Deep Dive
What inspired Yilei to open her boutique XINLELU?
Yilei opened XINLELU after a chance encounter with a British-Chinese neighbor who proposed a collaboration to create a website featuring independent designers. Yilei, with a background in fashion marketing, saw an opportunity to combine her expertise with her neighbor's passion for fashion, leading to the establishment of the boutique.
How does Yilei describe the typical customer of XINLELU?
Yilei describes XINLELU's typical customer as 'normal people who are fashionable,' specifically targeting the five most stylish women in each office near the boutique. The store focuses on providing proper, occasion-appropriate clothing rather than catering to fashionistas or artists.
What are the key traits Yilei believes a successful buyer should have?
Yilei believes a successful buyer needs a comprehensive sensitivity and perception, encompassing aesthetics, trends, and cultural awareness. Additionally, they must have a strong intuition for finance and a solid understanding of business dynamics.
How has the rise of e-commerce and social media impacted XINLELU?
The rise of e-commerce and social media has posed challenges for XINLELU, as many large-scale boutiques now dominate online sales. However, Yilei remains confident in the value of physical stores, believing that the in-person experience cannot yet be fully replicated online.
What is Yilei's approach to maintaining long-term relationships with VIP customers?
Yilei maintains long-term relationships with VIP customers through regular events, such as store updates and VIP dinners. These gatherings allow customers to socialize, meet new people, and shop in a relaxed, enjoyable environment, fostering a sense of community and loyalty.
What advice does Yilei offer to young people aspiring to enter the fashion industry?
Yilei advises young people to gain a broad understanding of the fashion industry by exploring various roles, such as merchandising, PR, and marketing. She emphasizes the importance of cultural awareness and the ability to collaborate across different functions within the industry.
How does Yilei view the balance between personal passion and business in running XINLELU?
Yilei views running XINLELU as a way to combine her passion for fashion with her business acumen. She focuses on creating a store that reflects her personal taste and values, ensuring that the business remains enjoyable and sustainable for the long term.
- 创立买手店Xinlelu已十年，选址在陕西北路
- 买手需要具备全方位的敏感度、感知力及商业认知
- 选品注重实穿性，目标客户群是追求品位的时髦女性
Shownotes Transcript
本期还真不是广告。
我们一直有通过节目访问时尚/艺术行业工作相关的人，带大家了解时尚产业不同环节。
买手，我们很多期节目都提到了，但一直没有邀请过买手来聊。
【timeline】
3:49 Yilei的买手店
6:41 街边的买手店，是谁在买？下次请勇敢推门进去
11:13 做买手需要什么样的特质？
20:00 关于买货选品
31:19 长久的坚持做一件事
35:53 电商和社交媒体的兴起, 如何摆脱危机感？
47:37 买手店做成沙龙
【主播】
Eve，时尚行业数字化营销专家，媒介经济博士，人口学博士在读
Zoe，资深数字营销专家，前时尚公关，文化人类学与社会行为学硕士 时尚书籍《美丽的标价》译者
【嘉宾】
Yilei的买手店叫XINLELU, 但地址在陕西北路
延伸阅读
Colette纪录片
BGM
Box Full of Toys - Biddy Sullivan
57th Street - Wendy Marcini
Staff
视觉设计：叁季
制作监制：hec
本期，我们邀请了Eve的朋友，在上海开了十年买手店的Yilei聊聊她，typical 上海女生，非typical买手的故事。
我知道有些买手朋友也是我们的粉丝，如果你感兴趣跟我们聊聊你的故事，也请联系小助理投稿。
当然，如果你是时尚艺术的从业者，想跟我们分享你的故事，也可以啦。