Elise Fashion Vietnam redefines market leadership with their initiatives

The firm wins at Retail Asia Awards 2022 with the Apparel Retailer of the Year - Vietnam trophy.

Elise Fashion (Elise or the company) was founded out of passion for business and fashion. Having overcome plenty of odds, Elise is now amongst the most promising enterprises in the Vietnamese fashion industry. The company is highly valued by various stakeholders, with customers, in particular, being fascinated by Elise's elegant and modern style that is comparable to that of the world's established brands.

Elise was recognised at the recently concluded Retail Asia Awards 2022 with the Apparel Retailer of the Year - Vietnam. The awards programme recognises breakthroughs, innovations, and key players in the retail industry of Asia, and Elise’s adaptation to the demands brought by the pandemic through the implementation of changes in key areas set them apart from their competition. 

The company applied significant and fundamental changes across channel operations, production, and people management under the unique challenges presented to all retail companies. 

“We managed to successfully overcome the obstacles and showcased the innovative elements in our product – functionality, technological innovation, and design during the period. It is an honour to win the Apparel Retailer of the Year - Vietnam Award at the Retail Asia Awards 2022. Going forward we aim to drive further on our product and customer service so as to provide a better shopping experience to all of our dearest customers,” said the company. The Elise brand is named in honor of Für Elise (German: [fyːɐ̯ ʔeˈliːzə], “For Elise” in English), a solo piano music also one of Ludwig van Beethoven’s most well-known compositions. The music was dedicated to an elegant lady whom Beethoven deeply loved and proposed to in 1810. The Elise brand conveys the same image – exquisite, premium, and high-end, and being an Elise lady stands for always being surrounded by beauty and love.

Being in Vietnam for over 10 years with over 120 stores across 63 provinces, 3 factories, approximately 2,000 employees, and close to 200 direct business partners, Elise is known as a top-notch Vietnam fashion brand. More importantly, Elise’s power and potential go well beyond statistics but more lies in its unique strategy and system. 

Elise strategically shifted to “affordable luxury”. The combination of the latest fashion trends with luxury quality and affordable prices has made the Elise brand accessible to everyone in Vietnam. Also as a pioneer in the fast fashion industry, Elise has the most evolved operation system from design, production, and distribution (both showrooms and e-commerce platform), to customer service.

Elise faced a monumental task in order to survive the pandemic. Despite setbacks, the company found an opportunity to reimagine customer and community engagement, anchored on their brand mission to use the power of clothing to make the world a better place.

“In our opinion, 2022 will see a great amount of change within the sector as the industry strives to become more sustainable. We are excited to seize the opportunity to further strengthen Elise’s position and continue to lead new innovations in the industry,” the company concluded.