After 4 years of "white collar" women's dress is finally willing to marry Zhengzhou

White-collar workers will uncover mystery in August

There is a brand known as "White Collar" that captivates many with its unique charm—its appearance makes women fall in love, while men feel a bit overwhelmed.

A single piece of clothing from this brand once sold for 450,000 yuan, which is equivalent to the price of an Audi A6.

After four years of effort, "White Collar" has finally decided to settle in Zhengzhou.

Zhengzhou has recently welcomed a new women’s fashion brand that may not be LV, but it's often called "China’s LV" by industry insiders.

In 2005, the brand launched a fur coat priced at 450,000 yuan, matching the cost of a luxury car.

Industry rumors suggest that Zhengzhou tried to bring the brand into the city for several years without success.

Who is this brand? Why does it have such a big following? Let’s take a closer look.

Rumors and Realities

Recently, it was reported that "White Collar" has signed a deal in Zhengzhou, and Liu Chunling, the Secretary-General of the Zhengzhou Clothing Association, showed great enthusiasm. She even mentioned that she hoped to learn more about the brand locally.

Over the years, Liu has taken local clothing company leaders to Beijing and Shanghai, always making a point to visit White Collar stores for inspiration.

One industry insider said, “A single fur can cost tens of thousands of yuan, and the prices are comparable to those of high-end brands like LV and Gucci. The sales are impressive.”

It has long been rumored that Zhengzhou spent four years trying to attract the brand. From July this year, recruitment efforts began, and last week, Dong Zhenyu, CEO of Beijing White Collar Fashion Co., Ltd., visited Zhengzhou to oversee the process.

During an interview with the Commercial Daily, Dong Zhenyu emphasized GDP as a key factor in their decision-making. Five years ago, he started focusing on Zhengzhou, but the timing wasn’t right. This year, after another visit, he finally decided to open the 43rd store in the country.

“The negotiation took so long. When Denis Wang met me five years ago, she was still a young woman. Now, she has a three-year-old child,” Dong laughed, highlighting the deep connection between the brand and Zhengzhou.

The Image of White Collar

"Chinese Style LV" Arrives in Henan

Although White Collar is well-known in the industry, most consumers in Henan might not be familiar with it. They know brands like LV, Gucci, Versace, Chanel, and Hermès, but not necessarily "White Collar."

When I asked 20 random consumers, most didn't know what "White Collar" was. One person said, “Is it a movie? I'm a white-collar worker, and my monthly salary is around 4,000 or 5,000 yuan.”

According to Liu Chunling, "White Collar" is a leading domestic women’s brand that has grown over the past decade. It gained attention when it launched a 450,000-yuan fur coat, breaking sales records.

Dong Zhenyu explained that in 2005, the brand created a fur coat using sheepskin, with a rare purple fox collar and milk-colored lining, priced at 450,000 yuan. It took six months to complete, with a team of six or seven people working on it for three months.

Industry rumors say that after the fur was introduced in Beijing Lufthansa in 2005, the chairman of White Collar, Miao Hongbing, closely monitored its sales. On the eighth day of the lunar new year, after seeing a customer buy it effortlessly, Miao felt it was a huge success.

Chinese brands are now competing with foreign luxury goods, selling at high prices and offering similar quality. This is something many local brand operators dream of.

Special Services

Ferrari Delivery for Customers

A department store representative mentioned that White Collar offers exceptional service. If a customer wants a specific item that’s out of stock, the brand arranges for a special car to deliver it directly to their home.

Miao Hongbing, the chairman, once used a Ferrari as a delivery car. Some people claimed he even drove it himself to deliver clothes, though this was never confirmed by him.

Challenges and Expectations

Domestic "Women's Boss" Faces Hurdles

Dong Zhenyu revealed that on August 21st, White Collar will officially launch at the Dennis People's Store in Zhengzhou. However, due to mall size restrictions, it will be located on the third floor, far from luxury brands like Gucci, Ferragamo, Cartier, and Armani.

“Currently, Chinese consumers associate LV and Gucci with luxury, but they haven’t reached the stage where luxury is seen as everyday consumption. This is a common issue in China’s consumer mindset,” Dong said.

Despite these challenges, the company expects the Zhengzhou store to generate at least 10 million yuan in annual sales. Even though it took five years to sign the contract, Dong believes Zhengzhou has great potential.