The fashion industry is the second-largest global contributor to carbon emissions. Yes, you read that right! And the stakes for our planet couldn’t be higher!
It’s a startling reality that inspired Liyin Kok to leave her lucrative job at Amazon and become an entrepreneur. And the team behind How She Got Here – Season 2 is honored to bring her story to light in our third episode.
It’s impressive how Liyin Kok saw the fast fashion problem and founded Proto101, her eco-friendly, high-quality clothing brand. So, in this blog, we give you an inside scoop on sustainable fashion entrepreneurship.
Read on to learn about eCommerce, brand creation, and lasting in the hypercompetitive fashion market!
From Macy’s to Amazon – Liyin Kok’s Fashion Career Journey
Long before becoming an inspiration for many eco-friendly clothing brands, Liyin Kok worked at Macy’s. Her fashion odyssey began two decades ago at the retail giant, where she climbed the ranks from a product assistant to Vice President.
Liyin mastered the art of building fashion brands for Macy’s men’s portfolio. This foundational experience in product development, design, marketing, and merchandising laid the groundwork for her future endeavors. Interestingly, she spent 11 years working there!
Further, Liyin’s path then took a pivotal turn when Amazon recruited her to pioneer their private fashion brands. She found herself at the forefront of successfully building digitally native fashion, which was immensely underestimated by traditional retail players!
The Birth of Proto101: A Sustainable Alternative to Fast Fashion
Starting a fashion brand is not a walk in the park. It takes a lot of grit and motivation to keep going. The inspiration for Proto101 stemmed from Liyin Kok’s desire to do better for consumers and the planet. She saw an opportunity to create an eco-friendly clothing brand that directly counters the harmful cycle of fast fashion.
Liyin’s idea for Proto101’s success includes:
- Offering durable and ethically produced apparel
- Producing fashion pieces that people would love and keep, significantly reducing waste
- Promoting slow fashion vs fast fashion
Inside the Fashion Industry: Overproduction & Its Environmental Toll
As the conversation went on, Liyin didn’t shy away from discussing the ugly side of the fashion business.
Recent data clearly shows that the fast fashion industry is the second-largest consumer of water across the world. Liyin discussed how the fast fashion environmental impact is driven by brands dropping numerous collections annually.
This relentless cycle fuels overconsumption and leads to massive amounts of textile waste in landfills. The rise of ultra-fast fashion giants like Shein and Temu, as Cass pointed out, only aggravates this issue.
Building a Brand that Lasts: Mission, Materials & Mindset
For Liyin Kok, starting a fashion brand was about embedding a strong mission and values into its DNA.
Unsurprisingly, Proto101 uses the finest quality Pima cotton and Tencel, a plant-based fiber made in a closed-loop process. Manufacturing with superior materials ensures longevity. Ultimately, consumers can use the garments for a longer period, which means less waste goes into landfills, a core principle for ethical clothing brands.
And for aspiring fashion brand founders, Liyin explains, “you have to start with the mission, the ethos, and the product.” It’s clear that you must be clear with your intentions and fill a white space with your fashion brand so it doesn’t get lost in the crowd. Here are a few questions you must answer while building a brand from scratch:
- Why does the world need this?
- What problem am I solving?
- How am I different?
Start building your brand only after you have the answers to these questions!
Lessons from Amazon: eCommerce, Data, and the Digital Shift
Liyin Kok spent five years at Amazon before starting Proto101. She described the excitement of creating Amazon Fashion brands when the eCommerce giant was still primarily known as a bookstore.
While acknowledging Amazon’s vast data, Liyin clarified that it still takes common sense, your intuition, and research to make the most out of it. This experience was monumental for her in understanding customer behavior online.
From her Amazon experience, Liyin learned about operating with a lean, inventive team, gaining lessons directly applicable to eco-friendly fashion startups.
Fashion that Feels Good – The Role of Comfort & Design
The way Proto101 approaches ethical fashion is a masterclass for sustainable clothing startups. In addition to taking care of the environment, Liyin’s company is creating garments that people genuinely love to wear.
Cass herself attested to this, recounting how she was drawn to the comfy fabric of Proto101’s clothes at the New York Now trade show. Liyin lives by the mantra of “Product is king.” You could have woven a great brand story. But ultimately, people just want to feel and look good while wearing an outfit.
That is why Proto101 designs functional clothing with features like moisture-wicking and UPF sun protection. Most importantly, the wearers don’t have to sacrifice comfort for style!
Startup Advice for Young Entrepreneurs from a Seasoned CEO
Episode 3 of HSGH offers a wealth of advice for women in business and young entrepreneurs. Liyin shared her belief in tapping into every available resource, such as university career services and internships.
There are times in life when you are confused about what to do. As per Liyin, some experiences show you what not to pursue! Furthermore, she talks about the importance of networking for career and building a startup.
Let’s face it. Building and utilizing connections through friends, family, and wider circles can be so helpful—after all, Liyin’s own entry into Macy’s was facilitated by a personal link.
Authentic Founder Branding in the Age of Gen AI & TikTok
Gen AI is everywhere. We are constantly being flooded with AI-generated images, videos, social posts, etc. But, as humans, we crave authenticity amidst the chaos and fleeting TikTok trends. That’s why Liyin emphasized the profound importance of the founder’s personal story in cutting through this noise.
While admitting she’s naturally more behind-the-scenes, Liyin suggests that you have to become the face of your brand. Also, Cass cautioned that audiences are perceptive and can easily spot insincerity. So, the right way is to find an authentic way to share female entrepreneur stories, something that can’t be duped by copycats or AI.
Sustainable Retail Strategy: Combining eCommerce & Physical Experiences
Proto101 follows an omnichannel approach. Liyin and her co-founders use local pop-ups and retail stores in Seattle and Bellevue for their brand’s physical presence.
A brick-and-mortar presence allows customers to touch, feel, and try on Proto101’s sustainable fabrics. This direct interaction provides invaluable feedback and builds strong customer connections.
Moreover, it complements Liyin’s eCommerce strategy and boost inventory turnover!!
Words of Wisdom – What Every Young Woman in Business Needs to Hear
Liyin Kok left all the women in entrepreneurship with two powerful pieces of advice:
- Don’t ever say no to yourself: She urged women to push past self-doubt and pursue opportunities, even if they feel underqualified. You will eventually become ready as you learn, even without realizing it!
- Fail fast: Accept your imperfections and the learning process. Sometimes, done is better than perfect. So, fail fast, learn quickly, iterate, and keep going.
Final Words
Liyin Kok’s life and career teach us resilience and ethical leadership. Her story offers invaluable insights into the fashion industry, the future of sustainable retail, and building a brand with purpose!
Tune into the full How She Got Here episode with Liyin Kok to absorb all the wisdom from this inspiring female founder!
And if you are someone who is looking to build an eCommerce store in the Apparel & Fashion industry, Cronix can help. Our team of veteran developers and marketers delivers meticulous solutions to give your brand the online identity it deserves!
We can integrate advanced features like virtual try-on, AI-powered analytics, smart product variants, and more. Want to know more? Connect with us today!
How She Got Here is powered by the full-service eCommerce agency, Cronix. Cass and our team are dedicated to promoting impactful stories of successful femme-identifying individuals in the eCommerce space. Show us some appreciation by following our journey on Spotify, YouTube, LinkedIn, Instagram, and TikTok. Let’s bring positive change for women in tech together!