Can Esprit's comeback re-capture Hongkongers' hearts?

Recently, a familiar name is back on the Hong Kong retail map. Esprit, a brand once woven into the fabric of the city's fashion scene, is reconnecting with its community by launching a new flagship in Causeway Bay. This return follows a period of strategic transformation, aiming to win back the hearts of its loyal followers. 

The news has drawn over 500 mentions from netizens across social platforms in Hong Kong, according to media intelligence firm CARMA. Associated keywords include "return", "memory", "brand", "pop-up store", "fashion trend", amongst others. 

"ESPRIT’s return is triggering nostalgia and excitement among consumers, as evidenced by multiple posts referencing the brand’s past popularity and iconic status," said CARMA. 

Don't miss: Esprit stages powerful HK comeback in Causeway Bay

In response, ESPRIT told local media such as Ming Pao that its return will involve a complete restructuring of its structure, shifting from direct operation to an asset-light brand management approach.  

This will be led by seasoned fashion retail professionals with extensive local experience, enabling them to more flexibly respond to consumer demand. The company aims to reshape its brand DNA by transforming its basement. 

The new store at Causeway Bay Fashion Walk, which is scheduled to open on 1 November, will turn into an "immersive experience store," blending Korean fashion with French refinement, targeting younger consumers and strengthening its brand image and reputation. 

Adding a significant local dimension to this comeback, Chen Wai Ming, founder of the local brand 2%, was reportedly granted sole ownership of Esprit's Hong Kong operations, said the Ming Pao report. MARKETING-INTERACTIVE has reached out to Esprit for a statement. 

While the blueprint for Esprit's return is clear, its success in Hong Kong's competitive market is not guaranteed. The strategy moves beyond simple nostalgia, but will it resonate? Industry experts weigh in on the challenges and opportunities, highlighting what Esprit must do differently this time to secure a lasting future.

Industry reactions 

Commenting on the move, Johnny Ng, VP, marketing and growth, WPP Media Hong Kong, who also takes care of the regional strategy for L’Atelier, said it’s encouraging to see a retail brand comeback in Hong Kong, in an environment where we see many retail stores closing.  

“So I am rooting for Esprit's success! But a successful brand comeback in a competitive market like ours requires more than just reopening stores. It demands a clear and relevant purpose for today’s consumer that answers the question of 'why now?'.” 

He added that brands today must shift from broadcasting messages to actively participating in culture and building a genuine community. “The physical and digital experiences must be perfectly synchronised. The store, the website, and social media must all work together to present a single, coherent brand world.” 

Echoing his thoughts was Xen Chia, strategic marketing director, XGATE, who said anchoring the flagship store at Causeway Bay seems to imply they have ditched their old playbook of multiple stores in secondary locations. “The brand is clear with their strategic intent to attract both style-conscious locals and affluent visitors.”   

However, Esprit’s success will hinge on fundamental brand transformation, not just simple nostalgic revival. “Hence, consumers would expect the Esprit flagship store at Causeway Bay to have a total product & design transformation – perhaps, timeless design, sustainability, and versatile quality over fast fashion.” 

What should be done differently this time? 

WPP Media’s Ng said the primary role of Esprit's flagship store in Causeway Bay is not just to sell products, but to make the new brand promise tangible in this experience-first world. "It must function as an experiential hub for customers, a content engine for digital channels, and a community anchor for its target audience.” 

This is how a physical space builds brand equity in a digital world – it becomes the physical manifestation of the brand's story and a powerful tool for repositioning itself in the minds of consumers, he added. “We see this with luxury brands and their exclusive in-store service experiences for VICs, or with brands like lululemon with their store educators embodying the brand’s essence and personality.” 

Beyond nostalgia component, Esprit must focus on creating long-term brand value that goes beyond simply driving product volume, Ng added. “The previous model, often employed by fast-fashion brands, relied on high-volume sales and frequent promotions, which is no longer a viable strategy for building a modern brand.”  

Instead, Esprit must build brand equity that justifies its pricing power, which requires a new way of measuring success, where marketing and advertising play an important role, he added. “The focus must shift to long-term brand health indicators, like community growth and cultural share of voice, rather than just short-term sales figures. It is a more patient approach, but it is the only way to build a durable business.” 

Furthermore, Chia said Esprit needs to fundamentally transform beyond reopening with an updated logo as a well-defined core value and culturally sensitive comeback is essential for the brand’s success. “Perhaps moving from the previous ‘American style’ store to a digitally-native brand with quality, sustainable essentials will offer better in-store experience; and earn its place in Hong Kong's competitive landscape once again.” 

Esprit could also consider collaboration with local designers to curate a new collection, Chia added. “Design that authentically integrates with modern Asian aesthetic and resonates with the young value-driven generation. Importantly, a brand story that reflects the new value will also help capture the hearts of previous loyal customers, who now prioritise quality and ethics.” 

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