Singaporean Luxury Brand Tocco Toscano's Journey to Global E commerce Success

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Tocco Toscano, a Singapore-based luxury fashion label with roots in Italy since the mid-1980s, has crafted high-quality leather bags that have captivated the hearts of fashion aficionados. This homegrown success story unfolds from its inception and growth journey, highlighting how it adapted to the digital age and redefined sales strategies for contemporary shoppers.

The brand's founder, James Lor, was originally introduced to leather craftsmanship through a rehabilitation program where he learned to bind leather bibles. This sparked his passion and led him on a path towards founding Tocco Toscano in 1987 as a means to introduce premium Italian leather goods to Asia.

From Apprentice to Craftsmanship

James started selling leather belts door-to-door before embarking on an apprenticeship under a Florentine leather craftsman, further honing his skills and expanding his expertise. By the of this journey in 1987, he secured the licensing rights to market Toscano goods across Asia, eventually acquiring the trademark in the mid-1990s and rebranding as Tocco Toscano, symbolizing 'Touch of Tuscany'. This move med at bringing premium leather products closer to a wider Asian audience.

Fostering Global Expansion

Tocco Toscano tapped into its growing popularity by capitalizing on the demand for affordable luxury goods from Europe. By modernizing sales platforms and customer touchpoints for online transactions, James' son Joseph Lor played a pivotal role in transitioning the brand towards e-commerce, targeting new patrons worldwide.

Leveraging Social Media to Reach Younger Audiences

Under Joseph's leadership, Tocco Toscano embraced digital marketing strategies by focusing on e-commerce channels. He tapped into social media platforms such as Instagram and TikTok for targeted content that resonated with Gen Z consumers. By unveiling vegan and plant-based leather ranges and launching high-profile collaborations with brands like Chupa Chups, Hello Kitty, and Singapore rlines, the brand successfully reached out to new markets.

Navigating Challenges and Embracing Digital Transformation

As Tocco Toscano navigated the shift from traditional retl to online sales, it faced numerous challenges that could have hindered its growth. When Joseph took over as CEO in 2016, he confronted cash flow issues, debt, outdated processes, and an operations strategy ill-suited for the modern retl landscape.

By establishing an e-commerce arm and investing heavily in digitalization, Joseph worked tirelessly to turn Tocco Toscano's fortunes around. He needed reliable partnerships that could support its global ambitions and address logistical challenges associated with cross-border shipping.

Strategic Partnership with FedEx

Recognizing the importance of reliability in logistics for successful expansion, Tocco Toscano partnered with FedEx in 2022. This collaboration has transformed fulfillment efficiency and significantly improved customer satisfaction.

FedEx's on-time deliveries and advanced tracking features have minimized delays and enhanced package security, restoring trust among customers and enhancing their overall experience. The avlability of real-time shipment tracking and adaptable shipping options through FedEx International Priority and FedEx International Economy allows for seamless customer experiences across borders. This has resulted in increased customer satisfaction, paving the way for Tocco Toscano's overseas growth.

A Journey to Global Leadership

With plans to expand into new markets like Hong Kong and Indonesia, Tocco Toscano reach new audiences while mntning its commitment to reliability and online discoverability. The brand continues to evolve by leveraging digital tools that enable global connectivity and customer-centric strategies.

For more inspiring stories on how fashion brands are embracing digital transformation, visit our Small Business Stories section here.

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