'Fashion 911' responds to wardrobe crises in the dead of the night

By Xu Junqian in Shanghai ( China Daily ) Updated: 2016-10-15 06:44:48

Late night wardrobe

Customers need to make an appointment via phone or through the store's WeChat account two to three hours prior to turning up at the boutique. During this time, Wu and her shop assistants, all of whom come from fashion design backgrounds, go through their stock and get everything prepared.

"In a busy city like Shanghai, where people get off work at 8 pm and finish their dinner at 9 or 10 pm (most of the department stores in Shanghai close at 10 pm), the need for a place that offers late-night shopping is a very urgent one. In fact, it might even be more urgent than buying a house," jokes the 32-year-old.

"I may not be the first person to have the idea of providing late night wardrobe solutions, but the small size of our team and store makes everything more flexible and possible," she adds.

Following the completion of her studies in London, the fashion marketing major worked in international fast fashion retail companies as well as at luxury brands. Wu is also the owner of women's clothing brand 1/2 Eternity which focuses exclusively on white shirts, something she said is "as important as a little black dress but greatly overlooked".

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