Taiwanese luxury kids’ clothing brand aims to make waves on the global scene
Taiwanese luxury kids’ clothing brand aims to make waves on the global scene
2023-08-01
Now for a spotlight on one of Taiwan’s most ambitious fashion brands. This children’s clothing company began just seven years ago, and after four years in business it was already making inroads in the global fashion market. It’s stocked at several luxury department stores worldwide, including the Printemps stores in France. The brand’s founder Wei Chun-fang spoke to us about her vision for a first-rate brand from Taiwan to make waves on the global scene.
They discuss the design, draw up the pattern and cut it out. Then on the sewing machine it goes and gets a good press.
Customization is on offer: embroider a pair of baby feet, a birth date, or any other message. This sample workshop can produce 100 samples of new kids’ clothing styles every season. It’s the heart of the brand, and Wei Chun-fang’s favorite place to be.
Wei Chun-fang
Children’s clothing brand founder
What is it that I actually want to say with this brand? It’s that you start aesthetic education from childhood. I want to express my hope that children can build their confidence with these clothes.
Wei was previously a commercial stylist for 13 years. She wanted to break through the idea that children’s clothes are just a vehicle for cartoon characters. In 2016 she mortgaged her house, took on more than NT$60 million in debt, and founded her company. She didn’t realize that just as she started off on her aesthetic revolution, a pandemic was about to hit.
Wei Chun-fang
Children’s clothing brand founder
When we first started, to be honest, we were losing money on every item. But this is the truth – if you have decided, “I want to make a first-rate children’s clothing brand, I want to create an international brand from Taiwan,” then you won’t compromise.
Of the six years the brand has been operating, three were during a pandemic. But Wei is undaunted, and has pushed the company onward and upward. She’s opened four concessions in foreign department stores, including Printemps, a premium French store, and the brand has featured in international fashion weeks.
The brand has spared no expense to establish their reputation, importing organic Japanese cotton, and adopting costly made-in-Taiwan functional fabrics. These clothes aren’t cheap. But they’ve won the hearts of high-end customers, and last year the brand’s revenue grew 81% year-on-year.
Wei Chun-fang
Children’s clothing brand founder
It’s about children’s health. So we block all toxic materials at the source. So we use 100% organic cotton, or for example we’re using zinc oxide on our fabric too. I want everyone to have confidence that Taiwan has the capacity to go global, to make people see that Taiwan can do design and can make it happen.
Wei has a strong vision of the clothes she wants to make and the brand she wants to establish. Along the way, she might just contribute to a new global image of Taiwan.
少子化童裝革命 有機棉搶進法國春天百貨
2023-08-01
國內一家創業近7年的童裝品牌，在經營第4年，就直接外銷國際，在法國春天百貨設櫃，但其實創辦人魏羣芳，是位當了13年造型師的門外漢，一起來看，她是如何透過環保童裝，打進國際盃、掀起一場美學革命。
從討論、打版、剪裁，再到車縫、熨燙。
甚至是客製化，繡出小腳丫、出生日期，全都能搞定，每季能產出100款童裝新樣式的打樣房，如同品牌心臟，是魏羣芳最愛待的空間。
[[童裝品牌創辦人 魏羣芳]]
"做品牌其實是要表達什麼，我想要表達的是美感教育從小培養，我想要表達的是，我希望透過衣服，讓小朋友可以建立自信"
過去當了13年廣告造型師的魏羣芳，為了打破童裝只有卡通圖案的刻板印象，不惜抵押房產、背負6千多萬的負債，在2016年創立個人品牌，沒想到，正要展開一場美學革命時，卻碰上疫情來攪局。
[[童裝品牌創辦人 魏羣芳]]
"我們剛開始做的時候，就是說老實話，做一件賠一件，但是我說真的，如果你設定好我要做童裝界的頂級名牌，我要做一個國際品牌來自台灣，你不會妥協的"
就算創業6年間，有3年都在疫情中度過，但無懼挑戰的魏羣芳逆勢向前，一路進駐國內百貨，大展4家店，更打入法國春天百貨、登上國際時裝周。
為了做出口碑，不惜下重本，進口日本有機棉、使用國內機能材質，儘管造價不菲，卻抓住高端客群的心，讓去年營收，較前年猛爆性成長了81%。
[[童裝品牌創辦人 魏羣芳]]
"為了孩子的健康，所以我們從源頭阻斷所有的毒化物，所以我們做百分之百的有機棉，或者是，比如說我們現在也用氧化鋅做為面料，我希望大家可以相信，台灣其實是有能力走到國際，讓大家看到台灣有這樣子的設計能力、設計實力"
遵循藍圖、堅持走在自己的賽道，魏羣芳成功讓市場認識，有個國際品牌、來自台灣。
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