Ins Has Made This Super Hard Brand Wear Red Underwear.

Today is an era of personality. If you look at the most popular models at the moment, you will find that from Gigi Hadid, Bella Hadid to Kendall Jenne, their personal clothes are not all big names. In the street photos taken by their three people, a niche brand has a very high appearance rate, called Are You Am I.

Are You Am I (brand referred to as A.Y.A.I), this clothing The name of the brand sounds strange, but in fact it is the word game R-U-M-I played by founder Rumi Neely. A.Y.A.I has only been established for 2 years since 2014. This is not long for a fashion brand. But this year, Neely said its business grew by 20% per month, and recently announced the launch of bathing suit, which officially started the strategy of expanding the product line.

Stick to your style and do not follow blindly.

It's amazing that the street star brand is not amazing. Design 。 In fact, the product line it has now is mainly underwear line and accessories line, which means that in most cases, the girls are wearing. Underwear Out of the street.

This is one of the most common styles of A.Y.A.I: suspenders.

Even if so much, A.Y.A.I's positioning is not purely sexy. It wants to be a low-key but textured minority brand, though wild but not exaggerated, although cheerful but not debauchery, and even many European and American fashion bloggers call it "A.Y.A.I is a cool personality brand" with a high degree of recognition.

Opinion leaders make anti tradition reasonable.

Sometimes the information of the brand will not be transmitted by products alone. This is the meaning of marketing. Public opinion needs guidance. And let the naked area such a large A.Y.A.I become a fresh representative, thanks to the good opinion leaders' blessing.

A.Y.A.I is a brand with strong Internet gene. The founder Neely himself is a net red. In 2007, she set up a personal website, FashionToast, to share her dressing style. The old photo of Neely is slender, and the American girl with Japanese and Scotland ancestry has an Asian style of convergence, which makes her unique style of dress - the harness and the body jacket become a lot less. Later, Neely also photographed advertisements for Forever 21. In order to share her dressing experience with more people, she founded the brand A.Y.A.I with personal aesthetic preference in 2014. "You must avoid blindly following." She once said.

Such simple pajamas and casual idiot style are hard to grasp. The girls who love them are mostly supermodels and have good temperament, so that they can not wear the big stomach into erotic clothes.

On Instagram, you will find that most girls who love A.Y.A.I are similar in temperament. They have a healthy complexion, a shared belly and chest, and a pair of simple black trousers. They occasionally look at the camera, but their eyes are cold and haughty, which is similar to Neely himself.

Neely own Instagram has nearly 700 thousand fans, she often wears the latest brand clothes and wears her latest design jewelry.

There are also fashionable super bloggers Chiara Ferragni photos of the common super V collar, a V exposed to the navel, but Ferragni I have a wonderful ballet.

Choose the right way to do business.

It is precisely because of the foundation of Internet users that A.Y.A.I knows very well that its brand is the best selling channel. Neely said in an interview: "our main goal is to let the brand provide consumers with a unique online shopping experience. We have some interesting ideas about wholesalers, but this is not the point."

Neely is very clear that people who follow A.Y.A.I share a common style appeal. She chooses to design and expand cautiously to ensure the consistency of brand image. From simple products to underwear and accessories, and now to swimsuits, it is in line with A.Y.A.I's sexy and low-key brand positioning. After all, A.Y.A.I is still a niche brand. We should not be afraid of small businesses, but we are not afraid of them.