J.W. Pei managed to something seemingly impossible: churn out an accessory that was inescapable, even when we spent most of the year at home. Here's how.
"I never really expected it to go as well as what it's been, because it's simple, but it goes with everything — it's very chic," Li says. "We get a lot of comments saying, 'Oh, I didn't expect the quality to be so good. When you touch it, it feels like leather. It's so soft. We don't believe it's $100.'"
Most of J.W. Pei's sales, though, are still from its own e-commerce, she says. The brand is able to keep up with demand — and adjust for, say, a larger interest in a specific Gabbi colorway — because it owns the factory it manufactures in, meaning it has control over inventory and distribution channels.
Beyond being a consistent generator of celebrity-adjacent press clips, the Gabbi also frequently brings customers back to the brand. "The Eva bag buyers, they all come back to get Gabbis," Li says. "What we're seeing now is that more than 60% of customers buy more than two colors of the Gabbi...
That's way down the line, though. In the shorter-term, J.W. Pei is toying with new riffs of the Gabbi, maybe using different fabrics for different seasons or releasing a crossbody version or one with a wider shoulder strap. The brand actually just dropped a Super Mini Gabbi — think of it as J.W. Pei's Le Chiquito — consider it a glimpse at what might be in the future."It's still a very signature-looking bag," Tung says. "People recognize it as J.W.
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