Branded Lifestyle Holdings Limited (Branded Lifestyle) was an Asian apparel retail company that emerged in 2011 after Fung Retailing Limited acquired Hang Ten Group Holdings Limited, a company listed on the Hong Kong Stock Exchange. With five apparel brands, Branded Lifestyle was profitable in most of its Asian markets. However, it was struggling in China and had reported annual loses until the acquisition. In 2014, a new managing director of global brands was appointed at Branded Lifestyle. Looking at the evolving apparel industry in China, and reviewing the company’s weak performance over the past years, the managing director knew he needed to develop a strategic plan to turn around the company’s operations. His aim was to build a strong and sustainable business in the Chinese market.
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