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Launching a new brand is no easy thing. It's costly and requires time to get established. The upside is that there are rewards for those that succeed.
Sabrina Scala Ltd, a Hong Kong company founded in the 1990's by the Well Group, a family-owned business with some 50 years in making handbags, is launching ISCOV, a range of lifestyle bags and accessories. The aim is to make it the most desired brand in this sector in mainland China: and elsewhere too, as the company already have extensive experience operating in partnership with international brands in overseas markets, including north America and Australia. In answer to the question of who are their most important customers the company declares, "ISCOV values all its customers".
They understand that launching a brand overseas is difficult but believe that the combination of the Chinese cultural background of their design team, linked with experience of designing for international customers on an Original Equipment Manufacturing (OEM) basis, has them well prepared.
But Original Brand Manufacturing (OBM) requires a greater range of expertise than OEM as the company acknowledge, "For OEM we only get involved in the design, sampling and production flow, whereas for OBM it's the entire process - from initial design to sales and marketing".
The ISCOV range is targeting medium- to high-end boutiques and will be promoted over the internet, by word of mouth, via existing agents and at Fashion Access. | 
