Parkson launches re-branding initiative to boost sales

KUALA LUMPUR: Parkson Retail Asia Ltd, whose Malaysian operations saw a 15.2% drop in same store sales growth in the first quarter ended Sept 30, 2015, has launched a re-branding initiative in hopes of improving its sales performance.
Non-executive director Datuk Magic Lee said the rebranding exercise is a long-term initiative to improve its value proposition and that it has invested over RM100 million in Southeast Asia over the last one-and-a-half years.
Executive director Vivien Cheng Hui Yuen said the group will expand its brand management to more than just departmental store and bring lifestyle brands closer to its customers.
"Moving forward, the group plans to manage its own distribution channel to ensure consistent customer experience delivery in all of Parkson brands operated in shopping malls and stand-alone stores," she told reporters at a briefing today.
Cheng added that the group will introduce three Korean high street fashion brands this month. The group aims to achieve RM60 million in sales for these three brands within the first year.