Her new role at the Textile and Fashion Federation (TaFF) as lead curator and retail consultant sees her nurturing young design talents in Singapore
It is safe to say that Tina Tan-Leo has impeccable taste. Many know her as the fashion retailer who brought Gianni Versace to our shores in 1979. On the Italian brand’s first international outpost, she says, “I was very young when I brought Versace to Singapore. Everyone thought I was crazy as he was seen as too avant-garde and progressive then, but lo and behold, the brand’s legacy stands strong today.”
The fashionista earned her stripes as one of Singapore’s most respected figures in the fashion industry, and was responsible for bringing in over 70 international fashion labels, including Vera Wang, Roberto Cavalli and Manolo Blahnik, to name a few, to Singapore and the larger Southeast Asia region.
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In 2013, Tan-Leo co-founded private luxury shopping service Privato with her husband Lionel Leo. Together, they curate trunk shows and private shopping experiences for a VIP clientele, including high-net-worth individuals. Tan-Leo shares, “As a fashion expert, I get excited about the way things change in the industry every decade and I’m curious about how it is constantly evolving, together with the global movement that comes with it.”
Her passion for fashion naturally led her to her current role as lead curator and retail consultant at Singapore’s Textile and Fashion Federation (TaFF). She officially started in October last year, but admits that she has been working with the federation for over three decades, serving as an unofficial adviser and luxury industry expert. This time, she leads a 20-strong team comprising sales floor assistants and management staff of Design Orchard, the integrated retail and incubation space under TaFF. This is where the team is equipped with effective merchandising and product knowledge, as well as skills to elevate the physical customer experience. These strengths combined, Tan-Leo explains, are essential in building a successful retail strategy to thrive in today’s competitive consumer climate. “The hardware (referring to retail space) can be very beautiful but the software (referring to the customer experience) must be good too; both elements go hand in hand.”
One of the changes that Tan-Leo has brought to Design Orchard during her five-month directorship is to reorganise the shop floor for better ease in navigating through product categories. She elaborates: “Customers who entered the shop in the past would first encounter a sea of products, which can be confusing to navigate. Today, we have introduced various interesting categories to pique their interest.”
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