In the context of the 35-year leadership in the fashion industry, the clothing sector is often described by harsh realities. Particularly in women's fashion, competition is fierce and often tragic. According to Wang Zhiqin, chairman of Nanjing Wegenasi Fashion Co., Ltd., a successful company derives more value from its people than from its products or capital.
V. GRASS, a subsidiary of Nanjing Wegenasi Silk Fashion Co., Ltd., has made a name for itself in the women’s clothing market, ranking among the top 10 in East China and South Central shopping malls. Wang Zhiqin emphasizes that for a company to grow, it must focus on a narrow scope. Trying to be everything to everyone leads to being nothing at all. V. GRASS targets a specific group of intelligent women, tailoring its designs to meet their unique needs. This precise positioning has helped build strong brand loyalty.
Wang Zhiqin also shared insights on how V. GRASS navigates the competitive fashion landscape. He stressed the importance of self-cultivation—focusing on the values and aesthetics that resonate with Chinese women. The "Slim" version of V. GRASS does not cater to every consumer but instead targets those who seek a refined, elegant look. Over time, customers come to associate V. GRASS with the ability to enhance their appearance, making it a go-to choice for style-conscious women.
A key principle of V. GRASS is being customer- and employee-centric. This means listening to the market without blindly following trends, and maintaining a balance between innovation and tradition. Designers are highly respected within the company, not just for their creative skills, but for their strategic contribution to brand identity.
Maintaining brand consistency while adapting to market changes is another challenge. V. GRASS manages this by balancing the input of market trends with the vision of its design team. Rather than chasing every passing trend, the brand stays true to its identity. In terms of service, V. GRASS focuses on creating consultants rather than salespeople. Each store representative is trained to provide fashion advice, enhancing the customer experience and increasing the value of each interaction.
The company also emphasizes localization in talent management, especially in mature markets where local expertise is crucial. V. GRASS currently operates around 215 stores, with 90% being direct sales. The goal is to expand to 300 stores by year-end. This model, though costly upfront, strengthens brand control and ensures consistent messaging across all outlets.
In terms of product distribution, V. GRASS uses a customized approach to ensure regional relevance. By selecting products based on local preferences, the brand avoids the "one-size-fits-all" approach, maintaining a fresh and differentiated image.
As China's middle class grows, the domestic demand for quality fashion is rising. For companies like V. GRASS, this presents a significant opportunity. Those who fail to act quickly may lose out on valuable resources and market share. In the future, only design-driven brands targeting niche markets will thrive. To stay ahead, companies must move fast and remain focused.
Balancing low-key growth with speed requires careful strategy. V. GRASS achieves this through three key elements: focusing on design and R&D, building a team with shared vision, and maintaining a deep specialization in its field. These principles have been instrumental in the brand’s success.
Source: China Textile News
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