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Branded Handbags The Key To Success(HKTDC Fashion - Leather Goods & Bags, Vol 02,2003)

Vol. 2, 2003

Company Profiles

Healthy Luggage Builds Strong Sales
Hang Wang (HK) Enterprise Ltd

Branded Handbags The Key To Success
Wise Lead Int'l Handbag Ltd

Branded Handbags The Key To Success

Wise Lead Int'l Handbag Ltd

Career women adore the Milami range of handbags designed and produced by Wise Lead Int'l Handbag Ltd

A range of quality handbags bearing a brand derived from an Italian translation of two company executives' names is helping drive sales worldwide for Wise Lead Int'l Handbag Ltd.

The Milami brand name is a subtle combination of the names of director Millie Yang (Mil) and president Michael Lee (Mi), explains company spokeswoman Anna Wong.

"The Milami range of products took two years to establish and was launched in the US in 2000," Wong adds.

"We plan to grow this brand with the development of our vintage-look handbag range, which we will then promote across our other markets."

Future plans include marketing to mid-market consumers such as career women aged 25-40 years, who enjoy a stable income and can afford quality fashion products in the medium price range.

"As long as the designs are trendy and the product quality consistently high, we are confident that the Milami brand will be a great success," says Wong.

The Milami brand is the latest in a long line of successes for Wise Lead, which was founded some 20 years ago by Yang and specialises in the production and marketing of beaded bags, evening bags, fashion day bags and school backpacks.

"Our 37,000-square-foot factory in Shunde, Guangdong Province, is spread over five levels," explains Wong.

"Here we employ and house some 800 skilled workers in the production of our very detailed and labour-intensive products."

Wise Lead currently distributes to some 50 countries worldwide, although major markets are primarily Europe and the US, and plans to expand to as many countries as possible over the coming years in order to maximise market share.

"We will continue to develop up-to-date handbag designs in order to cater for future trends in the global marketplace," Wong adds.

Apart from its own brand, Wise Lead has been contracted by a number of leading brands, including Sisley, Benetton, Port, Aldo, BCBG, Nine West, Leopard and Cache.

"We welcome input from customers including their own design requirements and through our mainland factory we are able to produce sample items in a very short turnaround time," Wong adds.

Wise Lead will fulfil the smallest, or biggest, orders and looks forward to showcasing its product range on its website, which will be launched in the near future.


Wise Lead Int'l Handbag Ltd

Unit 1106, Trendy Centre,
682-684 Castle Peak Rd,
Kowloon, Hong Kong
Tel: 852-2782-4810
Fax: 852-2374-0860
Email: wiselead@netfront.net

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