The Taiwanese fashion brand Iroo is marking its 15th anniversary by expanding internationally and emphasizing sustainable practices, as CEO Emily Huang discusses the brand’s strategic initiatives.
The Taiwanese fashion brand Iroo is actively expanding its presence in both regional and international markets while maintaining a strong commitment to sustainability. As the brand celebrates its 15th anniversary in Singapore, Iroo’s CEO Emily Huang shared insights into the changing landscape of the Taiwanese fashion market and the brand’s strategic initiatives moving forward, as reported by Inside Retail.
Since its inception, Iroo has set the standard for other Taiwanese brands in terms of interior concepts and market strategies. Huang noted that while many local brands have adopted Iroo’s approaches, they often rely on existing merchandise sourced from various suppliers, making it difficult for them to keep pace with the rapid design innovations that Iroo implements. “Most of these brands rely on existing fashion merchandise sourced from different suppliers, simply changing the label to their own brand,” Huang explained.
The design and production process at Iroo is managed by a talented in-house team located in Taiwan. The creative process initiates one to two seasons ahead, where designers draw inspiration from international fashion trends, major runway shows, and broader cultural movements. This collaboration is not limited to the design team; it involves input from key buyers and merchandisers in both Taiwan and Singapore, ensuring that each collection resonates with the diverse preferences of customers across different regions. The entire process, which includes rigorous reviews and is typically set on a timeline of five to six months, allows for high-quality, trend-driven releases.
Looking ahead, Iroo is targeting further international expansion, with Singapore playing a pivotal role as a strategic springboard into other markets. Huang mentioned that the brand is engaging with influencers and fashion content creators to amplify its presence in Southeast Asia, Australia, New Zealand, and the United States. This engagement is expected to help Iroo reach fashion-forward audiences globally.
When asked about promising markets for future growth, Huang highlighted Malaysia, Indonesia, and Brunei due to their proximity to Singapore and cultural similarities. She indicated that Iroo has already observed positive customer interest through e-commerce platforms in these regions, paving the way for possible retail expansions. Huang also pointed to the Philippines and Vietnam as dynamic markets with increasing demand for premium fashion brands. Vietnam, in particular, has shown significant economic growth and a rising middle class that seeks high-quality fashion offerings.
In terms of new developments, customers can expect an expansion of Iroo’s physical presence, including the opening of its first outlet store at IMM in Singapore this May. This store will feature a curated selection at more accessible prices, embodying a commitment to sustainability through the use of eco-friendly materials. According to Huang, the outlet is the start of “a bold vision” focused on style aligned with environmental responsibility.
Additionally, Iroo plans to engage its customer base with interactive fashion events and initiatives aimed at fostering community connections. Huang also announced a significant collaboration with EcoWynist, which will focus on transforming recycled garments into usable products, such as furniture and hangers, thus promoting sustainable practices. This initiative aligns with the broader global movement towards eco-conscious fashion and is expected to help Iroo solidify its position as a responsible player in the industry.
Moving forward, Iroo is set on continuing to innovate and broaden its reach, connecting with new audiences while reinforcing its commitment to sustainability and style.
Source: Noah Wire Services
