Internationalization of Koyo Jeans from Hong Kong
商品編號：9B11M053
出版日期：2011/09/26
再版日期：
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：International expansion;Brand management;Franchising;Retail marketing;Emerging markets;Entrepreneurial business growth
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：Hong Kong
產業：Retail Trade;
事件年度：2010
William Cheung entered the fashion industry in a different manner than Vivienne Tam and Shanghai Tang. He started by working for a modest wholesaler known for its garment and apparel industries. He sharpened his design instincts by creating hit apparel items for the wholesale company. To ensure business, he needed to learn about the entire supply chain, from acquiring raw materials to manufacturing, sales and delivery. The business was flourishing but was not immune to the shortcomings of creative businesses. _x000D_
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While working on hitting the mass market and ensuring a large output, Cheung also tested his creativity by opening his own boutique shop. After initial success, he needed to source trendy but affordable fashions to feed customer demand. Chance brought him to South Korea, and together with a local designer, they made a name for themselves and decided to attend an exhibition in Paris. Unfortunately, the experience brought them nothing but despair. Their products and image were not on par with other European brands. By that time, Cheung’s boss had sold the wholesale business and the manufacturing plant to him. The setback in Paris caused him to rethink his business. He decided to focus on product innovation and brand-building, and with much effort gained the recognition of Galeries Lafayette — a Parisian department store famous for trendsetting. This case shows how Cheung, in moving his company forward, was able to overcome the weaknesses of being an apparel wholesaler and a fashion retailer. It affords a discussion of how Cheung was able to exploit and grow the wholesale business and move into branding and franchising. Research related to creative industry and ambidexterity is also covered in the case. While Cheung’s success was commendable, he faced a number of challenges as Koyo Jeans strove for international success.
教學手冊：8B11M053
補充材料：