The 27-year-old British designer Charlotte Beecham founded his own nickname scarf brand Charlotte Simone (Simone is the middle name of the founder's full name) four years ago.
In just a few years, this scarf brand quickly became popular in the celebrity circle, with many supermodels, socialites and celebrity fans such as Olivia Palermo (pictured below), GigiHadid, BellaHadid, SiennaMiller and MillieMackintosh. Last year, sales exceeded millions of dollars, a year-on-year increase of 40%.
CharlotteBeecham's passion for accessories stems from the days of studying in Paris, and the French woman's dress style impressed her. She graduated from New York University with a degree in English and Art and wants to be a journalist without any experience in fashion design. In 2011, she developed entrepreneurial inspiration in a process of discussing tailoring with a friend from the fashion design department at Parsons School of Design in New York.
When she did her job, she began to design scarves and met with many buyers, hoping to get their favor. In the near desperate, a buyer of American luxury department store NeimanMarcus made the first big order of CharlotteBeecham. .
CharlotteSimone's designs are mostly lively and playful. The signature colors are bubble gum powder, rock sugar blue, and the price range for scarves is $218 (faux wool) ~ $450 (fox fur). The brand's most famous scarf style is "Popsicle", this fluffy extra thick winter scarf has become the brand's logo.
Although the CharlotteSimone scarf feels furry, it is not all made with natural hair. In order to meet the needs of different consumers, the brand's scarf raw materials include artificial hair and natural hair, and the price also has a large gradient. CharlotteBeecham has been working on the development of new artificial wool materials. According to her, the fashion industry was very resistant to artificial hair ten years ago, because the rainy days are prone to moisture and fading, and cannot be called a luxury. But now, people's perceptions of artificial hair have changed, and artificial hair will become a major trend in the future industry.
Currently, Charlotte Simone's scarves are available at luxury department stores such as Harrods, Harvey Nichols, Nordstrom, Bloomingdale's, Neiman Marcus, and Bergdorf Goodman. The largest market is located in the UK and Japan, and began to expand into the United States.
CharlotteSimone's goal is to design new and new fabrics that reshape the scarf concept, and each scarf can be traced back to the origin of the ingredients.
The CharlotteSimone scarf has received a lot of attention on social networks. The Instagram brand account is operated by Charlotte Beecham and has more than 60,000 fans. Social media is a great tool to promote brand sales. About 40% of official online sales are contributed by Instagram.
Although Charlotte Simone also sells some other items such as jackets, hats, key chains, etc., the founder said that the scarf category is still the core, because her scarf can be matched with high-end clothing, ready-to-wear, shoes and handbags from major fashion brands. Wait.
Editor in charge: Song Jun
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