NAERSI sails New York Fashion Week head Deng Hong confident dreams
On September 10, 2017, China's haute couture brand NAERS I was invited by CFDA (American Fashion Designers Association) to visit New York Fashion Week in 2018 Spring and Summer. From the famous domestic to the international T stage, NAERSI is about to open her. A new fashion journey.
Behind the amazing changes, not just the accumulation of time, but also a qualitative leap
White streamlined shirt with striped wide-leg pants, as the head of the NAERSI brand 1.6 billion women's kingdom, Deng Hong gives the first impression is modern, young and confident.
NAERSI was founded in 1995 and Deng Hong entered NAERSI in 1997. In the 20 years of growing up with NAERSI, Deng Hong has continued to create surprises and refresh people's perceptions of her.
She started her career as a shopping guide from Narsgate, and later went to Shenzhen to study fashion design, from design assistant to designer, from the main design to the design director, after perfectly depicting the designer's career development path map, she was appointed in 2014. As the general manager of the NAERSI brand, he has entered the ranks of highly qualified operators from professionals.
At work, Deng Hong likes to constantly try, experience and explore new fields. Every position is a new journey for her. She is young, embraces change, innovates constantly, feels in experience, reflects in sentiment, and progresses in reflection. Deng Hong goes forward in a spiral, three years of small changes, five years of change, twenty years of butterflies. As a result, she has become a role model for many women in the workplace. Under her efforts, the NAERSI brand has become a well-known industry leader.
In Deng Hong's office, the various medals in the bookcase are: "The most influential Chinese fashion leading brand", "China famous brand", "Clothing innovative brand"... These honors only represent past efforts and Paying, her eyes rarely touch these medals, but pay more attention to a drawing board in the corner of the office, with a street photo of the target customers in each area. The whole drawing board is a picture of the life of elite Chinese women in the city. As long as they are free, Deng Hong will observe this vivid picture and study their lifestyle.
How to use life, referred to as the mission. In Deng Hong's eyes, it is the mission of her and the NAERSI brand to decorate the city's elite women, dress up young and decorate their lives with confidence and success.
On September 10, 2017, Deng Hong will lead NAERSI's first show of New York Fashion Week. This is undoubtedly the most shining moment of Deng Hong's 20-year career, which also indicates that NAERSI will start a new journey.
“Confidence with Tobeyourself†is not only the SLOGAN of NAERSI, but also the brand of Deng Hong’s bones.
In the face of an interview, Deng Hongyun tells the story of growing up with the brand along the way. She gives people the feeling of being intellectual and elegant, such as the spring breeze, but the eyes behind the lens reveal a firm and confident light. This light allows us to understand her extraordinary and illuminate her future journey.
"I grew up from a young age to be a strong person. I set myself a higher goal and responsibility than my peers."
Years of experience have made Deng Hong an elite woman who is not surprised and independent. As the head of the brand, her thinking has transcended the simple design level, paying more attention to the style of the whole brand, the marketing strategy, the future planning, and the leadership and training of the whole team.
In terms of management, Deng Hong has her own unique vision. She is good at analyzing the characteristics of employees: 80 is mature and stable, and after 90 passion, she firmly believes that putting them in the right position can bring out their greatest potential.
Designers are vital to a brand. Solid design skills, rich design inspiration, and interpretation of brand style are important criteria for testing a designer. Deng Hong dare to use the cutting-edge designer boldly. She is interested in the new talent of young designers. Like the chief designer of the New York Fashion Week show, Wu Xing, who was born in 88 years, has a style for fashion and design. With a unique view, the work is also highly appreciated by professionals and the market. Different from the general brand big show, the European design director should be enabled. Deng Hong boldly activates the newcomer, not only injecting vitality into the team, but also making the brand renewed.
In 20 years, Deng Hong led her team to fight all the way, singing all the way, let NAERSI rank among the best in the haute couture industry. At present, NAERSI has more than 500 direct-operated and franchised stores, and its stores are located in various regions of China, with retail sales reaching 1.6 billion.
In 2017, NAERSI will take New York Fashion Week as a new opportunity and will enter a new journey of brand development. Deng Hong will continue to lead NAERSI with this confidence to achieve the dream of a century-old brand.
NAERSI2017 autumn and winter image blockbuster (Source: NAERSI brand)
Q: This NAERSI will debut in New York Fashion Week in 2018 Spring and Summer. As the head of the brand, what expectations do you have for this big show?
A: This is the joy of our brand and a great event in the industry. As an operator of the NAERSI brand, I am very honored; as a practitioner in the women's wear industry, I am proud of being in the industry. I sincerely hope that more Chinese women's wear brands can embark on the stage of international fashion and prove to the world that "Made in China" is moving towards "Created in China."
NAERSI debuted New York Fashion Week. For a 22-year-old brand, this is not only an opportunity to showcase the charm of Chinese women's wear to the world, but also a announcement that NAERSI has opened a new chapter and started a new journey. I hope that my team will learn from the international fashion in the process of open learning and achieve a better future for NAERSI.
Q: Can you tell us about the brand's target group, positioning and philosophy?
A: The target group of our brand is smart, wise and confident urban elite women. The NAERSI brand has always been based on the concept of “decorating the beauty of the urban elite, dressing up the young, decorating the life of self-confidence and successâ€, and providing customers with professional design, exquisite craftsmanship and high-quality fabrics to meet the needs of many occasions, high quality and high quality. fashion clothing.
Q: Since joining NAERSI in 1997, you have grown up with NAERSI. What changes do you think you have with NAERSI?
A: The NAERSI brand was founded in 1995. I entered NAERSI in 1997. In the past 20 years, I have witnessed NAERSI from toddler to step by step. I have witnessed her from 8 square meters in Huaqiang North to 500. A number of high-end specialty stores... Now NAERSI has achieved impressive results, both in design and development, sales channels, market size, and operating standards... have all reached a new stage.
In the past 20 years, I have experienced 9 positions, from shopping guide to design assistant, from the main design to the general manager of the brand... Such a wonderful series of quality changes was given to me by NAERSI. I thanked myself for choosing NAERSI, I I am also grateful for the continuous efforts to grow with the brand in 20 years; I am also grateful that NAERSI gave me the opportunity to realize my brand dream.
Q: What kind of planning do you have in mind for the future development of the brand?
A: For the future development of NAERSI, we will continue our mission to “create a high-grade new life for elite women†and “become an admired Chinese famous women's brandâ€. We will continue to innovate and continue to meet and lead with international fashion. Customer needs.
The essence of brand management is to continuously meet the needs of customers. Our NAERSI should continuously meet the needs of customers in product development, process materials, shopping experience, brand promotion, after-sales service, etc., and even exceed customer expectations.
“Continuous innovation†is the key to maintaining the core competitiveness of the brand. We must not only innovate design concepts, innovative marketing methods, and innovative shopping experiences, we will also cooperate with more international fashion quality resources, so that NAERSI will continue to shine in the next 20 years. , Yonghuang brilliant.
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