Her Velvet Vase is joining the growing list of e-tailers opening holiday pop-up stores. The Real Real said Wednesday that it will launch a holiday pop-up in Manhattan.
Hong Kong-based Her Velvet Vase launched as a fashion blog shop in Singapore in 2007 and its U.S. e-commerce site was introduced last year. The pop-up shop, at 2 Rivington Street on Manhattan’s Lower East Side, will operate through the weekend. Her Velvet Vase founders, sisters Clare and Magdalena Chan said they plan to open one or two pop-ups per season.
“These events have helped us spread considerable brand awareness and allow off-line customers to get an introduction to our brand, design and story,” the Chans said.
In the year since Her Velvet Vase launched in the U.S., the Chans have tweaked the business model to adapt to American consumers.
“We made a conscious transition from Asian sizing to be more inclusive,” they said. “In Asia, our average customer is about a U.S. size 0 to 6, while our average American customer is a 6. We’ve redeveloped and expanded our sizing to cater to sizes 0 through 14 now.”
The Chans said consumers in the U.S. are still largely driven by brand names, although Millennials are moving away from classic labels to newer and niche contemporary brands. Asian shoppers within the same age and income bracket continue to rely heavily on classic luxury brands. “In Singapore, consumers look for a bargain,” Mag said. “In the U.S., they’re looking for a more well-rounded shopping experience.”
Her Velvet Vase three years ago introduced a signature collection, designed by Mag, who studied fashion at The New School’s Parsons School of Design. The company has developed relationships with select factories in China and Thailand. “We check conditions at the factory once a month or every 60 days,” Magdalena said. In addition to apparel, Her Velvet Vase produces shoes and accessories.
Subscription Mood Boxes are available in three options, $80 worth of products for $65 per box, $115 worth of products for $80, and $230 in products for $140. Boxes contain apparel, jewelry, accessories and surprise gifts.
A perennial bestseller is Her Velvet Vase midi skirts. “We take the classic shape of the full midi skirt and constantly give it lively updates, renewing it in a range of proprietary prints and fabrics,” Mag said.