By Fei Lai (Shanghai Daily)
Updated: 2007-07-23 10:40

Introducing seasonal fashion to the guests, the director will go to fashion shows in Milan, Paris and Tokyo twice a year and do purchases on-site.

"My former experience as a buyer contributes a lot to my current work," she says. "My first job was working in a boutique for two years and that was 10 years ago. Then I went to England to study English for two years. It was there that I was first shocked by the high standard of British fashion. It is a country that has basic history of fashion culture."

Back to Japan after studying abroad, she found a job at an English-style magazine, later an advertising company, all of which dealt with the fashion industry.

"Four years ago, I came to China for the first time. I walked through Shanghai, Beijing and Dalian to find a location for my boutique. Through visiting friends and local people in Shanghai, I finally settled down on Taiyuan Road," Miyama says.

Through good relationships Miyama cultivated during her work at the magazine and the advertising company, she knows very well that concerns such as customer taste, color and style should be taken into consideration when picking up clothes from shows.

"I often do research on new designer to find out whether their future performance will be good or not," she said. "When a buyer is buying, personal likes or dislikes should not be a priority. It is the customer's demands and what she finds acceptable that matter the most."

Women ranging from 28 to 38 years old are AIAIA's main customers. Since most of the clothes are imports and limited in number and size, the prices are relatively high. It has a a high and steady turnover and more importantly, it pursues a different and individualistic life style.

"We have a press team, doing newsletters for our guests. When new arrivals come calls will be made by shop assistants to keep them informed. In addition, if a customer has special needs in designs, they can tell me and I will take special care at shows to bring the things they want home," she says.

Miyama said she really feels she is so lucky. "I am lucky because I can see the fashion. Now I have already set the clothes for this autumn and winter and I am also working on the trends for next spring and summer."

"Bringing fascinating fashions for females means I am planning another AIAIA in Hangzhou now," she adds. "It is through the good reputation passed on by customers from one to another that has made AIAIA what it is today."

AIAIA
Address: 165-1 Taiyuanlu
Tel: 021-64679231

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