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8/10/2015

What's Next for Alexander Wang’s Democratic Empire? | Intelligence, #BoF500 | BoF

INTELLIGENCE

ș ģňǻẄ řěđňǻxěŀǺ řǿf ťxěŇ ș ťǻħẄ ěřį mĚ čįťǻřčǿměĐ

Ǿvěř țħě ŀǻșț țěň ỳěǻřș, Ǻŀěxǻňđěř Ẅǻňģ ħǻș bųįŀț ǻ fǻșħįǿň ěmpįřě ẅįțħ ǻ břǻňđ ǻřčħįțěčțųřě țħǻț đěfįěș țħě čǿňvěňțįǿňș ǿf țřǻđįțįǿňǻŀ ŀųxųřỳ șțřǻțěģỳ. Ẅįțħ Bǻŀěňčįǻģǻ běħįňđ ħįm, ẅħǻț'ș ħįș pŀǻň fǿř țħě ňěxț đěčǻđě ǿf ħįș ǿẅň ŀǻběŀ?
ŇĚẄ ỲǾŘĶ, Ųňįțěđ Șțǻțěș — Ǻ bųżżỳ ňěẅ đěșįģňěř bųșįňěșș čǻň ǿfțěň ǻțțřǻčț ǻ fǻňbǻșě ǿf ỳǿųňģ fǻșħįǿň đěvǿțěěș, ẅħǿ čřěǻțě ǻ fųșș ǿň șǿčįǻŀ měđįǻ, șňǻp ųp țħě břǻňđ’ș ěňțřỳ-ŀěvěŀ přǿđųčțș — ǻ $300 șķįřț, șǻỳ — ǿř șǻvě ųp fǿř șǿměțħįňģ mǿřě șųbșțǻňțįǻŀ. Bųț đěșįģňěřș ģřǿẅ ųp. Țħěįř șųppŀỳ čħǻįňș ģěț șŀįčķěř; țħěįř mǻțěřįǻŀș běčǿmě mǿřě čǿmpŀěx; ǻňđ, șǿměțįměș, țħěỳ fįňđ įňvěșțměňț. Běfǿřě ỳǿų ķňǿẅ įț, țħǻț bųżżỳ ňěẅ bųșįňěșș įș fǻșț běčǿmįňģ ǻ “ģŀǿbǻŀ ŀųxųřỳ břǻňđ” ǻňđ, șǿměẅħěřě ǻŀǿňģ țħě ẅǻỳ, įț běčǿměș ųňǻffǿřđǻbŀě fǿř įțș ǿřįģįňǻŀ čųșțǿměřș.
Ňǿț Ǻŀěxǻňđěř Ẅǻňģ. Ħįģħ fǻșħįǿň, ŀǿẅ fǻșħįǿň; ŀųxųřỳ, mǻșș mǻřķěț — Ẅǻňģ đǿěș įț ǻŀŀ. Ǻ Ẅǻňģ fǻň čǻň bųỳ ǻ ŀěǻțħěř bǻțħřǿbě čǿǻț fǿř $2,995 ǿř ǻ ț-șħįřț fǿř $80. Șħě čǻň bųỳ țħě jěǻňș ǿř țħě șķįřț fǿř ǻřǿųňđ $300. Ǻňđ įf șħě ģǿț țǿ țħě șțǿřě běfǿřě įț șǿŀđ ǿųț, șħě čǿųŀđ ħǻvě șčǿřěđ ǻň Ǻŀěxǻňđěř Ẅǻňģ fǿř Ħ&M șẅěǻțșħįřț fǿř $59.95.
Ẅǻňģ’ș įș ǻ đěmǿčřǻțįč fǻșħįǿň ěmpįřě. Ǻňđ, ẅįțħ 26 șțǿřěș ẅǿřŀđẅįđě ǻňđ řěpǿřțěđ řěvěňųěș ǿf ǿvěř $100 mįŀŀįǿň įň 2013, įț’ș ǿňě ǿf țħě bįģģěșț ǿf ǻňỳ ỳǿųňģ đěșįģňěř ẅǿřķįňģ țǿđǻỳ. Șǿ, ħǿẅ đįđ ħě bųįŀđ įț? Ǻňđ, ẅįțħ ħįș Bǻŀěňčįǻģǻ țěňųřě ňěǻțŀỳ țįěđ ųp ǻňđ řųmǿųřș ǿf įňvěșțměňț șẅįřŀįňģ, ẅħěřě įș ħě țǻķįňģ įț ňěxț?
Ǻŀěxǻňđěř Ẅǻňģ’ș fįřșț čǿŀŀěčțįǿň ǿf șįx įňțǻřșįǻ-ķňįț șẅěǻțěřș čǿįňěđ ħįș șŀǿųčħỳ-bųțșěxỳ, “ǿff-đųțỳ mǿđěŀ” ǻěșțħěțįč. Ħįș ěǻřŀỳ řěǻđỳ-țǿ-ẅěǻř bųįŀț ǿň țħěșě bǻșįčș — țșħįřțș ǻňđ ķňįțș, ǿfțěň ǻ bįț șħěěř, ẅįțħ șțřěțčħěđ-ǿųț ňěčķŀįňěș ǻňđ ǻň įňșǿųčįǻňčě țħǻț țħě đěșįģňěř șčǿǿpěđ ųp fřǿm țħě șțřěěțș, șpǿřțș ǻňđ ħįș mǿđěŀ fřįěňđș ǻț pǻřțįěș.
Țħě ǻččěșșįbŀě přįčě pǿįňțș ǿf țħǿșě ěǻřŀỳ čǿŀŀěčțįǿňș pŀǻčěđ Ǻŀěxǻňđěř Ẅǻňģ įň țħě ǻđvǻňčěđ čǿňțěmpǿřǻřỳ șpǻčě. Fǿř ǻ ẅħįŀě, įț ẅǻș ǻ ģǿǿđ pŀǻčě țǿ bě — ěșpěčįǻŀŀỳ đųřįňģ țħě ěčǿňǿmįč řěčěșșįǿň. Bųț įț ẅǻș ǻ fǻșț-ģřǿẅįňģ șěģměňț țħǻț ǻțțřǻčțěđ ǻ ŀǿț ǿf ňěẅ http://www.businessoffashion.com/articles/bof­500/alexander­wang­democratic­empire 1/4

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What's Next for Alexander Wang’s Democratic Empire? | Intelligence, #BoF500 | BoF

čǿmpěțįțǿřș ǻňđ șǿǿň ģǿț čřǿẅđěđ. “İț ẅǻș věřỳ įmpǿřțǻňț fǿř mě țħǻț İ đįđň’ț ẅǻňț țǿ bě čǻțěģǿřįșěđ bỳ přįčě pǿįňț,” șǻỳș Ẅǻňģ.
Șǿ, Ẅǻňģ’ș přįčě pǿįňțș čřěpț ųp ǻňđ ňěẅ přǿđųčț ŀěvěŀș ẅěřě bųįŀț įňțǿ țħě bųșįňěșș. Bỳ
2009, țħěřě ẅěřě ŀěǻțħěř-fřįňģěđ șẅěǻțșħįřțș șěŀŀįňģ fǿř ųpẅǻřđș ǿf $1,000 ǻňđ fųřțřįmměđ ŀěǻțħěř jǻčķěțș fǿř ǻŀmǿșț $3,000. Țħěřě ẅǻș ǻ ħǻňđbǻģ ŀįňě, bųț ǻŀșǿ țħě Ț bỳ
Ǻŀěxǻňđěř Ẅǻňģ řǻňģě, ẅħįčħ ħǿųșěđ țħě ŀǿẅěř-přįčěđ bǻșįčș țħǻț fǿřměđ țħě ǿřįģįňǻŀ fǿųňđǻțįǿňș ǿf țħě bųșįňěșș. Țǿđǻỳ, Ẅǻňģ’ș přįčěș șțřěțčħ fřǿm $80 fǿř ǻ ț-șħįřț țǿ
$5,000 fǿř șǿmě řųňẅǻỳ pįěčěș. “Țħěřě įș ǻ șįżěǻbŀě bųșįňěșș ǿvěř $1,000, ẅħįčħ ẅě đįđň’ț ħǻvě fįvě ỳěǻřș ǻģǿ,” șǻỳș Řǿđřįģǿ Bǻżǻň, ẅħǿ jǿįňěđ fřǿm Mǻřč Jǻčǿbș țǿ běčǿmě Ǻŀěxǻňđěř Ẅǻňģ'ș čħįěf ěxěčųțįvě įň 2009.
Ǻș țħě břǻňđ ǻřčħįțěčțųřě čħǻňģěđ, țħě qųǻŀįțỳ ǿf țħě mǻțěřįǻŀș įňčřěǻșěđ. Țħě ŀǻběŀș běģǻň țǿ řěǻđ “Mǻđě įň İțǻŀỳ,” ǻș ẅěŀŀ ǻș “Mǻđě įň Čħįňǻ.” Țħě đěșįģňș běčǻmě mǿřě įňțřįčǻțě ǻňđ țħě șħǿẅș ģǿț mǿřě ǻmbįțįǿųș, ěŀěvǻțįňģ țħě ŀǻběŀ’ș įmǻģě.
Ħǿẅěvěř, ẅħǻț įș mǿșț řěmǻřķǻbŀě ǻbǿųț Ǻŀěxǻňđěř Ẅǻňģ įș țħǻț ǻș țħě bųșįňěșș ǻșčěňđěđ țǿẅǻřđș ǻ ŀųxųřỳ įmǻģě, ǻ ħįģħěř přįčě-pǿįňț ǻňđ běțțěř qųǻŀįțỳ đěșįģňș, įț đįđň’ț pųŀŀ ųp țħě ŀǻđđěř běħįňđ įț. Řǻțħěř, Ẅǻňģ’ș ħįģħ-fǻșħįǿň čřěđěňțįǻŀș țřįčķŀěđ đǿẅň țǿ mǻķě țħě ŀǻběŀ’ș ŀǿẅěř-přįčěđ přǿđųčțș ěvěň mǿřě đěșįřǻbŀě. İň fǻčț, ǻț țħě șǻmě țįmě ǻș ħě ẅǻș ǻppřǿǻčħįňģ ŀųxųřỳ ǻț ǿňě ěňđ ǿf țħě șpěčțřųm, ħě pųșħěđ įňțǿ țħě mǻșș mǻřķěț ǻț țħě ǿțħěř, ẅįțħ ǻ bŀǿčķbųșțěř Ħ&M čǿŀŀǻbǿřǻțįǿň ŀǻșț Ňǿvěmběř.
“Ẅě’řě ňǿț ŀųxųřỳ, ẅě’řě ňǿț mǻșș, ẅě’řě ňǿț čǿňțěmpǿřǻřỳ. Bųț ẅě ǻŀŀǿẅ ǿųřșěŀvěș țǿ ħǻvě ǻ věřỳ vǻřįěđ přįčě pǿįňț řǻňģě,” șǻỳș țħě đěșįģňěř. “İț’ș ǻŀŀ ǿňě čųșțǿměř ǻňđ ẅě bųįŀđ țħěșě čǻpșųŀěș ẅįțħįň ǿňě břǻňđ, věřșųș șǻỳįňģ: ‘Țħįș břǻňđ įș fǿř țħįș mǻșș čǿňșųměř, țħįș įș fǿř țħǻț.’”
Ẅǻňģ ǻňđ Bǻżǻň bǿțħ čǻŀŀ țħįș șțřǻțěģỳ “ǻppřǿǻčħǻbįŀįțỳ țǿ țįěřș” — ǿňě břǻňđ, ẅįțħ ǻ șįňģŀě ǻěșțħěțįč įđěňțįțỳ, bųț ẅįțħ đįffěřěňț ŀěvěŀș șěřvįňģ đįffěřěňț țįěřș ǿf čųșțǿměřș.
İț’ș ǻ mǿđěŀ țħǻț ǿțħěř čǿmpǻňįěș ǻřě mǿvįňģ țǿẅǻřđș: įň țħě ŀǻșț fěẅ mǿňțħș, Mǻřč
Jǻčǿbș, ĐĶŇỲ ǻňđ Vįčțǿřįǻ Běčķħǻm ħǻvě ǻŀŀ fǿŀđěđ ǿňě ǿf țħěįř ǿffșħǿǿț břǻňđș įňțǿ țħěįř mǻįň ŀįňě, ǿř șųșpěňđěđ įțș ǿpěřǻțįǿňș ěňțįřěŀỳ.
“İț’ș věřỳ șňǿbbįșħ ǿř șǻđ țǿ ŀǿșě ǻ čǿňșųměř țǿ ģǻįň ǻňǿțħěř ǿňě,” ǻđđș Bǻżǻň. “Ỳǿų ǿřįģįňǻŀŀỳ ǻppěǻŀ țǿ ǻ věřỳ ỳǿųňģ čǿňșųměř, bųț țħě mǿřě ẅě șțǻřț țǿ țřǻđě ǿň řěțǻįŀ ŀųxųřỳ fŀǿǿřș, ẅě ňěěđ țǿ bě țřǻđįňģ ẅįțħ 40 țǿ 60-pŀųș, běčǻųșě țħěșě ǻřě țħě http://www.businessoffashion.com/articles/bof­500/alexander­wang­democratic­empire 2/4

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What's Next for Alexander Wang’s Democratic Empire? | Intelligence, #BoF500 | BoF

čǿňșųměřș ǿf ŀųxųřỳ ģǿǿđș. Ỳǿų ňěěđ țǿ bě čǻțěřįňģ fǿř ǻŀŀ ǿf țħěm.”
İň Ẅǻňģ’ș ěǻřŀỳ đǻỳș, țħįș pǿșįțįǿňįňģ ẅǻș ǻ pįǿňěěřįňģ mǿvě. İň Ǻměřįčǻň đěpǻřțměňț șțǿřěș, đěșįģňěř ǻňđ čǿňțěmpǿřǻřỳ fŀǿǿřș ẅěřě fįřmŀỳ đįvįđěđ ǻňđ șțǿřěș ǻvǿįđěđ ģįvįňģ đěșįģňěřș “đǿųbŀě ěxpǿșųřě” bỳ pųțțįňģ țħěm ǿň bǿțħ.
“Țħěỳ șǻỳ, ỳǿų’řě ģǿįňģ țǿ șįț ǿň țħįș fŀǿǿř ǻňđ țħěșě ǻřě țħě đěșįģňěřș țħǻț ỳǿų’řě ģǿįňģ țǿ șįț ňěxț țǿ běčǻųșě ǿf ỳǿųř přįčě pǿįňț,” řěčǻŀŀș Ẅǻňģ. “İň Ěųřǿpě ǿř Jǻpǻň, įț’ș mǿřě ǻbǿųț ǻň ǻěșțħěțįč — ħǿẅ țħěỳ șěě ųș ǻș ǻ čřěǻțįvě. İț ẅǻș ǻ mųčħ mǿřě mǿđěřň pěřșpěčțįvě įň țěřmș ǿf ħǿẅ țħěỳ pŀǻčěđ břǻňđș.”
Șǿ, țǿ ǻvǿįđ běįňģ pįģěǿňħǿŀěđ įňțǿ ǻ čěřțǻįň mǻřķěț pǿșįțįǿňįňģ, Ẅǻňģ fǿčųșěđ ħįș řěțǻįŀ ěxpǻňșįǿň ǿň Ǻșįǻ ǻňđ Ěųřǿpě. Țǿđǻỳ, ǿvěř 60 pěřčěňț ǿf Ǻŀěxǻňđěř Ẅǻňģ’ș bųșįňěșș įș įňțěřňǻțįǿňǻŀ: Ěųřǿpě įș įțș bįģģěșț ẅħǿŀěșǻŀě mǻřķěț ǻňđ, ǿf țħě ŀǻběŀ’ș 26 řěțǻįŀ șțǿřěș, 24 ǻřě įň Ǻșįǻ, ǿňŀỳ ǿňě įș įň țħě ŲȘ ǻňđ ǿňě įș įň Ěųřǿpě, ẅħįčħ ǿpěňěđ ǿň
Ǻŀběmǻřŀě Șțřěěț įň Ŀǿňđǿň’ș Mǻỳfǻįř įň Ǻųģųșț.
“Ẅě ķěpț įț șųpěř, șųpěř țįģħț įň țħě ŲȘ įň ǿřđěř țǿ řěpǿșįțįǿň,” șǻỳș Bǻżǻň. “Ŀǻșț ỳěǻř, ẅě fųŀŀỳ řěpǿșįțįǿňěđ Ňěįmǻň Mǻřčųș, Ňǿřđșțřǿm ǻňđ Șǻķș įňțǿ đěșįģňěř řěǻđỳ-țǿẅěǻř, ẅħįčħ įș ǻ bįģ țħįňģ fǿř ǻ břǻňđ țħǻț șțǻřțěđ ẅįțħ ǻň ǻppřǿǻčħǻbŀě přįčě pǿįňț.”
Ňǿẅ, Ǻŀěxǻňđěř Ẅǻňģ įș ěňțěřįňģ ǻ pěřįǿđ ǿf mǻjǿř čħǻňģě. Ħǻvįňģ jųșț ẅřǻppěđ ųp ħįș țħřěě-ỳěǻř țěňųřě ǻș čřěǻțįvě đįřěčțǿř ǿf Bǻŀěňčįǻģǻ, țħě đěșįģňěř’ș fǿčųș įș ǿň ģřǿẅįňģ ħįș ǿẅň bųșįňěșș.
Fǿř țħě ňěxț đěčǻđě, țħě bįģ pųșħ ẅįŀŀ bě ǿň řěțǻįŀ ěxpǻňșįǿň. Ẅįțħįň 10 ỳěǻřș, țħě čǿmpǻňỳ pŀǻňș țǿ đǿųbŀě įțș șțǿřě čǿųňț įň Ǻșįǻ, bųț ħǻvě țħě mǻjǿřįțỳ ǿf įțș șțǿřěș įň țħě ŲȘ ǻňđ Ěųřǿpě. “Ẅě čǻň ěǻșįŀỳ ħǻvě fįvě șțǿřěș įň țħě ŲȘ țǿųčħįňģ țħě čǻpįțǻŀș,” șǻỳș
Bǻżǻň.
İț’ș ǻ ģřǻňđ ǻmbįțįǿň — ǿňě ẅħįčħ ẅįŀŀ řěqųįřě șįģňįfįčǻňț įňvěșțměňț. Țħųș fǻř, țħě bųșįňěșș ħǻș běěň čǿmpŀěțěŀỳ șěŀf-fįňǻňčěđ, ǻ fǻčț Ẅǻňģ pųțș đǿẅň țǿ “věřỳ ģǿǿđ řěŀǻțįǿňșħįpș ẅįțħ ǿųř bǻňķș, ģįvįňģ ųș ŀǿǻňș.” Bųț ẅħěň Ẅǻňģ ǻňđ Bǻŀěňčįǻģǻ pǻřțěđ ẅǻỳș, řųmǿųřș ǿf įňvěșțǿř đįșčųșșįǿňș běģǻň țǿ șẅįřŀ. Ǻț țħě țįmě ǿf ẅřįțįňģ, Ẅǻňģ đěčŀįňěđ țǿ čǿňfįřm țħěșě řųmǿųřș, bųț, ǻččǿřđįňģ țǿ mǻřķěț řěpǿřțș, ħě įș įň ǻđvǻňčěđ ňěģǿțįǻțįǿňș ẅįțħ ģřǿẅțħ ěqųįțỳ fįřm Ģěňěřǻŀ Ǻțŀǻňțįč pǻřțňěřș, ẅħǿșě įňvěșțměňțș įňčŀųđě fǻșț-ģřǿẅįňģ bųșįňěșșěș Ųběř, Ǻįřbňb ǻňđ Bųżżfěěđ, ǻș ẅěŀŀ ǻș fǻșħįǿň břǻňđș Țǿřỳ Bųřčħ ǻňđ Ǻňįțǻ Đǿňģřě. http://www.businessoffashion.com/articles/bof­500/alexander­wang­democratic­empire 3/4

8/10/2015

What's Next for Alexander Wang’s Democratic Empire? | Intelligence, #BoF500 | BoF

“İ’vě ħǻđ mǻňỳ đįffěřěňț đįșčųșșįǿňș ǻňđ İ țħįňķ țħěřě’ș běěň șǿmě věřỳ įňțřįģųįňģ ǿffěřș,” șǻỳș Ẅǻňģ. “Țħě mǿșț įmpǿřțǻňț țħįňģ įș țħǻț ẅě ǻřě ǻŀẅǻỳș įň čǿňțřǿŀ.”
“Ẅě čǿųŀđ șěŀf-fįňǻňčě țħě ẅħǿŀě ģřǿẅțħ,” ǿffěřș Bǻżǻň, țħǿųģħ ħě čǿňčěđěș: “Țẅěňțỳfįvě țǿ 50 [șțǿřěș], ẅě’vě ǻŀřěǻđỳ pŀǻňňěđ țħǻț ǻňđ ẅě čǻň șěŀf-fįňǻňčě țħǻț. Fįfțỳ țǿ 100 įș ǻ đįffěřěňț bǻŀŀ ģǻmě, čŀěǻřŀỳ.”
Țħįș ǻřțįčŀě ǻppěǻřș įň BǿF'ș țħįřđ ǻňňųǻŀ #BǿF500 șpěčįǻŀ přįňț ěđįțįǿň, čěŀěbřǻțįňģ țħě mǿșț įňfŀųěňțįǻŀ pěǿpŀě șħǻpįňģ țħě ģŀǿbǻŀ fǻșħįǿň įňđųșțřỳ. Țǿ ǿřđěř čǿpįěș fǿř đěŀįvěřỳ ǻňỳẅħěřě įň țħě ẅǿřŀđ ǿř ŀǿčǻțě ǻ șțǿčķįșț, vįșįț șħǿp.bųșįňěșșǿffǻșħįǿň.čǿm.

http://www.businessoffashion.com/articles/bof­500/alexander­wang­democratic­empire

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