Meet Yunqi Qiang CEO of the Chinese Fashion Consultancy SSOMO

FC: How did you first get into the fashion industry? 

Yunqi: It all started when I was 20 years-old and did some modelling jobs in China. Fashion seemed so glamorous and exciting that I developed long-lasting interest in the business side of this creative industry. My work experience in Fashion PR and Marketing in China clarified my passion towards fashion even further and I obtained a Business Management Degree. 

Moving to London taught me more about fashion culture and the retail markets in Europe. I continued to study and I graduated with a MBA and MA in Fashion Marketing and Communication in London. 

All this knowledge, experience, understanding of cultural diversities and a genuine interest in business helped me to build SSOMO Fashion Consultancy where my team experts have gained professional fashion industry experience and qualifications globally and are all passionate about what they are doing.

 

FC: What made you set up the company?

Yunqi: SSOMO is one of the first and most experienced fashion consulting companies working between China and the UK, operating as a bridge between the two markets. My knowledge of the fashion industry, gained through work and education, helped me to notice the insufficiency of European fashion designer representatives in the Chinese high-end fashion market. After getting my qualifications in Fashion Marketing and Communication, I felt that I had the relevant tools to establish SSOMO.

 

FC: So do you help British designers break into China and vice-versa?  

Yunqi: Yes, I work with carefully selected designers who produce only the highest quality luxury goods for demanding Chinese clients. SSOMO helps to introduce both established British designers as well as emerging UK talents to the Chinese market.

We are always looking to collaborate with outstanding European designers and retailers to stock the Chinese designers we represent. We would also like to meet investors who can help us expand our business in the near future. SSOMO also offers professional styling services, therefore we are interested in working with models, photographers, makeup artists and fashion journalists.

 

“It is predicted that by 2015, Chinese consumers will account for more than 20% of the global luxury market. That should be enough to encourage European designers to acknowledge China.”

FC: The luxury market in China is rapidly developing, how do you see the relationship between China and the UK evolving?

Yunqi: It is predicted that by 2015, Chinese consumers will account for more than 20% of the global luxury market. That should be enough to encourage European designers to acknowledge China – and SSOMO experts can play a major role in collaborations between industry professionals in China and the UK. Thanks to the surge in new luxury boutiques and social media, Chinese consumers are now much more familiar with the quality, innovation and standard offered by skillfully sourced European designers.

At SSOMO we offer outstanding international buying along with PR and marketing services to further increase awareness of brands and subsequently, the turnaround of goods.

 

FC: What advice would you give to students wanting to break into fashion and possibly China? 

Yunqi: Fashion design students should specify their target consumer (demographic group, region, education, income etc.) and think in what way they could broaden their horizons. We have had designers, whose merchandise we could not match with any of our stores in China; however, we selected only few pieces that show the brand in a more diverse light. 

We would give similar advice to the designers who want to expand to Asia, India, Russia, North America or anywhere else – research your potential costumer and their local trends and produce few key items in each collection designed specifically to appeal to the demand of the region you try to break in. Karl Lagerfeld for Chanel is a brilliant example of always considering cultural diversity of his followers and inviting cultural elements in his collections.

 

FC: What are your future plans for SSOMO?

Yunqi: Currently we are working on opening an exclusive SSOMO showroom in China to attract even more local clients. At the rate that our company is growing, we are aiming to open offices worldwide. There is tremendous growth potential for SSOMO due to the fact that we are such a niche company and there is no one out there quite like us.

 

Thank-you Yunqi

Photograph of Yunqi by Wang Weixiao