You recently opened your store on Tianmao aka Tmall, one of the world's biggest digital retail platforms. How do you see the online/offline challenge for designer brands?

Many independent designers are focusing on offline sales because of the products' high prices. The main difficulties for independent designers are price issues and the need for support from a bigger team. I wanted to open a digital store to be a successful example to encourage more independent Chinese designers. So, so many people visit Tianmao and Taobao daily because it's convenient for consumers. Therefore, we have to open stores on Tianmao. I'm pretty positive about the idea.

What discoveries have you made while selling on it?

Tianmao has powerful big-data and a wide range of customers. On this platform, we can analyse our buyers' ages, work and consumption habits. It's a great way to help independent designers analyse how successful their products are.