Brand building in the bag for manufacturer of leading Asian label

NEXT TO JEWELLERY, a handbag can best define a woman's style and personality. As far back as the 18th century, fashion-conscious women had a different bag for every occasion, and fashion magazines carried suggestions on matching handbags with outfits.

Merchandisers 300 years ago were faced with the challenge of sourcing quality materials and manufacturing them into trendy shapes and shades. Today, not much has changed, except there is a wider choice of materials and the number of companies that make handbags has increased.

Hunters Leatherwares, which manufactures handbags under the Fion brand name, says merchandising has played an important role in building up the brand and making it a success - so much so that the company has launched a Fion Young line to appeal to the younger market, and Simbolo, which combines fashion elements and practical features in a range of bags for men.

Ricky Mak, Hunters Leatherwares managing director, said the company had experimented with and perfected the art of sourcing high-quality materials and developing lasting relationships with suppliers since it was established in 1979.

This had resulted in a combination of quality and styles unique to Fion. 'Merchandising has become a major factor in the competitive arena, regardless of any market in which manufacturers chose to participate,' Mr Mak said.

The company places greater emphasis on its merchandisers developing interpersonal and communication skills than their academic qualifications.