In brand management, individuals often encounter various challenges, such as financial difficulties after significant investments or obstacles in business development with unclear ways to move forward. For Jaqueline Tse, the founder of Supermoon Agency, realisation dawned while working with the renowned fashion designer Alexander Wang. Through this experience, she noticed a lack of professional developmental and managerial support for a lot of brands, especially the independent ones like his in the Asian market, which inspired her to establish Supermoon Agency.
Supermoon Agency is dedicated to providing comprehensive Asia-Pacific market development strategies and brand positioning services for fashion brands. Its core focus lies in strategising, simplifying planning, facilitating wholesale and retail expansion, and optimizing communication processes to help brands achieve sustainable growth. Currently, Supermoon is led by Jaqueline Tse and supported by Ivy Leung, two industry professionals with a deep-rooted passion for the fashion industry. The agency’s vision revolves around raising awareness and appreciation for independent fashion brands, and the two believe in the untapped value these brands hold for a broader audience.
Tse and Leung both have extensive experience in the fashion industry, with Tse serving as the manager of fashion wholesale and Leung as the senior fashion buyer. Not only do they understand the ins and outs of fashion design, but they are also skilled in market analysis and brand promotion. At Supermoon Agency, they use their knowledge and experience to tailor development strategies for brand clients, providing services from brand positioning to market promotion. They believe that they can help brands stand out in the competitive fashion industry and help them achieve long-term development and success.
Q : Could you provide an overview of Supermoon Agency’s business?
Tse: We assist brands that have not established a team in Asia, starting with fashion wholesale primarily because, compared to other methods, wholesale requires less investment but offers higher exposure. We find suitable and relevant retail stores to collaborate with these brands to ensure they align with the brand's positioning and style.
Q : What does “Fashion Wholesale” mean?
Leung: Many brands have their own established customer base, but there are always potential customers they’re unable to reach. For example, Prada has several stores in Hong Kong and sells its products in high-end department stores like Lane Crawford, mainly because Lane Crawford already has a loyal customer base. This enables the brand to strike a balance between retail and wholesale, thereby attracting more customers.
“Every brand has its own story, and every shop has its unique tale.”
Q : What are the key factors that you prioritise when selecting clients?
Tse: We aim to collaborate with brands not affected by seasonality in sales, those that are timeless. These brands have unique characteristics, for example, the French brand VEJA is known for its minimalist style, while Armor Lux is famous for its maritime style. If a brand has a core element, it is timeless.
“Our role is to introduce the brand to buyers from different perspectives, thereby maximising the sales advantage."
Q : As an emerging designer brand, without the factors you mentioned, how can we make more people access the brand's products?
Tse: As a sales & consulting agency, we will fully assist the brand, but they also need to be prepared. We will convey the buyers’ feedback to the brand and advise them on how to enhance their brand awareness. Our services are not limited to the Hong Kong market; we also extend to China and Southeast Asian markets, consistently sharing the market analysis & feedbacks we collect with the brand.
“Our relationship with these brands is like a team."
Q : How do you evaluate a brand’s product quality and craftsmanship level?
Leung: Whenever we encounter a new brand, we always start by understanding their background, production location, product concept, brand positioning and so on. If allowed, we also like to see their samples. After interacting with the products, we measure the ratio of materials to selling price. Having a background as a fashion buyer, I’m clearer about the quality and value of materials. Taking all the above into account, we will compare with other brands in the market of the same product, and finally decide whether to collaborate with this brand.
Tse: At Supermoon Agency, we prioritise brand sustainability and production transparency. For instance, VEJA mixing social projects, economic justice, and ecological materials, while Armor Lux crafts items from organic cotton, made in their headquarters in Brittany, France. We value conscientious brand practices and consider this a pivotal criterion when selecting our partners.
Q : How do you establish effective communication and cooperation with clients?
Tse: Open and smooth communication is essential, and we interact with brands through a solid collaborative team mindset. Regular updates are crucial to ensure clarity about our actions, transparency and building trust with the brand.
Q : Do you have any success stories you can share that demonstrate mutual growth and business success through your help?
Tse: Our collaboration with VEJA has lasted for over 5 years, a period during which our partnership has matured into a journey of mutual growth.
To illustrate, five years ago, VEJA was relatively unknown in Hong Kong, but today it’s common to see Hong Kongers donning their footwear. VEJA avoids conventional marketing strategies and celebrity endorsements, preferring instead to let customers organically uncover the brand’s narrative, particularly its ethos of sustainability. Introducing this brand to a wider audience and spread its message and vision has required consistent trust building and to conveying the brand’s vision and message.
Despite the brand’s initial obscurity, the eventual outcome has been truly heartening.
Q : What are your thoughts on brands altering their style to cater to the market?
Leung: I believe in the necessity of change and evolution yet staying true to their core values. Take VEJA, for instance: it emphasises environmental consciousness while also adapting to current trends by releasing colourful, retro, eco-friendly shoes.
With trends evolving swiftly, many brands adjust their product offerings to sustain sales. Yet, this strategy can dilute a brand's uniqueness over time, making it susceptible to being overtaken by competitors. Conversely, remaining static risks being left behind in the market. Brands need to strike a balance between adaptation and preservation.
