We believe that product design has been one of the keys to our growth and success. We differentiate our products from those of our competitors by designing men’s smart casual wear, outdoor casual wear and leisure wear with image, style and cutting that are tailored for the taste of Mainland Chinese consumers and consistent with the unique image and philosophy of each brand. Our in-house product design team designs our products for most of our brands, while we contracted to third-party designers for the design of products under the SBPRC brand. Our in-house design team is led by our chief designer and the majority of our designers have an average of more than five years of working experience in the related field.

Due to the seasonality of our products, the in-house design process commences approximately one year before our products are introduced to consumers. Our design team conceptualises each season’s collection on the basis of current trends in menswear fashion. The team derives inspiration for the upcoming season’s product collections from a variety of channels, including visits to local and international fashion shows and exhibitions. The team also strives to cater to the varying tastes and preferences of consumers in different regions within China and pays great attention to the relevant brand image in the process of designing our products.

In developing a collection, our product design team identifies motifs, colours, fabrics, garment types, logos, ornaments and other components that we believe correspond to the upcoming trends. Our design team is also experienced in choosing colour themes for our apparel products that appeal to our targeted consumer groups. Our product designers normally prepare a variety of product designs to cover a wide-range of consumer sub-segments and cater to the weather conditions of different regions within China. Through multiple evaluations involving our design, production and sales teams, the design blueprints are short-listed and product prototypes are produced. The short-listed product prototypes are then presented to our internal ordering department for ordering and are displayed at our sales fairs where our third-party retailers place their orders for products.