Community Highlights: Meet Eric Tung of Fera

Today we’d like to introduce you to Eric Tung.

Hi Eric, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Fera was founded by my mom, Betty, in 1978 in response to the then fast-growing American ski industry. At the time, the number of ski participants was growing in conjunction with the expansion of resort terrain, facilities and overall development. In order to go skiing, you needed ski apparel, and the options at the time were either inexpensive with mediocre quality and fit, or premium European quality with a high price tag. Fera was among the first American skiwear brands to source production in Asia, and thanks to a family connection to the factory, we were able to deliver excellent quality at an affordable price. We also focused closely on fit, recognizing that insulated garments could be both warm and flattering with the right tailoring. I grew up around the business, traveling to tradeshows and sales meetings, and spending summers in the warehouse taping boxes and picking orders. I also, thankfully, got to spend a lot of time skiing, and fell in love with it. Fast forward to the early 2000s. I moved back to Los Angeles after spending several years working in investment banking focused on both public and pre-IPO companies, as well as a few years at a dot-com start-up. I was earning my MBA at UCLA’s Anderson School of Business when the business called me back, and the rest if history.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Much like the conditions on the mountain, the terrain and course have been variable. The growth of the industry in the 80s and early 90s gave way to a period of contraction in the retail landscape. Several independent ski shops nationwide began to close as owners retired or their markets were taken over by big box stores. Larger mass-market brands edged out specialty independent brands in these big box stores and took more market share. At the same time, the cost of the sport has grown at a pace far ahead of inflation, making it less and less accessible to new entrants. So, we’re faced with flat participation and a shrinking pool of specialty ski shops to serve customers and show them the latest and greatest product. On the other hand, the advent of e-commerce and social media has exapnded the way we think about reaching customers. We value our retail partners and the service they provide deeply, but recognize that customers often don’t live within a convenient distance to a resort or a ski shop. So, we have to meet them where they are, which increasingly means digitally. Thus, we’re really running two business processes to reach customers.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Fera is a family business, founded by my mom, and now managed by me and my sister, Patty. We are both passionate about skiing, design and quality. We spend a lot of time on the mountain and studying the market here and internationally. We talk to skiers, find out what their pain points are, and incorporate that feedback into our products. One thing we are fanatical about is the “feel” of our products. When we slip a jacket or pant onto a fit model or prospective customer, our first question is always “how do you feel in this?” Ski apparel is complex. You have all this material and all this functionality you need to incorporate to keep you warm and protected, yet at the same time, you need to move freely and not be weighed down. So, our products are designed to feel physically ‘light’ and easy on the body, while still offering the wamrth and protection you need. Another component of how you feel in something is how you look in it. To that end, we design our garments to be flattering on the body, both through the actual shape and fit of the garment, as well as using visual tricks that lengthen and slim you. We steer clear of gimmicky and overly trendy styling. Good design has always been characterized by a certain simplicity and timelessness, and this is what Fera ski wear is known for.

What matters most to you? Why?
What matters most to me is delivering product that I’m proud to see in a store or on a customer. Whenever I spot a customer wearing a Fera garment, I ask how they like it. When they say “I love it,” I know we’ve done our job.

Pricing:

• Jackets: $400-600
• Pants: $225-$395
• Sweaters: $175-$300

Contact Info:

• Website: https://www.ferastyle.com
• Instagram: @ferastyle
• Facebook: @ferastyle
• Youtube: @ferastyle