SHUSHU/TONG Women's Fashion Week 2018 Shanghai Fashion Week

People's pursuit of personalized consumption has promoted the transformation of the industrial structure. Now more and more young people are devoting themselves to the road of entrepreneurial clothing brands. Whether you have strong financial resources, solid background, convenient resources, many years of elaborate channels, or just a few points of good luck... It is always easy for young people to talk about “How hard is it to create a designer brand?” Fall into a black hole in a thinking game.

SHU SHU and TONG TONG are two young designers from the 90's who jointly founded SHUSHU/TONG. The brand has continued the theme of girls, blending Eastern and Western cultures and creating a distinctive personality. Funny girl image. The full screen and unique display rendered SHUSHU/TONG winners of Shanghai Fashion Week 2018 Spring/Summer and Winter Shanghai 2018. About the establishment of the brand, the influence of the encounter and experience of the brand, the confusion of the operation, and the illusion and concrete practice of the idea of ​​inspiration, are described in the following interview with the designer SHU SHU.

When you write a business plan at the time, you push you to think about the company's affairs, such as the imaginary position, the competitors, the vision after 5 years, the way to sell, the price range, and so on. Later, the company went according to our plan. I'm mainly responsible for buyers and media. TONG TONG is mainly responsible for administration. The design is what we both need to do. There are also two factories and production plans to do together. During the day, we are dealing with other things. The design is basically at night. Only have time to do it.

At present, there are 5 regular employees in the studio, 2 assistants, and 1 sample worker. TONG TONG is a very Virgo Virgo. I'm Aries, and when we disagree, we still have co-operative stylists. The common opinions of the intern and the owner will also be consulted.

The theme of the 2018 spring and summer and autumn and winter, the brand's identification elements

Each season we have a more important element, 18 spring and summer is the petals and straps. We’ve seen the movie “Shanghai Unknown Hall” in the 1981 film of Temple Teresa, because the 17 autumn and winter made some strapping elements and may still be in that mood, so we want to go further and we’ll get back The movie read it again. The Shanghai Foreigner's Hall is a very mixed culture. It is a Japanese-French co-production film. The story takes place in Shanghai. Therefore, there are many elemental Chinese symbols and Western symbols in the film. No foreign feeling.

â–² 2018 Spring Summer Presentation

2018 What we want to do in the autumn and winter of 2018 is a series of female writers about our imagination. It was also very appropriate to occasionally see on Weibo some people commenting on this series of writer's teenage dreams. We imagine a girl who loves literature and art and has a little sense of campus. There was a little panic on the way out. Big coats and trousers went out with clips on hand. Outside, if the autumn is thick, put a short sleeve on the long sleeves. When accessories are needed, the pen and hairpin on the table can be turned into earrings.

â–² 2018 Autumn Winter Presentation

We want to make the element of the bow tie into the brand's iconic element, in addition to the elements of the plaid and lace, etc. Basically these are the parts that you want to continue to retain and continue for the past two years.

How is the supplier?

We are mainly based on Japanese fabrics. We do not want to use domestic fabrics. There are good fabrics in the country. However, the communication cost is too high. One kilometer is just an introduction. Maybe you spend a lot of money. He thinks it is helpful. You are very busy. I have encountered asking to buy two or three hundred meters of fabric. I immediately closed the book. When I heard that it was 500 meters, I would hang up directly. If we purchase foreign fabrics such as Europe, the cost will probably increase by 30%, the shipping time is too long, and the air freight is too expensive, mainly because of high freight rates and taxes. If a piece of clothing sells for 5,000, then it will be estimated how much of the fabric after the price is not touched.

Which stores have the brand currently entered?

At present, there are 30 to 40 single stores, some shops may have several stores, and the store's name is about 30 or so. In China, there are balancing, labelhood, blank, MDC, Darkmoss, Dongliang, Lane Crawford in Hong Kong, IT, Mercci in Taiwan, etc., Dover street market, H-lorenzo, etc. abroad, ssense.com online, new in these two seasons. The cooperative buyer's shop is London Browns.

Is there an electricity supplier?

At present, we are cooperating with the buyer stores such as Lane Crawford and ssense.com. Recently, we are about to open a Taobao shop. The current idea is to sell some simple T-shirts, bags, and accessories. If the effect is ok, then continue. Of course, we can not easily set up a home page to sell clothes, because it also involves special operations and management of a class of affairs, after all, everyone's demand for our brand is already there.

Will you take the initiative to contact the brand's consumers?

There is still relatively little communication between the brand and the guests. One is that the brand is slowly growing. It is also a good thing to have a sense of distance. Although everyone will feel that the current Social Media must be “flat” to be correct, the brand is established. After all, the period (energy) is limited. It may also be that some people go to the street to see a piece of clothing. If the brand's visual image shape itself is in line with her aesthetic, the price is right, and it will match with her own style.