Esprit marks Asia return plan with Korean brand collab and eCommerce

Fashion brand Esprit has announced the first step of its plan to return to Asia by launching a new collection with Korean fashion brand fleamadonna and eCommerce sites for customers in South Korea and Hong Kong. Esprit said its newly created eCommerce websites will offer integrated shopping experiences with products comprising the brand’s main labels and collaborative capsule ranges throughout the year. To go with the launch of the websites and kick off a long-term partnership consisting of three unique capsule ranges, the brand has collaborated with fleamadonna to launch the series "ESPRIT X REST & RECREATION" which reinvents Esprit's archived designs. According to the brand, the series brings together Esprit's retro-chic sensibility with designer Kim Ji-eun’s modern fashion aesthetic, giving birth to a selection of designs for new generation fashionistas.

The new products also aim to connect with Millennials growing up in the 80s and 90s including gen Z, as well as generations beyond. The brand added that it will adopt a diversified approach to sourcing locally and seek out more sustainable ways to deliver products to consumers.

"We have so much respect for local creativity and the ingenuity of up-and-coming brands like Rest & Recreation that are well-matched with the spirit of our brand. We love this collaboration which is young and vibrant. A great start to our story, this is just the beginning with so many more great things coming soon," said Esprit’s chief product officer, Sang Langill.

Esprit has in recent times strengthened its management with several key hires. Most recently, former L'Oreal Hong Kong's CMO Larry Luk joined Esprit as chief digital and marketing officer. Luk joined Esprit after spending about five years at L'Oreal Hong Kong. In his new position, Luk is responsible for pushing forward Esprit’s eCommerce expansion through customer experience strategies and deeper storytelling marketing campaigns. He has extensive experience in the fashion industry, as he was vice president, eCommerce for APAC at Calvin Klein from March 2015 to April 2017. Prior to this position, he worked for Ralph Lauren for more than five years, where his last position was senior director, merchandising, eCommerce. He also worked for adidas Group and Louis Vuitton in the earlier stage of his career.

The company also appointed Ivy Au as vice president, head of digital marketing, who is responsible for bridging brand marketing and eCommerce to drive channel deployment efficiency, and amplify the use of data to locate and reach the audience with messages that drive sales conversion. Maximilian Wang also joined as head of marketing and communications. He oversees branding, corporate communications, brand and loyalty marketing, and visual merchandising to cement Esprit’s impression and relevance to new and existing customers worldwide.

Moreover, Calvin Wang joined the company as head of brand strategy, innovation and partnerships. In this position, he steers the co-creation of Esprit’s brand strategy to meet international business ambitions and rejuvenate its fashion presence. Wang boasts over 12 years of experience in fashion retail, editorial and brand management. Before Esprit, he played a key role in Christian Louboutin's store expansion plan across Asia and was the China lead at both Louboutin and Lane Crawford.

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