China Daily Global Edition (USA)
Taoray Wang ready to take on SoHo
Sitting in her Shanghai studio, Wang Tao knew that New York was getting cold when Tiffany Trump messaged her to say that she needed some coats.
Until now, Wang’s label Taoray Wang has been available only to a very select group of women: top Wall Street executives, Chinese diplomats, actresses and the US president’s daughter.
This September, the Chinese designer will open her first store in Manhattan’s SoHo district. The shop will function both as a retail store where shoppers could walk in and buy Taoray Wang’s ready-to-wear ensembles, and a membership club, where participants could come in for measurements, look at styles and order customized pieces.
“Taoray Wang is not just a clothing label. It’s a styling service brand. I want to take the time to know my customers, know their tastes, their habits,” Wang said.
The brand targets powerful women who want to be stylish and sexy, as Wang often takes masculine work attire and turns it into delicate, feminine outfits.
Last month, Trump wore a white, custommade double-breasted Taoray Wang coat to the inauguration of her father Donald Trump in Washington. She also wore a blue Taoray Wang dress to the first presidential debate — she first saw the blue dress in a lookbook and then asked to attend Wang’s fashion show in New York last September. She has been a fan since.
A Taoray Wang dress costs between $1,400 to $3,000, and a blazer starts at $1,100 for spring collections and $1,700 for fall collections.
To be considered a Taoray Wang member, a customer is expected to spend around $100,000 in the coming years.
Taoray Wang was financially backed by Wang Weidong, president of Ribo Fashion Group, where Wang Tao served as creative director for its women clothing brand Broadcast:Bo for 12 years.
Under Wang Tao’s guidance, Broadcast:Bo opened 700 new stores in China, and revenue rose from $30 million to $350 million.
Ribo Fashion Group purchased a twostory landmark SoHo building in 2015 with the intent to build a seven-story Taoray Wang store. The process got delayed over city objections to the exterior renovation.
“It has been delayed long enough. We are opening the store this September, even if it means two-floor for now,” Wang said.
Wang also will be releasing a diffusion line, Taoray Taoray, in September, targeting younger customers. The styles are urban and sporty, featuring jumpers paired with sneakers.