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Cross-Cultural Brand Launch in Beijing

I knew my Beijing internship this summer would be life changing.  What I didn’t expect was to be assigned to D:FUSE, a women’s designer shoe company that takes European fashion trends and adapts it to Asian women’s tastes.  Saying this was a surprise would have been an understatement, but my experience here really has been incredible.  I have participated in on a wide variety of aspects of the business about operations and logistics, launching a new brand, advertising, marketing, and even employee training. 

 I should give some details about D:FUSE.  The shoe manufacturing and marketing firm is Scandinavian based, working out of Beijing that largely follows European fashion trends, and adapts roughly two-year-old styles to present Chinese fashion and style.  Using this blend of Eastern and Western aesthetics and the ability to expand throughout China with relatively low risk, D:FUSE has just broke into the top ten women’s shoe brands in China, in under 5 years.  With 168 stores open as of July, the company plans on having over 200 outlets by December 2011. 

 I have been a part of the Chronicle men’s brand launch in mid-July.  Though D:FUSE deals in using the same business structure and fashion ideas, Chronicle is on track to become one of the top brand names in men’s shoes.  The Beijing internship was not only a once in a lifetime opportunity but overall was fun and enlightening work experience.  Despite that 90% of the company is unable to speak English, the people are very friendly and after working with them over the last two months, I wouldn’t trade my internship here for anywhere else.  The internship has been an undeniably invaluable experience, a great complement to the entrepreneurship 325 and my specialization in Economics.  It was a considerable opportunity to work for a business that allows me to learn hands on while also being able to try out my own interests and experiments in each of the projects assigned over the last 8 weeks.  I consider this an ideal opportunity for anyone who wants to get real hands on experience with a growing business, and would highly recommend Beijing to any of the future e-minors.