China Paradigms

In this episode, Matthieu David interviews Vivian Chang, founder, and CEO at Crush Collection. Created in 2009, the brand is specialized in cashmere garments. Through the story of Crush Collection, Vivian Chang tells us how she managed to start an apparel brand from the sourcing of factories, the relationships with retailers and product understanding. Together, we try to figure out what are the mistakes to avoid when it comes to creating a brand. In this episode, you will learn how to become a successful and promising apparel brand creator from the choice of the business model (very linked to the branding strategy) to the choice of the right distribution channel and the interaction with suppliers. ======================================================= This podcast is sponsored by daxue consulting, a strategic research firm that answers complex business questions on the Chinese market with traditional and tech tools. Since 2012, daxue has served more than 250 clients and completed more than 300 projects.