Resonance’s Research Manager, Michael Norris, was sought out by Ordre for comment on latest developments in Chinese fashion incubation and retail strategies.
Ordre is a European online luxury wholesale platform with operations in London, Milan, Paris, New York, and Hong Kong. Launched in 2015, Ordre allows fashion designers to show off their collections via 360-degree photography and virtual reality to interested wholesale buyers. Ordre received investment from Alibaba in May 2018.
Michael’s interview was published by Ordre on 26 October 2018. The interview’s focus was on Zuczug, one of China’s leading domestic commercial brands and retail disruptors. Zuczug is at the leading edge of user acquisition and incubation to capture new segments and drive growth.
Wang Yiyang, the designer behind the Zuczug brand, with 73 stores in China and global ambitions. PHOTO CREDIT: WALL STREET JOURNAL
Key takeaways from the article and Michael’s interview:
Domestic fashion group, Zuczug, is working on a portfolio strategy through acquisition and incubation.
Zuczug’s incubation model is unique within Mainland China. It can be likened to the Comme Des Garçons support system in Japan.
The largest entity within Zuczug’s incubation model is WHM, an affordable luxury brand. Although it shares many sales channels with Zuczug, it has also found favor with specialty fashion outfits around Mainland China.
Zuczug’s incubation model is likely to be replicated by other domestic fashion and retail labels looking to appeal to new segments.