I first came into contact with the word "EGO" in 2018, and I went out of my way to search for its meaning, which means "self, self".
In 2023, a womenswear designer brand called EGO was the talk of the town on social media, and I was reminded of it. Surprisingly, this brand already has more than 100 stores in China, and fans have swept up the entire Xiaohongshu. This also aroused my curiosity, why is this women's clothing brand so popular, and what does it rely on to live to become what young people like?
To solve this puzzle, we asked the brand's founder, Xiaoya, to tell us the story of EGO.
(Founder of EGO brand: Xiaoya)
Origin of EGO
Q1: I heard that you used to be a fashion designer, what inspired you to start your own business?
Xiaoya: "I think every fashion designer should have a brand dream. I have been in the garment industry since 2007, starting from the grassroots level, and have worked as a sales, display, and store manager of a garment store. During my work, my love for the clothing industry became stronger and stronger, and I began to pay attention to fashion design information, and systematically learned Xi, so I got closer to my dream step by step, and finally became a fashion designer as I wished. I came up with the idea of starting my own business in 2016, when I met a few designer friends who had the idea of starting a business. Everyone says that everything is difficult at the beginning, but having like-minded partners makes me feel confident about starting a business. So I resolutely quit my well-developed job and opened the first 'EGO' in Taiyuan, Shanxi. With this store as a starting point, I started building a team, from designers to supply chain, and hiring was all in place in less than two months. After the personnel were complete, things went more smoothly, and we began to carry out brand building, VI design, product design and production, investment promotion, and gradually formed the prototype of the brand. ”
Q2: Why did you choose the word "EGO" as your brand name?
Xiaoya: "Most of the time I devote myself to fashion design, except for reading some books that interest me in my free time, such as psychology. It was through reading that I learned the word 'EGO'. The meaning of the word 'self' immediately appealed to me. So when I wanted to create a brand, I immediately thought of 'EGO' and it inspired me a lot. I hope that the clothes I design will be a medium for women to express themselves to the fullest. ”
Positioning of EGO
Q3: Why did you choose to join the highly competitive women's clothing market?
Xiaoya: "When I was a designer, I mainly focused on women's wear design, so choosing to join the women's clothing market is my best choice at the moment. I usually notice that my female friends around me often struggle with what to wear because of the change of seasons or for various occasions. Thinking of this, my 'occupational disease' attacked, and I wanted to choose clothes for them so that they could show their best looks. So I thought to myself, how great it would be if I could create a women's clothing brand that would provide them with a variety of fashion options and alleviate their daily worries! I knew that the women's clothing market was highly competitive, but at the time I told myself, how would I know if I didn't try? And the women's clothing industry is what I'm good at, and I can only succeed if I do what I do best. ”
Q4: Can you talk about the DNA of the EGO brand and how the brand has continued to adapt to the fashion needs of contemporary women since its inception?
Xiaoya: "EGO is not a traditional women's clothing brand, and it is different from fast fashion brands. We hope to convey a new concept of life through the brand, encouraging independence, self-satisfaction, and not being defined. We hope that when they wear our clothes, they can express their unique character and charm, and become independent and pleasing women, with an aura of two meters eight. Our product style is mainly fashionable and simple, high-end elegant, light and sexy, and design-based. Sometimes I take my design team to travel around the world to draw inspiration, delve into clothing style design trends, and integrate their uniqueness into the design to meet the fashion needs of different women. ”
EGO's goals
Q5: What do you think is the key to being an independent and self-pleasing woman?
Xiaoya: "To be an independent and pleasing woman, I think the key is to first understand and accept your uniqueness. Through this venture, I have met many people, some of whom are designers, some are photographers, and some are boutiques...... They all have their own goals in life, are not defined by others, and pursue their true intrinsic value. The most important thing is to keep an awareness of your own needs, keep learning Xi, explore, and live an authentic and independent life. My goal is to design clothes for them, so I am very strict in the selection of fabrics, not only the fabrics of the clothes, but also the choice of buttons, so that consumers do not feel 'cheap' when dressing. ”
Q6: Do you have any expectations for the future of EGO?
Xiaoya: "At present, the company is in a stage of rapid development, and by the end of 2023, the number of EGO stores has exceeded 100. We hope to open more stores in the country so that more women can wear our EGO clothing. In the future, we will continue to be sensitive to fashion trends and continue to innovate designs to meet the changing needs of women for fashion. We hope that EGO can become a symbol of women's independence and self-satisfaction, so that more women can feel confident and beautiful when wearing our clothing. ”