Anya Hindmarch did not anticipate that a five-pound bag printed with "I'm NOT A Plastic Bag!" Would cause such a frenzy. Britain, New York, Tokyo, Hong Kong, Taiwan ... There are long lines at the door of the store, including supermarkets that sell bags, and the resale price on eBay was once as high as $ 400.
"It was released in Bag Tokyo at 11 am the next day, and when I drove by (the Tokyo flagship store) after dinner the day before, someone was already queuing up," Hindmarch recalled the scene of this bag being released in Tokyo. In Hong Kong and Taiwan, crowds caused turmoil and some people were even taken to hospital.
In 2007, British designer brand Anya Hindmarch collaborated with We Are What We Do, a civil organization, to promote environmental awareness in the form of a fashion statement and encourage people to reduce the use of plastic bags. The limited edition is 20,000. At that time, boycotting plastic bags was becoming a global green craze.
In fact, before the handbag was released in the UK in March, it was distributed to star celebrities as a guest gift bag for the Vanity Fair Oscar Night Party, and appeared in celebrity street shots such as Keira Knightley and Lily Allen.
This is considered an excellent market behavior. This canvas bag, let the general public outside the fashion circle know Anya Hindmarch.
Image source: The Fashion Spot
Anya Hindmarch has become a popular influencer in the age of social media
Recently, British designer brand Anya Hindmarch settled in Lane Crawford in Shanghai and held a "Built a Bag" event to promote a customizable tote bag. Anya Hindmarch summarized his own brand of the same name into three words: "handicraft, personalization, sense of humor". Take "Built a Bag" as an example, a high-quality leather and workmanship solid color tote bag, you can replace the long or short different bags, and with small ornaments like fried eggs and eyes, a set price Around 10,000 RMB.
Anya Hindmarch has more than 50 stores worldwide, including flagship stores in London, New York, LA, and Tokyo, as well as department stores and buyer stores. Among them, 5 stores have custom workshops, which can meet almost any form of customization. In 2001, the “Be a bag†customization service that allowed printing pictures on bags was welcomed, and in 2015, stickers supporting “light customization†were launched. The series sold 18 million US dollars (about 110 million yuan) within two seasons.
"I'm particularly obsessed with personalization. My friend always wears a watch with a ribbon, this is her dad's watch, but has her own style. A beautiful and exquisite workmanship can also be changed easily , This is a perfect example. I like the combination of absolute quality and 'disrespectful design'. This is what differentiates our products and what our consumers want to find here. "Hindmarch "Curiosity Daily" said.
"Built a Bag" accessories
"Be a bag" customized service, you can transfer photos on the leather bag
Anya Hindmarch's entrepreneurial process is not fast. Before the 2007 environmental protection bag boom, the bag accessories brand was founded for 20 years. Customers include politician stars such as Princess Diana, Australian supermodel Elle Macpherson, European Princess, and Emma Watson. However, most consumers do not have any concept of Anya Hindmarch, she is just a luxury brand in the fashion circle.
She has always been good at using celebrity blessings. Before the Internet, this helped brands to open up the consumer market of high society. While the celebrity effect continues to ferment in the era of social media, Anya Hindmarch has quickly become popular in recent years and has become a beneficiary of the internet celebrity era.
In 2014, Beyoncé ’s sister Solange Knowles exposed Anya Hindmarch ’s “potato bag†bag to Jay Z in the elevator and exposed it on social media. Anya Handmarch took the opportunity to advertise this gossip. In 2016, Kendall Jenner and Gigi Hadid posted an Instagram, carrying Anya Hindmarch big-eyed backpack, quickly brought this bag red.
It is like the popular way of the “must have†environmental protection bag in the fashion industry in 2007.
Solange Knowles holds Anya Hindmarch's "Potato Chip Bag" in his hand
Campaign launched by Anya Hindmarch on social media, picture source: dailymail
Kendall Jenner and Gigi Hadid carrying Anya Hindmarch big eyes backpack
At the age of 19, she abandoned school and started her business. Her package brand attracted the attention of Princess Diana.
Whenever I mention the original intention of starting a business, Anya Hindmarch will always tell a story: when she was 16 years old, she received the old Gucci bag from her mother, and at that moment she knew what she wanted to do. "I still remember the feeling it gave me. Women have to play many roles in their lives. Bags are good for filling these roles. They can make people feel better." Hindmarch told "Curiosity Daily", "I started obsessed with leather, Learn all the skills related to it. The same is true now. "
In 1987, when 19-year-old Anya Hindmarch lived in Italy, she discovered that all fashionable Florence women would carry a string leather bag. She returned to the UK and found Harpers & Queen magazine, persuading them to make their own designs look similar A package is published in the magazine as a special contribution for readers, and found in the Italian factory. Her first attempt sold 500 bags and founded her own company with a profit of £ 7,000.
At the beginning, Anya Hindmarch encountered the problems that all designer brands will encounter. "At that time, you could not reach the factory, and the design must be special in order to get consumers' favor. Basically, both the supplier and the consumer must hold it." , Hindmarch recalled the initial stage, "I received orders, do product research and development, postal delivery, production, PR, packaging ... to do everything. The beginning was unexpectedly difficult, I think now I pack the box faster than Everyone in the office has to be fast. You have to make up your mind and leave everything to get through this stage. "
The career turning point appeared in 1993. Anya Hindmarch, which had been consignment in department stores, opened its first flagship store, located in a building on Walton Street in the Royal Borough of Kensington and Chelsea in London. On the second floor of the building, "I can't afford the rent on the first floor," Hindmarch told The Curiosity Daily.
Kensington-Chelsea is London ’s most expensive and safest area. It is home to politicians and celebrities from all walks of life. Kensington Palace, the former residence of Princess Diana and the residence of the Prince Williams, is nearby. This store gradually attracted the arrival of Princess Diana and honorary queens and princesses from various European countries.
"She is a loyal consumer, she is very interesting," Hindmarch recalled Princess Diana, "she will come to see us when there is no security guard to follow us. When we design her bag called" cleavage bags "(cleavage bags) She can't help laughing out loud (because 'cleavage bag' is because) when she gets off the car, she will cover the cleavage with that satin-wrapped handbag. "
Princess Diana's "Cleavage Bag"
Anya Hindmarch who was born into a family of entrepreneurs is a typical image of "Thatcher Child"
Anya Hindmarch didn't go to college, and he chose to start a business as an adult. There is personal guts behind this, but more is the background of the family and the trend of that era under the Thatcher government.
Hindmarch was born into an entrepreneurial family. His father started his business at the age of 18 and established a successful plastic company. Her sister Nicole founded the Wedding List Company and his younger brother William owns a lottery company.
"I come from such a family, and everyone has their own business, so it's no different. It's not a strange idea for me (a teenager) to start a business," Hindmarch said. "Besides, the UK was in In a special period, (I founded the company) at that time there was this kind of entrepreneurial concept, momentum or movement in society. "
Anya Hindmarch is a firm Conservative Party, believes in Thatcherism, and is a beneficiary of Thatcher ’s neo-liberal policy, and you may have something about Thatcher ’s inspirational story of “from the daughter of the grocery owner to the Prime Minister of the Kingdom of Great Britain†Ear heard. "That was the beginning of privatization, and I have a feeling of 'going out, doing it, becoming an entrepreneur'. I see that politics has changed some things. This inspired me. This is why I am so passionate about it." When Hindmarch started a business, he often realized the difference brought about by "Thatcher Empowerment".
In addition to designers and entrepreneurs, Anya Hindmarch is also a British trade ambassador, a non-executive director of the British Fashion Association, and a director of the Royal College of Art and Design Museum. In 2009, Anya Hindmarch was awarded the Order of the British Empire Member in recognition of her contribution to the British fashion industry.
Anya Hindmarch
"(Anya Hindmarch) did not try to be Gucci or Prada. She took her own path. I think she has mature, fashionable but not overly exaggerated recognition," Tommy Hilfiger commented on Anya Handmarch.
Vanity Fair magazine portrayed Anya Hindmarch as a woman with a perfect family and a successful career. She has five children (three are born of her husband ’s deceased ex-wife), her husband James McArthur has experience working in the Balenciaga family, and joined the company in 1996 and is responsible for everything related to money and law. They go to the company together every day, but work on different floors.
Anya Hindmarch, James McArthur and their children, picture source: daily mail
For Anya Hindmarch, life includes family and career, but there is no clear boundary between the two.
"She is the woman I want to be, I think many women will say so," said perfumer Jo Malone. She is a good friend of Hindmarch, who has prepared a Pomegranate Noir perfume for Hindmarch (the former left school at the age of 15).
"When you started a business, you thought you would be a designer, but in fact you spend a lot of time on other things, some even have nothing to do with the business, just the" noise "that the business develops I think the hardest part is how to fight against these 'noises', "Hindmarch said," Someone once said to me, 'Behaving like you burn yourself every night and appear as a brand new self the next day', I Like this expression ".
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