For Evisu boss David Pun, success comes from constant fine-tuning
This story was originally published in XXIV magazine 2018
Effective time management boils down to prioritisation, preparation and patience. So says David Pun, chairman and CEO of Evisu Group, who has turned a niche denim house in Japan into a major lifestyle brand in the region with more than 160 stand-alone shops.
He is also a keen racing driver, competing in professional events such as the Asian Formula Renault Series and China GT with Aston Martin Racing.
Pun says that succeeding in racing and business requires tremendous preparation and constant fine-tuning.
“A lot of people think racing is just about jumping into the car and going driving; but off the track, you really need to focus on your fitness training and racing simulator, and study lots of track videos. On the track, you need to work a lot on the car set-up, review your racing data, and be mindful of the track conditions so that you can react on the spot,” he explains.
“For Evisu, we analyse our in-store data, react to market trends, review our strategies, and constantly fine-tune our products and strategies.”
At work, he has a few habits related to time management.
You can’t always get everything done at work that you want to, so I prioritise the three most important things that need to be done
“You can’t always get everything done at work that you want to, so I prioritise the three most important things that need to be done. You also need to learn to delegate responsibilities to your colleagues.”
Pun attributes Evisu’s healthy state to the decision to exit the United States and Europe in 2010 to focus on its flourishing Asian business, the brand’s creative and tongue-in-cheek designs, campaigns and collaborations, and its talented team.
He sees Evisu becoming a truly global lifestyle brand after re-entering the US and European markets this year. The company will continue with its product diversification and extensions, and will use its existing relationships and networks to become a distribution platform in Asia for other international brands.
As far as motorsport racing is concerned, Pun still harbours dreams of racing in Macau. “I have been racing in Zhuhai, Shanghai, Kuala Lumpur and Bangkok; and Macau is definitely the next level because it is probably one of the most dangerous and there is no room for error.”
David Pun’s preferred timepiece
“My favourite watch is definitely the Rolex Daytona, made famous by motor racing legend Paul Newman, which is especially appealing to me. It also reminds me of the ideas of always learning, striving to improve and not settling for less.”
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The keen racing driver has taken his high-end denim business from a niche position and turned it into a truly global lifestyle brand