Power Dresser

When fash­ion dis­trib­u­tor Yvonne Yeoh vis­its client Vera Wang’s base in New York City, she does it in style.

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Ask Yvonne Yeoh what takes her to New York and her an­swer may sur­prise you. “It’s be­cause of one lady, by the name of Vera Wang.” Yeoh is CEO of YTD, the Aus­tralian dis­trib­u­tor of Vera Wang Bride, and spends her time over­see­ing busi­ness op­er­a­tions, ex­pand­ing the com­pany’s port­fo­lio and, of course, vis­it­ing brand head­quar­ters.

As well as Vera Wang Bride, YTD is also the lo­cal dis­trib­u­tor for lux­ury leather brand Tod’s, best known for its sig­na­ture Gom­mino driv­ing loafers. The Ital­ian re­tailer re­cently re­cruited blog­ger-turned-busi­ness­woman and fash­ion ‘in­flu­encer’ Chiara Ferragni to cre­ate a pow­der­pink cap­sule col­lab­o­ra­tion, which they launched for the Euro­pean sum­mer. “Chiara’s strength is to bring her per­sonal style to the Tod’s icons, the Dou­ble T Gom­mino moc­casin and the Gom­mino bag, by show­ing how easy it is to in­te­grate th­ese items into one’s wardrobe,” says Yeoh. “Af­ter all, [she] boasts 10 mil­lion In­sta­gram fol­low­ers.”

Lo­cally, YTD likes to work with ‘mi­cro-in­flu­encers’, or rather, ‘per­son­al­i­ties’ who have 10,000-plus so­cial me­dia fol­low­ers, as a way to reach dif­fer­ent de­mo­graph­ics and see bet­ter en­gage­ment. “It’s not al­ways about how many brands a busi­ness works with, or the num­ber of fol­low­ers it has, be­cause it’s more im­por­tant how you utilise in­flu­encers. An in­flu­encer, with a smaller but more loyal fol­low­ing, can gen­er­ate a more or­ganic en­gage­ment.”

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