Vicky Yeung

«In a fast-changing and unpredictable world like ours, the first thing we need is the ability to respond quickly to market demands. To do this, we start with solid research and analysis of market feedback and consumer data from social media platforms, which we then segment by age and income groups. Based on these insights, my team of designers works to adapt the portfolio models to the specific needs of our customers — always staying true to the brand identity and in close collaboration with Marcolin’s headquarters».

«Countries like Japan and Korea are very different from China and Thailand, so offering a single global collection for the entire APAC region would be a mistake. Japanese customers, for example, prioritize premium quality and craftsmanship, while the Korean market is driven by younger consumers who prefer bold trends inspired by K-pop — from oversized clothing to integrated tech accessories. Countries like Indonesia, Vietnam, and Thailand, on the other hand, require versatile and more affordable models that combine understated style, easy pairing, and sustainable production».

«That’s definitely our next challenge. Ic! berlin has a strong reputation for technical features like lightness, screwless design, and flexibility, as well as for its ultra-contemporary style. To enhance brand recognition in the Asia-Pacific area, we’ll need to create a dedicated collection, as Asian consumers — increasingly design-conscious — tend to prefer high-quality products that also reflect local cultural elements. Our task will be to adapt a valuable brand like ic! berlin to these expectations. Because offering a unique experience to our customers and building strong relationships with them are the two pillars that can turn the diversity of the APAC region into an opportunity».