Invisible Gold in Asia by Llewelyn David;

Author:Llewelyn, David;
Language: eng
Format: epub
Publisher: Marshall Cavendish International (Asia) Private Limited

Embry Form

Some of Hong Kong’s clothing companies have also realised the need to move away from competing merely on cost. “Superbrand” Embry Form is the leading lingerie brand in Hong Kong and was one of Forbes Asia’s Best Under a Billion list of companies in 2007. Hong Kong-based Embry has been producing high-quality lingerie under the brand names of others for over 30 years and continues to supply lingerie items to trading partners in Japan and the UK. But the company is now so focused on its own popular brands, Embry Form and Fandecie, that it only accepts orders from its OEM customers when spare production capacity is available. Although the Embry in-house design team collaborates with French lingerie specialists, it ensures that it retains all IPRs in creations, designs and other material created during those collaborations. The company has numerous patents and design registrations protecting its creations. The protected innovations include “lotus-shaped cups for ladies’ undergarments”, a “strapless bra with decorative ornaments”, and “a panty corselet without buckle structures”, the last having been invented by the company’s CEO, Liza Cheng.

Showing its awareness of the need to build its IPR portfolio, at the time of its listing on the Hong Kong Stock Exchange in November 2006, Embry had 37 and 53 registered trademarks in China and Hong Kong, respectively (and other registrations in Australia, Singapore, Malaysia, Japan, Vietnam, Indonesia, Taiwan, the Philippines, Thailand, Korea and France), 37 patents, nine registered designs and a number of registered domain names.

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