Wang Zhi, Founder Of Uma Wang: Starting From Being An International Brand

London was an important turning point in her design career. After graduating from central Saint Martin in 2003, she became a freelance designer for 2 years. She signed the Uma Wang brand in London in 2005. Subsequently, her personal fashion brand cut gradually onto the track. The first series was launched in 2009 and made its first show in Milan. 2010 spring and summer series opened Showroom in Paris. Officially entered the official schedule of Milan fashion week in 2013. Today, the brand has been sold in 52 stores around the world (mainly for buyers), covering Europe, the United States, the Middle East, Australia, Russia and Asia.

In the 10 years from dormancy to eruption, Uma Wang has become the flagship of Chinese designer brand and is also known for its 2 consecutive year on the BoF500 list.

"The most important decision is to start locating overseas markets." "I learn and adapt to existing professional rules, such as commodity structure, time to go up, how to establish brand recognition, and how to integrate my own industry chain," Wang told BoF:. Building showroom in foreign countries and developing all the fabrics with Italy factories has also played a key role in her brand's growth.

At the beginning of its creation, it required high standards to make Uma Wang brand display every aspect from design to product re marketing. Such insistence has broken many established concepts of international buyers, such as quality defects, irregular processes and untimely delivery. List her separately and distinguish it from other designers.

stay Retail level Her distinctive brand recognition is the reason why she is well received by global consumers. Uma Wang combines the poetic aesthetics of Shanghai's Chinese ink painting with the high quality and elegance made by Italy.

"I think my guests first identify with the spiritual aesthetics we convey." Royal juice Said: "people want to have anything because they think it is related to themselves. They see a part of themselves on that thing, or borrow it to make themselves become what they want to be. I think they are also choosing this brand for Uma Wang because of this reason."

Of course, brand positioning overseas market also has its drawbacks. Uma Wang It can be regarded as the representative of "fragrance outside the wall," and its sales performance in the European and American markets is much better than that in the domestic market. Of the 52 sales outlets in the world, only 7 are in China.

However, Wang is fully prepared for this: "the European and American markets are relatively mature in China, and buyers are very aware of their guests' preferences and needs. At present, we are more strict in screening domestic buyers, because there are still some gaps in the domestic market for designer brand sales and maintenance. Of course, we firmly believe that China will have a good prospect and hope to grow together and make joint profits in the cooperation with each other.

Due to the protection and persistence of brand image, and a new attempt to brand direction, Uma Wang opened a brand new independent store in Shanghai not long ago.

"We hope that the Uma Wang brand will have a space in China to express what I want to express completely, including product display, store design and brand spirit." She told BoF: "here you can see the most complete image of Uma Wang. We have plans to develop lifestyle brands. We hope that future customers will come here to see more than just clothes. They will try something they like and share with others.