How Onefifteen’s Buyer is Shaping Its Lifestyle-Driven Vision in Taiwan
In the vibrant heart of Taipei’s Da’an district, a remarkable fusion of elegance and whimsy awaits at Onefifteen’s flagship store. Housed in a beautifully renovated 1950s building, this luxury multi-brand retailer stands as a verdant oasis amid the urban hustle, presenting itself as much more than just a shopping destination—it’s a second home to many dedicated patrons.
A Delicate Bloom: The Birth of Onefifteen
Founded in 2013 by Iris Hsu, Onefifteen is an exploration of aesthetics and lifestyle combined. The flagship store, with its interior adorned in lush florals and soft pastel hues, offers an impeccably curated selection of premium fashion, homeware, and beauty brands. The experience is further enriched by an adjacent café reminiscent of a decorative greenhouse, serving delightful in-house baked goods crafted by Chu Bakery.
Expanding Horizons: A Multifaceted Lifestyle Brand
Since the inception of this flagship store, Onefifteen has blossomed into several locations throughout Taipei, echoing its mission to become a versatile lifestyle group. This ambition has extended beyond retail; Onefifteen now serves as the exclusive Taiwanese distributor for renowned brands such as Abercrombie & Fitch and Maison Kitsuné. As a testament to its growth, the recent opening of the YMS by Onefifteen hotel nestled in the serene mountains of Taipei showcases a commitment to a holistic luxury lifestyle, complete with spas, fine dining, and curated art galleries.
The Evolution of a Buyer’s Role at Onefifteen
In an exclusive interview with Sharon Tsai, Onefifteen’s highly regarded buyer, we delve into what it means to be a lifestyle brand in Taiwan. Tsai’s insights reflect how her role has evolved amidst a changing retail landscape.
Entering a New World: The Onefifteen Experience
Stepping into Onefifteen is akin to entering a realm filled with whimsy and romance. The store’s dual-level design cleverly merges feminine and masculine aesthetics, catering to a growing demographic of women increasingly drawn to menswear. "We champion a mix-and-match approach," Tsai explains, noting the 65 to 70 percent sales contribution coming from womenswear.
Lifestyle products currently represent about 8 to 10 percent of sales, but Tsai has ambitious plans to elevate this to 12 to 15 percent in response to rising demand.
Sustainable Luxury: Navigating a Challenging Market
In light of the current economic climate—marked by duty wars and inflation—Tsai emphasizes the need for sustainability and thoughtful spending. "The focus is on enjoying life amidst challenges," she says. As seasonality dictates offerings, Tsai speaks enthusiastically about partnerships with brands like Italian glassware company Ichendorf, which annually provides holiday collections. Notably, starting in 2025, Onefifteen will incorporate books into its lifestyle offerings, further encouraging visitors to embrace a beautifully curated life.
Resilience Amid Market Uncertainty
Onefifteen’s robust understanding of market dynamics allows it to navigate uncertainties brilliantly. Although plans for a store in Suzhou, China were temporarily shelved due to sluggish recovery post-pandemic, Tsai found a silver lining through effective communication with long-standing partners, thus mitigating stock challenges.
Indeed, collaboration and friendship are deeply woven into Onefifteen’s ethos, with decorative elements sourced from close brand allies adding to the store’s unique character.
Nurturing a Global Curiosity: A Diverse Clientele
The typical Onefifteen patron gravitates toward established Italian and French luxury brands, fostering brand loyalty through familiarity. However, Tsai has noticed a shift—an increasing openness to emerging designers, including Wales Bonner from the UK and Shushu/Tong from China.
Meanwhile, Korean and Japanese brands are capturing the younger demographic, thanks in part to the influence of trending media. While local designers face a perception challenge—expected to offer lower prices despite higher production costs—Onefifteen remains committed to elevating homegrown talent.
Personal Touch: Building Relationships with Customers
At Onefifteen, the customer experience is at the forefront. Tsai describes a culture where staff form personal connections with loyal customers, fostering a welcoming environment that transcends the typical retail atmosphere. This commitment extends to cultivating a strong online presence through partnerships, such as with Farfetch, minimizing waste while offering a sustainable approach to remaining stock.
Curation Over Trends: The Future of Buying
In an era where product cycles are shrinking rapidly, Tsai’s role has necessitated a shift towards proactive curation over reactive trend-following. Her meticulous approach acknowledges the unique characteristics of the Taiwanese market, facilitating selections that reflect both local and international preferences.
As Tsai anticipates the future, she highlights growing consumer interest in luxurious embellishments such as pearls and crystals. Despite market uncertainties, the pursuit of opulence persists—a testament to the timeless desire for luxury even in challenging times.
In conclusion, as Onefifteen continues to reshape the luxury retail landscape in Taiwan, it not only champions a lifestyle ethos but also fosters a community of shared passions and support. Through dedicated efforts like those of Sharon Tsai, Onefifteen defines what it means to live elegantly, embracing the beauty of every life chapter.
