THEME International Holdings is to join the youth fashion market across the Taiwan Strait, in a bid to cash in on the recent Taiwanese penchant for European-style clothing.
The company's first joint venture in Taipei, Theme Taiwan, will open in April and the move carries a hefty price tag of NT$80 million (HK$23.28 million). However, vice-chairman Roger Ko said it was value for money.
By March 31, 1996, the company expects to have a total of 40 shops in Taiwan and a floor area of 30,000 square feet in which to sell its three brands of youth fashion - Theme, For You and Essence.
'By that time, the Taiwan operation will make up 20 per cent of Theme's total turnover worldwide,' said Mr Ko.
Although fashion retailing has been a battleground in Taiwan, he is confident about the joint venture.
'It is not a matter that you go in the market first or not. Your products, services and pricing should be the determinant instead.' He said the company's European-style products were catching on in Taiwan, where Japanese designs had previously dominated.
'Now they are looking for something different,' said Mr Ko.
