6:52 AM
Vinay Singh
Cult Hong Kong fashion group I.T will
open its first i.t multi-brand store at Wisma Atria in June with an
array of popular in-house brands like Izzue, b+ab, 5cm, tout à coup,
fingercroxx & Venilla suite plus hot Japanese brands as know as de
base, mysty woman & Pageboy
Known for its support of cutting-edge fashion and developing strong Asian brands, Hong Kong fashion conglomerate I.T is finally coming to Singapore. In June, 2013, the group will open an i.t multi-brand boutique at Wisma Atria with nine brands; six in-house labels and three from Japan.
Focusing on fashion and accessories for guys and girls from 20-35 years old, i.t is the more youth-oriented branch of the I.T group which has established itself as the source of fashion-forward brands like Kenzo, Comme des Garçons, A Bathing Ape, Isabel Marant and Maison Martin Marigela throughout Asia.
The Singapore store, in collaboration with Singapore retail powerhouse Wing Tai, will take up 10,200 sq ft on level 3 at Wisma Atria and will launch with in-house brands Izzue, b+ab, 5cm, tout à coup, fingercroxx and Venilla suite alongside Japanese labels as know as de base, mysty woman and Pageboy. There will also be shoes from Puzzle and some Jeffery Campbell as well.
Two of the in-house I.T brands that will be available in the Singapore i.t store from June; Izzue (above top) and b+ab (above)
Inside the store there will be different sections set up to reflect
the different brands’ “DNA”, the interior will be similar to I.T’s
Hollywood Plaza store in Mongkok, Hong Kong.
According to Ms Deborah Cheng, VP of International Business for I.T Ltd, the company is launching in Singapore with its in-house brands first as they’ll be more flexible in being able to be adapted and “tailor-made” to the local shoppers. “If the in-house brands are successful in Singapore we’ll also look at establishing them as free-standing boutiques,” said Ms Cheng.
She also said that many of the international brands that I.T carries in Hong Kong, Taiwan and China are already available in Singapore.
While Singapore “fashion insiders” are already well-aware of I.T and its offshoot brands, and going by the turnout at the store launch on April 11, 2013, are already supporting the new store, Ms Cheng was confident that i.t’s brands could bring something new to the Singapore shopping scene.
“We’re very confident that the market will welcome our brands. Singapore women tend to dress in a certain way, a bit more sexy and feminine, but our collections’ style is looser and more boyish, offering shoppers something new. The Japanese brands we’re bringing in especially mysty woman and Pageboy are more feminine though, so we’re catering to those who want a more feminine style too,” explained Ms Cheng.
Interestingly, Ms Cheng said that a number of major European department stores have contacted I.T recently about stocking its in-house brands, especially Izzue.
“I would really like one of our brands to hit the international level,” said Ms Cheng. “I’d love Izzue to be more visible in Europe. There are lots of Japanese brands that have ‘made it’ on the international market, not just the high-end designers but also mass market brands like Uniqlo. My great ambition is to have a Chinese brand at that level; Chinese brands are not yet recognised so it would be great to take Izzue to the next level.”
As for how the I.T brands go about creating their collections, Ms Cheng explained that there are completely dedicated design teams that work separately on their own brands, and that there is, in fact, some friendly rivalry between the brands.
Design wise, and price wise, the i.t brands aren’t your run-of-the-mill high-street fare; similar in some ways to brands like All Saints, Urban Outfitters and Sandro, these brands are less about price-point and more about concept and identity.
I.T and its offshoots have been strongly supported by Asian celebrities like Cherie Chung, Lynn Xion, Eddie Peng, Guey Lun Mei, Charlene Choi, Angelababy, Kelly Chen, Anthony Wong, Pakho Chau, Helen To, Jennifer Tse (sister of Nicholas, who’s also a fan) and Shawn Yue – some of whom are sure to turn up for the store opening in June, although Ms Cheng couldn’t name names at this point.
All in all, the arrival of i.t in June adds another dimension to the shoppers’ paradise that is Singapore’s Orchard Road; we can’t wait.
resource:http://www.herworldplus.com/shopping/updates/hong-kong%E2%80%99s-cult-it-boutique-opens-singapore-june
Known for its support of cutting-edge fashion and developing strong Asian brands, Hong Kong fashion conglomerate I.T is finally coming to Singapore. In June, 2013, the group will open an i.t multi-brand boutique at Wisma Atria with nine brands; six in-house labels and three from Japan.
Focusing on fashion and accessories for guys and girls from 20-35 years old, i.t is the more youth-oriented branch of the I.T group which has established itself as the source of fashion-forward brands like Kenzo, Comme des Garçons, A Bathing Ape, Isabel Marant and Maison Martin Marigela throughout Asia.
The Singapore store, in collaboration with Singapore retail powerhouse Wing Tai, will take up 10,200 sq ft on level 3 at Wisma Atria and will launch with in-house brands Izzue, b+ab, 5cm, tout à coup, fingercroxx and Venilla suite alongside Japanese labels as know as de base, mysty woman and Pageboy. There will also be shoes from Puzzle and some Jeffery Campbell as well.
Two of the in-house I.T brands that will be available in the Singapore i.t store from June; Izzue (above top) and b+ab (above)
According to Ms Deborah Cheng, VP of International Business for I.T Ltd, the company is launching in Singapore with its in-house brands first as they’ll be more flexible in being able to be adapted and “tailor-made” to the local shoppers. “If the in-house brands are successful in Singapore we’ll also look at establishing them as free-standing boutiques,” said Ms Cheng.
She also said that many of the international brands that I.T carries in Hong Kong, Taiwan and China are already available in Singapore.
While Singapore “fashion insiders” are already well-aware of I.T and its offshoot brands, and going by the turnout at the store launch on April 11, 2013, are already supporting the new store, Ms Cheng was confident that i.t’s brands could bring something new to the Singapore shopping scene.
“We’re very confident that the market will welcome our brands. Singapore women tend to dress in a certain way, a bit more sexy and feminine, but our collections’ style is looser and more boyish, offering shoppers something new. The Japanese brands we’re bringing in especially mysty woman and Pageboy are more feminine though, so we’re catering to those who want a more feminine style too,” explained Ms Cheng.
Interestingly, Ms Cheng said that a number of major European department stores have contacted I.T recently about stocking its in-house brands, especially Izzue.
“I would really like one of our brands to hit the international level,” said Ms Cheng. “I’d love Izzue to be more visible in Europe. There are lots of Japanese brands that have ‘made it’ on the international market, not just the high-end designers but also mass market brands like Uniqlo. My great ambition is to have a Chinese brand at that level; Chinese brands are not yet recognised so it would be great to take Izzue to the next level.”
As for how the I.T brands go about creating their collections, Ms Cheng explained that there are completely dedicated design teams that work separately on their own brands, and that there is, in fact, some friendly rivalry between the brands.
Design wise, and price wise, the i.t brands aren’t your run-of-the-mill high-street fare; similar in some ways to brands like All Saints, Urban Outfitters and Sandro, these brands are less about price-point and more about concept and identity.
I.T and its offshoots have been strongly supported by Asian celebrities like Cherie Chung, Lynn Xion, Eddie Peng, Guey Lun Mei, Charlene Choi, Angelababy, Kelly Chen, Anthony Wong, Pakho Chau, Helen To, Jennifer Tse (sister of Nicholas, who’s also a fan) and Shawn Yue – some of whom are sure to turn up for the store opening in June, although Ms Cheng couldn’t name names at this point.
All in all, the arrival of i.t in June adds another dimension to the shoppers’ paradise that is Singapore’s Orchard Road; we can’t wait.
resource:http://www.herworldplus.com/shopping/updates/hong-kong%E2%80%99s-cult-it-boutique-opens-singapore-june
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