„People have the money – but they don’t know what they should buy with it.“ Deager Kao has made it his mission to tell them. The young Chinese man created a highly attractive shopping destination in Shanghai, which went by the name of Aegis. His target market comprises both expats and a Chinese clientele, who are seeking to develop a style off the beaten fashion track. „Many Chinese men wear image brands, such as Louis Vuitton, if they can afford it. However, there is a growing number of men who are looking for something different. We made it our goal to bring them small, independent labels. This sometimes involves a lot of hard work convincing them“, explains Deager Kao, who founded Aegis in 2009, originally as a sneaker store that stocked brands such as Clae, Generic Surplus and Adidas. „We became popular very quickly. But at the same time, our customer base gave us the impression that they wanted something more“, the owner recalls.
Responding to customer demand, we gradually added menswear and accessories, continually growing our brand portfolio to such an extent that we needed to expand to a 100 m2 store on the happening Julu Road. The interior design is the work of the German company, Coordination, led by Tilman Thürmer. The masculine look of the store is an amalgamation of dark parquet, black leather and glossy surfaces. The range includes brands such as Opening Ceremony, Band of Outsiders, Rag & Bone, Naked & Famous, Common Projects, Wings + Horns and Billy Kirk. In fact, you’re unlikely to find any serious ranking of Shanghai’s top ten stores that doesn’t list Aegis. The design magazine, Wallpaper, refers to Aegis as the absolute style mecca of the giant metropolis.
Customer demand: Casual luxury
„My prime focus lies on American brands and the demand for laid-back casual luxury. The target market is 25 to 50-year olds who want to dress differently, particularly at the weekend“, explains Deager Kao. It is a constant matter of convincing customers about the brands. „It is completely different here, in comparison with the USA or Europe, where brands raise awareness via fashion magazines. Many brands are not even known here. However, if a customer has discovered a brand that he likes, he always comes back.“
This explains why the loyal customer base has done nothing but grow over recent years. A second store is apparently planned for Shanghai in the near future. Deager Kao already has an online shop, one goal of which is reaching customers in China’s huge central region. „There is a growing number of independent stores, which shows that there is definitely a market for these. At the moment, the specific trend is to push local brands. But I’m remaining true to my own path, to my very special path“, explains Deager Kao. „My customers trust me.“
www.projectaegis.com
