19 Sept 2012
Beijing-based Aimer opened a flagship in Hong Kong in June. Located on vibrant Park Lane Shopper's Boulevard in Tsim Sha Tsui, and covering two floors with more than 3,000 square feet of space, the shop operates in a "lifestyle" format selling the group's main brands: Aimer, Aimer Men and Aimer Kids.
The brand has also established a design workshop in Hong Kong to develop new products for overseas markets. "It will make our designs more international," explained Sabrina Sun, General Manager, Aimer International Trading Co, Ltd.
Founded in 1993, Aimer Group is one of China's leading lingerie brands, creating high-end lingerie for women aged 25 to 40. Despite finding domestic success, Chinese brands such as Aimer face obstacles when looking to break into international markets.
China on the Rise
"Brand is a reflection of a culture and an ideology. As an original Chinese brand, our image is strongly tied with the increase of China's soft power," Ms Sun said. As a "rising China" is watched from around the world, she said, the country is also actively promoting its culture and building national brands.
With the international market highly mature and more competitive, Ms Sun said, "for a newcomer, building a brand name is not easy at all." Aimer needs to internationalise in terms of its talent, management and resources, Ms Sun continued. Hong Kong, she said, provides such opportunities.
"Hong Kong is an international city, a gateway to China, and a window for China to see the world," she said. "Hong Kong offers the best playing field and springboard for Chinese brands to go overseas because it is a market with international management, competition and professionals."
Ms Sun also cited the city's free-market policies and comprehensive legal system. But more important to its business, Hong Kong, she said, is "a hub for the latest fashion, and its connectivity with other parts of the world and cultural convergence of East and West provide a perfect platform for us to go global."
Click to read the rest of the article in HKTDC.