Elson Yeung
DIRECTOR, PRIVATE LABEL
DESIGN & MERCHANDISING alphabroder
While he always had a passion for fashion and followed major fashion brands such as Versace, he began to study economics in college because his parents both had careers in banking. But during his freshman year, he learned that while his mind was willing to pursue economics, his heart was not. He says the challenge became overwhelming with dividing opinions from family and friends, and while now he’s sure he made the right decision, at the time it was not as clear. What helped him decide was talking through it with those close to him, and remembering what his mother had always told him: No matter what you do, do what you can to be the best at it.
Yeung, who grew up in Hong Kong and emigrated to Canada at 12, went on to fashion design school to learn more about the craft, and then joined a national retail company as a graphic artist creating technical drawings for footwear, home furnishings and packaging. He then landed at Ash City as a technical coordinator in the technical design department. In January 2014, the company was acquired by Trevose, Pennsylvania-based supplier alphabroder.
Yeung, now 34, says his favorite part of his job is the opportunity to be creative, constantly looking for new ways to improve on designs and quality of products. “It’s an exciting process to be in an environment with so many moving parts; it goes beyond just designs from paper to garment,” he says. “The ability to be ahead of the curve, introduce new trends and create products that consumers are excited about is really exhilarating.” He also enjoys being involved in transforming and articulating what designs are best aligned with his customers’ needs through marketing, photography, illustrations and presentations. “It makes what we do really come to life. I get true satisfaction in knowing that my designs are well received; to see someone on the street wearing the actual garment I designed will never get old.”
Nominator Andrea Lara Routzahn, senior vice president, portfolio and supplier management at alphabroder, says she met Yeung in 2013 just prior to the acquisition and was immediately impressed with his poise and intelligence. “During the process of integrating the Ash City and alphabroder product teams, Elson quickly distinguished himself as a bright, creative and driven young man. In the nearly three years since Elson has been part of my team, he continues
to grow and prosper at alphabroder. I can count on one hand the number of people with whom I have had the privilege to mentor in my career that are of the caliber of Elson Yeung.” She says he has an insatiable thirst for knowledge and for using that knowledge to make the company more successful. “Elson has a passion to deliver quality products to the marketplace and spends countless hours analyzing past success and failure to drive continual improvement.”
She describes the award-winning designer as possessing a unique combination of creative talent balanced with real business acumen. With a keen understanding of the practical needs of the customers, he has developed analytical tools that evaluate the industry landscape and identify opportunities. In addition, he’s one of the best apparel presenters you will ever see, she adds. “Not only is he high energy and with a contagious positive attitude, he understands practical use and clearly demonstrates how his products translate to our customers and the end users. He’s a true rising star.”
One of the most important lessons he’s learned in business is that to be successful, “you have to trust your gut, sharpen your instincts, be open minded and then support it with data. In the field of design, you have to find the balance between art and science.”
He’s also learned to never assume. “Even if you think you know the answer, still have the conversation. This is critical to better team work, ownership of responsibilities and to eliminate unnecessary wasting of time,” he says.
In his downtime he likes spontaneity that fits his mood, whether it’s relaxing at home with his wife, Amanda, and their cat, Tatlim; scrolling through Netflix; discovering new music or cruising on his bike.
HIS INSPIRATION
“People inspire me. I thoroughly enjoy meeting new people, learning about their lives and interests. In a generation where information is so easily accessible and mediums typically lack human interaction, I enjoy everyday conversations with colleagues, friends, strangers, etc. I love to talk things out and sometimes debate and learn from others’ perspectives.”
THE INDUSTRY IN FIVE YEARS
He says industry buyers and consumers are starting to request more of what they’d buy at retail themselves, so the gap between retail and our industry is shrinking rapidly. He’d also like to see fewer disposable purchases and increased demand from consumers for quality products.
ON HIS TO-DO LIST NOW
Look at new ways and things to offer to customers: new designs, new technology; communicate with the sales team on what’s working and what’s not. Find time to take a vacation.
