Modem Interview Shirley Yeung and Flora Ho Evogue Multi-label Showroom Founders
In 2014, Shirley and Flora founded their own multi-brand fashion showroom, Evogue, which distributes primarily contemporary brands from Europe and Asia to major retailers in Hong Kong and China. Evogue has achieved impressive growth and is the go-to agency for up-and-coming fashion brands to gain access to the Greater China market.
Flora Ho is a veteran fashion buyer and merchandiser with over 20 years of experience in the apparel, accessories and retail industry. She started her career as a merchandiser at various shoe stores, where she gained valuable experience in trend forecasting, product development, and inventory management. She then moved on to several major department stores and retailers such as merchandising manager, responsible for identifying key trends, selecting merchandise from international brands, and ensuring optimal product mix. In recent years, Flora has leveraged her extensive industry experience as an independent retail and merchandising consultant. She advises brands on sales, marketing and distribution strategies for the Greater China market.
Shirley Yeung has over 15 years of experience in the fashion wholesale and distribution field. She started her career at a major showroom agency, representing brands such as House of Holland, Ksbui Denim and Sass and Bide. Shirley demonstrated strong sales, account management and team leadership skills which led to fast career progression into sales manager role.
Flora and Shirley are two highly experienced and respected veterans in the Hong Kong fashion industry. With complementary strengths in buying, wholesale, merchandising and consultancy, they provide brands and retailers comprehensive solutions and insights to drive business growth in the region.
What's the importance of HK in terms of Fashion?
Evogue - Hong Kong is an important fashion hub in Asia due to its strategic location as a gateway to China and its well-developed infrastructure and business environment. Hong Kong has a long history of trade and commerce, which has contributed to its role as a fashion trendsetter and incubator for new brands. Hong Kong is also a key player in international business relations, with a strong focus on trade and investment. This makes it an attractive destination for fashion brands looking to expand their reach in the Asia-Pacific region.
How to best enter the HK/Chinese market as a brand?
Evogue - To best enter the Hong Kong/Chinese market as a brand, it is important to conduct market research, obtain necessary certifications and permits, develop a localization strategy, secure legal advice, and establish a local presence. Localizing your brand is important to connect with local consumers, including adapting your products and services to meet local tastes, preferences, and cultural norms.
How has the pandemic changed your business model?
Evogue - The pandemic has forced many businesses to adapt their operations and business models to the new reality of remote work, social distancing, and reduced customer foot traffic. Many companies have shifted to online sales to reach customers who are spending more time at home. Remote work and virtual meetings become the norm for many industries. In the fashion industry, the pandemic has led to the development of virtual showrooms and online buying platforms, which have become increasingly popular. The pandemic has also affected international travel, which has made it difficult for buyers from China and other countries to travel to other countries to source products. This has led to the development of buying academies in Hong Kong to help buyers connect with suppliers and source products remotely.
The trade show Centerstage takes place from sept 6 to 9, 2023 in HK. Do you plan a sales campaign for your showroom in HK during this period?
Evogue - We are still considering trade shows like Centerstage to showcase their products and connect with potential customers and partners.
There is a fast saturation curve for "hyped brands'' as some of these designs are easily copied and end-customers quickly lose interest. How can a brand best prevent this from happening?
Evogue - To prevent fast saturation and copying of designs, brands can focus on creating unique and innovative designs that stand out in the market. It is also important to establish a strong brand identity and reputation to build customer loyalty and trust. Brands can also consider partnering with established manufacturers and suppliers to ensure the quality and authenticity of their products.
According to you, are there any materials or colours designers should stay away from when wanting to enter the HK/Chinese market?
Evogue - There are no specific materials or colors that designers should stay away from when entering the Hong Kong/Chinese market. However, it is important to consider local tastes and preferences when designing products for the market. For example, red is considered a lucky color in Chinese culture, while beige canvas is often associated with mourning. Similarly, certain materials may be preferred over others depending on local weather conditions and lifestyle preferences. It is important to conduct thorough market research and develop a localization strategy to ensure that your products resonate with local consumers.
