Angel Talk

So how big is your team and what do they all do?

There are almost 20 people in my team. In the design department, there are seven people, including me. They're responsible for ready-to-wear, accessories, graphic design and fabrics.

We have production, purchasing and warehouse management departments, people who are in charge of public relations and finance, assistants and a sales team. Now we also have an online operations team. There's also a garment sample division and a pattern-maker. It's quite a lot of people.

How did you envision the brand's spirit when you first launched?

When I started, I had three unwritten rules. First, I hoped our brand would be colorful, without the use of white or black. Second, I hoped the brand would feature rich Eastern elements in terms of materials and patterns; we usually combine Eastern elements and Western silhouettes. These collections are suitable for modern people.

Third, I hoped the designs could be a good match for people without the boundaries of gender, age or nationality.

What do you think of the trend toward gender-neutral styles?

I'm a casual person and an independent personality. And I'm bold. The brand represents me. Many girls around me are both beautiful on the outside and independent inside.

They can do amazing things - small bodies with great power. There are also several talented men around me who understand women's beauty and are capable of designing amazing pieces.

Who's your target customer and from which generation are they?

I thought our target customers would be people between 18 and 30, but I was wrong. People in their 60s and 70s also buy outdoor jackets. Later, I realized our customers are from all age ranges. Our target customers are curious, independent people with young hearts.

You recently opened your store on Tianmao aka Tmall, one of the world's biggest digital retail platforms. How do you see the online/offline challenge for designer brands?

Many independent designers are focusing on offline sales because of the products' high prices. The main difficulties for independent designers are price issues and the need for support from a bigger team.

I wanted to open a digital store to be a successful example to encourage more independent Chinese designers. So, many people visit Tianmao and Taobao daily because it's convenient for consumers. Therefore, we have to open stores on Tianmao.

I'm pretty positive about the idea.