Growing up, Joseph Lor spent a lot of time around women’s handbags. But there’s nothing odd about that, given that he is the successor to homegrown leather goods brand Tocco Toscano.
One thing about the brand has remained the same – it is still among the key handbag brands at department stores here. Apart from that, pretty much everything else has changed with a revamp that he took four years to implement, in order to align Tocco Toscano with modern times and a younger audience than who it previously spoke to.Browse through Tocco Toscano’s current line-up and one might be surprised to find designs that would not have been part of its repertoire before.
“Rebranding is a journey and in a brand’s life span, it could be done several times; sometimes in big ways and sometimes with small, subtle changes that are done over time, to ease the customer experience. We know that our current customers are our anchors – we kept that in mind as we did not want to make an aggressive change just for the sake of attracting a new target group of consumers,” he explained.The key, to him, was to do it in stages progressively.
Tocco Toscano became the first Singaporean brand to launch a line of bags and accessories made from apple leather earlier this year. “Iduna, the first collection from our apple leather series, combines functional luxury with the beauty of vegan leather to create an experience of vegan leather like never before.’ve also worked with Singapore Airlines to launch a collection using upcycled aircraft seatbelts, life vests and apple leather, and have plans to explore similar sustainable leather alternatives in the pipeline.
So far, his revamp strategies have proven to be fruitful. The brand currently has 16 physical retail locations in Asia, with predominant presence in Singapore, Malaysia and Thailand, and may be landing in New York or Europe soon, pending further market testing. But the biggest success is probably the significant boost in sales.six-figure sales online every month and a 15-fold growth in revenue following the rebranding and online pivot.
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