Looking into Forward Fashion’s journey to brand transformation

It has quickly made a name for itself in the art, culture, and business world.

The high-end retail segment has become an increasingly competitive landscape in recent years.

Ahead of time, leading international luxury fashion retailer Forward Fashion has embarked on an ambitious transformation journey to upgrade its business. Even amidst the global pandemic, the company did not slow down its progress as it has evolved from a traditional international luxury fashion retailer into an integrated retail group with three synergistic business segments: fashion, art, and lifestyle.

This strategic move was aimed at targeting the affluent millennials and Generation Z, who are increasingly seeking epicurean delights as part of unique and immersive shopping experiences.

As the market begins to recover, Forward Fashion is well-positioned to capture the opportunities and continue to grow its brand and businesses. The company’s transformation and innovation in the art and culture segment have positioned it as a leading art content provider, offering impeccable experiences that blend art and retail.

The fashion retailer’s innovative approach to art content provision has also transformed commercial spaces into cultural destinations, giving audiences unforgettable encounters with art. One of its manifestations was its partnership with world-renowned art collectable company MEDICOM TOY in 2019 to launch several exclusive crossover projects.

The partnership saw coveted limited-edition collections which continue to elicit an enthusiastic response from collectors and fans alike.

Meanwhile, Forward Fashion advanced into uncharted territory in October 2022 with the launch of its own multi-dimensional premium art space brand Artelli.

Artelli is a pioneering concept that blends art and retail through collaborations with renowned artists and luxury brands. This first-of-its-kind model eschews the conventions of traditional art galleries and stores, creating an immersive space for visitors to explore and be inspired.

The art space has currently partnered with over 100 artists on exclusive collections and pop-up events, achieving several milestones including launching regional debuts and a sold-out exhibition featuring Disney iconography.

Its exclusive events and exhibitions have also garnered more than 1,000 media coverage and 20 million views to date. This success has piqued the interest of property developers, mall operators, international brands, and even government bodies, who are keen to collaborate with Forward Fashion to launch cultural landmarks of art-inspired retail experience.

Propelled by the accomplishments of Artelli, Forward Fashion is poised for continued growth across the fashion-art-lifestyle spectrum. The company plans to unveil more brands in its portfolio and expand its geographical footprint across Asia, Europe, and the Americas over the next five years.

Forward Fashion’s achievements have been recognised by Retail Asia Awards, as the company brings home the Luxury Retailer of the Year - Hong Kong category win.

“Forward Fashion's enduring transformation and innovation will continue to reshape the future of experiential retail and redefine lifestyle possibilities for increasingly discerning consumers around the world,” the company said.

The prestigious awards programme gathers the region's best retailers and recognises major breakthroughs, innovations, and key players in the Asia retail industry.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].