In this issue of ASIAN VOICE, we feature Fragile Heart, a rising brand from China. While expressing trends iwth a distinct uniqueness, Fragile Heart hopes to fulfill the wish of its customers to wear good quality clothing and something that allows them to feel great. When did the Fragile Heart decide on their goals? Where did the brand learn to design and create?
Nana : Can you give our readers an introduction to the brand, Fragile Heart?
Fragile Heart : Fragile Heart brand is mainly engaged in women’s clothing. It has been in business for two
years and has 330000 fans on the website, mostly female consumers aged 18-25. Our main style is black and
white, sweet, cool, and stylish.
Nana : Why did you decide to name it “Fragile Heart”?
Fragile Heart : In China, there is an Internet term “glass heart”, which describes the mind as fragile as glass and means that one cannot stand criticism. As people in their 20s, we sometimes have such a state of mind that we are not confident and strong enough. Each of us is a “fragile heart”. I hope I can make clothes with a sense of design which is not too exaggerated but can bring people confidence.
Nana : What has influenced the creation of the brand and the pieces designed for your brand?
Fragile Heart : After studying in Japan for a year, I feel that fashion can bring girls more strength and
confidence. I was deeply impressed by the completeness and delicacy of Japanese girls’ clothing. I
hope I can show this understanding of beauty to more people.
Nana : What does your brand value most?
Fragile Heart : I think we value our service the most. In China, there are many girls who want to wear
clothes with original designer style and yearn for beauty but also doesn’t have such a high economic ability. We hope to do more for them to meet their needs. For example, the price of a dress is about 300 RMB, and we provide very perfect after-sales service, so that our consumers can buy it at ease (for example, if there is a quality problem our customer can return and exchange the postage regardless of the days passed since purchase)
Nana : In what way do you use social media to deliver your products?
Fragile Heart : We mainly use xiaohongshu, Weibo and wechat. We share our new products and our customers show them through social media, so that fans can understand our brand trends at the first time, and can also refer to the clothes shared by other buyers for their daily matching. At the same time, some platforms can place orders directly, which greatly facilitates brand publicity and sales
Nana : What are some of the challenges you have faced during the course of building your brand?
Fragile Heart : Production. When studying in the Bunka Fashion College, it may not be so difficult to make a good dress. However,when there are 1000 pieces of clothes, maintaining quality control has become a very
challenging problem for us and we are still struggling with this challenge.
Nana : How do you come up with the themes for each season?
Fragile Heart : We are an e-commerce brand with a very fast pace of updating, so we usually make category planning according to the season. Through social media and social software, we will communicate with customers and design the items or look they need.
Nana : Is it possible to let readers know a little about your next collection?
Fragile Heart : Pure lust is very popular in China recently. We may be more girly before, and then we may do
more designs that can show a good figure and bring some slightly sexy feminine flavor to our brand.
Nana : Is there a particular artist, movie, place, book that you would recommend our
readers to check for inspiration?
Fragile Heart : In my opinion, our customers are all artists. Through communicating with them, we can feel
a variety of different 20-year-old lives and give us a lot of inspiration. I think they are all “great artists” in their own life.
Nana : Do you have any advice for our readers who are seeking to find a way to build a brand like “GENTLE WOMAN”?
Fragile Heart : Love life and respect customers. I think these two points are the reasons why people instantly like Fragile Heart. Only by integrating their own observation of life and beautiful things into the works and providing customers with the clothes they really need, a brand can be truly recognized by everyone.
In my opinion, our customers are all artists.fragile heart