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创造“新奇”
Building Curiosity
文 / Lauren Hilgers
巴黎人 Valerie Touya(EMBA2002) 的服装精品店 Curiosity
坐落在时尚的上海巨鹿路,店里陈列着一排排时髦的毛衣、
大衣和夹克衫,墙上还挂着创造这些服装的设计师的大幅
照片。一边是来自新加坡的尼古拉斯,他正若有所思地凝视着自己设计
的裙子,另外一边是 InSh 品牌的李红艳,她正扭头望着自己的产品。
在 Touya 的店里,顾客不仅知道自己购买是什么牌子的衣服,还可以知
道它是出自于哪位设计师之手。
引进有才华的本地(亚洲地区)服装设计师对于中国的服装零售业
来说是个前所未有的大胆想法。目前中国市场上的品牌服装主要是国际
大品牌,或者是假冒品。Touya 精心布置商品的陈列,将其商业才能充
分地应用到了顾客身上。拥有 10 年时尚行业经验的 Touya 2005 年开始
在中国开店。她的经营方针是:时尚行业的成功不仅需要精明的头脑进
行商业谈判、节约成本,还需要创造的热情、紧跟潮流,以及最重要的——
与设计师、供应商和顾客保持好的关系。
Touya 说,尽管 Curiosity 卖的是新潮产品,但其为商之道却很中国
化。“我的经营概念非常私人化——这是这种店成功的关键。我和合作
伙伴都是很好的朋友。在中国,如果你和某人做成了生意,你就知道你
就可以信赖他们了。”依靠这样的经营方针和在上海很容易找到的低成
本的服装生产商,Touya 的生意做得非常顺利。第一家精品店开张之后,
很快供不应求。如今 Curiosity 的店面发展到 3 家:上海 2 家,苏州 1 家。
valerie Touya(EMBA 2002)
职位:Curiosity 精品店创始人
公司创办时间:2005 年
主营业务:时尚零售,包括服装、配件、首饰
公司规模:7 名员工;三家分店(上海两家、苏州
一家);共 8 个设计师品牌
200 年发展目标:帮助欧洲品牌进入中国市场
valerie Touya (EMBA 2002)
hometown: Paris, France
Title: Founder of Curiosity fashion boutique
Company launch date: 2005
business focus: Retail fashion – clothing,
accessories, jewelry
business size: Seven employees, two stores
in Shanghai, one in Suzhou, offering eight
designer brands
Goal for 2008: Helping European brands
enter the China market
By Lauren Hilgers
Hovering over the chic sweaters, coats
and jackets that line the walls of Valerie
Touya’s Curiosity clothing boutique on
Shanghai’s trendy Julu Road, are giant
images of the clothing designers fea-
tured inside. On one wall, Singaporean designer Nicholas
peers down broodingly at his dresses; from the other, Li
Hongyan, of the brand InSh, glances over her shoulder to
watch over her wares. At Touya’s stores, customers are sure
to know not just what they are buying, but who.
Introducing talented up-and-coming regional fashion
designers is a new bold concept among clothing retailers in
China, a market in which designer clothing has, up to now,
meant mainly big name international brands or knockoffs.
In her carefully designed displays, Touya is transferring
her unique business acumen to her customers. When this
Parisian 10-year fashion industry veteran (CEIBS EMBA
2002) launched her fashion retail business in China in
2005, she used a formula that relies not only on smart ne-
gotiations and number crunching, but also on creativity,
timeliness and, most importantly, relationships – with de-
signers, suppliers, and clientele.
Despite the newness of Curiosity’s merchandise in
China, the business strategy is a “very Chinese way of doing
business,” Touya says. “The whole concept is very personal
– that’s what it takes to get a store like this to be successful. I
have a very personal relationship with my partners. In China,
once you make a deal with someone, you know you can rely
on them.”
The formula, in combination with Shanghai’s easy ac-
cess to low-cost clothing manufacturers, has worked well
for Touya. Her first shop quickly burst its seams; today,
Curiosity has expanded to three locations: two in Shanghai
and one in Suzhou.
When Touya arrived in China in 2002 to join her hus-
band in his relocation to Suzhou, she faced the task of find-
ing a new career track. The ideal job would put to use her
experience in retail fashion design for Nike and Printemps,
including overseeing the opening of a new 9,000-square-meter