Through a narrow black staircase in the first floor home store, it is the black ideal country of independent designers. The more the stairs are up, the more the illusion that the sky is sinking, because from the clothing to the store, the black shell has only one color - black.
Apparel products are displayed on the side windows of the space, which are women's and men's products, dozens of different styles. But under closer look, the style has no obvious gender. “Propose the concept of no time, no space, no gender.†The co-founder nono summed up the “dress paintingâ€.
Black basic and classic clothing may appear in a certain series of a certain brand, but when all the clothing of a brand is such a tone, it will make people curious. How does it attract consumers' increasingly diverse dressing psychology?
From the love of black clothing, the old black and nono couple chose to create this brand. After working in traditional clothing brand companies for nearly 17 years, they have plunged into the ranks of entrepreneurs. In preparation for nearly one year, in October 2015, the black shell HEIKE clothing concept store opened in Binjiang, Hangzhou, which is the only store the brand has so far.
Strive to walk in various shows, settle in the shop, or simply open a shop on the e-commerce platform, which is the main path of most independent designers. Opening an independent, spacious, never-distributed offline store is clearly not a common option.
Old black and his black shell may be another sample of independent designers seeking to survive in the cracks.
Old black black ideal country
This shop was designed by Lao He, a design company based in Hangzhou. The fencing designer is a younger brother who is also a professional in fashion design. Therefore, in the store's thinking, there is a tacit understanding between them.
Corresponding to the clothing, the shop design is also based on black, the concept of the independent concept and space that the clothing itself conveys, and conveys the complex emotions of humility and arrogance. The exposed concrete material around the ceiling and the ceiling is a little more concentrated than the popular cold wind. The details of some aluminum chandeliers and hanging parabolic blocks also express a rebellious and paranoid in the bones.
According to nono, the black shell opened on the second floor of a SoLIFE home concept store. It was originally a relatively idle space, and there will be some art exhibition activities. In addition to normal display sales and customized services, the store now retains the original exhibition space. This combination of dynamic and static display modes is gradually becoming an alternative exploration of store innovation.
Lao He once said to the media: "I want to explore a new way of existence in the clothing industry. It is not mainstream business, mainstream mode, mainstream style, just do a few pieces of favorite clothes in your favorite space, pay a few Like a friend."
More than the black shell of the old black, the writer Cai Chongda opened the "MAGMODE Hall" in the Kerry Center in Hangzhou, replacing the traditional stores with the concept of a three-dimensional magazine. In addition to selling clothing, you can also visit exhibitions, buy books, listen to new works by independent Chinese and foreign musicians, and taste selected teas. Different concepts, in fact, the use of space has the same meaning.
Hangzhou Kerry Center "MAGMODE Hall"
Interestingly, the HEIKE fashion concept store is not well known in the fashion world, but has won several international awards. A few months ago, it just won the INSIDE World Interior Design 2016 Award, so it was published on many foreign media. Later, there were not many people who came here for the sake of space. It was a landscape, and it combined with clothing, which further enhanced the experience and substitution of the concept store.
Independent designer's seam survival
Laohe also considered opening the store into the mall, but the long account period and high rent will inevitably raise the price, which is not what he wants.
Although the price of the black shell is very high - the average price of the winter clothing is more than 6,000 yuan, and the summer is 2,000 yuan - but for a group of art practitioners with certain spending power, the black shell is a pretty good choice. . Nono admits that in the pricing strategy, the black-shell summer clothing has a thin profit, guarantees no loss while meeting the current consumption capacity, and minimizes unnecessary expenses in the winter, so that the clothing cost is focused on crafts, fabrics and design.
In her view, the black shell does not want to be a high-quality, unattainable brand. "It is neither a cheap consumer product nor a buy-back to sit in the closet and can not wear a few times a year. I hope to baby it, this is A perfect state."
The core staff of the Black Shell Studio has more than 15 years of experience, including a pattern maker and 3 or 4 workers. Each piece is limited in production, depending on the number of fabrics, but each item will not exceed 5 pieces. Personalized customization is also available, and a 15% processing fee will be charged for the change.
Usually, a winter coat's clothing time requires a worker for two days, and relying on years of industry experience, fabric supply is all from abroad, mainly in Japan and Europe, the cost can be seen.
Both husband and wife complete all the style design, should be new in the season, and design products according to fabrics and inspiration from time to time, will not blindly pursue the amount. In the style of clothing, the cut of the black shell is simple, the positioning is classic fashion, there are not too many popular elements, so often one can be sold for several years.
As for whether it will be mass-produced in the future, nono admits that he just wants to make some clothes he likes and does not want to become a pure commercial brand.
Since the store opened more than a year ago, the black shell has remained under a balanced normal operating mechanism, and the store has not yet been profitable, but this does not hinder the black shell's marketing attitude. It is similar to Jiang Taigong fishing, and the wisher is hooked.
In addition to a store manager responsible for daily checkout, goods management, the black shell does not have a clerk to do sales guidance, nor do the old customer maintenance. In nono's view, clothing itself is the only driving force to attract consumers. Of course, part of it is also based on the location of the store, nearly one-third of the nearby apartments are art design practitioners.
The current state of existence of the black shell, or the future, nono himself is very clear, "survive in the cracks." Like some independent designers, the survival of the black shell is equally difficult. But at the same time, they are like a very small little light, choose to do their favorite clothes in a different way, illuminate themselves, and occasionally illuminate others.
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