FOCUS MAGAZINE
COVER STORY
September 2012
Trendy Singapore
This work concerned not only the design of the collections but also the whole customer experience.
which was present in other Asian countries but not yet in Singapore. And even though their presence in other Asian countries was strong, opening independent stores in one of the most competitive cities in Asia was a different challenge.
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We first had to reinforce its brand values and put the emphasis on its French identity in order to deliver a stronger and clearer message to Singaporean customers. This work concerned not only the design of the collections but also the whole customer experience, from the store concept to communication strategy.
on their industrial strengths; one of them being the ability to reorder their best styles in less than four weeks to replenish their worldwide retail stores. Also, more attention was put on increasing the quality and finishing, while keeping their affordable price range.
On the collection side, we worked closely with the French fashion brand on reinforcing their creativity while meeting some of Asia’s specific needs, in terms of styles, colours, cut and sizing. This adaptation was soft enough to be attractive for customers while remaining true to the brand’s DNA. On the other hand, the brand had to focus
This implementation was successful thanks to the commitment of all the management and staff. To pursue its expansion, the brand has just opened a corner at Robinson’s Centre Point. Even though Isalis is very oriented towards SMEs, we also provide services to French MNCs which start their operations in Southeast Asia. We work in collaboration
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with them on defining their optimum retail pricing for Asia, as well as their shop assortments to match the Southeast Asian demand, and on the strategic locations to allow them an enhanced visibility and image. Throughout our history, we notice that some of the recommendations we did for the Asian market were then applied to all their shop networks even in their home country! F
LEFT PAGE Isabelle Allix, Managing Director, Isalis BOTTOM The Shoppes at Marina Bay Sands
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