Going Global In The Digital Age

The Evolution of Christy Ng Shoes

Christy Ng had always dreamed of having her own shoe label.

From humble beginnings in her mother’s living room, Christy began her foray in the footwear industry by importing shoes from neighboring countries and then selling them in the Malaysian market. Christy saw very encouraging sales as news of her fashion-forward designs spread quickly on social media.

Guided by her keen sense of style and her desire to turn every woman’s shoe fantasy into reality, Christy started designing her own shoes and went on to engage a shoemaker to bring her designs to life.

An online shoe company was founded in July 2010, and the rest is history.

Today Christy Ng Shoes is a household name in Malaysia. Every pair of Christy Ng Shoes is designed and hand-crafted by Christy and her team of artisans. The company continues to gain market presence, and with increasing customer demand, the product range was extended to include exclusive bridal footwear, accessories and hand bags.

In 2013, Christy developed a 3D customization engine for shoes that allows customers to choose their preferred colors and materials, and visually see their creations. This innovation has enabled Christy Ng Shoes to increase its sales revenue by 100% from 2013 to 2014, and market its customized shoes with confidence to clients in countries across the world.

Christy’s Business Challenges

From the beginning, Christy built her business with the objective of making unique, exceptional, quality footwear available for all women at affordable prices. As a forward thinking fashionista, Christy has already set her sights on growing her relatively small, local-based business to wider geographies, targeting customers from all around the world.

Christy understands that the success of her online shoe store relies heavily on providing a convenient way for her customers around the world to shop as well as receive their purchases without having to leave the comfort of their homes. The online retail fashion industry has also evolved over the years, and Christy recognizes that speed, flexibility and seamless service are equally critical factors for her success.

As an e-tailer, it is important to Christy that products are delivered on time and in flawless condition. Equally as important is the cost of shipping the products to her customers.

The Right Fit – FedEx and Christy Ng Shoes  

FedEx first started working with Christy Ng Shoes in 2010 and has been helping this fast growing company realize its ambitions and expand its business by providing Christy Ng Shoes customers in the region and internationally with reliable, time-definite delivery.

FedEx helped Christy meet her customers’ varied demands using the FedEx PAK and FedEx Extra Large Pak (XL Pak), which are designed especially for the garment and fashion industry. According to Christy, FedEx PAK is perfect for packing and transporting shoes while the XL Pak allows more flexibility to pack different types of shoes in bigger boxes, as well as bundling them to achieve higher sales volumes. She also uses FedEx International Economy Service, for less urgent shipments, which allows her to trade time for savings.

Innovative solutions combined with outstanding customer service and quality sales support are the primary reasons why Christy Ng Shoes remains a loyal FedEx customer and uses FedEx exclusively for all its cross-border shipments.

With the support of FedEx, Christy is now focused on growing her business in three key overseas markets – USA, Singapore and Australia – with plans to expand to Europe and Japan in the near future.

“There are so many different customs procedures in each country, especially in terms of product classification and taxes,” says Christy. “I now find that shipping to America and Australia, for example, is easy, and FedEx helps me to clear my products through customs quickly and with minimum cost.”

 

   Entrepreneur, SME