With the popularity of Instagram, many online boutiques were able to transition from an independent brand to a brick and mortar store. One of the e-Commerce brands that rose to the fashion scene is People's Project LA. Seeing a pattern within the industry of expensive clothing that is only affordable for an A-list crowd, Patty Park created the PPLA. This week's On the Rise comes with a twist. Due to Park's interest in sticking to the background of the brand, we were able to only get a couple of details from the leading lady herself about her previous fashion experiences and upcoming projects.
Patty Park was born to Korean immigrants who both worked in the garment industry. You can say that fashion was in Park's genes. Workers in the garment industry were able to learn about the concept of fast fashion and international trading when it comes to garments, things that control the fashion world. According to Park, her growing fascination with fashion drove her to join the family business. In high school, she began working with her father, thus gaining hands on experience within the garment industry. In the job she was able to gain exposure with the textile and manufacturing business. She also learned about sales and operations.
Luckily for her the training paid off as she began training to work for the wholesale apparel industry. She also had several positions at the luxury line BCBG Max Azria. For seven years, she held several positions within the company including fabric buyer and director of sales.
"After honing her skills for seven years at BCBG Max Azria, Park went on to help revamp Mandy Moore's clothing line," Lisa Khiev, People's Project LA's office coordinator, said.
Park made revamping companies a hobby as she gained a title as the Director of Sales. In this position she build strategies, oversaw showrooms and worked closely with designers and manufacturers. She decided to take her skills within her own hands by becoming her own boss. In 2009, she co-founded and became the CEO of the 2.0 Agency. The company offered buying services, trend forecasting, and shipping services to retailers, from nationwide department stores to intimate boutiques. After she opened her own agency, the Patty Park Agency, which focuses on distribution, purchasing, branding and marketing.
It was always Park's dreams to start her own clothing line but after years of sales, CEO positions and inquiries from her business partners she started the People's Project Los Angeles in 2014. This brand was created to be different from your typical Los Angeles clothing line by having a message beyond the brand.
"People's Project LA is inspired by the Los Angeles Native, and designed with strong women in mind, Park said.
Even though the brand's mission statement is simply restated, Park focuses on her hometown brand and recognizes the area and type of women it holds. The brand targets the free spirited movement that empowers women to look as good as they should feel.
Pieces from the clothing line includes: various bohemian styled dresses, kimonos and more soft clothing.
Finding success through utilizing social media tactics, the brand was able to expand. In February 2016, Park opened the first PPLA shop in Century City. The flagship helped the brand an ever larger audience and fan base on social media outlets like Instagram.
" I visited the store the other day and I fell in love," said Catherine Chang.
" I stumbled upon he store by accident and it had super cute clothing and great vibes. I also became a fan of the brand because I am learning to support local businesses."
The brands growth caused new collections and upcoming projects. The first being the addition of the youth's line. Targeting girl tweens with interest in bohemian style and free spirited clothing. The latest addition to the line is the spring collection titled Wild Whisper.
"Wild Whisper was our first collection introducing our brand moving into a more contemporary, chic direction as we were initially known for our boho-chic style," Khiev said.
"This is mainly because we realized the "boho" style is something more of a trend and going in a contemporary direction offers a more versatile style for the everyday women."
Parks ultimate goal for the brand is to offer a place for Los Angeles to join the People's Project movement of empowerment and expressing individuality.