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Goldlion: Winning over Hong Kongˇ¦s Hip Generation  
 
Product Ref: 08/371C Company: Goldlion Holdings Limited

Product Type: Case Industry: Consumer Goods
Retail & Wholesale

Related Product(s): Teaching Note
Authors: Kevin Zhou   Isabella Chan
In 2007, Goldlion, one of Hong Kongˇ¦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.
Functional Area : Marketing

Issues: First Chinese necktie brand, oldest Hong Kong-born menswear brand, lack of creativity in product design, outdated brand image, intense competitions, countless brands in Hong Kong market, loss of appeal among young consumers, poor sales, low market share, brand rejuvenation, re-branding
Length: Text: 9 pages
Exhibits: 8 pages
Country: Hong Kong SAR

Pub. Year: 2008 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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