Following a highly captivating SS16 Fashion Week presentation, FUPIN GROUP CEO, Richard Kisembo, shared a Q&A Lisa Xiang Yang, 2013 Miss Earth China. The topics covered 5 Key Questions about style, corporate citizenship of fashion companies and Millennial consumers being Global Citizens.  


Richard: Following your reign as 2013 Miss Earth China, how has the competition changed your understanding of fashion and commitment to being environment friendly? 


Lisa: Taking an example in daily life, I have been involved in entrepreneurship related activities recently, and have found so many different ways of organizing the closet. It is important to stay open-minded and keep away from materialism and stubbornness. Fashion and environment friendly are compatible if we can manage the balance, which is the art of life. Some people think that they are contradictory, but I believe in the harmonious co-existence of them. 


Richard: Global Citizenship is deeply engrained in the DNA of FUPIN GROUP, the eco-friendly concept, especially in terms of clothing production. We advocate the idea of being a Global Citizen, and encourage the millennial consumers to pay more attention to the surrounding environment. What’s your opinion on this? 

Lisa: I am a big supporter of the eco-friendly concept, and believe that there is a huge potential of seeing more eco-friendly products in fashion. It largely relies on the designers, in which FUPIN GROUP is forward-looking. For instance, combined materials, recycling and regenerated fiber all represent fashion form the eco-friendly perspective. I think it is significant that both companies and individuals shall emphasize on the notion of “global citizen” and make their own contributions to the environment. 


Richard: Among the three brands – Religion, Hip & Bone and Muubaa – in the fashion show we presented, which brand do you think is the best fit in your lifestyle, and why?


Lisa: Muubaa. I can tell the unique and refined characters of the brand from its design. It is exclusive with the touch of free style. I personally really like the design focusing on details. It gives the consumers more space to present their own personalities and styles. 


Richard: In recent years, a large number of multinational companies have began to enter the China market and target the millennial consumers. As one of them, what suggestions would you give to these companies in the fashion industry, in terms of how to optimize their business operations with an emphasis on corporate social responsibility? 


Lisa: I think living in a healthy lifestyle is the key. From my perspective, a company that favors eco-friendly, respects the individuals and stays up in style would normally do well in operation. Living healthily is not an add-on, but a catalyst of forming the strong brand awareness and a refined corporate image among employees. 


Richard: You travel globally for work and personal reasons, which also reflects the common lifestyle of the Millennial generation in China. During your trips, what unique efforts have western premium fashion brands done to attract Chinese consumers? 


Lisa: It is not easy for a fashion brand to take a share in the complicated retail market nowadays. Western premium brands have been doing a great job in two aspects. First, they place the quality in the first place. Through identifying the market precisely based on target audience, the brands stay innovative and progressive. Second, they make significant efforts on the seamless service, which provides Chinese consumers more initiates and convenience.