A holiday in Europe signalled the beginning of a fashion brand for Singaporean entreprenuer Tan Yew Kiat.
A chiffon dress with ruffles create a sensual feel Inspired by the confidence that Italian women exude with their immaculate style, Tan founded bYSI in the Lion City in 1998.
His aim was to provide "every woman with a chic and functional wardrobe at an accessible price".
Since its inception, bYSI now has 14 outlets in Singapore. The brand has expanded its reach to five countries in the region – Indonesia, the Philippines, Thailand, Vietnam and now, Malaysia.
Its stand-alone store in Kuala Lumpur, measuring 121 sq m in terms of space, is conveniently located in Mid Valley Megamall.
The brand's winning formula, according to Tan, lies in its ability to interpret trends to meet customers' discerning needs.
The store layout of bYSI in Mid Valley Megamall "The brand is what it is today because it is innovative and embraces changes. In order to develop customer loyalty, bYSI has to project itself as an international fashion brand. The company must address women's needs to stay ahead," explains Tan.
In an email interview, Tan answers all queries concerning bYSI.
What is the concept behind the bYSI store in Mid Valley Megamall? Store concept is an important element of bYSI's brand identity. The minimalistic black interior exudes sophistication. Glass and stainless steels highlight the chic and modern elements of the brand. Textured wallpaper adds warmth and balances the space, making the store a perfect canvas to display the latest designer-wearable collections.
What is the brand's expansion plan? In Malaysia, we are looking at opening a second store by this year and another two next year. So there will be a total of four stores in Kuala Lumpur alone. Our next state will be Penang; we are exploring the idea of opening two more stores there. Where the region is concerned, we are opening a store in Seoul, South Korea this month. We are also planning to enter China; marketing offices have been set up there to support the expansion plan.
Since its inception, bYSI has grown quickly. What is the secret of its success? The success of bYSI lies on its ability to translate commercial trends into wearable designer pieces. The brand is able to evolve with the customers and understand their lifestyle needs. We are able to offer collections that can suit customers in every occasion from casual basics, work wear to runway pieces.
What is the inspiration behind bYSI's Spring/Summer collection? We are inspired by modern women who have multiple roles. The brand infuses luxury into every collection and contrast the pieces with neutrals to formulate a wardrobe that suits a woman for every occasion.
The Spring/Summer for bYSI was launched with three main collections.
The signature key look is sexy and chic, represented by pretty dresses, blouses and skirts that create movement and softness.
Fabric choices are more fluid in the form of chiffon, satin and silk in shades of pink, beige, peach and a mix of neutrals.
Styling-wise, sharp tailoring is mixed with drapes and ruffles to create a sexy wardrobe that expresses understated elegance.
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