Fashion you can touch (4)

Zheng Lei, the chief designer of Cutie Pigie, another womenswear brand on Taobao that took part in the fashion show, says his pace is even faster.

With 10 designers, 31-year-old Beijing native Zheng has spent his past four years producing sweet, cute fashion garments tailored for college students. He says he's "either thinking of designing or turning the designs into reality every single day", except for two weeks every year, the Spring Festival and the National Day Holiday.

"We upgrade our shelf three times a week, each time with about 100 new pieces," says Zheng.

Ninety percent of the pieces sold at Cutie Pigie are designed by Zheng and his team, while the rest are from the wholesale market. A best-selling dress, sold at 300 yuan ($50) apiece, can generate 10,000 sales.

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