Aspiration to build an international Vietnamese fashion brand

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From a small company founded in 2011, Elise has now become the leading fashion brand in Vietnam, gradually reaching international level. On the journey of development, Elise left a mark of the brand’s founder – businessman Luu Nga.

Businessman Luu Nga graduated with a major in Finance from Hanoi National Economics University. As a person who is passionate about branded goods and had the opportunity to come into contact with many famous fashion brands while living in the US, she cherished building a Vietnamese fashion brand, dreaming of that brand appearing in fashion shows. World fashion center.

Returning home, she started building Elise with passion and desire to develop high-end fashion in Vietnam.

“When I started building Elise, my biggest assets were my passion and desire to bring the Vietnamese fashion brand to the world. I started by conquering the domestic market,” the businesswoman once expressed.

Luu Nga’s passion for fashion motivates her to aim at producing high-end products at affordable prices for Vietnamese people, meeting the tastes and needs of domestic consumers.

Luu Nga’s journey encountered many obstacles, and there was even a period when she faced the risk of failure. However, with her burning love for fashion along with her acumen and determination to follow her dreams to the end, she has gradually built Elise into a strong fashion empire.

“During the first 3-5 years, I only had 1-2 fashion stores but still kept dreaming about my aspirations, some people thought I was paranoid. Actually, my journey has gone through many ups and downs, facing the skepticism of friends and relatives… But that is also the motivation, giving me the strength to create the Elise she is today.” businessman Luu Nga expressed.

Currently, after 13 years of formation and development, Elise has built a system of nearly 150 stores nationwide with more than 2,000 employees, maintaining its leading position in the fashion market in terms of scale and speed of development. . Elise owns more than 2 million loyal customers, annually releases over 2,000 designs to the market, always at the forefront of modern, high-end, and luxurious trends and styles.

Elise also became the first domestic fashion brand in Vietnam to receive BV Mark – certification from Bureau Veritas – the world’s leading unit in testing and certifying quality and product performance in the field of technology and technology. consumption.

“For me, quality is Elise’s heart. Since birth, Elise has been on a mission to make standard quality products worthy of the class of European brands at Vietnamese prices. We are proud and respectful to be the first domestic fashion brand in Vietnam to receive the BV Mark.

Certification is a confident affirmation of Elise’s product quality, creating solid trust and building a different shopping experience for customers. This is also a stepping stone to help Elise realize her goal of expanding her business scope, elevating Vietnamese fashion in the world, becoming the most prestigious multinational fashion company in the region,” said businessman Luu Nga. share.

In 2022, Elise won the award for Fashion Retailer of the Year (Apparel Retailer of the Year), at the 2022 Asian Retail Awards (Retail Asia Awards 2022). This is also a proud achievement of this fashion brand.

Luu Nga shared that for her, Elise is like breathing, an emotion, a source of inspiration every moment in everyday life. “I don’t do fashion, I actually live with fashion, my fashion is my life,” Luu Nga confided.

Dedicated to Elise, in 2019, Luu Nga made a bold decision to sell Elise’s shares to an investment fund from Japan – Asia Fund (belonging to Advantage Partners). The businesswoman chose to step back, holding the position of Creative Director and member of the Board of Directors. However, Luu Nga is still the “soul” and holds the highest decision-making authority at this fashion company.

Talking about this decision, businessman Luu Nga expressed: “I have a distant dream, which many people even say is paranoid. That is, Vietnam has a truly proud fashion brand. Elise dreams of having a team of staff who are both dedicated and ambitious, but also have enough skills, knowledge, and qualifications to integrate with the world. .. I think that the Japanese are people who have all these things to help me realize that dream…”.

Businessman Luu Nga expressed: “Elise is my adult child, I will use all my love, mission, and sacrifice to follow and cheer for Elise to go on her broad path.” under the guidance of an international leadership team”.

At present, with the results that Elise achieved, Luu Nga has proven that her decision was correct.

The businesswoman also shared: “When Elise cooperated with a Japanese partner, I determined my own path, as a mother, daring to give up aura and shine to give full opportunities to my children.” I independently walk on the journey of conquest.”

However, in 2020, when Elise faced difficulties and revenue decreased during the Covid-19 pandemic, it was Luu Nga who wrote the letter “receiving salary of 0 VND”, ready to return to Vietnam from the US, Together with colleagues, revive the company.

The success of a business depends not only on the leadership and vision of the leader but also on the combined strength of the entire team. Luu Nga did that while leading 2,000 employees.

Luu Nga once shared that she chooses personnel based on emotion. What business women care about most when recruiting associates is work ethics, passion, determination and eagerness to learn.

“If you have no experience, but dare to learn and are determined to pursue your career, we are ready to support you. We do not hide our profession, because we come from individuals who do not know much about this field, so we understand the difficulties of a young factor.”

According to founder Elise, to work in a fashion business, a young person needs to have certain personalities. That is placing aesthetic value and respect for customers greater than monetary value. Because, doing fashion and touching other people’s hearts is very difficult. But when you succeed with that passion, you will have a stable income and standard of living.

Luu Nga always appears with a beautiful, trendy and luxurious image. She believes that doing fashion means having to be beautiful and neat. That is also the reason why Luu Nga spends billions to own high-end branded goods, or appear at prestigious fashion shows around the world.

“I always desire to bring the highest value of fashion to consumers through experiencing top-notch products to produce branded products made in Vietnam,” the businesswoman expressed.

Currently, Luu Nga spends a lot of time traveling around to learn and experience. The businesswoman excitedly shared: “Many people ask how Liu Nga travels so much, how can she participate in all of Elise’s designs, but in fact, Liu Nga has to travel a lot to have so much inspiration. ideas and energy to keep Elise always new, always brilliant to accompany millions of women.”

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