Fashion Valet has been in e-commerce for the past 5 years, and has gained its popularity by establishing a niche – targeting the fashion savvy ladies who prefer premium and quality clothing over purely price conscious pieces.
Amongst many of their merits, Fashion Valet has shown support for its customers by always being approachable, in a personal manner -- from CEO to sales person, you can see the humanity behind the brand, and not just a corporate image. All my emails with customer service have felt like a conversation with a friend, where I can express my issues and enthusiasm, something I truly love about the brand.
This is not really a surprise, as many articles online will tell you. However, what I want to talk about in this article is their success in reflection of their Raya 2016 campaign.
It has been such a phenomenon, how widely successful FV has been with this campaign, as evidenced by the overwhelming packing at their warehouse, to securing BND 20k during the first half the day they opened their pop-up store in Brunei Darussalam. It was very smart of the brand to identify the increasing trend of people choosing to go for ready to wear pieces, to avoid the hassle of finding fabrics and tailoring clothes for Raya.
But why is it so widely successful? In my opinion, it is because of their curation of clothing, as well as the support of the legion of talented and ground breaking designers behind them. Many of these designers have personally gone to Indonesia, Singapore and even Brunei, showing support for the brand, as well as their customers.
Part of the appeal is that the pieces are exclusively designed for Fashion Valet, such as Alia B., Syomir Izwa Gupta’s La Dolce Raya, Mimpi Kita's Exuberant and Vibrant collection, and more.
But why are these designers so onboard with Fashion Valet? The brand did not start off with overwhelming support from designers, but they held on to their vision and belief in the designers they had. They pride themselves for providing premium and exclusive service, and their existing flagship stores across the region are located at Prime areas, example Somerset 313 in Singapore. Who wouldn't want to be part of the elite?
Now, with the success they have, they still continue to pay attention and take care of their designers, opening up opportunities for them in regional markets, that would be difficult to reach on their own. FV also plays a strong role in their media, for example, the very entertaining Love Vivy series on Astro Ria, as well as personal interviews of each designer, which appeals to the customer that wants to know the deeper meaning behind the clothes, like me (thank you!).
I would like to congratulate the FV team, for their effort in organizing an insane number of events around the region, especially the Gaya Koleksi Raya show at Publika, KL. I’m sure it was far from easy, and even spending one day at the show, we could clearly see the hard work that went into ensuring everything ran smoothly. Fashion Valet have really built a bridge for both designers and customers, giving both parties a fun experience in fashion while staying true to being a premium brand.
I would also like to give a special thanks to C-Creative Malaysia ( c-creative.com.my/) for providing some of the beautiful pictures for this post.
Part 2 will be a mix of interviews with some of the designers who were nice enough to visit Brunei during the pop-up store event. Stay tuned!