WHAT'S THE STORY
L e a d i ng i n a n e w f u t u r e
Chris Wang is a man on a mission. After Asia and Europe, he hopes to conquer the USA with his Duno jacket brand.
DUNO
“OPEN-MINDEDNESS AND FLEXIBILITY"
Chris Wang, CEO of Duno, is a mere 33 years young and has been at the helm of the Tuscan jacket brand since 2014. In 2021, Duno reported a 5 percent increase in turnover compared to 2019. How does a young entrepreneur guide a fashion label through good and bad times? A conversation about discipline, family, and teamwork. Interview: Janaina Engelmann-Brothànek. Photo: Duno
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hris, how did it feel to be CEO over the last two years? It has been tough, no question. It required a great deal of patience and persistence from us. I remember the announcement of the first total lockdown as if it happened yesterday. As soon as businesses were allowed to start working again, we immediately rallied the team. We had to keep distance and wear masks, but we were all willing and eager to start where we had left off two months earlier. We knew that customer service and product quality would be crucial at that moment, and we worked hard on these aspects.
Is that the secret to brand success these days: product and service? Is it really that simple? Yes, these are our pillars. Our product is a blend of Italian design, years of experience in the outerwear segment, highest quality materials, and a highly efficient production setup in my home country China. We have also optimised our service. For us, customers always come first. We tried to accommodate them and strengthen partnerships, even in the most trying of times. It was definitely worth it. On which values do you rely as a next-generation leader? Family values, roots, or something else entirely? My family always stands right behind me – right next to me, in fact. They have always been there for me, and they were my most fervent supporters when I made the leap from manufacturer to brand owner in 2014. My parents attached enormous importance to education and discipline and ensured that I was able to benefit from a western education without forgetting my own culture. I spent my entire school career in Europe and America, but I visited China for at least three months every summer from a very young age to improve my language skills and experience the culture. Is that perhaps your unique asset: This intercultural diversity? I never really thought about that. But yes, I do believe that a multicultural background leads to open-mindedness and flexibility. You are used to observing things from different perspectives and may develop a quicker eye, keener intuition, and heightened willingness to listen. And, of course, being multilingual helps facilitate smooth communication at all levels – with staff and clients alike. What dreams does a young leader like yourself have? I only recently realised one: our very own Duno store in Osaka. I think our next step will take us to the US. Surely that is the biggest dream of all, no? style in progress
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