Italian fashion label plans flagship store (hktdc.com)


	Replay CEO Marco Bortoletti loves the vibrancy and fashion culture of Hong Kong

	Replay has three stores in Hong Kong, with plans to open more

Italian fashion brand Replay is expanding its presence in Hong Kong as CEO Marco Bortoletti continues his "ongoing fascination" with the city.

Replay currently has three stores in key fashion centres - at Harbour City, Tsim Sha Tsui, MegaBox, Kowloon Bay, and Fashion Island, Causeway Bay - and is looking for more locations. In addition to serving a growing clientele in the city, Replay is also using Hong Kong as its platform to the mainland.

"We opened our first store in Hong Kong in 1993 and the reasons we were attracted (then) were similar to the reasons of today," Mr Bortoletti said. "Hong Kong has always been a fascinating market both because of the Hong Kong consumer's love of fashion, but also because of its importance for the rest of the region."

He added that Hong Kong is an important fashion and tourist hub, "and as such is a key showcase for the whole of the Asia Pacific region".

Showcase for China

Mr Bortoletti visited Hong Kong in December, making one of his frequent trips from his home city of Venice. In addition to assessing the market in general, his purpose was to evaluate various potential locations for a flagship Replay store.

Replay is one of numerous international brands leveraging Hong Kong as a showcase for the Chinese mainland. Said Mr Bortoletti: "Hong Kong has a strong influence on business in China. There is ever-increasing traffic between Hong Kong and the mainland, and therefore we believe strongly that investment in Hong Kong serves as investment for China in particular and the Asia Pacific region in general."

Mr Bortoletti describes Replay as "a total look brand" with denim at its core range of products. "Replay brings creativity, authenticity and an attention to detail that gives people a sense of quality in what is sometimes a superficial world," he said. "Fortunately, we have many loyal and passionate followers from many different walks of life but generally they will all have in common a love of Italian quality, creativity and authenticity."

On the company's expansion plans, Mr Bortoletti said: "We intend to have a flagship store and three more stores in Hong Kong in the short term. In China we are expanding rapidly with our new partner and we have a plan for 40 stores/points of sale within the next four years in the first and second tier cities."

Brand expansion

In 2008 Replay will be extending its brand range to include Replay Underwear with Arcte (launching in Paris on January 24) and Replay & Sons Back to School, launching January 23 in Frankfurt. In April it will launch Replay Watches & Jewellery with Christian Bernard in Basel, followed by Replay Fragrances with P&G Prestige Products in Paris in October.

Business aside, Mr Bortoletti says he loves to coming to Hong Kong at least a couple of times a year. "Hong Kong is a very fast moving and bustling city which doesn't fail to surprise each time I come. The speed of change is probably one of its greatest strengths and is particularly relevant for fashion which is a continually changing business."