ISSN 1994-2419

Issue Week 03-2012

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NEWS that the Scandale lingerie collection is being re-launched after an absence of four years from the market may cause concern among French rivals who fear keener competition. But the international character of the re-launch, which covers four countries including the US, has much broader implications. It shows that Hop Lun, that now owns the label, is applying the design and marketing skills it has acquired through the successful operation of its 6ixty 8ight brand to the international promotion of a traditional European label. It is the first Asian company to do so and its progress will be watched closely by other Asian firms that have acquired European labels, or plan to invest in Western brands. The true significance of the re-launch will become clear when results confirm that an Asian company’s financial resources and production skills can be allied to advanced marketing know-how to achieve international success.

Jean-Pierre Adeline

BACKGROUND NEWS– developments to bear in mind

 INDIA: hosiery industry expects rapid growth but meagre profits
 SAUDI ARABIA: law-abiding retailers report strong rise in sales
 EROTIC LINGERIE: major wholesale operation set up in Europe