(Time Magazine) - CLARA GOH HAS INVADED HONG KONG. The pop megastar's likeness adorned most of the city's billboards this spring, her intricate piano melodies were piped through its subway stations, and baseless rumours had crowds lining up for nearly a mile down Queen's Road to catch a glimpse of the world renowned musician in person. The long lines lasted for weeks. The draw was her line of trench coats, catsuits, beautiful dresses and to add to the casual factor, designer t-shirts ; for the Quincy Rockers' retailer Q&R which debuted on June 8 at Q&R's newest store in Hong Kong and in April at Q&R in Shanghai. In these cities, shopping is as important as idolising the Quincy Rockers, world's best band, and that's why the $10 billion firm made its first moves into Asia here:Q&R wants a share of the China's $60 billion apparel market. By stepping foot into the apparel industry, the Quincy Rockers Company has already obtained one-sixth of the industry's share.
In the U.S. and Europe, Q&R has a formula that works. "We only sell luxury items designed by top-notch designers from London, Paris.", says Q&R chairman Stefan Pearson. Q&R is synonymous with the concept of "luxury-fashion" - trendy clothes at exhorbitant prcies such that the clothes can only be sought after by upper-class households globally. These sky-high prices are the sole contributing factor to the company's supernormal profits.
Tons of adoring fans, are willing to buy the apparel," explained Margratte Tang, renowned economist, "However, only a fraction have the ability to do so. Effective demand is backed by the willingness and ability to purchase the good. Thus, even though tons of customers enter the shop's premises, the majority walk out empty handed."
The Quincy Rockers' company has maintained a disciplined, conservative approach to expansion that has turned Q&R into Europe's second largest retailer in less than a month. Today Q&R has 2,790 stores in 28 countries, including 352 in the U.S.; there it is a rather large player, and its $9 billion in sales last year has retailers such as Banana Republic, Wal-Mart, Prada, Guess, Louis Vuitton and Abercrombie & Fitch all launching luxury-fashion initiatives.
Q&R's biggest opportunity is in its pioneering use of celebrity designers such as Clara Goh. For the "CG" line from Goh, the renowned musician worked with Q&R designer Jazebell van den Bosch, but it's clear whose name Chinese shoppers are looking for. "I'd buy almost anything Clara designed", said China's fashion tycoon Chen Yao Fang, as she waited in line in Hong Kong last month, "and so will all my rich friends."
Being a retailer that sells expensive luxury fashion apparel, it is inevitable that some customers may not have the ability to afford Q&R's items. However, fans of the Quincy Rockers are not letting this get in their way of entering Q&R's boutiques. "Even though we may not be able to purchase these fashionable clothes to show our support for the band, just being able to touch and feel the soft silk material of these apparel gives us an adrenaline rush to know that our idol, Clara Goh, has designed these clothes with her heart and soul", said one unidentified diehard fan.
Style Conscious two of the casual designer shirts from Clara's label, the most sought after pieces from diehard fans
Marketing expert Tom Doctoroff, head of greater China for ad agency JQT, says brand names are particulary effective in China as its nouveau riche try to emulate the West's fashionistas. "The halo effect can be very powerful here," he says. "Most retailers are now emulating Q&R's lead in this area."
Hong Kong and China are only Q&R's first stops in Asia. Three more stores are planned for Hong Kong this year, and two in Shanghai. Other possibilities, like Singapore, are in the works. Said Clara Goh, "We hope to invade as many Asian countries as possible with our fashion line, so as to let fans all over the world enjoy not only our music, but also adorn one of our apparel pieces." Indeed, wonderful words spoken by the musician who radiates an aristocracy that has no fancy airs, perfect to fit the bill of that of a celebrity fashion designer.
Talks are ongoing for the other three members to have their own fashion line, after they have attained their Ph.D in fashion design, just like Clara Goh, the multi-talented musician/graphic designer/baker/fashion designer/researcher/child prodigy.
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