BABYGHOST designer brand Victoria secret angels also come to call Call

The New York Fashion Circle once thought that designer brands opened Taobao stores, not only because they were dissatisfied with the environment, but also because they had fallen. But now, BABYGHOST, who has come to Taobao early, has not only become the surviving "1% designer brand", but also is the love of Liu Wen, Yan Xiaowen, Qi Mengyao and other secret angels.

Regarding independent designer brands, there has always been a saying that in recent years, despite the fact that China produces tens of thousands of independent designer brands every year, the death rate is as high as 99% and the survival rate is only 1%. The designer brand BABYGHOST belongs to 1% that survived.

After graduating from Parsons School of Design in the United States, Huang quietly got to know his future partner Joshua Hupper (hereafter referred to as Josh). They intend to launch a designer brand that has a strong attitude, not sharpness, natural casual style, and strong wear.

In 2010, it was not long before BABYGHOST was born in New York. Huang quietly made a decision to make everyone “puzzling”—open a Taobao shop. In the eyes of insiders, designer brands should follow the default development trajectory: open stores, or settle in boutique buyers shop. As an e-commerce company, Taobao was actually a “different” at the time.

Huang quietly insists that her reasons are particularly simple. At the beginning of the brand's founding, when Huang quietly returned to China, he discovered a spectacle at the school gate of Donghua University in Shanghai: Large and small parcels were piled up on a hill. Only after inquiring, did you know that this was not what the alma mater had organized for the large-scale event, but rather that the younger brothers and sisters had bought the "baby" from a website called Taobao.

Seven years later, Huang quietly proved that her original decision was correct. The performance of BABYGHOST Tmall flagship store has been rising year after year, and has accumulated more than 200,000 fans. Double 11 this year, shop sales increased by 121% year-on-year.

“Now that Taobao and Tmall are getting better and better, they feel that they have been on the treasure and are very happy.” Huang said quietly, as a designer, there is no more than wearing clothes of BABYGHOST on the street. Let her and Josh excitement.

BABYGHOST at New York Fashion Week

An adventure from the kitchen

In November, Shanghai has a cool autumn day. BABYGHOST's studio is located in a historical building next to the Bund, built in the 1930s and unique in the "old Shanghai." From the wooden staircase to the fifth floor, BABYGHOST's e-commerce operations and new media studios, Huang Ching and Josh's office are on the fourth floor.

Before accepting an interview with “The World Online Business”, Huang quietly ordered scented candles. She sat face to face with Josh. The two men had a section of English in Chinese and leisurely talked about the entrepreneurial experience that began seven years ago in the apartment kitchen in New York City.

“Every fashion designer wants to have a brand of his own.” When BABYGHOST was founded, Huang was quietly 24 years old. This was her first brand, but it was not Josh's first attempt.

Josh, who was a little older, founded a personal brand just after graduation, and was even nominated as a new lady of the year by Fashion Group International, along with famous Chinese designers such as Alexander Wang and Jason Wu.

However, Josh's brand does not operate for various reasons. Today, the founding of BABYGHOST is Josh's second venture. "I know there will be many problems with real branding and there will be ups and downs," Josh said.

Huang quietly and Josh boarded the famous fashion magazine "iD"

What Josh did not expect was that he was already an "old driver." He was still impressed by the "founding rookie" Huang Huang quietly. Two people outlined the appearance of BABYGHOST in Huang's quiet kitchen: There must be personality but not too much. It's too sharp; it's quirky and suitable for everyday wear; young people who like original designs will not be deterred by the price tag.

On Instagram, BABYGHOST focuses on more than 5,000 accounts, including many fans of BABYGHOST. "Some young people who like BABYGHOST may not have many fans on social media. We want to use 'following' to encourage them."

Huang quietly believes that clothes are a medium that conveys the designer's intentions. The message that BABYGHOST wants to convey to young people is "You have to be confident, accept yourself and accept your own uniqueness."

Don't make "traditional old designer brands"

Time back to 2008. At that time, when Beijing hosted the Olympics, Huang quietly boarded a plane to New York. At that time, it was the year when domestic e-commerce boomed rapidly. However, even across a Pacific Ocean, Huang who is in the United States quietly feels that the wind has changed.

As one of the world's top design universities, the Parsons School of Design in New York, where Mr. Huang is quietly, has exchange courses with many Ivy League schools. On one occasion, Huang quietly went to Columbia University to listen to a class, and executives from big fashion brands shared the challenges faced by the entire fashion industry in class.

“Costume design is an ancient industry. In the era of popular carriages, there was a business model. Nowadays, people’s transportation methods have changed, but many fashion brand business models are as old as horse carriages.” The student Huang quietly, very much agree that the clothing brand should change the old business model, keep up with the new consumption habits, which also laid a foreshadowing for BABYGHOST as an electricity supplier.

Let's go back to Huang's quiet scene at the entrance of her alma mater, Donghua University. She saw the courier parcels coming to Taobao to come to school and dig into the hills.

"Young people like Taobao so much. Why doesn't BABYGHOST open a Taobao shop?" Huang quietly told her friends in the industry with excitement, but she was thrown into a cold water. At that time, in 2010, people in the circle believed that the main purpose of online shopping was to save money, and that high-priced designer brands would not only “be unaccustomed” but also easily lose their prices.

Huang quietly insists that she thinks Taobao is a great sales channel. Josh, who likes to try new things, also fully supports Huang's quiet thoughts. In this way, BABYGHOST's Taobao shop opened up in an unpleasant voice. In 2012, Taobao Mall was renamed Tmall, and BABYGHOST became the first independent designer brand to join Tmall.

A supermodel Xiaoying Wen who shoots commercials for BABYGHOST

In the beginning, BABYGHOST attracted young people who liked and understood the designer's brand on Taobao. Over time, the range of people buying this brand has also gradually expanded, both for students who are still in school and for urban white-collar workers who have already worked.

“Couture design has always been an area with a very low survival rate. The competition is really fierce,” Huang said quietly. Neither she nor Josh thought that BABYGHOST has been doing it for seven years. "We are proud of ourselves. We also thank this era for this fertile land."

A few years ago, the “change lesson” that Huang heard quietly at Columbia University in New York was now in Shanghai, China, and became reality through Tmall.

Show partners and new discoveries

On November 20th, the first Asian peacekeeping show held in Shanghai, broke the circle of friends for several days. However, the onlookers may not know that all the secret angels including Liu Wen, He Sui, Qi Mengyao, and Qi Xiaowen have passed through BABYGHOST's clothes.

Liu Wen and Huang Beiran wearing BABYGHOST

The strong support of the country’s model is inextricably linked with Huang’s quiet experience in the United States. A year after arriving in the United States, Huang quietly began to shuttle around major fashion weeks and helped the models wear clothes in the background. At the time, the backstage Asian face of the New York show was very rare. Huang Xiaoran and Liu Wen were in the background. As soon as the two went, the two who worked hard abroad became friends.

Another witness who grew up with BABYGHOST was Wei Xiaowen. Taekwondo Taurus, with a very high recognition of the baby face. She not only repeatedly appeared in the BABYGHOST advertising campaign, but also strongly recommended the brand within the circle, so that many industry peers, for the first time heard BABYGHOST's name, because of her recommendation.

Supermodel Xiaowen Xiao is also BABYGHOST "dead loyalty"

In the Tmall Trends Festival in October this year, BABYGHOST, together with other six designer brands, led the Tmall Fashion Festival finale stage under the leadership of the designer collection store “Bridge”. Prior to September, Huang quietly finished the BABYGHOST New York Fashion Week show.

Tasha, one of the chief architects, told the “World Online Business” that there are two reasons why Chinese independent designers have long been on the brink of survival: In terms of design, they may be too exaggerated and not suitable for everyday wear; in addition, many designers The brand will use high-grade imported fabrics, which will result in fewer orders, weak supply chains, high costs and high prices.

BABYGHOST's style favors everyday wear, so it has not met too much market resistance in design, but the supply chain is indeed a pain point.

When the brand was first established, BABYGHOST was forced to cut down an entire model because of a fabric manufacturer's mistake. “At the time, I wanted to create a tight-fitting pair of jeans and ordered elastic fabrics. I didn't expect fabrics companies to have the fabrics in their hands completely inflexible.” Huang said quietly that for the first time when she encountered supply chain problems, she felt that she had to Collapsed.

In the past seven years, Huang Beiran and Josh have transformed from simple designers to co-ordinated brand managers. They realized that when the brand grows faster and faster, the founder of the designer must take into account factors other than the design of the supply chain, business model, etc. Before this year's Tmall Fashion Festival, Tmall Women organized several business training sessions for designers. The case yellow shared at the meeting quietly remembered clearly.

“On the Tmall platform, there are some brands that can complete the entire process from fabrics to warehousing within 10 days. They first prepare small-batch stocks and, through spot sales, hang out about 20 days of pre-sale funds. Use the pre-sale period to produce it quickly.” Huang quietly thought that if BABYGHOST can also achieve rapid response at the supply chain, then the growth rate will be faster. “Before, we had a T-shirt that sold out all its inventory in three days, and it took three months to complete it.”

With regard to the supply chain, Huang quietly believes that he can only gradually run in and strengthen control. "The factory is the factory, there is no so-called 'flexible supply chain factory'. Only a single quantity is big enough to have the right to speak." In addition, BABYGHOST's design is also more complex, there is a jacket with good sales, just use the fabric 24 species.

Since the beginning of last year, the development speed of BABYGHOST has been significantly accelerated. One big reason is that it is willing to try new online games. This year, BABYGHOST has opened a live Taobao. Every week, they look for fashionable girls in New York to live with clothes. New clothes will be sold on a weekly basis. “We also have a live broadcast group, and the group will also send red envelopes to everyone. We have already played very well.” Huang said quietly, as long as new channels can strengthen communication with consumers, BABYGHOST is willing to be the first to “eat crabs”. .

2017 Tmall Fashion Weekend Independent Designer

Seeing the good results of the BABYGHOST Tmall Store, many independent designers have also quietly learned from Huang to ask about the procedures and procedures for entering the Tmall. On November 22nd, Tmall apparel announced that it would open up high-quality merchants to attract merchants, among whom the key recruiters included street fashion brands, designer brands and designer buyers.

Huang quietly said that seeing Taobao and Tmall developing better and better, and supporting the designer brand more and more, she felt that the decision was correct.