In 2007, one of Hong Kong's oldest menswear brands, Goldlion, opens the first Goldlion Accessories store in the city as part of its plan to rejuvenate its brand image. The business aims to promote Goldlion as a youthful and trendy brand by creating a stylish, fresh and elegant appearance while maintaining its classy picture. Goldlion hopes to regain its Hong Kong market, notably the younger section, by rejuvenating its brand image.
This case exemplifies the rise and fall of a Hong Kong-born attire brand. It can be used to educate pupils to identify the kinds of marketing advice needed to help its uncertainties are answered by a company and devise a viable strategy in order to realize its goals.
PUBLICATION DATE: March 10, 2008 PRODUCT #: HKU757-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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