Jaslen Ponders New Markets

Brand building is important to Logistic Jaslen, a Hong Kong manufacturer of travelwear, casual and fashion bags, and school rucksacks.   The Ferri Soler family started the business in 1988.  The challenge was to offer fashionable products of good quality and competitive prices.  They succeeded and, as proof, this is now a USD 34.5 million turnover company. Spain has proved an invaluable market.  Jaslen's Commercial Manager, Paola Costa, says their first customers were Spanish retailers and wholesalers, especially department stores.  They work with major stores such as El Corte Inglés.   The link with Spain continues into product design.  The company have 11 designers in their own design department but also work in collaboration with leading Spanish designers such as Paola Dominguin and Victorio & Lucchino.       Ms Costa explains that one of the early lessons they learned was the importance of their workforce, "Because they brought new ideas to our business.  Without this contribution nowadays we wouldn't be an important company".   Building their own brand is what distinguishes them from their competitors.  It's not easy because, "We have to understand the different needs of the different target  countries and clients and adapt products", Ms Costa says.  They do not specialise in any particular materials.  "Each article is different and needs a special material."  The same criteria apply to the targeted end-buyers: "We have a wide target, with different standards of living," says Ms Costa. Now Jaslen are actively looking to expand outside of Europe, where their brand is recognised, and into America and Asia.  The short term goal is to obtain new clients in each market.  For the long term they would like to increase brand recognition world wide.   You can meet them at stands: 5P14 for their luggage products, AWE/D12 for their Handbag Products If you wish to contribute to the APLF News, with your experiences in the industry, your observations, or general thoughts on the direction the industry is going, we would like to hear from you. Email: aplf-news@aplf.com How long has your company been attending APLF? If you wish to be involved in the celebration of the 25th anniversary of APLF, we would like to hear from you. Email: aplf-news@aplf.com. Subject Headline: APLF 25th Anniversary