While department store partnerships have yet to be finalized for Singapore, Seth’s eponymous luxury women’s brand will hit Lane Crawford and Harvey Nichols in Hong Kong in early 2013.
The designer plans to introduce her label with trunk shows in both areas during November. She also created a spring ’13 footwear style specifically for those markets, priced at about $750 and available in both satin and python.
Seth explained the decision to target Asia solidified during a recent trip to Singapore and Hong Kong, where her collections were well-received. “[Asian] consumers love shopping, and because the luxury market is very commercial — it’s very Gucci and Prada — it is really special to come into the market with something slightly more exclusive,” she said. “[Customers] want something they can’t find everywhere, something [they feel like] they’ve discovered.”
She also noted that European labels are trending in Asian markets. “British brands in particular are very in fashion, especially [because of] the royal wedding,” Seth said. “They [are seen] as elegant and special, and anything royal has a real credential behind it.”
The wholesale expansion also was spurred by the high number of Asian consumers using the brand’s e-commerce site and social media pages. “We get a lot of online orders [from Asian customers], and our Facebook page and blog have also helped grow [Aruna Seth’s presence throughout Asia],” said the designer.
As for other big target markets on the horizon, Seth said, “the next stop is definitely Indonesia, and then Korea.”