Analysis Marketing
Benjamin Li
Mar 7, 2013

Esprit de corpse? To survive, HK-based brand must become a leader not a follower

HONG KONG - Like the foppish young man in 1960s hit single 'Dedicated follower of fashion', Hong Kong-headquartered retailer Esprit will continue to struggle to be taken seriously if it fails to establish its own identity in the competitive fast-fashion space, branding experts warn.

Gisele: Cool enough for young fashion consumers?

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