Career Women No Longer Have A Headache For Designing Clothes.

When you walk into Modern Citizen on Union Street in San Francisco, you get complicated women.

Surrounded by Silicon Valley

All the inherent cultural impressions are likely to be broken - sweaters, baggy skirts, cool shirts and

These elegant garments are almost perfectly placed between plants and pottery fragments.

In addition to the beautiful clothes and quiet environment, it is rare that it is a rare shop surrounded by women in San Francisco.

Consumers familiar with the brand may know that although this store is not large, in just four years, Modern Citizen has changed from a bookmark website added by your friends to a women's clothing brand that can be compared with Everlane, which is directly oriented to consumers.

But the difference is that Everlane is dominated by everyday clothes, while Modern Citizen is called ZARA of professional women's clothing.

"We have a lot of sympathy for the consumers of this group of women, because we belong to this group," said Jessica Lee, who co founded the brand in 2014 with Lizzie Agnew, a business partner. "We are more than 30 years old. We are going to seven weddings this year, buying houses, doing all kinds of things, and even having brunch on Saturday.

So we want to make sure that our brands can provide fashionable clothes for this group, instead of allowing them to wear their hair in such a busy way.

According to the world clothing and shoe net, Lee, who has been training in strategic and business development at Gap, said that the important thing she learned in Gap was to have a relatively friendly price.

She also applied this to her brand completely, all clothes of Modern Citizen were under US $110 and below.

"Popularization is a good strategy," she explained. "Gap has many customers, and I do not think that the world needs another brand of more than 600 dollars.

What excites me is that we have reached more female consumers through low price strategy, which will help us expand more business. "

She also said that Gap was an independent consumer oriented brand in the early days, rather than sold to department stores.

In addition to being influenced by the Gap strategy, Lee has been inspired by the female founders of ModCloth and Nasty Gal, so Modern Citizen has confirmed the brand's clearer positioning -- specifically for modern career women who are suffering from workplace wear.

"I hope to do something different. Lizzie and I want to talk to some very typical customers, some people who are more professional in the workplace and want to express their views in their own fashion style," Lee added. "We don't care about basic clothing, because many of our peers are doing this market.

We prefer to carry out clothing for different categories of consumers on the basis of ordinary clothing. They can integrate with the foundation and have unique style, and will allow more personalization on the basis of feminization. "

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