Lexx Moda UK was founded in 2003 by Sanjo Iong, who is a Macao designer passionate about women’s shoe design. Despite being an original Macao brand, the prototypes of the brand’s earliest products, however, originated from small towns in the United Kingdom. Some years ago, the selection of women’s shoes catering for niche tastes in the European and American markets was rather limited. To fill this gap, Iong used her knowledge of the shoemaking supply chain in the Asian market and devoted herself to exploring the overseas market with self-created shoe products. She has promoted the brand by participating in footwear exhibitions held in Australia Germany, Italy and Japan.

        In view of the infinite market potential in mainland China, Iong has gathered resources to expand the business into the Guangdong-Hong Kong-Macao Greater Bay Area market, and established a flagship store in Guangzhou, dedicated to developing a women’s footwear brand that features comfortable and stylish products.

Casual low-heeled mules

Founder: Sanjo Iong

Exhibiting a life attitude through natural-styled comfortable products

        In terms of design concepts, Lexx Moda highly values personal style and highlights the importance of product comfort and shape, as a balance between comfort and stylishness is the core design concept behind the brand. Iong gets creative inspiration from her travel experiences and reflections on life and likes to present the diversity of shoe designs by using various colours and textures of fabric in combination with different design cutting, in the hope of injecting richer connotations into the brand.

        Lexx Moda launches new shoes with a wide range of trendy designs almost every month to meet customers’ expectations. Mules and casual flat shoes are the brand’s hot selling items that are most favoured by females, which embodies their natural and free attitude to life and fits the lifestyle of the new generation of  women who pursue freedom and independence. 

Casual sandals 

(photo courtesy of the enterprise)

Soft flat shoes 

(photo courtesy of the enterprise)

Improving customer experience through online platforms

        Nowadays, the Internet is involved in every aspect of people’s lives, making online marketing one of the necessary means for brands to explore a new market. Iong believes that in addition to taking advantage of popular new media platforms, such as TikTok, WeChat and Facebook, they should also try to provide a better bilateral experience to customers through technology, such as offering customised shoe design services, integrating online and offline services, and collecting customers’ instant feedback, in a bid to achieve a long term and sustainable development of the brand. 

Self-run studio 

(photo courtesy of the enterprise)

The flagship store in Guangzhou 

(photo courtesy of the enterprise)

Seizing opportunities and raising brand popularity through exhibitions

        As a frequent participant in exhibitions, Lexx Moda often joins business matching sessions held in different regions arranged by the Macao Trade and Investment Promotion Institute, as Iong believes that exhibitions will greatly facilitate small and medium sized enterprises to receive more orders and forge partnerships. She believes the company obtained fruitful results from the ‘2021 Macao-Guangzhou Products Fair’ in January 2021, during which the company not only impressed Guangzhou consumers with the eye-catching booth arrangements jointly designed by the company and a famed installation artist, but were also able to negotiate co-operation with influential large-scale shopping malls in Guangzhou and Zhuhai, thereby helping Lexx Moda to get twice the result with half the effort in promoting new projects and raising brand popularity for the future.

Participating in the ‘2021 Macao-Guangzhou Products Fair’ 

(photo courtesy of the enterprise)

Participating in ‘Macao Ideas, Join & Match’   Business-matching Showcase

Contact Lexx Moda

If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.: 

Ms Cheang +853 8798 9707

Ms Chong +853 8798 9739

Email: 

fionacheang@ipim.gov.mo 

elizachong@ipim.gov.mo