SHIATZYCHEN Brand Creates Taiwan Fashion Industry Legend

Without a systematic education, it is because the mother's "poor family needs useful skills to make a living", so that Chen Caixia can choose the fashion design she likes.

Chen Caixia used the four words of "Huaxia Xin Zi" to describe the style of SHIATZYCHEN, which is also the principle adhered to at the beginning of brand building.

In the course of 30 years of development, she has consistently adhered to the idea and elements of Chinese culture in every season.

She believes that "cultural spirit is the representation and foundation of a nation. In fact, costumes only use the medium of clothing to convey the profound and meticulous beauty of Chinese culture to the world."

Realizing the dream of internationalization

When she was an ordinary woman worker, Chen Caixia's dream was to have a house of 30 square meters, and now she already owns a huge fashion kingdom.

Since the establishment of the Paris store in October 2001, it has become the first Taiwan fashion brand to enter Europe. After that, the Shanghai Jinjiang store was established in March 2003 and became the first foothold for SHIATZYCHEN to enter the mainland market. Then, The Peninsula Hong Kong and Beijing Pacific stores were opened in 2004. In 2005, the flagship store of Shanghai the Bund nine was established, and Hangzhou, Hongkong and Taipei were opened in 2009. So far, SHIATZYCHEN has opened more than 50 outlets in three places across the country and in France.

With the expansion of SHIATZYCHEN market, the influence of member clubs is increasing. So far, SHIATZYCHEN has accumulated nearly twenty thousand high-end members.

SHIATZYCHEN's clothing has received much appreciation from Taiwan and the international media. Taiwan's business week and the world magazine have covered the story of SHIATZYCHEN.

Asia's Wall Street Journal SHIATZYCHEN is a noteworthy brand. The FTL SHIATZYCHEN dress is one of the top fashion brands and keeps pace with international luxury brands from all over the world.

Some people even call SHIATZYCHEN's product style "Oriental Hermes". For this analogy, Wang Chen Caixia appears indifferent and rational. She said, "first of all, thank you for such an unexpected gesture. Hermes itself is a very respectable brand and is unmatched in pursuit of quality. This is also the direction SHIATZYCHEN has been striving for.

But to be honest, SHIATZYCHEN is still not a luxury brand at the moment, so in the future, we have great pursuit of space to push the brand to the top luxury brand.

In order to achieve this goal, at the time of brand 30th anniversary, Chen Caixia brought the fashion show to the stage of the fashion week in Paris, and let the world witness the deep foundation of Chinese culture.

The reason why we choose to enter Paris fashion week at this time is that internationalization has always been the goal that SHIATZYCHEN has long pursued.

She said: "after 30 years of efforts, the experience and energy accumulated in Taiwan has brought us some courage to explore the international arena.

In Paris fashion week, there has been a timetable for years and no time. Fortunately, in the 30th anniversary time point of the brand establishment, the dream of the international stage of SHIATZYCHEN was finally realized with the coordination of subjective and objective conditions. It also proved that it was the right decision to adhere to culture as the starting point.

In order to better show his style and features, at the important moment of entering Paris fashion week, SHIATZYCHEN has made some adjustments in the design, especially in the overall collocation. It has made a lot of efforts to try and change, more fashionable, more inclusive and more international than the previous design, showing a new image with cultural characteristics and across the border.

east

For the first time, the theme of "hard porcelain" in Paris fashion week is about the beauty of the change of China's porcelain and bottle type. Next, the theme of "Poetry Road" is about the journey through the Silk Road between China and the West. The latest theme of "heart painting" is about Chinese calligraphy and painting.

Chen Caixia's attitude towards Chinese culture is based on his attitude towards doing a season and learning. He hopes to learn and accumulate his deep understanding of Chinese culture through the theme of one season and one season.

In the view of Wang Chen Caixia, if Oriental design takes a place in the western fashion stage, it must have the ability to highlight its own brand characteristics. Therefore, in every dress design, she takes inspiration from the long and profound Chinese culture, inherits Chinese aesthetic elements and almost lost handwork and techniques, and combines western stereotactic technology, so that SHIATZYCHEN's dress has exquisite embroidery, antique luxury, three-dimensional style of classical style.

"There are so many beautiful elements in Chinese 5000 years of culture that can be applied to dress design," she said.

For example, the brocade technology in Suzhou can only sell US $two in China, and it can sell US $20 in Europe.

For us, the so-called competitor is a hypothesis, the real opponent is himself. Every time he meets a bottleneck, it is a kind of growth that forces himself to see more and accumulate more.

I hope that when you mention Chinese fashion, you will think of SHIATZYCHEN. "

In recent years, some mainland fashion brands have entered the fashion week of foreign countries. They have expressed their Chinese cultural characteristics uniformly in their costumes. For this reason, Wang Chen Caixia is delighted: "the appearance of clothes should have been the way of diversification. No matter in the world or in the country, we are very happy to see so many costumes who value and affirm their culture and choose their own culture as the direction of their efforts.

This is worth cheering in itself, and it shows that I am not alone in the struggle on this front. "

Now, from the Americas to Europe, the power of Chinese designers in the international fashion industry is getting more attention. This reflects the efforts of Chinese designers and the more tolerant mind on the international stage.

However, Wang Chen Caixia believes that this is just the beginning, and whether the brand can continue to shine and heat, so that it can compete with the top international luxury brands in the future is the real challenge.

Links

Wang Chen Caixia biography

Born in 1951, people in Changhua, Taiwan, gradually accumulated strength and explored the original style in the spirit of love for clothes and a dedicated and pragmatic attitude.

The summer dress made by Wang Yuanhong and Mrs. Wang and Chen Caixia has become the legend and representative of Taiwan fashion industry, such as BusinessWeek, world magazine, Cheers and other famous industrial publications.

In recent years, Chen Caixia has been invited to publish new clothes in Hongkong, Korea, Singapore and Shanghai. Apart from developing the fashion layout, Wang is more committed to public welfare activities.

In 1998, Xia Ting clothing was established at 20th anniversary. The design director, Chen Caixia, took the charitable activities of the women's tumor research fund as a milestone for 20th anniversary. She invited twelve government business ladies to perform a charity, and a charity uniform was distributed in the senior uniform. She was supported and reported by the major media. In 1998 Vogue September was a fourteen page special report, which was a beautiful and meaningful text and image for Xia Zi's record.

In 1998, he was selected as one of the nine outstanding women in Taiwan by the French Fegalo magazine magazine. In the same year, he was also selected as the annual fine diamond chapter.

In 2003, the Asian Wall Street journal also selected Xia Ti as the most representative fashion brand in Taiwan. In 2004, the most authoritative fashion magazine in Indonesia, Dewi, introduced the summer dress from Taiwan. In the same year, the financial times of London also reported a large number of summer fashions as one of the top fashion brands in the year.

Chen Caixia thinks that if Oriental design wants to occupy a place in the western fashion stage, the primary task is to highlight the characteristics of its own brand. Therefore, the idea and elements of integrating into Chinese culture in every season will become the classic style of SHIATZYCHEN.

At the same time, she also firmly believes that in addition to adhering to the design concept and creativity, it should also cater to the international trend, inject contemporary fashion aesthetics, endow clothing with new vitality, and brand spirit can stand forever.