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Goldlion: Winning over Hong Kong's Hip Generation
內容大綱
In 2007, Goldlion, one of Hong Kong's oldest menswear brands, opens the first Goldlion Accessories store in the city as part of its plan to rejuvenate its brand image. The company aims to promote Goldlion as a youthful and trendy brand by creating a fresh, chic and elegant appearance while maintaining its sophisticated image. By rejuvenating its brand image, Goldlion hopes to regain its Hong Kong market, especially the younger segment. This case illustrates the rise and fall of a Hong Kong-born apparel brand. It can be used to teach students to identify the types of marketing information needed to help a company answer its doubts and devise a viable strategy in order to achieve its goals. The case can also be used as a learning tool for designing an appropriate ad-hoc market research plan.