Corporate Overview: Fiona Collection Sdn Bhd
Fiona first began its textile operation in Malaysia's wholesale industry, involving manufacturing, trading and supplying materials to distributors. The company also ventured into footwear industry and has then received positive feedback on their new business enterprise.
Fiona Collection was founded in 1986 where they started off as a textile wholesale business. The company is lead by Mr. BC Tee and Mr. BH Tee whom are both pioneers in the textile industry. Mr. BC Tee whom is the CEO of the company has been in the industry for 20 years and has extensively been exposed to the fundamentals of the business.
He started Fiona in the 80's as he foresees an expanding market for the industry. Meanwhile Mr. BH Tee is the managing director of the company whom has also been actively involved in the industry. The headquarters of Fiona Collection is located in Taman Maluri, Cheras. Today, Fiona Collection consist a total of 400 employees.
The first retail outlet started off in Taiping in the year 1995, and currently there are 26 branches nationwide which caters to providing footwear for the whole family. The company is targeted at consumers of all races and from every walk of life. The company engages in the operation of retail shoe stores, and the manufacturing and marketing of footwear for women, men, and children.
Fiona Collection consists of shoes that cater to casual, dinner and everyday wear. No matter the occasion, you can count on Fiona to find your perfect pair of shoes.
As for their textiles business, textiles are imported from Korea, Japan, Thailand, Indonesia, China, Italy, Turkey and Vietnam. Fiona Collection emphasizes on the best quality products with the most affordable pricing. It is also proudly involved in the exporting of its textile overseas, with its textile exports to Indonesia and the Middle East.
The success of the company can be attributed to the foresight of its management and the dedication of its staff.
Industry Analysis & Outlook
Fiona operates in a very competitive environment and many of its competitors have greater financial, distribution, and marketing resources than the Company.
The Company has at least five major competitors in the footwear market, which includes several brands that is currently conquering the ladies footwear market. All of these competitors have strong brand name recognition in the markets that they serve.
However, In order to stand out from the crowd Fiona focuses on elements such as: Value for money, design, comfort, and quality, continued technological improvements, brand awareness, timeliness of product delivery, and product pricing which are all important elements of competition in the markets for the Company's footwear market.
The Company believes that, based on these factors, it maintains a strong competitive position in its "family based footwear" market niches. The footwear industry is subject to rapid changes in consumer preferences as trends evolve every season. Therefore, the company is dependent to anticipate and respond to changing fashion trends and consumer demands within its niche market in a timely manner.
Our Products
Fiona Collection Sdn Bhd is incorporated operation that controls its products – textile and footwear- from concept stage to manufacturing, merchandising and image marketing.
Each brand represents a fashion philosophy; each philosophy covers a comprehensive range of products aimed at a targeted consumer. Brand image is strongly backed up by real value: quality, functionality and price.
Our Brands
We address consumers of both sexes and all ages through a wide variety of brands namely LEE, LEE COOPER, EXPRESS POLO, EPOCH, NEW ERA, ADILES, R.P.G, CARLTON, POWER, PALLAS JAZZ, BALENE, FIGOS, AXEL and GOLDEN UMBRELLA.
Commitment to Customers
The company aims to provide the most satisfactory customer service to its customers.
As part of their exclusive services, the company provides home curtain furnishing consultancy service. This includes the step-by-step process of measuring, designing, tailoring to the installation of home curtains. There are 200 types of ready-made designs for customers to select from.
In terms of the footwear retail business, employees of Fiona Collection would ensure that full attention is given to customers. The provision of service excellence is a main aspect of Fiona's focus, where customers would be able to seek recommendation and advice from the sales assistance.