A tall, lanky Western model walks down the runway with a pair of white angel wings, viewed from behind, with hand-woven wool ornaments that adorn the underside of the wings and drag on the floor like the hem of a Tang Dynasty costume opera princess dress. You wouldn't believe it, but you're watching a wig show.
More and more fashion brands favor the form of big show, from clothing to jewelry, from the top of the head to makeup, everything related to the trend will be placed on the runway. The cost of the show is high but the publicity is good.
Rebecca is currently the most recognized wig brand in the country and releases the next season's wig trend twice a year. Since female star Fan Bingbing often wore the brand's wig as a styling item at commercial events a few years ago, wigs suddenly became a fashion item representing the trend, Rebecca directly entered the shop into several shopping malls in Beijing and Shanghai, and the average price of a wig is about 3,000 yuan.
Most of the wigs in the shop are normal, from color to style are easy to accept. The wig displayed on the show is the opposite style, red orange yellow green blue purple, all colors can be worn on the hair, the hair is not a simple hair, but an exaggerated single product, crystals can be woven in the hair, the hair can also be woven into a hat, or cape. In this nearly half an hour of the show, you can vaguely feel that this wig show is a bit of the shadow of the Victoria's Secret show every year, the theme is set up in different parts, the model to perform the theme, the model to match the theme of the choice of exaggerated makeup or accessories, the brand for the model to make props for the performance. Unlike Victoria's Secret's lively scene, Rebecca's scene is more calm, sitting in the audience Carina Lau and Song Jia are just watching the show, not performing guests.
Rebecca's chairman Jeong Youquan sat in the front row of female celebrities before the show, watching dozens of models file out of the stage. Today, this high-end wig brand does not have much domestic flavor, and not many people even know that Rebecca is a local enterprise from Henan. To be honest, the current name of China's fashion city is always concentrated in first-tier cities such as Beijing and Shanghai.
But what is interesting is that Zheng Youquan is very aware of the fashion properties of wigs. In Zheng Youquan's hometown of Henan, the production of wigs has been hundreds of years of history, at first, they made the wig sold to Europeans and Americans, and later cooperated with Koreans, in cooperation with business partners, Zheng Youquan only realized that the original wig profit is surprisingly high. At the beginning, the wig factory is called Xuchang County hair products Factory, but in 93, they and the United States new Asia International Co., Ltd. together set up Henan Rebecca hair Products Co., LTD., the Americans to help the Henan hair manufacturing enterprises to think of a more international name, "Rebecca", Zheng Youquan said he did not know the name means, but it is really very good.
His wig business has thrived in cooperation with American partners, which is by far the world's largest wig market because almost all customers who need wigs can find them there. Michelle O 'Barr bought Rebec-ca's wig because black people have short hair, and wigs are a rigid requirement for them. Sick people wear wigs, sex workers wear wigs, and young people wear hair for parties.
Now the situation in China is becoming more and more similar, which led Zheng to decide to bring Rebecca back to China. The scope of wig applications and the United States is similar, patients, sex workers, hair loss these hard needs are still in, but the main thing is, with the rise of the national fashion movement, there is a wig for normal people has become more and more important. Zheng plans to let young and fashionable people use a wig when they need to look different for different occasions but don't want or have time to change their hairstyle.
This is also one of the reasons why Rebecca's price is not close to the people, from the beginning, they target show business stars and love fashion young people, as long as they think wearing wigs is a fashion thing, that high-income consumers will be willing to pay. Fan Bingbing is obviously the impetus of this trend, before Fan Bingbing, wearing a wig was always seen as to hide some kind of illness, but when a beautiful female star admitted to the media that she was using a wig to style, a group of people immediately followed.
The dramatic hairstyles on today's catwalk are also to further confirm Rebecca's ambition to become a high-end brand, just like clothes, no one is crazy enough to wear a catwalk suit into life, what you show on the catwalk, you will get what kind of image. Rebecca's only purpose in doing this show is to prove that we're stylish, very stylish.
They learn from international brands and hold brand-related events. In May last year, Rebec-ca held a wig festival in Beijing, inviting Chen to be a guest, also in Sanlitun, where hipsters gather; In addition to landing events, the wig brand runs its latest ads in top-tier fashion magazines, including VOGUE, every quarter. Zheng said with a smile that if every girl who loves beauty bought a wig, he would make more money. He provided unified training to his employees, required them to personally try on wigs for customers, and provided them with the service of shopping in luxury stores. According to the company's regulations, they hoped that Rebecca could be the final choice for women like Chanel. In order to be closer to the trend, they have Korean wig designers, also established research centers in Paris, London and New York, and cooperate with stars and first-line stylists internationally and domestically. In an interview with the media, he introduced that the wigs sold by Rebecca are all hand-woven from real human hair, and he specially emphasized the word handmade. He tried to explain the high price of wigs, on the other hand, in the years of doing business with Europeans and Americans, he had understood the value of these two words in the industry.
That's not the only wig company he owns, though his high-end Rebecca is part of a Sleek, second-line wig sleek sleek partnership with U.K.-based Slick.
Zheng Youquan's daughter studied in the UK and now works for her father's company, overseeing sales for the entire company. She grew up in the wig environment, so that she was impressed that in the past to buy wigs is bald men, sick women, but now, she did not expect that wigs have become a fashion item, all people have potential demand for wigs, this top fashion, is really a good business.