The Road Against Vitoria'S Secret Giant Is Very Difficult.

Although they are all garments, it is impossible for an independent brand or a small retailer to sell billions of multinational companies like this.

To achieve a certain scale, there is a price to pay, but independent designer brands like Angela Friedman or other small retailers are working together in their living rooms and workshops, trying to achieve a state of no loss.

Angela and her husband are moving away from New York. When asked whether they regret it, she replied, "I basically didn't make any money.

We choose to work in this niche industry, even though there are very few opportunities, but we feel lucky because we are doing what we like every day.

This is great.

But this is still a job, not a hobby.

When it becomes the only source of income for full-time jobs, it can not be based on cost price alone. This mode can not establish a company.

Underwear is a luxury business, not charity. "

British Independent underwear designer Karolina Laskowska published a popular article in The Lingerie Addict detailing the concept.

She is a star in the underwear market, won the UK Lingerie Awards annual Designer Award, and successfully raised the brand creation fund through the crowd raising website Indiegogo.

But for underwear designers, the significance of fame is not too big, but it will lead to some mature underwear retailers running to copy her designs.

For example, the American Internet fashion brand Nasty Gal copied her works. Before that, Urban Outfitters, a young fashion retailer in America, copied another independent underwear brand Toru & Naoko.

Karolina Laskowska said: "there is no need to be too entangled about plagiarism, believing that everything is going round and round."

Although she is also troubled by these problems, there is more urgent concern at the moment: only when the products are sold, can they pay the rent on time.

She said, "90% of the time is spent on sewing products, and the remaining 10% is trying to improve business.

I have no external financial support and investment, and it is extremely difficult to compete with other brands of the same market level.

I can't spend thousands of pounds in advertising or public relations activities.

In most cases, rent and pportation costs can only be borne, and the rest of the money is spent on new fabrics. "

Speaking of buying underwear, in the face of small independent designer brands and popular brands such as Victoria 's Secret, what do you usually choose as consumers? Price performance is probably the first choice for most people. Let's hear why independent designer brands are more expensive and living conditions are more difficult.

According to the US website, consumers are buying today.

The three most difficult problems facing us are:

1, consumers do not know what is suitable for their "perfect fit", or they feel that they can not buy such bra at all.

2, even if there is a very suitable bra, it can't be bought in the shops nearby.

3, even if it can be bought, the expensive price may be unacceptable.

Today's consumers are very smart, but they still find it difficult to understand why the brand of independent underwear and vermin are totally different. Their biggest confusion is: why is a poor bra with a cloth less than 95 dollars? Why not provide the full size of the cup? Do you need 3 weeks' delivery? Do you only accept reservations? Why?

Large scale

For example, compared with independent brand designers, such as Angela Friedman, the average price of bra designed by the latter is 100 US dollars and 2 times the price of high Davi products.

What causes such a huge difference? Perhaps in the discourse of independent designer Angela Friedman, we can see some reasons for the high price:

Talking about the cost, she said, "many people can see a piece of clothing that will say," this is comparable.

It's much more expensive! "Yes, that's the fact, because the cost of production in New York is much higher than that in Bangladesh (Messi department store)."

Material, labor, hourly rates, suppliers, machinery costs and other factors will affect pricing, all of which are naturally more expensive if they are in New York.

If you want to sell it in a retail store, you need to add marketing, pportation, credit card fees, packaging, website costs, etc.

"Every garment, in addition to the basic cost it can see, has additional costs and expenses, and tax increases."