Conversation with Xia Feng, E-Com Expert & CEO, The How Consulting

Xia Feng illuminates the major shifts that are happening in the fashion digital space. She discusses how the Chinese market may hold answers for American and European brands and their quest to connect more authentically, and in real time, with consumers online.

Xia is a rare-to-find native-Chinese, a senior executive in the US fashion and retail industry. Xia studied, worked, and lived in the US and Europe for nearly 20 years. With her superior problem-solving and communication skills, Xia quickly rose to the top ranks within the US and European public and private corporations.

Her work at VF Corporation propelled significant growth for The North Face, Vans, Timberland, Lee and Kipling in China and globally. Because of her in-depth cross-cultural perspectives, Xia has been a well sought-after, trusted voice to the C-suite executives on abroad-set of China-related topics. She continually speaks at global conferences about China.

Xia has devoted most of her career in Ecom growth and digital development in the past decade, mostly in Europe and fast-paced China. She built teams to grow eCom in owned.com, pure-players, marketplace, and new innovative retail channels.

Xia founded The How Consulting to help western companies enter and thrive inChina. With the political and economic challenges between China and the rest of the world intensifying, the bar for competing successfully in China keeps rising. It is her passion to use her background and experience to help western companies, big or small, step up to the China opportunity.

Learn more: www.linkedin.com/in/xiafeng/ | The How Consulting

Hosted by: Christopher Lacy, Assistant Professor, Parsons School of Design

Produced by: Joshua Williams, Assistant Professor, Parsons School of Design

Executive Producer: Fashion Consort

Follow the podcast on Instagram: @RetailRevolutionPodcast