ESQUEL WILL FOCUS ON SUPPLYING MAJOR BRANDS, BUT WITH MORE EFFICIENCY, SAYS CEO CHEH
November 1st, 2016
HONG Kong shirt maker Esquel has launched a new private brand Determinant, for men in mainland China who wish to buy an affordable, decent shirt, but CEO John Cheh insists that making shirts for major outside labels will remain the company’s priority.
Determinant was released without fanfare In October. Made of long-staple cotton from Esquel’s cotton farm in Xinjiang with ironing free technology, the shirt, priced at Chinese Yuan Renminbi CNY298 (USD42.2), is sold on Esquel’s ‘The Determinant’ store on WeChat, the widely used social media app in China, ...
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