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PORTS: China¡¦s Walk on the Global Luxury Fashion Boulevard                                                                                                                                                                                     
Product Ref: 08/381C Company: PORTS

Product Type: Case Industry: Consumer Goods
Retail & Wholesale

Related Product(s): Teaching Note
As a luxury fashion goods producer and marketer, what made PORTS different from other high-end European and American labels was its distinctive background as a China-based company with a Canadian history. The company and the brand, PORTS International, were originally founded in Toronto in 1961 and later acquired by a Chinese immigrant entrepreneur, Alfred Chan, in 1989. Despite being made famous in North America and UK during the 1970s and early 1980s, the brand lost its glory in the early 1990s because of a global recession and poor management.

In 1993, Chan decided to rebuild the brand by moving to Xiamen, China where he established the new headquarters and factories. After that, the brand continued to be ranked as one of the top most desirable fashion labels in China. In 2003, the company went public on the Hong Kong Stock Exchange and started slowly entering the Western market. A new label, PORTS 1961, was created for the comeback and to target more high-end consumers. Although China was one of the world's biggest manufacturers of apparel products, China-made products were often associated with cheap, low quality and counterfeits. Since image is paramount in the world of luxury goods, how would PORTS overcome this perception of its goods, as well as other challenges, and further expand its presence in the local and global market?
Functional Area : Marketing
Strategy & General Management

Issues: Brand management, luxury goods, brand image, positioning strategy, international marketing, conspicuous consumption, China luxury, consumer behaviour
Length: Text: 16 pages
Exhibits: 6 pages
Country: China (People's Rep. of)

Pub. Year: 2008 Level of Difficulty: 3
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
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