Committed to creating clothing that allows for full self-expression, KOREANO encourages women to maintain independent aesthetics and experience the wonders of life with their unique aura and strength.
KOREANO’s Woman SS22 inspiration is all about sophisticated and contrasting colors for a strong, active woman. She is a romantic rebel who has responsibility yet is free of all codes.She’s aware of her environment, but creates her own rules. and a free-spirited traveler who is sure of herself and her style. Deeply urban, she is the master of her secret garden.
A TALK WITH KOREANO
Describe yourself as a creative and how your label was born?
Accompanying women is a multi-faceted and multi-dimensional process, such as accompany women with all the important components in their life journey: study, career, family, as well as the efforts made for this, the promotion they strive for, and so on. At present, contemporary Chinese women are already the role of half the sky. However, many identities have also brought great challenges to contemporary women. Contemporary women have thoughts and connotations, but they are limited by insufficient channels and methods to display and transmit external beauty. Therefore, we have to create an internal and external channel for such women to show their beauty.
How do you manage the creativity process exactly as it’s really challenging nowadays in fashion industry?
The ‘creative’ I understand is not a wild horse, but a process of combining rationality and sensibility. Through understanding women’s lifestyles and life scenes, we combine creativity to interpret fashion and popular elements, always pursuing simplicity, handsomeness, and fashion.
What is the most challenging issue in for an independent label focused on strong and independent women?
For strong and independent women, the contest between perceptual thinking and rational thinking is eternal. They try to use their own efforts to find the balance of everything, career and family, children and the elderly, superiors and subordinates. For brands, what we have to challenge is to continuously understand the inner heart of these women, and to release their emotional values through brand tonality, and to understand the inner heart of customers from the knowledge and cognition of customers.
What’s the main impact of social media in both ways, buying and brand marketing?
At present, our use of social media is immature. Offline stores are still the main place for interaction. Of course, we are also improving the marketing methods of online interactive purchases through social media. But we will not give up our consistent marketing strategy, that is, let the product speak for itself and let the customer understand the product itself, so that we can better understand the heart of the customer.
How do you manage to choose your collaborators in order to spread in a better way your brand’s mission?
Our brand mission is: let Chinese women show their own propositions and unique colors; the partners we need must be: people who adhere to high quality, constantly seek innovation based on user needs, and have a sense of social responsibility.
What do you think is the biggest challenge for a brand during and after the pandemic situation?
The new retail model of online and offline integration, how to deepen the brand building through innovation and seek more touch points, so as to generate product resonance with customers, this is the challenge we face.
How do you think your label can play an important role in your daily client’s life?
The value of the brand lies in the unification of the customer’s inner and outer image and temperament; we insist on seeking a fashion that can be controlled to increase women’s self-confidence.
What do you think about the opportunity of showing and selling your pieces in a digital way in a near future?
We have completed a three-year digital transformation plan, and we are currently halfway through. The final goal is to realize the online visual interaction of users, as well as customized services for personalized and differentiated needs.
Imagine you must write a letter to your FUTURE SELF. What would you write?
The uncertainty of the future is an opportunity as well as a challenge and risk. As long as you are full of passion and stick to what you like, do what you want to do, do what you think is worth doing, to maximize the strength of Chinese women, retain passion, and uphold a sense of mission , The future can be expected.
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