Urban Revivo's Brand DNA and Global Emergence
Born in 2006, Urban Revivo (UR) is a trend-led, premium, fast fashion brand. Made in China, UR has begun its 2019 global emergence with headlining stores in Singapore, Bangkok, and London. This brand caught my eye because it offered a fashionable and affordable alternative to other fast fashion brands like Zara-but from a Chinese perspective. We sat down with Sookie Peng, one of UR's corporate visual merchandising managers, to find out more about UR's plan to hit the global scene.
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| Sookie Peng |
I am the Series Visual Merchandising Manager. I manage the visual displays in all of the UR stores nation wide. Our series represents women, men, youth, and accessories. Once the buyers and designers present us with fashion and accessories, we curate our visual displays.
2. Did you have prior education and experience that helped you become the Series Visual Merchandising Manager? Is prior education and experience necessary for your career path?
I did have prior education and experience. I studied fashion merchandising. I definitely think that anyone who studied fashion, branding, or marketing has the initial skills to help him or her do what I do. It is not necessary, but it can really help advance one's career in corporate fashion.
3. Who is UR’s client? What does he or she wear?
If you are asking about our Brand DNA, we are a Chinese fast-fashion company that dresses the modern man, woman, and youth.
4. How does UR predict fashion trends for its collection?
Our buyers and designers work together to create our fashions. They travel all around the world, for months in advance, to look for inspiration. Some of these inspirations are birthed from different textiles, fabrics, trends, and styles from all around the world.
5. In the world of fast fashion, how does UR maintain a competitive advantage against the likes of Zara and H&M?
As of now, UR is mostly sold in China and has recently opened its first international stores in Singapore, Bangkok, Thailand, and London; so we don’t primarily compete with the global fast fashion market outside of China. China is our main market, however, we do plan on expanding into the global market soon.
To compete with Zara and H&M, a fashion company has to take larger risks when buying. These stores can afford to have a large back stock, which affects sales if it sells or not. We have less back stock, for instance, since we mostly focus on one market. Also, there may be one of a particular item available in a certain number of UR stores, versus multiples of a particular item in Zara or H&M.
6. How does UR maintain a competitive advantage in China, when most of the world’s textiles come from China?
I think we do a great job of knowing what our consumers want and making them feel special. That way, they choose us a lot.
7. In today’s world of social media and influencer culture, what makes a brand successful?
Creating something special and unique for the individual client is what makes a brand special. We don’t live in the time of famous or infamous brand names, such as Louis Vuitton, or Gucci. I mean, they definitely exist and will live on forever. However, today, many brands are successful because of their social media presence and following.
8. How important is your position?
It is quite important and can be very pressuring at times. I have to curate and delegate the direction to more than one thousand people. If I make a mistake, they must work very hard to fix it.
You can visit UR on Facebook, Instagram, or online at their website.
A few words from the desk of UR:
Founded in 2006, Urban Revivo is a trend-led
premium brand, upholding "play fashion" at the
heart of the brand concept. Challenging the
traditional retail model, Urban Revivo positions
itself as a pioneer of affordable luxury within the
high street fashion sector. With avant-garde designs, the brand also strikes
a perfect balance between quality and value. It
has always prided itself in creating a unique
shopping experience which is characterized by
contemporary, innovative and youthful product
offerings as well as award-winning luxury
shopping environments for its international
customers. Urban Revivo also strives to keep its
customers engaged with the latest trends
delivered into store twice per week. Urban Revivo has always been an unconventional
thinker in the industry, embedding the "play
fashion" attitude into its brand DNA. The brand
endeavours to inspire and share with its
international customers the most fun,
contemporary and cross-boundary ideas, so that
everyone can create and enjoy their own world of
fashion which is introduced and inspired by
Urban Revivo.
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