Famous brand shoes and clothing from Singapore are proving to be a real hit among better-off Cambodians. This popularity has helped turned the Posh Edition Fashion Group into a flourishing business.
The General Manager of the Posh Edition Fashion Group, Seng Putheary, explains the business grew out of her many personal shopping trips to Singapore. Married to a Singaporean businessman in Cambodia, Michael Kwek SK, the couple was ideally suited to establishing a company that imported famous brands into Cambodia.
“Up until 2008 there was no direct imports of famous brands from Singapore into Cambodia,” says Mrs. Putheary. That all changed when she opened the first Posh Edition Fashion Shop, centrally located 500 meters west of the Independent Monument in Building 321AEO. “Posh Edition Fashion was the first shoe shop to directly import from Singapore to Cambodia,” she adds.
From the very beginning the decision to stock the brand Heat Wave, perfect for woman working in an office, proved popular, starting the shops base of loyal and regular customers. Within months, the number of customers doubled. Which, according to Mrs. Pautheary, was due to customer “satisfaction with the quality”.
The sales surpassed even her expectations. “A year later, Posh Edition Fashion opened a new branch on Street 154 near the Soriya Shopping Mall”, she said.
Going on to explain around “this time we started importing Singapore’s most famous woman’s and men’s clothing bands such as Iora, MMM, Perllini, Fox, Esprit and G2000, etc.”
She says her customers tend to be woman aged from 25 to 40 with a sprinkling of teenagers. Most are from well off families or work and are happy to pay for quality products that range between $20-$90 dollars. In the week, she says, people tend to shop on their own for work, “while at the weekend they come in family groups”.
“Now we are very successful,” she says, with the best times for sales around “big events such as Chinese New Year and Khmer New Year. During these events I have seen a lot of customers come in to buy dresses, much more than normal.”
Mrs. Pautheary partly attributes the success of Posh Edition Fashion to having a well-trained sales team that know the products and are highly attuned to serving the customers needs.
She adds that advertising in newspapers and magazines is an important way a reaching new customers and informing them about different product lines.
This year she decided to expand again and started importing more men’s clothes. Currently, she says, “on average the shops attract between 30-40 clients a day.”
She stands by her products with a following guarantee “if within one week customers have any problem, we will change them immediately” adding that all the products sold in Posh Edition Fashion shops have “gone through quality control in Singapore so it’s rare to have any problems.”