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Becoming A Lifestyle Brand

EPISODE · Apr 27, 2010 · 29 MIN

Becoming A Lifestyle Brand

from The Breakfast Grille · host BFM Media

Chi Oi Meng, Executive Chairperson of Hing Yiap Group, explains why the group focuses on active, sporty and casual wear segment, why the group recorded lower sales in 2009 compared to competitiors, the use of the Diesel name and the rationale for diversifying into an unrelated business (Theobrama Chocolate Lounge) though it is targeting the same mass market. Fashion brandnames under Hing Yiap Group are BUM Equipment, Antioni, Bontton, Diesel (not to be confused with the Spanish brand) and Union Bay.See omnystudio.com/listener for privacy information.

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Becoming A Lifestyle Brand

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