Clothing Brand Cuyana: Launching The "Downsizing Exercise" Of Wardrobe

In the United States, this kind of high quality manual art is often neglected.

The brand Herm s and Celine adopt a leather bag with a price tag of up to US $2000.

Shilpa Shah and Karla Gallardo, co-founder of Cuyana, think there must be a way to produce products of high quality and low cost.

So the two men began to look for traditional retail.

A breakthrough.

As is known to all, fashion companies, whether they are fast fashion representatives, Forever21 or high-end ones.

Tory Burch has moved the production line to Asian factories.

More precisely, these factories allow companies to integrate all products in the factory, including handbags, clothes, shoes and so on.

Shah and Gallardo decided to set up a company to improve the current production mode.

After obtaining angel funding, they spent two years traveling around the world and visiting small workshops with distinctive fabrics.

They found experts in Scotland cashmere fabrics, craftsmen in Turkey canvas products and leather producers in Argentina.

They design handbags, mini leather products and classic styles together.

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Gallardo said: "now the difference between the two models is that one is specialized in the generation of materials, and the other is a large factory that produces many kinds of materials through machines.

Details are crucial to keeping the product simple.

Although they have a clear understanding of the products they want to create, they still need careful consideration in formulating sales strategies.

Because the masses of consumers are looking for products that are inexpensive and quick to update, they must cultivate a new group of their own users.

These users know that the wardrobe is full.

It's better to have several quality clothes.

If they can successfully change the tastes of consumers, there will be huge market opportunities.

This plan has won a good start.

In the past five years, Cuyana has won three rounds of financing and the number of employees has exceeded 40.

They also led the forefront of shopping fashions and launched the "closet downsizing" campaign.

When Gallardo recalled his childhood in Ecuador, he thought of the slogan of the brand: "fewer and better products".

She remembered that everything was very precious to her when she was a little girl.

Nowadays, most of the people around her do not have much disposable income, so they usually start with products that they really need or love.

Gallardo's parents plan carefully for every shopping.

For example, if they want to buy a bag, they will think about whether the bag is excellent, durable and durable, or even pass it on to the next generation.

Ten years ago, when Gallardo came to the United States to go to university, she was right.

Shoes and bags are especially concerned, but they can't afford them.

Paradox is that she does not feel that shopping gives her a comfortable experience.

Most of the products in the mall are not durable, and all the high quality goods belong to them.

The price is prohibitive.

Cuyana advocates minimalism and encourages women to buy products that are truly desirable.

Every shopping, consumers can receive a gift bag, which they can not wear.

Donate in exchange for store points.

Both Gallardo and Shah are tired of the random consumerism in American culture, hoping that more women will join them.

Their brands are fighting against the aggressive consumption strategies launched by some businesses, which are the crude producers of two dollar shirts and five dollar jeans.

Meanwhile, Marie Kondo, an expert in Japanese histology, wrote a book about tidying up the wisdom of rooms, telling how to dress up her wardrobe, which caused a global sensation, and American women also followed the cleaners.

Last month, an app called Capsules helped women reduce their clothing to 35 pieces.

At first glance, a

Encouraging women to cut down on shopping sounds like a bad strategic decision, but founders find that their efficient mode attracts a large number of investors.

They cut products in small factories, so that no minimum order is required.

When they are ready to launch new products, produce small quantities of test products to see how the consumer market is.

Shah said: "in large factories, the number of products ordered by the company is much higher than that of sales, and many products will eventually escape the fate of selling."

But selling these products to consumers is a big challenge.

How can we buy customers who are accustomed to cheap products suddenly willing to invest huge sums of money for high quality? Besides, how should they display the quality of the main products online? Shah and Gallardo decide not to disclose too much production process to consumers, but to advocate the beauty of simplicity, and decorate their lives by quality and noble products.

Women shopping in Cuyana are also attracted by this idea.

Shah said: "many customers do not understand the importance of quality at the beginning.

Loyal customers.

But after being contacted, they will be impressed by our ideas. They see the difference between our products and others and form new shopping ideas.