The Insider’s Edit

July 13, 2020

Founded in 1970 by Joyce Ma and continuously representing designers who transcend creative boundaries, JOYCE is Asia’s vanguard of fashion retail, brand management and distribution.

A nurturer and supporter of extraordinary talents across the world, JOYCE today owns its eponymous concept stores JOYCE, a prestigious beauty retail concept JOYCE Beauty, and a distribution portfolio of innovative designers including Alexander Wang, Dries Van Noten, Marni, Rick Owens, sacai, Thom Browne and Victoria Beckham.

Answers by:

Judd Crane,
Senior Vice President – Brand, Merchandising, Retail

1) Which is the main trend you forecast for the upcoming Spring/Summer 2021 season?

As the world returns from a year of disruption and being home, we forecast SS21 to be a transition into a more refined relaxed silhouette. But ultimately there will be desire for concepts that break new ground.

2) Are you changing the way to select brands and to edit the collections?

We continue to guide our selections through the lens of our values of purposeful creativity and exquisite make. We will continue to express our JOYCE spirit of being curious through our selection.

3) Have you observed any change in customer behaviours?

Customers have been more flexible in the way they shop. We launched an online concierge service and offer home selections which have both driven success. These new formats help us to fine tune customer preferences and engage in their lifestyle habits, which they have been more open to share due to shopping inconveniences during the pandemic. Our limited edition projects have also captured more global customers. We are focused on fine-tuning our concierge service to allow for a seamless customer journey via our digital channels.


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