In talks with Seeking Wonderland

With the current saturation of online retailers launching, FashionUnited took a look at Seeking Wonderland, a niche retailer based in Hong Kong, which focuses on supporting and connecting emerging talent. Launched in 2011, this month sees

it's launch into the UK  market.
 
How did the idea for Seeking Wonderland come about?
It actually came about after realising that there are few online stores out there that are showcasing younger designers – most are only selling the best, award winning collections to consumers. We wanted to create a space for emerging talents - a platform for them to build their brand - and a sassy destination for shoppers to find out the story behind these designers, and of course purchase the amazing pieces!

In a time where online retail place is becoming saturated, what makes Seeking Wonderland niche and to know about in the market?
We are not a just a simple marketplace. We are here to support these new name designers so we take on tasks from sorting out listings right through to customer service. SW also connect our designers with partners that can help to build and develop their brands.

Why have you decided the time is right to enter into the UK market?
If one looks at the competition in the UK market, there’s NJAL, Young British Designers and SilkFred. None of them, however, focus on young talents from Asia.  Even though, we do not aim to focus only on designers from Asia, since we are based in Hong Kong, it is obviously a huge market for us. Young design talent from Asia are fast developing and we feel it is imperative to give them a voice in the strong UK market.

How do you think the UK market differs from Hong Kong in sales/buying?
It is totally different. There are the cultural differences – people in Hong Kong are so obsessed with high end labels – the UK market is more open minded.

What is your target consumer?
Anyone that supports emerging talent and enjoys fashion could be our consumer.

How are you looking to keep developing the platform in the future?
Hopefully still driving seekingwonderland.com forward and creating pop-up events to connect with our supporters & shoppers!