Celebrates the Spirit of Femininity.
BRAND ORIGIN Initiated by designer Eve Yong in the year 1993, Eve, the brand that investigate every woman’s desire, came into being. After years of acquiring the exquisite art of dressmaking skills from a master Shanghainese tailleur and later in Paris American Fashion Academy, Eve set out to make her first venture. “Simplicity, feminine and sensuous, that’s what every woman want. At a price that’s not outrageous.” Unlike her peers, Eve understand that elegance is about refusal, yet without losing an ounce of creativity. “I have very little flights of fantasy,” the charms of Eve’s talent lies on her realistic approach and her understanding of the modern woman’s need. EVE’s collection exudes intelligence and grace, usually executed in high quality flattering materials.
COMPANY OWNERSHIP Eve, the name itself suggest modern femininity. The collection is based on what modern intellectual woman apsire to wear. Eve takes the rarefied ideas and makes them comprehensible and realistic. Glamour Apparel, the company behind Eve, the label is founded and managed by Eve Yong in Kuala Lumpur. After 20 years of involment in the apparel trade, Eve demonstrates her talent in business as well as her flair for textiles. She travels occationally to attend fashion shows and trade fairs and to meet manufacturers and suppliers from Europe, America, Taiwan, Japan and the Far East.
“It’s the work of a woman working for women.”
MISSION MANTRA: To be the poplular boutique chain for modern woman. To participate and fulfill the needs of our customers and to exceed their expectations in all aspect of our performance. On-going commitment to provide relaible and exciting creations through our constant reviews and monitoring of the fashion industry. Design an interesting and attractive marketing program. Personalized communication between the company and customers.
“Freshness, Joyfulness & Optimisim.”
BRAND OVERVIEW Eve is a leading Malaysian designer label in the industry. TARGET CUSTOMER Female— 20 To 45 Years Old Casual Easy Daywear and Elegant Evening Wear Luxurious Modern Fabrics Career-Orientated : Women of Position Sophisticated & Nonchalant Attitude BRAND POSITIONING Marketing in Magazines, The Internets, Interviews, Press, Runway Shows Youthful Glamour in Modern Fabrication Building a Lifestyle / Luxury Brand High Quality Designer Wear at Affordable Price. BRAND ADVANTAGE Good Quality / Affordable Textile Source (Stock Lot) in China & Japan Easy To Wear, Suitable for Modern Woman Creative Team with International Experience Good Liaisons with Local & International Press Malaysian Brand with Great Potential for Export.
MARKET SEGMENTATION EVE targets career-driven women from the age of 22-45. She knows the essentials of being a modern woman. Our aim is attract the confidants, the independants and the self assured.
TARKET MARKET SEGMENT STRATEGY We had divided out target marketing process into: identifying market with unfulfilled needs, determining market segmentation, selecting a market and positioning through marketing strategies. When employing a target marketing strategy, we identify specific needs of our segment and then develops marketing programs directed to them. The more we can establish this common ground with consumers, the more effective it will be in addressing these requirements in our communications programs and informing and persuading consumers.
MILESTONE
1985 1986 1987 1990
Eve Yong abandons plans to study interior design to take up tailoring course at Shanghai Tailoring Academy.
Working as designer & cutter at Macy Fashion.
Started work as Pattern Cutter with local manufacturer La Fini, working along with local designer Sonny San to translate his design sketches to final block for manufacturing.
Further studied fashion design at Paris American Academy, Paris.
1994
Founded Eve Apparel Sdn Bhd with a partner and opened her first store, Eve Executive Wear in Sungai Wang Plaza. First Eve Fashion Show debut in Concorde Hotel, K.L. First Eve advertising campaign in Her World & Nu You.
1995
Franchising Eve Boutique in Penang, Johor, Singapore & Kota Kinabalu. Open Eve retail counter in Sogo Departmental Store & Yaohan Departmental Store. Open another outlet in Focus Designer Malaysian Store, The Mall.
1996 2003 2004 2005 2006 2007
Franchising Eve Boutique in Malacca & Subang Parade.
Eve split with her former partner. Relaunching the new Eve concept which specializes on feminine easy to wear dresses and seperates at a new prime location in Sungai Wang Plaza and founded Glamour Apparel Sdn Bhd.
Franchising the new Eve Boutique in Kota Kinabalu, Sabah.
Franchising the new Eve Boutique in Penang.
Franchising the new Eve Boutique in Ipoh. Open another K.L. Eve Boutique at The Curve.
Open another outlet at Hartamas Shopping Mall & Times Square. Participated in a Mifa / Moda Fashion Show and FashionTrade Show during KL Fashion Week at KLCC, Kuala Lumpur.
2008 2009 2004 2010 2011 2012
Invited by Matrade, Eve exhibited at Who’s Next Fashion Trade show in Paris. Eve’s easy to wear and unique design attracted great respond from international buyers with orders worth 1 million USD. Open Eve concept retail counter at Isetan (KLCC & The Gardens).
Franchising the new Eve Boutique in Batu Pahat. Participated in Mifa’s Fashion Trade Show at KLCC during Kuala Lumpur Fashion Week.
Franchising the new Eve Boutique in Kota Kinabalu, Sabah.
Participated in Mifa’s Fashion Trade Show at KLCC during Kuala Lumpur Fashion Week and Stylo Fashion Grand Prix.
Eve Fashion Campaign shot in London by top international photographer. Visited Shanghai Fashion Week & Beijing Fashion Trade Show.
Eve moved her manufacturing base to Guangzhou & Shenzhen. Working as a consultant for Singaporean-based SP Fashion in Vietnam.
EVE: SPRING SUMMER 2006 Shot in PRAGUE by DOMINIC SIO
EVE: FALL 2007 / 08 Shot in lONDON by ALEX BOARD
EVE: SPRING SUMMER 2008 Shot in K.L. by DOMINIC SIO
EVE: SPRING SUMMER 2009
EVE: SPRING SUMMER 2011 Shot in LONDON by DOMINIC SIO
EVE: Moda Show 2009 @ KLCC
EVE: Moda Show 2009 @ KLCC
EVE: Stylo Grand Prix Show 2008
EVE: Stylo Grand Prix Show 2010
EVE: Moda Unity Show 2008
EVE: In The Press
EVE Flagship Boutique @ The Curve Shopping Mall
EVE STATIONERY
EVE LABEL & HANGTAG
Shop Location: THE CURVE Lot 120b, 1st Floor, The Curve, Mutiara Damansara 47800 P. Jaya Tel: 03 - 7726 6382
HARTAMAS SHOPPING CENTER Lot P6b(1) Plaza Ground Floor No 60 Jalan Sri Hartamas 1 Sri Hartamas 50480 Kuala Lumpur Tel: 03 - 6201 6022
ISLAND PLAZA Lot 1-28, 1st Floor, 8, Jalan Tanjung Tokong, 10470 Penang. Tel: 04 - 8900 382
GLAMOUR APPAREL 241-1, Jalan Perkasa Satu Taman Maluri Cheras 55100 KUALA LUMPUR MALAYSIA T: + 603 9200 6382 F: + 603 9283 1180 E: eve.msia@gmail.com