Love, Bonito, a leading Singaporean womenswear fashion brand, has recently made a significant mark on the international fashion scene with the opening of its first pop-up store in New York City. This ambitious move is part of the brand’s overall strategy to globally expand and cater to underrepresented Asian-American women.
Over time, Love, Bonito, renowned for its chic and accessible fashion, has extended its influence across Southeast Asia. The brand currently boasts 18 physical stores in Singapore, Malaysia, Indonesia, Cambodia, and Hong Kong. It also operates an online store shipping to 20 international markets, including the USA, highlighting its growing global presence.
“We have mastered the fit for the Asian female and have successfully replicated this across various clothing lines to offer women apparels suited for different stages in life,” commented Dione Song, the CEO of Love, Bonito. She further expressed her excitement about the brand’s US foray and untapped potential for expansion.
The brand has experienced impressive growth in the United States, witnessing a 60% YoY increase in 2022 from online orders alone. Love, Bonito’s pop-up store, operational till 31st December, is an integral part of the brand’s international expansion strategy. The pop-up store allows American consumers to experience the brand’s unique in-store shopping environment.
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Rachel Lim, the co-founder of Love, Bonito, voiced her exhilaration about the brand’s global success, stating, “We’re so grateful for this opportunity to share our mission with the diverse Asian-American community in the U.S. Our hope is that the pop-up store will foster closer relationships, allowing us to continuously evolve and adapt to better suit our community here.”
The brand’s strategy in the near future involves focusing on omnichannel expansion in its key markets, while opening more pop-ups in newer markets like the U.S. and the Philippines. This will enable Love, Bonito to understand the local nuances and customer preferences better.
A unique aspect of Love, Bonito is its emphasis on the in-store shopping experience. For instance, the brand recently reopened its refurbished store in Jakarta, Indonesia, aiming to elevate the customer shopping experience. The newly revamped store features a four-fold increase in retail space, a more prime location, and several new in-store concepts such as an innovative queuing service, alteration services space, and seven modular fitting rooms, making shopping more seamless for customers.
This news is based on information obtained from the marketing-interactive website.
