Ep Yaying, One Of China's Top Five Fashion Houses Is Expanding Globally After 30 Successful Years, Choosing Malaysia As The First Country To Launch Both The Ep And Yaying Brands Under One Roof In Suria Klcc. Yang Mei Ling Chats With Fabio Becheri, Marketing Communication & Brand Image Director Of Ep Yaying, And Edmund Ooi, Senior Creative Designer Of Ep To Find Out More.
FEMALE: Can you tell us more about the brand and what makes it unique?
Fabio: “EP Yaying is a store that distributes two different lines – EP and Yaying. EP is a contemporary line which aims to appeal to powerful, positive and trendy women, while Yaying plays with traditional elements of the Chinese culture and presents them in a modern way. It’s ageless, timeless and elegant, and you can call it couture for its craftsmanship and use of materials. We’re based in Jiaxing, near Shanghai, and we’ve got more than 400 stores in China. We’re expanding and Malaysia is the first market we’re tapping into, but we’re looking at opening in other South-East Asian markets, Australia, and New York, USA too.”
F: Why did you guys pick Malaysia to open your first store outside of China?
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