Garments Co., Ltd. of Shenzhen City Jia Wen, general manager and design director He Shujun founded Kawen brand in just a few hundred years has developed a franchise, such a rapid pace, thanks to Kawen personalized. Recently, in Kawen located in Beijing's Grand Pacific department store outlets, the He Shujun individual problems on the acceptance of the reporters.
Reporter: Personalized been Kawen label, avant-garde personality as a designer brand, compared to the Volkswagen brand UGG Jimmy Choo 2010, will not feel limited market it?
He Shujun: A brand can not do the consumer a clean sweep. Kawen has always been simple continuation of the atmosphere's personality style, the most concise way to highlight the outline shape of exaggerated sense of space posed, the unique structure of an unprecedented attempt to separate the fresh experience.
Kawen market position is very clear beginning, that is, intellectual 35-year-old female. I am longing for freedom, the pursuit of unrestrained feeling and hoping this feeling expressed in the clothes. Designer is often willing to express what he displayed, showing the other side of life. This Kawen since 2003 have not changed. If the markets are of all ages to do the whole, it is difficult to unified style Timberland Mens 3-Eye Boots, no personality at all, it is difficult to win consumers. Only accurate and stable market position in order to attract consumers.
Reporter: How do you stabilize individual brand's target consumer groups? Just a few years, Kawen to individual designer brand positioning, market share, customer loyalty, sales volume have achieved rapid development. How did you do it?
He Shujun: Stick is very important. I always think that no individual designer is not a good designer. Designers must adhere to their principles, or designed to become someone else's work. We will adapt to the larger trend of increasing prevalence of seasonal elements, but the main color is constant nike air jordan 13, the popular color can make decorative color. If you change the style of the original lost consumer groups, need to re-start a new consumer group, which is equivalent to re-establish a brand.
Kawen adhere to the needs of the customer to do the design, designers, teachers often go to the store shopping guide plate, close proximity to consumers, in order to better grasp the needs of consumers. Kawen more Europeanized, relaxed style of exaggeration has been recognized by the market. It was established in 2003, when winter set in 25 stores nationwide, and then double the rate of annual growth mont blanc sale, this year, has broken through the hundred stores.
Reporter: You have the media once commented,
He Shujun: me with a lot of things can be said, a good family education and local culture to create me. In addition, my personal experience to help me quickly into a set of design, management, operating as one of the designers. In the clothing industry, after a time I found myself more and more like beautiful things, I had more beauty. During college I was studying Business Administration, a graduate into the senior management to do a clothing company, then has not left the field. In 1993, I set up a company in Hong Kong; 1997, I started designing clothes yourself; 1998, I was studying in France, studying fashion design; 2003, I launched Kawen brand mbt tunisha, won that year's . Especially now, I did a fashion designer and owner of the brand, often feeling a little reading the wrong book.
But when I launch Kawen brand after ten years of practical experience I gained on the management of the company very much at home, which I also benefited from the expertise learned in college. For grasp of the domestic apparel market trends, the benefit I was engaged in fashion design. Kawen is a more Westernized brand, which due to my own years of experience in processing and export trade tory burch flip flops sale, and European-style design for the local integration of a deeper understanding. It can be said Kawen's success is no accident. (Murray)
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