Nana: Fashion has infinite possibilities, and new power is born from it. As a carrier of culture and times, fashion encompasses everything. From trendy to traditional culture, from celebrities, idols to everyone’s daily life, and from West to East, it is our discourse, our power, our time. Through Asian Voice, we hope to spread the local Asian fashion culture to the world by moving cross languages and borders.
In this issue, we welcome JKS shop from Taiwan. In the relatively simple and similar environment of the Taiwanese menswear market, the founder, LUO FU CIAN decided to create a brand that was both good quality, versatile and simple, and more importantly reasonably priced. This proved to be in demand by many consumers.
JKS shop focuses on the comfort of the clothes and is strict about the quality of fabrics and other issues. For example, in the next spring and summer JKS shop will consider the coolness of the clothes to make more practical and cost-effective products.
The brand may have heard doubts and comments at the beginning of its establishment, but he focuses on being a brand and now receives the likes from many Taiwanese consumers.
Nana: Could you give us an introduction about JKS shop?
LUO FU CIAN: We are a brand from Taiwan, where you can purchase the cloths with high quality but a reasonable price. In addition to our own brands’ product with salmon logo, we also sell some of the affordable brands in Taiwan and abroad.
The main concept of our brand is to let customers buy good quality products at an affordable price.
Our main focus is generally based on simple and versatile product with military and outdoor elements for each year’s products.
Nana: Why did you initially create the brand and name it “JKS shop”?
LUO FU CIAN: Before I founded JKS, the brands here in Taiwan were relatively simple and similar. There has never been a more affordable and quality store. At that time, most of the brands were high priced, but the affordable stores were of very ordinary quality. So I thought that maybe I could create a brand with good quality and low prices. I think I can find many consumers who have the same needs as me.
JKS is the abbreviation of JUST KEEP SHINING. It means:”Keep shining no matter how old you are.”Therefore, our company’s customer group is 18~40 years!
Nana: In what way do you use social media to promote the brand?
LUO FU CIAN: Our main marketing method is to introduce our products through our customers. About social media, we not only take pictures of our customers, we also let our staff or different models who has different ages, body shapes and so on to wear a same piece to do many times photography. That’s a way to show how versatile our products are.
Nana: How do you describe JKS shop in three words?
LUO FU CIAN: Affordable, versatile, handsome.
Nana: How do you come up and decide on the themes for your collections?
LUO FU CIAN: Each season’s theme is presented through the annual overseas fashion weeks, magazines and online media. Due to the globalization, the fashion trends are more or less influential. We follow the trends abroad and then modify them to fit the Taiwanese. For example, one year, a very short baseball jacket was popular, but Taiwanese people don’t like short jackets, so we made it longer without becoming a long jacket, which looks cool and meets the Taiwanese expectations as well. It was very popular.
Nana: Is it possible to let readers know more about your next collection? If so, what has inspired the theme and the pieces in them?
LUO FU CIAN: Our 23SS will be a cooler, more comfortable product. The pockets will be more simple and the materials will be cooler. The nature of clothing is to be worn, so besides being handsome, it should also be more practical. Therefore, next season’s products will be developed with a focus on more practicality.
Nana: Can you tell us about some of the most challenging experiences you have had during the process of building your brand?
LUO FU CIAN: We have always been subjected to the preconceived ideas of consumers to comment. Our products are very affordable and minimal so they may think us with no quality. I thought I would try to satisfy everyone’s needs, but then you realize that you can’t satisfy everyone. This is perhaps the biggest setback.
So we decided to focus on our own brand, our customer base is people who have some budget for buying clothes but still the general public. Because not everyone can buy very expensive clothes. We will continue to make clothes for them with quality assurance.
Nana: Do you have any advice for our readers who are seeking to find a way to build a brand just like “JKS shop“?
LUO FU CIAN: If you are interested in fashion and want to start a fashion brand. You should not only have a sense of beauty yourself. I also suggest you to identify your target audience first, and know what kind of brand you want to make. You must also have the desire to buy and wear your own brand. Once the target is determined, the road will not go astray, and the direction will not be wrong.
Once the target is determined, the road will not go astray.