Gracechen'S Three Big Adventure Creates A Successful Life.

Chen Yehuai (GraceChen) is the first Chinese student studying in the New York Fashion Institute of the United States (hereinafter referred to as FIT). She is familiar with our familiar CalvinKlein, MichaelKors and NinaGarcia as the alumni of the modern fashion industry "Whampoa military academy".

After graduating from school, she soon reached the peak of her career in the United States. But when she was keenly aware of the pain of Chinese high-end business people in "formal occasions," she resolutely returned to China to establish a high-end custom brand GraceChen and gained the love and recognition of many entrepreneurs and dignitaries in China.

Not long ago, she began to prepare for the third big adventure in the fashion industry in the long run.

"Work is dependable and adventurous is my personality."

The first "adventure": turning from overseas teachers to overseas students

After graduating from the first master of fashion design in Beijing Institute Of Fashion Technology, she has already received a lot of praise from her teachers' work and design. However, GraceChen chose to listen to the Arabian Nights abroad and yearned for the open and free spirit of the United States and textbook design history. In 1995, he went to New York without hesitation and became the first mainland student to study in New York Fashion Institute (FIT). She won the 1996 best design award of New York Fashion Institute.

To this day, she is still very determined about the "adventure" of the year, especially when studying and working in the United States, when GraceChen, a Armani brand technology director, told her alma mater FIT that the most distinctive feature of the design institute is that business orientation is stronger. "Learning here makes me understand that the role you need to create is not only a designer, but also a strong technical team.

Understand the market, not just design and ideas.

"I suggest that anyone who wants to make his own brand is really going to spend half his time learning about business and even studying psychology, history and art history.

Only in this way can you master your own destiny, not by luck or around the team.

In the book "TheFashionDesignerSurvivalGuide", we have made suggestions to the cutting-edge designers: "we should work in other companies for a while before we create our own brand studios."

After graduating from FIT, GraceChen, from the designer of the top seventh girls' dress brand in New York, the founder of the classic fashion brand Halston of the United States, to the design director and general manager of the first evening dress brand of Losangeles, TadashiShoji of the United States, GraceChen.

Especially in TadashiShoji for 6 years, it has great influence on her. First, the brand Japanese American boss attaches great importance to technology. Two, the brand pays attention to the version, and it has a good correction on the figure of the dress dresses.

GraceChen worked very well in TadashiShoji. The boss directly assigned her to Shanghai and was responsible for the management of China's regional headquarters, including some production and research and development. GraceChen did not take on heavy responsibilities, and trained many leading technical backbone in China. When leaving, China had more than 200 employees.

No matter how the brand competitors want to hire her at a high price, GraceChen has made a decision to take risks in the eyes of others: in 2009, the GraceChen advanced customization brand was established in China.

The younger sister of GraceChen, a senior plator of the Ministry of foreign affairs, was a small business inspiration for her. By sharing her thoughts on fashion with her neighbors, GraceChen discovered the pain points of the same group of customers in China, Muse.

After understanding this part of the demand in the Chinese market, the choice of advanced customization is actually the only way for those skilled in technology.

GraceChen recalled, "I am very confident that everyone will like to wear my clothes, and I am very good at controlling the taste of professional women.

The Chinese market is actually quite well designed, but there are few products that are truly classic, practical, and of good quality.

What exactly is the classic of China? Is it the Chinese elements that make up these dishes? The answer of GraceChen is very clear: "Chinese people wear beauty out of line with Chinese temperament, which is China's classic."

To build China's classic brand, serve the Chinese people, and make clothes that Chinese people can afford and look like are the GraceChen's sense of mission, and it is also about to open her third adventure.

The most important thing is that we should seize the most important group and start from the top of Pyramid.

GraceChen existing customer groups are the best in China. They are entrepreneurs and dignitaries. Apart from wealth, social status and taste, the most rare thing is the self-confidence of these customers.

"What the Chinese lack most is self-confidence and don't know what we should have.

I am very opposed to many people's narrow understanding of the phrase "the nation is the world".

The most important thing is good-looking, at least let the clothes people look good, not the clothes themselves look good or not.

"Empty space is much easier than competition. Too many personalized brands are crowded into less than 20% of China's clothing market competition."

GraceChen firmly believes that every brand will succeed in the future. Of course, investors have also seen her potential, especially the market size behind her.

When asked how such a traditional industry can persuade investors, she laughs, "it is a brain drain to give up the entity business now. There is a great demand for the market and people can't buy anything."

As mentioned in the interview, RalphLauren, through the years of operation and the whole line of products, outlines an American dream.

GraceChen plans to start from the current high-end customization of entrepreneurs and dignitaries, and to create the middle end brand to cover the mainstream elite market, and eventually create a parity brand like UNIQLO and Gap, so that the family can find the right clothes in the GraceChen brand on various occasions, and realize the initial intention that she wants the Chinese people to wear decent and tasty clothing.