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Professional and perfect
Cool, stylish and inspiring are probably the first impressions made on anyone stepping into a store of the Phuong Phat company. Hugo, Boss, Gucci, Kenzo, Lacoste, Givenchy, Burberry and many other famous brand names sparkle and shine like gems in an elegant environment.
As the sole distributor of around 30 top perfumes and cosmetics brands from around the world for ten years, Phuong Phat has developed its professionalism in introducing and promoting brand names in the high-end industry to the top level in Vietnam.
“The fragrance of a perfume one wears is like his personal signature at social gatherings,” said Mr Tran Quoc Chung, Marketing Director of Phuong Phat. “That is why we must present perfumes to customers in the spirit and style their inventors and makers intended. We must also educate customers about those values and show them to use them properly to make their personal signature perfect.”
So it is much more than just leasing a shop and recruiting sales staff. It is very much about understanding the ideas and styles behind every item and the culture and consumption habits of local consumers, so that proper designs for shops and training for staff are worked out.
“We do not call them sales staff but BAs - beauty ambassadors,” said Mr Chung. “Each is an ambassador for the products they introduce to customers. And they should have understanding and behave like an ambassador, not only when they meet customers but also at anytime, even at home. They don’t have to be as beautiful as models but they must show inner beauty.”
It is very long, difficult and exciting work to develop BAs to such a level. Training, training and even more training. Of a dozen candidates only one or two can stay after training. But those who are invited to stay are committed to the work, even though they may have received many offers from outside. It is something about the culture within the company that attracts and retains their interest.
Phuong Phat also develops its shops with the same attitude towards perfectionism. Whether a stand-alone store or a stall in a shopping centre, very high standards on inside designs and outside environment are insisted upon to ensure they show the spirit of luxury within and provide customers with the most convenience.
Financial success comes to Phuong Phat as a natural result of its long-time commitment to perfection. Professionalism is its strong point, gaining the confidence of luxury producers in such a fastidious industry and handling their role as sole distributor in Vietnam. “Although many other companies have stronger financial capacity and even more relationships than ours, we bring about unique value in developing and promoting brand names in this burgeoning market,” said Mr Chung.
“The market for such products in Vietnam is getting bigger and what we are doing is preparing for market growth over the next five to ten years,” he continued. “And we are contributing to development by showing customers how to use these luxury products to effectively improve their lives. It is also our way of contributing to the development of society.”
VNE
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