We’ve been speaking to our friends in the fashion, luxury, and lifestyle world about how their online businesses are coping in this unprecedented time. In this second edition we speak to Yeon Park, Founder and Creative Director for luxury fashion brand Yeon, based in NYC. Shop online at yeon.com
In brief, what does your company do or what’s its Unique Value Proposition, if the first is obvious?
“I produce women’s wear clothing, Im also launching my first jewellery capsule this coming Summer which is also for women. I strive to always have a detailed focus on quality clothing, that could be essential for customers and that they can enjoy for years to come and always be in style. From fabrics to finish, I do spend a lot of time researching and use a lot of energy to make the clothing at the highest quality as possible.”
What’s your role in the company?
“I am the founder and a designer.”
What’s the best part of your job?
“I love the fact that I can be creative with the clothing completely from scratch. For example, I often develop jacquard fabrics based on my experiences whilst traveling. It was pretty fascinating to transfer the textures from nature into fabrics, and then use those fabrics in draping and creating new shapes, it is really exciting.”
What’s the toughest part of your job and how do you deal with it?
“Being consistently creative all the time, sometimes on deadlines if I don’t have a piece that Im totally in love with, I cannot rest until its at the correct level that I can accept and be happy with. This is the toughest part of the job, as no matter how much time I’ve put into it, how hard I’ve worked, I find its best to start again from zero.”
What’s the best piece of business advice you’ve received?
“Be yourself. It is hard to be confident at all times, sometimes I look at a lot of designers that are successful and try to somehow create the same vibe as they have. But it never works, I always had the best results when I focused on aspects that are related to me and things that I personally love, which people can also relate to as its real.”
What three tech things can’t you live without?
“iPhone, photoshop, dog CCTV ( when I am not home).”
What inspires you in your day to day working life?
“It might be a funny answer since it is really nothing to do with work but it’s my two dogs. Being happy and peaceful and giving them unconditional love, and always happy and excited for every small thing they have.”
What particular challenges is your business currently facing and how are you addressing them?
“Since the global pandemic began, a lot of people paused from buying clothing as they had to be more cautious about purchasing considering the circumstances. Clothing is not a high priority at the moment, although I am producing a handmade mask using leftover fabrics from my past collections and donating profits.”
What opportunities do you anticipate coming out of the COVID pandemic for your business and how are you planning for it?
“I have been planning a new business model since December 2019, which is more focused on how to build my brand in a more sustainable way. The fashion industry is one of the most wasteful industries and I wanted to do something that could make it a little bit better. Whilst in this pandemic period I hope people are more aware and careful about what they are purchasing. I am planning to release one look per month, instead of producing large collections each season which will reduce a great amount of costs. Also utilising waste from developing prototypes and samples and left over fabrics etc. I really hope this new model works as I will be only producing orders that I have, and hopefully having less leftover waste.”