Chen'S Showroom: The Birthplace Of Independent Designers

I remember when I interviewed Liu Sicong, an independent designer two years ago, I asked him a question: where can your clothes be seen? He said: Chen Zhihan has Showroom. This is the first time I felt that Showroom, which was quite far away from me, suddenly appeared in front of me, and suddenly came to earth.

So they contacted Chenzhi, and went to the Ni. SHOWROOM in Da Jing lane with a strong curiosity. Compared with the hustle and bustle around the drum tower, the big well lane at the foot of Wu mountain was quiet, and Chen Zhihan's Ni. SHOWROOM was in the old house of the green tile white wall. There was a patio in front and back, and each room was arranged in an orderly fashion with the clothes of the independent designer brand.

It is interesting to display fashionable works in an ancient and simple environment. At that time, Chen Chien had signed more than 30 independent Chinese designers. She looked young and full of passion. She was bursting with microcosms. When she saw her, she was busy buying buyers from all over the country, introducing them to them, telling them brand stories.

Later, in Chen Zhihan's WeChat friends circle, she found that she was constantly moving. The biggest thing was that she co founded VDS SHOWROOM with her partners last year. At present, he signed nearly 100 international designer brands, including many famous international designer brands released in fashion week such as Paris, Milan, London and New York. Last year, during the fashion week of Shanghai, VDS SHOWROOM took a big show in Xintiandi. In March of this year, she moved the show to Hangzhou Dongxin and Chuang yuan.

Do something about the industry.

"What is Showroom? In the past, I had to explain for a long time that some people understood "road repair" and some people mistakenly heard it as "income". Later on, I think it is also true that we are building roads, building roads for talented independent designers and bringing them income. Chen Zhihan, who is talking about this, is in the eyes of VDS SHOWROOM after the end of the Hangzhou show. Although she wears makeup, her eyes are full of fatigue.

Of course, say, Showroom, her eyes lit up, all of a sudden excited, "now is a node, last week when VDS SHOWROOM show, I did not expect a lot of traditional clothing giants, China's clothing market is currently undergoing spanformation, now is the era of competition brand and design. This is also the reason for the emergence of many buyer shops. The retail industry is looking for the next trend. We are obviously looking for opportunities for the spanformation of enterprises.

From time to time, Ni. SHOWROOM, founded in 2013, is a relatively early Showroom in China. After the Shanghai fashion week last year, Showroom sprung up like mushrooms. Where there are Showroom, there are buyers and suppliers. The relationship between them is no longer a mere talk, but a direct one: real sales.

Some people feel that Chen Zhi - Han is doing a groundwork. She doesn't think so. Some things, there must always be such a person, the first to stand up to achieve it, if the direction is right, someone will follow behind. As long as it helps the industry, even if it becomes the person on the tombstone, it is also worth it. As the founder and director of VDS SHOWROOM, during her career in the past ten years, she has done a lot of things about the industry. For example, she organized the design of the China International Women's costume designer Grand Prix and the outstanding women's designer discovery program. She once worked as a director of the marketing director and director of the media public relations department in the D2C designer's platform, making her very aware of the difficulties of the independent designer's brand development and the needs of the buyer's customers, thus establishing Ni. SHOWROOM, and successfully set up a platform for designers to display clothes, distributors and buyers to pick and order goods, and launched POP UP STORE, Ni. DESIGN and other items around Showroom. Simplicity seems to be a typical example of China's fashion industry, but it is actually the practical use of her accumulated resources for many years, because she only did one thing in ten years.

At present, VDS SHOWROOM Hangzhou headquarters is located in the old workshop of Xin Dong Park, Hangzhou, covering an area of 1800 square meters, displaying nearly 100 international designer brands and holding exhibitions regularly.

Hard behind the surface

Chan said, while the phone was constantly on the phone. In April, the brother Showroom invited to cooperate with the brand to participate in the exhibition of independent designers. Then he also had to attend the Shanghai fashion week MODE Shanghai costumes exhibition. VDS SHOWROOM had to take more than 30 designer brands to participate in the exhibition.

Basically, the schedule for April is already full. Is she tired? Chen Zhihan said that it was impossible to be tired. With the character of truer and detail oriented, working for 40 hours in a big show was a common practice with her. "Now that we are in this position, we must try our best to do the best we can do without regret," Chen Zhihan said. I would like to describe her with a "female man", but a female man should be a man's wife.

Sure enough, she smiled. "In the days before the show in Hangzhou, my friends saw me and said," can you wash your hair? Can you go back and change clothes? You've been wearing this dress for a week! I think I should change to a formal dress, but I don't think so. I have to work. "

Perhaps years of experience in marketing and brand management, Chen Zhihan's thinking is very clear and logical. She said she wanted to calm down and visit some designer brands. Her job was to listen and communicate, to do some return visits and research. In other words, Showroom will not be easy to achieve in the early years. If there are no excellent designers, customers have no need, no buyers or dealers who appreciate the taste, the influence of Showroom will not be great. But now, many garment enterprises in China are facing bottlenecks and lack of blood supply. They also hope to cooperate with Showroom.

What are the criteria for selecting designer brands? Chen Zhi has a set of standards: "first of all, whether creative or experimental, design thinking is very important, truly talented designers are valuable, but can not be met!" The second is whether the designer's brand positioning is reasonable, whether there is room for development, and whether there is a balance between design and business. Third, whether a relatively mature team has the ability to be independent and complete the customer orders on time and quality. Finally, the designer's experience and harvest honor.

Now many young people are in the rush for fashion industry. Chen Zhi Yu wants to remind you that the more superficial the industry is, the harder it is. Let's talk about fashion buyer. Listening is good. Actually, it is a very hard occupation. It is tight and never stops. And you can buy it if you are not good-looking. When you look at the show, you need to analyze rationally, understand the material, workmanship and cost performance of your clothing, and figure out whether the money can be bought or not, and use the least amount of money to get the best result. Really, this industry needs love, passion, and dreams. We need to work hard and keep our faith and go on.