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Multi-label store SocietyA offers a personal touch

The owner of popular e-commerce site SocietyA, Ms Pek Lay Peng, had no plans to open a physical store until she was approached by a mall landlord.

The 32-year-old gave the proposal, which was offered to her in February, some thought and decided to go for it.

The multi-label womenswear retailer opened a boutique at Ngee Ann City in March.

The cost of operating the brick- and-mortar store is not cheap, says the mother of one, but offers that much-needed "personal touch" which online stores cannot provide.

"Customers want that personal touch and engagement when they shop," she says, adding that shoppers do ask for styling help at the boutique. "Some like having a conversation with our staff about the brands we carry."

The physical store also attracts new customers. Ms Pek reckons that 60 per cent of the people who visit the boutique already know of their online site. The remaining 40 per cent are fresh faces likely to become more open to shopping online, she says.

There are other advantages.

"We get to put a face to our customers and get instant feedback, such as the styles they like and their sizing, which we can, in turn, feedback to the designers," she says.

SocietyA, which started online in 2014, stocks Asian fashion labels such as Jonathan Liang and Soulpot Studio.

"Assured of the sizing and fit, customers are more willing to part with their cash," says Ms Pek, who adds that business at the 1,100 sq ft store has been swift, with shoppers buying an average of three items a transaction.

While reception has been good, she says she will continue to focus on the site.

There are, for instance, plans to revamp it with a Live Chat feature, among other tweaks.

"Retail is no longer purely online or brick and mortar - you have to do what your customer wants."Read more at:bridesmaid dresses | evening dresses

04:04 Publié dans fashion | Lien permanent | Commentaires (0)


Made By Riley founder Riley Uggla

When Riley Uggla founded Made By Riley in 2015, her mission was to create a clothing label that both looked good and did good. Part of the profits from all sales of the brand’s premium loungewear goes back to the charities that help to create them. So far, the brand has worked with Human Rights Watch, Breakthrough Breast Cancer, Action Aid, Trekstock and the NSPCC. Drapers caught up with Uggla to hear about the realities of running the business, her passion for all things sustainable and the ever-increasing appetite for brands with more than money on their minds.

How did you come to set up Made By Riley?

I wanted to help make giving back a part of people’s day-to-day life, and show people that small actions really can make big differences. I have always had a really relaxed “off-duty” style, so starting a conscious and ethical loungewear brand to use as a vehicle for promoting giving back was a natural progression.

What’s your background? Do you have any fashion experience?

Before I set up Made By Riley, I was studying fashion business at Istituto Marangoni at its London campus in Shoreditch.

How does the business work?

Made By Riley partners with a variety of charities and collaborates on a T-shirt or sweatshirt design that features an uplifting slogan. A portion of all proceeds are then donated back to each charity. Beyond that, we hold charity events and use our social media presence to increase awareness for the charities and raise additional funds. The idea is to create a platform that promotes making giving back part of your daily life and promoting others to do the same. We want people to align their actions with their values.

What’s the best thing about your job?

Working with my team in London. We have amazing people working at Made By Riley. Everyone is fully engaged and behind the ethos of the brand. My business partner, Rayna Barasch, and I have an absolute blast working together. Having a partner in crime who sees the world the same way as I do is imperative and makes running this business so much fun.

What are some of the biggest challenges you face in day-to-day business?

Production. It is never as straightforward a process as you would like, but our factories are amazing – the quality is wonderful and everything is made ethically.

Why do you think brands with a social mission are becoming more popular?

I think people are tired of consuming for consuming’s sake. People want timeless pieces that are not beholden to the cyclical nature of fashion. And people want to give back, but are busy and sometimes just need to be shown: “Hey, here is an easy way to make a difference.”

How do you decide on the slogans on each T-shirt?

I work really closely with the charities. We spend a lot of time talking about their mission and then out of those conversations I create a slogan that is meaningful and appropriate to the charity, but remains subtle.

How would you describe your own style?

Conscious, relaxed, effortless and feel-good.

Who are some of the women that inspire you in your work?

Stella McCartney. She an incredible talent and visionary. She aligns her every action as a business woman with her core values as an individual and gives other people the opportunity to do the same. Looking at her business, there is such a strong ethos running through. I hope to create a brand in which my own values are at the core as well.

What’s been the highlight from Made by Riley to date?

Hosting our Trekcycle event in May ago for Trekstock, a young adult cancer support charity that we work with. We raised nearly £20,000 with a sponsored indoor cycle ride. Even more importantly, we raised a huge amount of social awareness for Trekstock. It makes what we are doing so tangible and easy for others to understand the ethos.Read more at:formal dresses brisbane | formal dresses

08:05 Publié dans fashion | Lien permanent | Commentaires (0)


Vero Moda champions the cause of sustainable fashion

Just by the nature of its operations, fashion can take a toll on the environment. Fast fashion has been criticised for its contribution to global warming, waste disposal hazards, and the alarming working conditions of the employees manufacturing the clothes. Given the heat brands face on the matter, creating a conscious fashion industry is the need of the hour.

‘Aware’ is Vero Moda’s first step towards bridging this gap between fast fashion and a more sustainable world. Equal parts cool and conscious, this standalone collection is packed with covetable staples made from four eco-friendly materials, namely, tencel, recycled polyester, recycled cotton and organic cotton, that reduce the load on natural resources used during production.

Vogue catches up with Malene Malling, creative director at Vero Moda, at their headquarters in Denmark, who tells us everything she envisions for the Danish womenswear brand.

How has the label evolved since it started?

Vero Moda has been on a very interesting journey since it was launched 30 years ago. We try to keep our clothing on trend, with good quality that is accessible at a great price.

Take us through the Aware collection and the inspiration behind it.

It’s hard to ignore the impact the fashion industry has on the planet and the environmental challenges we face. Aware rethinks wardrobe staples and the classics in a sustainable way. Every item in this collection has a Scandi-chic touch of elegant modernity. Besides, it complements the current Vero Moda collections and is also easy to style with your existing wardrobe.

How are you changing your offering to cater to a larger audience that doesn’t only include millennials?

I believe that great taste doesn’t come with an age tag. I am inspired by super cool, young girls and sophisticated and stylish elderly women alike. For me, great taste and great style is not about age. It is about knowing what suits you, dressing according to your mood, and being a little adventurous.

What, according to you, are some of the biggest trends of the season?

Strong denim, slip dresses, beautiful colours, pyjama suits—but then I find the feminine, masculine dialogue forever interesting.

Have you customised your products to suit the tastes of the Indian audience? If yes, how?

I think of India as a cool, fashion-forward place so I haven’t changed it for the Indian market. Just like the collection hasn’t been changed for Paris. It is an international collection with a lot of pretty pastels and reds that look beautiful in the stunning India light.

How important is social media to high street brands?

Used in the right way, social media can be hugely influential. It can inspire as well as inform. And it can keep a constant dialogue going with your customers. Aside from having Vero Moda on Instagram, I have just launched MM/VM on Instagram, because it is a great way of showing cool girls wearing our clothes. Real women with life experience and attitude who are beautiful, but also so much more than that.

How do you think online shopping is changing the current fashion scene?

It is giving power to the consumer, because it means that you [the consumer] can show fashion houses what you actually want, and not be so dependent on someone having bought a particular style for their store. It is making the current fashion scene exiting, fresh. And more daring. However, I also love entering a well-edited shop where the owner clearly gets what the customer wants.

Where do you envision your label in the next 10 years?

It will be the most interesting fashion brand on high street.

Are there any collaborations in the pipeline?

We have lots of really exciting new stuff going on at Vero Moda all the time. One of the amazing things about the fashion industry is that it doesn’t stand still, that it keeps evolving. However, other than that, my second MM/VM collection is coming out in October.Read more at:sexy formal dresses |

03:49 Publié dans fashion | Lien permanent | Commentaires (0)