Hong Kong-headquartered lifestyle fashion brand Esprit is to launch two new global innovation hubs, in New York and London.
Called Esprit Futura, the hubs are a part of the group’s digital strategy to “reimagine customer engagement experiences by converting data into insights, igniting the brand’s international expansion in line with the rapidly escalating pace of digital change in the current environment of fashion retail”.
The company says that with New York and London both globally connected cities with pronounced cultural influences, the brand’s digital and creative innovation will be closely linked to the two fashion capitals.
“Esprit is in the process of transforming into a truly global company with the creative minds and processes in key cities enabling consumers to be connected to the brand on a multi-dimensional level,” said William Pak, CEO.
“This enables Esprit to adapt to major challenges in fashion and the macro environment in order to propel into the future.”
Esprit Futura New York will serve as the company’s international centre for creativity and design, a source of ideas and concepts for its branding strategy. The London facility will serve as the brand’s centre for customer experience innovation, offering customers omnichannel connections to the Esprit network.
Esprit Futura Amsterdam, the brand’s first physical hub, will remain the core for e-commerce and technology growth. In addition, Hong Kong will continue to be the worldwide administrative headquarters for finance, sourcing, and operations.
