6IXTY8IGHT CEO Jacqueline Porje eyes Asean expansion for the lingerie market
At first glance, lingerie brand 6IXTY8IGHT’s retail store will draw you in with its pink facade, serving as a visual anchor. Its neonlight signages, with quirky quotes would make you want to whip out your phone for a quick snap; these are just the little details that will attract millennials. 6IXTY8IGHT was actually founded 2002 in Paris, by French lingerie designer, Marie Destombe, and Swedish business man, Erik Ryd. In the year 2003, Eric set up headquarters in Hong Kong, and launched the brand’s first store in Beijing.
In an email interview with CEO of 6IXTY8IGHT, Ms. Jacqueline Porjé, she shared that the brand’s core audience is of the age between 15 and 25 years who love fashion and follow trends. But, “everyone who is young at heart can wear 6IXTY8IGHT!” she added.
Porjé previously held the position of Assortment Director, a role she assumed since joining 6IXTY8IGHT in January 2015. In this position, she was charged with managing the brand’s overall product offering. She was promoted to Chief Executive Officer in 2017, where she now oversees the company’s assortment, finance, business development, operations, marketing and international expansion.
So what makes 6IXTY8IGHT different from other lingerie brands out there? “We offer a wide selection of trending lingerie styles such as bralettes and wireless bras. We are also famous for offering pieces in a large array of colours, fun animal prints, comfortable modal fabrics, cotton-soft materials, feminine and girly lace and more,” Jacqueline stresses. 6IXTY8IGHT even recently launched their Lunar New Year offerings, paying homage to the Chinese horoscope with cute piglet motifs as well as a sizzling red collection.
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Jacqueline sees Singapore as an important market, as it’s a booming retail gateway to Southeast Asia, and a great place for establishing their base for further Asean expansion. “It is a retail hub with good ambience and vibe, which perfectly suits a playful brand like 6IXTY8IGHT,” she shared.
She understands that Singaporeans customers seek good quality products at a great price, so being in Singapore is a good timing: “They like to keep up with trends, and they want to get those trendy items fast. 6IXTY8IGHT is proud to be able to offer the Singapore consumer just what they want – regular fresh drops of trendy fashion lingerie and apparel at pocket- friendly prices.”
Besides the first store at Vivocity, the brand has opened stores in Bugis Junction and Tampines 1 in 2018. There are plans to open additional stores in the next couple of years, and Jacqueline is also eyeing the Malaysian market.
As for the next moving plans for 2019, Jacqueline knows the team needs to continue to learn and evolve with market expansion – having a full range of sizes is definitely in their product development plan, while keeping in mind dressing for comfort is key.
Here are some of her tips for incorporating lingerie in your everyday outfits:
Our most famous fashionable and comfortable bra is the Bralette – this style is the go-to for that perfect summer look. Style it with shorts or wide leg pants for the chic and cool look.
Strapless Bra – wear this under off-shoulder dresses and camisole tops, it’s without a doubt, every girl’s BFF.
Seamless or Seamless Wireless Bra – this bra supports and hugs underneath your favourite T-shirt or slim-fit tops to give you the invisible comfort.
Racerback Bra – style this with open-back tops; it’s the must-have in your wardrobe.
