With its repeatedly proven capacity to construct a sound digital ecosystem, Chicjoc reshapes the global connection of the new middle-class consumer market by fully empowering designers to cocreate.
When Chicjoc, a benchmark of new fashion forces, meets WWD, the global creative engine, their strategic cooperation marks the official entry of the fashion industry into the 3.0 era of design cocreation.
On the eve of the upcoming new season of International Fashion Week, the pioneering project of the “WWD Select Global Designer Cooperation” and the emerging brand Chicjoc have reached a strategic cooperation with WWD China. Taking design as a starting point, the two parties will fully empower the global fashion industry in innovative collaboration focused on original design, digital ecosystem and closed-loop consumption.
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Leveraging its profound accumulation in the digital business ecosystem and standing as a representative of the emerging brands that have risen rapidly in recent years, Chicjoc has the capacity to reach high-net-worth Chinese customer groups with high precision. Currently, it has over 4 million online members and consistently ranks number one on Xiaohongshu’s brand topic charts. Additionally, it achieved 64 million yuan in sales within six hours of the 2024 Taobao Super Fashion Release Live. Chicjoc now operates over 40 boutiques globally, including in North America and Europe.
This collaboration is a strong alliance between two powerful parties and will inject strong momentum into the Heritage Next group exhibition to be presented at the Fashion Hub of Milan Fashion Week. The global design narrative, aiming for long-term sustainable growth, is reconstructing the paradigm of fashion design and cultural dialogue.
Traditional brands used to seek overseas expansion through breakthroughs at single points via independent websites or offline stores. Unlike them, Chicjoc constructs a complete ecological chain that covers creative production, market validation and cultural output by a series of measures including designer incubation, participation in digital fashion weeks and supply-chain resource sharing. This is a classic strategic advancement from globalization 1.0 of “channel-based overseas expansion” to globalization 2.0 featuring “ecosystem-based overseas expansion.”
Wei Yujing, the cofounder and chairperson of Chicjoc, provides further elaboration. “Globalization and digitalization have fostered leapfrog developments in the fashion industry. We are striving to transform our experiences in digital ecosystem construction and omnichannel operation accumulated over the years into public assets of the industry, respecting the philosophy of open-ended collaboration. Through the global cooperation platform of WWD Select, we will mainly focus on two cutting-edge fields — sustainable innovation and digital ecosystem — offering designers full-link support from creative incubation to commercial implementation. [This ensures] excellent designs can unleash greater commercial value and social influence in the digitalization trend.”
Chicjoc’s initiative of transforming its own development experience into public assets is the key to the WWD Select project in the international market.
Currently, the globalization of the fashion industry has achieved a qualitative upgrade from commodity export to value empowerment. With the synergy of new consumption insights and digital technologies (including AIGC design tools and data-driven intelligent growth models), the value and significance of building a global innovation platform lie in driving the self-evolution of the design ecosystem, specifically, through end-to-end collaboration across creation, production and consumption. This enables the communication of diverse cultures to generate chemical reactions, ultimately achieving exponential growth of industrial value.
Driven by globalization and digitalization, the fashion industry is eschewing scale-driven high growth and entering an era of value dividends centered on quality and innovation. Chicjoc’s innovation is a paragon of global collaboration in the fashion industry from design to retail.
In the process of brand globalization, it is necessary not only to achieve penetrative expansion in the global market by empowering original designs and realizing collaborative growth — with the market as a link, to activate the global design resource network through data elements.
The establishment of a real-time feedback mechanism for cross-cultural consumption insights, and the creative integration of diverse design forces and the consumption ecosystem would ultimately foster the construction of a mutually beneficial and symbiotic new industrial ecosystem. This digital-empowered globalization model is reshaping the competitive landscape and value distribution system of the fashion industry.