VINCENT QIN

(19) CHIEF MARKETING OFFICER, ENVOY TEXTILES LIMITED

The transparency of the supply chain, consumers’ rising concerns as well as the popularity of social media drive suppliers to search for new communication strategies, and storytelling plays a critical role therein. To prevail or to be left behind, it depends on your story.

Let me give you an example. Last June, at a seminar at Denim Première Vision Milan, I heard the story of a brand, CLOSED, about sustainability. The title of the story was ‘A Better Blue’. Since then, I never miss a chance to visit CLOSED’s stores when travelling to Europe.