Jewellery designer Carolyn Kan, 48, who started her brand Carrie K. in 2009, says the market is ripe for concept stores to cast the spotlight on Asian and Singapore designers.
She says: “There are more strong Asian designers to choose from and a growing pool of Singaporeans who seek homegrown brands with unique and well-made designs.”
She names womenswear brand In Good Company, bag designer Ling Wuand watch brand Hypergrand as homegrown brands to watch, as they “know how to balance unique design aesthetic with commercial know-how and are focused on sustainable growth”.
Designers are all for being stocked at such multi-label boutiques as it helps them save on operating costs and widens their customer reach. However, multi-label fashion boutiques championing Singapore and Asian designers say business can be challenging, especially in this tough retail climate.
In 2015 October, 5,000 sq ft multi-label store Mporium opened at Suntec City, carrying more than 35 Asian and Singapore brands such as Aijek, Amos Ananda and Q Menswear. It closed in 2016 April. Owner Jennifer Yii declines to share why it closed, but says she is moving into e-commerce.
Mr Alfie Leong, 51, founder of W.E. Workshop Element, says there are times when the retailer does not turn in a profit, especially when the brands it carries do not have new stock to sell, leading to a sales dip.
He says: “It boils down to time management and decisions on production and design. If designers have no stock to sell, they might miss out on peak periods such as Chinese New Year or Christmas.”
Mr Leong, like other boutique owners interviewed, declines to give sales figures.
Another challenge these retailers face is that Singaporeans are reluctant to shell out money for homegrown and Asian designers.
Founder of L’armoire, Mr Rocco Wu, in his 30s, says: “The majority prefer to spend money on a brand they are familiar with. Only a few would follow their heart and pay for a design that they like, regardless of the brand.”
Mr Walid Zaazaa, 43, director of multi-label shop Manifesto, feels that to win customers and compete against global brands, Singaporean and Asian designers “have to be original and retail business ready”.
He says: “The only way for Asian designers to compete with international brands is to come up with original concepts and designs and not copy or follow their favourite brands. The most important factor is to not compromise on quality.”
