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Penshoppe-Story.pdf - 1 5 LESSONS ON HOW PENSHOPPE STAYS...

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15 LESSONS ON HOW PENSHOPPESTAYS STRONG FOR 30 YEARS NOWNot only it snags Hollywood celebrity endorsers, it also focuses now to become Asia’s mostadmired fashion brand.byElyssa Christine LopezWORLD-CLASS.Golden ABC CEO Bernie Liu has aims to turn its prime brand,Penshoppe to become the most admired brand in Asia.EDSA these daysis not only notorious for its standstill traffic: It has become aprime spot for gigantic billboards of various brands, among them Penshoppe, whoseHollywood endorsers like One Direction, Zac Efron, Kendall Jenner’s billboards dot themain thoroughfare’sstretch.Apart from pulling one marketing coup after another, the 30-year-old brand underGolden ABC has been aggressively expanding overseas, aiming to be the mostadmired Asian fashion brand with its growing presence in the region, setting up outletsin the Middle East and other neighboring countries in Southeast Asia.But make no mistake, the brand was never an overnight success. The last threedecades have been coupled with costly closings, along with severe setbacks. ButGolden ABC CEO Bernie Liu believes the one thing that keep them thriving is itspassion to succeed.The CEO shared in the latest PLDT SME Nation Big Talks conference onThursday, June 2 how the company endured through several crises and how it aims tobe the next big brand in Asia.

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Term
Spring
Professor
Ms. Rea Martesano
Tags
Entrepreneurship, Bernie Liu

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