Fashion
From a flight attendant, ceo mai son built her own fashion retail empire
Before coming to fashion, CEO Pham Thi Mai Son had over 7 years working as a flight attendant for Vietnam Airlines. During her flights, she is constantly thinking about the business opportunities available to her.
From a flight attendant, ceo mai son built her own fashion retail empire
Considered a “female general” in the fashion retail industry, the founder and CEO of Maison Retail Management International (MRMI) has brought fashion brands such as Mango , Charles & Keith , Max & Co. , … closer to the world of graves in the country. But before she gets there, she flies to many parts of the world and experiences different cultures. Mai Son noticed that there are many famous brands in countries that have passed through but have never been present in Vietnam.
On a business occasion in Singapore, with only $ 300 in hand, she was able to buy two very large bags of Mango, and she was happy to wear it because it was cheap and beautiful. She started selling a few items to her friends, who were also very fashionable. At that time, Mai Son thought that this brand could be suitable for Vietnamese people and she started approaching Mango, taking the first steps in her career.
At that time, Mai Son did not have an existing relationship and it took about two years to convince Mango to empower him to bring the brand back to Vietnam. There were many times she wanted to give up. However, the end result of effort and perseverance paid off.
The first and most important thing for businesswomen is the commerciality of the brand. If a company does not have a good product or a distinct style, other factors become less important. If a brand’s designs and collections fail to connect with consumers, no matter how excellent a business’s marketing or management coordination is , it can’t make up for it. In business, this is understood as “fitness of the product for the market ”.
The second is Customer Experience – the challenge that any growing company faces. CEO Mai Son said that when there is only one store in a city, you can easily control everything, from choosing where to place your products, ensuring the layout is always beautiful, and the store is always clean.
The staff is always friendly and well trained… However, when you hit the threshold of 100, 200 or 400 stores in various cities, the story will be different. In the field of fashion retail, especially for famous international brands , customer experience always comes first – that is perfection, anytime, anywhere.
Finally, corporate culture. Investing in culture, training leaders and managers, building onboarding processes for new employees, outlining career paths, giving them skills development opportunities to grow the company It is very important not to break the internal resources.
Warren Buffett and Bill Gates when asked in an interview, to choose a keyword that contributes to their career success, without hesitation, both chose “Focus”. Agreeing with the above point, for CEO Mai Son, focus is essential.
Often, especially in Vietnam, it seems that after businesses reach a certain threshold of success, they will begin to diversify their business by trying to invest and expand into more The field is not a strength. This will affect essential resources such as time, capital, energy, even the effectiveness of the team will be “thinned”.
In addition, they have to face tough opponents with more experience and expertise. As for the businesswoman, she only does fashion and doesn’t let any distraction get in the way of MRMI’s goal of becoming the leading fashion retailer in Vietnam and Southeast Asia.
The next core value is “Quality”. Mai Son truly believes that MRMI possesses the superior standard in the fashion industry. For each brand before deciding to enter the market, MRMI will weigh and reject 20 opportunities just to choose one. Similarly, the company also rejects locations where other major brands are present if they do not meet the essential requirements for Maison RMI to operate successfully.
Online shopping is contributing a very positive double-digit percentage of MRMI’s total revenue. Orders are targeted to be completed within 24 hours in major cities. In addition, with a professional team, MRMI ensures that any questions received from customers will be responded to within 24 hours, whether customers need to return products/refunds, upgrade/change anything. what’s in the order.
Currently, the business’s revenue in 2022 is expected to reach over 110 million USD. In the next 5 years with the growth of the middle class in Vietnam, MRMI is expected to reach over $400 million.
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