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Brand building

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PHILIPPE CHARRIOL believes he is not too far behind the fashion powerhouses in building up his young brand with its 20-year history.

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The flamboyant French entrepreneur, with years of experience in developing global brands, said most businesses claiming a centuries-old heritage began building their brands only 30 years ago.

'A long history is relative,' he said.

'Some brands pretend to have a long history. Most of the brands with a long history had one store only. They started to spread out only in the 1960s and 70s.

'The reputation of the brands is only 30 to 40 years old. Cartier, Louis Vuitton are only recent brands. LV was nothing before 1977. Cartier was nothing before 1970.

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'Brands with history just make a simple story look good. I'm building up my story,' he said.

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