find a representative factory. In order to ensure the product's workmanship, it only chose factories with international experience.

Photo source: Modern Citizen

Photo source: Modern Citizen

"White-collar work, university education, care about what to wear every day, hoping to avoid wearing clothes all the time." Modern Citizen founder Jessica Lee will be targeting women with its own brand like women in their own situation, and in her view, the only choice in the budget for these people is Zara. "Zara is a giant enterprise. Its style is too large, and its target population is also very wide. There are still a small number of customers who still have minority needs, hoping to find their own special brands.

And many customers also want to buy products that are not so outdated.

Jessica's discussion is based on her many years of observation on Zara, other fashion and lifestyle brands, and the whole market.

In 2014, when she formally founded Modern Citizen, she worked for 6 years in the US fashion brand Gap.

During this period, her main job is to study the industry, competitors' strategies and changes in consumer preferences, so as to provide strategic adjustment and business expansion proposals for the company.

"A lot of brand stores are actually aging because they are aging. They provide opportunities for new brands to occupy the hearts of users," Jessica said. "The industry has revolutioned, especially when digital brands enter the market, just like if I stopped buying Gap, I would go to Everlane to buy basic funds.

But now it must be a full channel, online shop is very necessary, but there must be someone's service experience for people.

In addition to the operation of online stores, Jessica uses its friends network to carry out offline trial sale, providing "human to human services".

Because she was in Silicon Valley, she thought it would open the market by holding a staff test sale at a local technology company.

The employees of these companies are in line with Jessica's expectations, both in terms of aesthetics, self positioning and consumption level.

Facebook, Google and shared travel application Lyft are the first companies discussed by Jessica.

Until now, Sephora, DDT accounting firm and other non technology enterprises have also become the venues for trial sale of Modern Citizen.

Photo source: Modern Citizen

At present, Modern Citizen has opened its first independent brand store in San Francisco.

However, in the capital intensive Silicon Valley area, Modern Citizen did not carry out any financing plan.

Jessica hopes to have more time to think about the direction of the brand, rather than be pushed by the capital to do the "bigger" business.

At the same time, Modern Citizen did not hire PR personnel or cooperate with outsourcing public relations companies.

Overall, she hopes to maintain her sense of "minority" for the time being.

Of course, this is probably what brand customers want.

Not long ago, Bonobos, a popular menswear brand popular in the Internet, was in trouble in the process of "growing from small to large".

The brand was bought by the fashion giant Amazon, which was supported by funds and channels.

This is a good thing, but did not expect that the loyal customers of the brand could not accept their favorite niche brand to become a more public existence, so they boycotted it.

Earlier, another women's clothing network brand ModcCoth also encountered the same problem because of Amazon's acquisition.

From this perspective, Modern Citizen's insistent current strategy may be a better choice for development.

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