Q+A: Samantha Choong from Baci
Considering the passionate discussion that arose regarding the topic of BACI’s (boutique in Bangsar) reinvention, it felt crucial that we address the issues brought up in that post. The drastic difference between the old and new store had raised the ire of many and we felt a perspective from the other side was needed. I sat down with new Business Development and Public Relations Manager, Samantha Choong, to have a chat.
Read on to find out more about Samantha and the new direction the store is taking, the much talked about railings and other new tricks BACI may have up its sleeve.
Tell us a little bit about yourself. How did you get into the fashion retail industry?
I graduated with a degree in Marketing and Economics, and like almost every other girl out there, I have a strong interest in fashion. After taking a 2-month break upon graduation, I instantly applied to retail MNC FJ Benjamin and there, I helped manage Canadian lingerie brand La Senza. With supportive bosses and colleagues who encouraged working smart and having fun at the same time, I never looked back.
Describe a normal day in your life.
It always begins with a great cup of coffee and then I’m off to work! I meet with new people and develop new ideas daily – which may sound monotonous, but every day is always different. The occasional combat class and rock climb never fails to ignite my senses.
How has the move been like from FJ Benjamin to BACI?
Being in a smaller company does enable you to learn and understand the entire business model better. Though the work environment at BACI is relatively quieter (I can’t deny that I dearly miss all my colleagues and their chatter), it does give me more space to learn and to experiment a whole lot of new concepts and ideas I have planned. It’s pretty much like a playground for me now so it’s been very welcoming thus far.
BACI has undergone quite a physical reinvention in recent times and a lot of this change is in due part to your vision. Could you explain the shift in direction the store has taken?
We’ve been making careful observations around and there were just too many boutiques with the same concept, hence the change. Though I can’t take full credit for the reinvention, the obvious shift is to create a new and simpler image of the brand. After all, change is always needed to rebuild, reinforce and restructure.
Today the store is primarily white to portray a clean, sleek look. The product mix has also been remodeled to suit the new image – we now offer our customers a wider range of apparels, footwear and accessories in the effort to become a full-on concept store.
Does your personal style have an effect on the new look of the store?
Well, yes in a way. I’m very much a simple person – I LOVE basics. I love how versatile they are and the fun of making each piece different every time it is worn. The same can be applied to the boutique – its basic white enables us to play around with various genres and ideas as different seasons pass.
At the moment, the store is still in its most basic form, but in due time customers who visit often will be able to see the continual change in visual merchandising.
A fair few people have commented how the new minimalistic stylings that the store borrows, perhaps a little too heavily, from the Marni store design in Tokyo and the local boutique, sevendays, in Bangsar as well. Do you have any comments on that?
To begin with, we really appreciate all the comments we’ve received as the speculation and constructive feedback helps us to further understand and develop the brand for success.
True, the railings in our store were very much inspired by the Marni store layout. Although we designed our railings to curve and wave, copying was never our intention. We basically chose a curved form of design to give the store a little spice.
With regards to sevendays, first off – they are a great boutique. Their minimalist concept was the very first in the Bangsar area and I have to say Rozanna did an amazing job! But in my personal opinion, BACI’s store design is far more than a stone’s throw away from her boutique – in terms of colour, visual merchandising and more. Unknown to many, the store design isn’t fully implemented yet. There are still a few finishing touches and images that will be coming your way.
What about the opinions of some who prefer the older quirky look instead of this 'impersonal, modern' one?
Boy, did we get a few of those! At the end of the day, we simply cannot please everyone’s tastes. Although we really hope our customers will love and welcome BACI’s reinvention, we still stand by our decision for change. I hope they won’t think of the store as impersonal, as our staff works hard to offer the best customer care possible.
BACI will be offering a whole new personalized service for our customers, ‘Personal Shopper’. Customers can now call a day in advance with their details and measurements and our personal shopping assistant, Maricel, will instantly prepare a full rack of clothes and accessories that will suit your style and needs. This is to cater to those who would like a more personal shopping experience and all the busy women out there who might lack the time to shop!
Can we have a sneak peek into what’s ‘coming soon’ on the website? Will online shopping be made available?
I’m glad you asked! Our website will be up by this April – to cater to the e-shopping lovers out there as well as our outstation customers. We’ll have a shopping cart available and the site will also feature the latest arrivals, fashion tips, news and events. We hope to bring customers a step closer to the brand by not only showcasing the latest products in store, but to add value to their experience as well.
With the mushrooming of boutiques, both on and offline, what advice can you give to someone intending to get into the business?
In essence, you’ve got to love what you do. Passion will drive and motivate you to persevere and stand firm amidst the rising competition and tough economic situation. Aside from knowing how the market and your own product will mix, don’t get discouraged if it doesn’t sell.
New markets can always be uncovered as with new trends in due time. Most importantly, it has to represent a part of you – when customers can see that you’re doing something that you’re true to, they too will be interested.
Please tell us what we can expect from BACI in the future?
If I told you that, what excitement would there be when it’s executed! All I can say is stay tuned and you won’t be disappointed!
What fashion trends do you foresee swarming the streets in 2009?
I usually do not take too much time wondering what will be the next big there as trends and fads come and go as quick as lightning. I have noticed that the key word of the moment is individuality - not always conforming to the latest trends and season picks but more of wearing something that represents you.
I foresee fashion to be bolder and more unique; it could be anything from ripped leggings to oversized scarves. At the end of the day, it is the confidence that shines through!
Baci Boutique Sdn Bhd
12-A First Floor
Jalan Telawi 3
Bangsar Baru
59100 Kuala Lumpur
Malaysia
Tel: +603 2283 4263
Email: info@baciboutique.com
