Decoster
Decoster, a luxury fashion brand with over 70 retail locations, has been at the forefront of Shanghai designer labels since its founding in 2000. The brand is renowned for elevating local craftsmanship through contemporary designs.
As Brand Creative Director, reporting to the CEO, I led a 12-member marketing team driving the brand’s growth across both brick-and-mortar retail and e-commerce platforms.
With over 1 billion people and the world’s second-largest market, China experienced a rapid smartphone revolution in the early 2010s that transformed its local retail landscape. Like many domestic brands, Decoster was unprepared for this technological shift and faced the risk of falling behind. The growing influx of international competition further intensified the need for change.
As mobile technology adoption in China surged past that of Western markets, we acted quickly, shifting to a mobile-first strategy across all customer touchpoints—a rare move at the time. This involved transitioning customer support and marketing to WeChat, integrating mobile payments, and ensuring Decoster remained ahead of digital trends.
Even in the digital age, runway shows and media coverage remain vital for building brand authority and trust in the luxury fashion industry. We garnered widespread attention with features in Elle, Vogue, Harper’s Bazaar, and more, using bold, unconventional runway strategies—such as showcasing seniors and mother-daughter duos—that resonated with local audiences and set the brand apart.
We spearheaded a comprehensive rebranding initiative to drive internal transformation and reposition Decoster for the evolving retail landscape, targeting a younger audience with shifting consumer behaviors. Over a two-year period, we revitalized all online and offline touchpoints, aligning the brand with the preferences of a tech-savvy, modern demographic.
By uniting visual merchandisers, retail teams, and marketers, we crafted a cohesive in-store experience that boosted both sales and customer retention. This improved performance resulted in better store placements, securing Decoster prime locations in top shopping centers and solidifying its market presence.
Ziggy Chen — Owner & General Manager, Decoster
