Love Bonito, the Singaporean-based affordable fashion label is attempting to push past being just an established regional name and build a more global presence.
SHANGHAI — The past year for many brands has been a trying time to say the least, but Love Bonito, the Singaporean-based affordable fashion label, is having a strong run. Despite the lockdowns induced by the pandemic that are still in force in several of its main markets, the business for this year to May has jumped 73 percent year-over-year to reach $44 million.
Dione Song: We’re a direct-to-consumer women’s brand with the key mission to really empower the everyday Asian woman with very deep female and Asian-centric design sensibility. Beyond that, we hear so much about the likes of Shein playing in a similar space, but we see ourselves differently. We’re not actually catering to the teenage segment. We are reaching out to women [of the ages from] their early 20s all the way through their late 40s.
D.S.: For one, the exact fabric colors that we’re choosing to ensure it is really complementary [for Asians]. One thing that’s universal in terms of Asian skin tones is it’s a slightly warmer undertone. So we try to pick always the right shades so a lot of women just anecdotally come to us and they love our pastels, they love our yellows, oranges. They love our reds and they’re like, “Hey, for the first time, it’s nice, it’s flattering. It really complements the skin tone.
D.S.: It’s not the same at all, there is varying disposable income, preferences and so on. We started the journey in Malaysia and Indonesia and you have to cater to the market adapting and customizing in a very smart, intelligent way. We started researching indicators like height and weight and identified markets in Northeast Asia — Hong Kong, Taiwan and Japan, as similar fits. Japan is a big focus for us this year. Then there are markets like the U.S. and Australia, especially where, you know, I think to be Asian, it’s hard to find brands that actually fit you because you don’t see a good supply of that. At least in terms of initial early adopters, we see quite a big base coming from Asian Americans.
I think Japan is a market that’s really going to see an inflection point where more women are speaking up and are more empowered and a lot more women are going to the workforce. I think that community and movement that we really just want to be a part of.
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