Adding class to quality
Erdos is a household name when it comes to cashmere. But it is now turning trendy as it targets a younger and more fashion-conscious demographic. Sun Yuanqing reports.
to cater to the Internet generation.
And Wang hopes that all these moves will cover all the major customer groups inChina.
Wang, whogrewup inOrdos in the Inner Mongolia autonomous region, was sent to Britain to study at the age of 15.
She later went to Cambridge to study engineering where she acquired a master’s degree.
After graduation, she worked for the consultancy firm Roland Berger, where she learned about business management.
In 2006, she left Roland Berger to join the family business, launching the 1436 brand as she felt Chinese cashmere was undervalued.
“We had the best material and the best technique, but we didn’t have a good brand. I wanted people to know about the value of cashmere,” says Wang, whose previous work experience let her tap international resources at a time when Chinese fashion brands were just starting to be recognized.
The Erdos Group now has French designer Gilles Dufour, who worked with Karl Lagerfeld in Chanel for more than a decade, as its creative director.
And the appointment of supermodel Liu as the company’s spokeswomannowmeans the company has a much more relatable brand image for young people.
The company has also recently reached agreements with an Italian designer to head the Erdos 1980 line, but Wang would not reveal the name.
The Erdos Group is also seeking to collaborate with emerging Chinese designers.
A capsule collection done with China’s leading independent designer Uma Wang will be shown at Shanghai Fashion Week later this month. Renowned Chinese pianist Wang Yujia, who is also a spokeswoman for Swiss luxury watchmaker Rolex, recently performed at the National Center for the Performing Arts, presenting works by Alexander Scriabin, Chopin and Beethoven. Rolex has long been a patron of artists and musicians, including Placido Domingo and Cecilia Bartoli. Beijing Caibai Store recently launched a newcollection in collaboration with diamond brand Forevermark. The collection comprises rings, earrings and necklaces highlighting the four-leaf clover. Actor Zheng Kai attended the event. The collection marks the 60th anniversary of the store, and a series of promotion are available.
Wang Zhen (left), vice-president of the Erdos Group, and actress Zhang Ziyi at the Beijing show.