Transforming Vietnam's Apparel Landscape with STAFF START and ELISE's Partnership

Revolutionizing Retail in Vietnam: ELISE Joins Forces with STAFF START

In a groundbreaking move, Vanish Standard, headquartered in Shibuya, Tokyo, has announced the implementation of its digital staff application, STAFF START, at ELISE, Vietnam's leading women's apparel brand. This marks what is set to be the first instance of STAFF START's deployment in the Vietnamese market and an exciting collaboration aimed at establishing a new model of online and offline integration (OMO) in Southeast Asia.

Founded in 2011, ELISE has rapidly expanded to operate 130 stores throughout Vietnam, adhering to a SPA model that integrates planning, manufacturing, and sales. With the country's GDP growth surpassing 8% annually, consumer preferences are shifting from non-branded items towards premium and branded goods, signaling a burgeoning sophistication in the market. ELISE aims to capitalize on this trend by focusing on delivering high-quality shopping experiences tailored for mid to high-end customers who prioritize both quality and style.

The introduction of STAFF START is expected to redefine the shopping experience for customers by providing a refreshing e-commerce environment while simultaneously boosting store staff morale by encouraging them to act as brand ambassadors representing ELISE. This dual focus aims to enhance the relationship between customers and staff, ensuring that staff members feel valued and motivated in their roles. ELISE envisions a brand reputation built on continuous innovation and challenges, further solidifying its status as a market leader.

An ELISE representative commented on the high enthusiasm for social media among their staff, expressing hopes that STAFF START would enable them to naturally shine as brand ambassadors enjoying their work. The commitment to recognizing and rewarding the contributions of staff members creates a positive feedback loop that enhances engagement and reduces turnover in Vietnam’s apparel sector, an industry notoriously burdened by high attrition rates.

Recognizing the unique nature of this initiative, which has no benchmarks in Vietnam, the company perceives the ‘first mover advantage’ as a significant benefit. Leveraging insights gathered from Japan, ELISE aims to create the premier digital customer engagement experience in Vietnam, aspiring to