ESPRIT to launch innovation hubs in London and New York

Hong Kong-based fashion and lifestyle brand ESPRIT is launching two new global innovation hubs in London and New York, in addition to its existing hub in Amsterdam.

The establishment of "ESPRIT Futura" is a foundation in turning the iconic brand into an omnichannel technology and data-driven fashion powerhouse. The new hubs aim to create transformative change in culture, mindset, and business process, discover new growth opportunities for ESPRIT. According to the brand, it is to improve innovation performance through a technology-driven approach that focuses on customer experience and embraces circularity. This new structure will also provide opportunities to enable ESPRIT staff to have more flexibility with increased international exposure.

ESPRIT is taking steps to achieve the brand’s full potential by moving key functions to strategic locations, creating a truly global presence. New York and London are global cities with strong cultural influences and 24-hour connectivity. The two fashion metropolises will be heavily integrated and connected to the brand’s commitment to digital and creative innovation, according to the release. 

ESPRIT Futura New York will act as ESPRIT’s global creative and design hub to inspire forward thinking and bring contemporary concepts and talent to its new branding strategy. This will solidify the ambition to rebrand one of the world’s most iconic companies. ESPRIT Futura New York will take the lead in ESPRIT’s rebranding venture. ESPRIT Futura London will act as the global customer experience innovation hub to provide unique customer experiences for an avant-garde omnichannel connection to the ESPRIT universe.

Meanwhile, the existing hub in Amsterdam will continue to be the hub combining eCommerce and technological advancement. As the first physical hub, it will lead in driving portfolio management innovation, creation of new ideas and pilots, enhancing and renewing the existing omnichannel business, and digital execution. There will be three dedicated teams – Innovation LAB – focusing on bringing new businesses and inventing a new ESPRIT digital factory and denim innovation centre – bringing digital solutions and enhancements of denim to life, and the support team – facilitating operational excellence and managing infrastructure.

“ESPRIT is in the process of transforming into a truly global company with the creative minds and processes in key cities enabling consumers to be connected to the brand on a multi-dimensional level. This enables ESPRIT to adapt to major challenges in fashion and the macro environment in order to propel into the future. Creating an exciting customer experience with smart design and a connection to the brand is an exciting path forward for ESPRIT,” said William Pak, CEO at ESPRIT.

“With ESPRIT Futura, we are committed to leveraging digital, innovation, and cross-sector collaboration to enhance customer experience and empower circularity in the fashion world. We look forward to proactive collaboration with experts, designers, and start-ups within the fashion ecosystems and beyond at our innovation hubs,” Pak added. 

Previously in August this year, ESPRIT has launched a three-storey pop-up store in Hong Kong, marking the brand’s long-awaited return to the city’s buzzing retail scene. The project combines art installations, interactive games and ESPRIT’s latest collections to create an immersive love letter to Hong Kong - “love, esprit”. It will be open until 23 October at Russell Street, Causeway Bay.  The pop-up is both a tribute to the brand’s rich heritage and a celebration of its bright future. It aims to take visitors back through time to explore ESPRIT’s long-standing mission to spread happiness through fashion, and introduce the brand’s refreshed look and feel, with its ethos personified by newly-introduced mascot Joy the Dolphin.

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