Staying Ahead

Handbags

Milami is the own-brand that appears on many of Wise Lead Int'l Handbag Ltd's products

An international attitude and a knack for staying on the cutting edge of trends has served Wise Lead Int'l Handbag Ltd well in building a strong presence in markets worldwide.

Like all manufacturers of fashion products, Wise Lead is facing challenging times, but Manager Anna Wong is confident of the company's ability to adapt successfully to volatile market conditions during the present economic downturn.

"These are difficult and uncertain times, and there is no doubt everyone will be facing challenges in 2009 in this struggling economic climate," she admits.

Buyers are, she notes, more cautious about purchasing. "We're trying every means to be more positive, and going to the necessary lengths to satisfy our customers," Ms Wong insists.

This approach has served Wise Lead well since it was founded in 1980, to the point where it currently produces a wide range of handbags with a special emphasis on fashionable evening bags, classic handbags and cosmetics bags. "Our other products include matching evening shoes, beaded accessories such as belts, fashionable day bags and backpacks," Ms Wong adds.

The company exports to more than 60 countries in Europe, North and South America, Japan and Australia, but is also focusing on developing more business in Eastern Europe. "I see great potential for growth in the latter region," Ms Wong adds.

Design is primarily handled in the firm's New York office, but its Chinese joint-venture factory also has 10 designers working in a studio on the premises.

"Around 90% of our customers choose from our designs, while about 10% supply their own," she says.

Constantly generating new designs is a key element of the company's sustained competitiveness, with some 800-1,000 new items added to the Wise Lead product range every year.

"Our five-level factory in Shunde, Guangdong Province, comprises 37,000 square feet and houses more than 800 well skilled workers," Ms Wong explains.

Annual production amounts to about two million bags. "We use fashion materials like satin, velvet, sparkly fabric and fashion PU, and always source from the local market and in Hong Kong," she maintains.

Many of the customers for whom Wise Lead undertakes OEM/ODM work have been doing business with the company for many years, and the factory is highly experienced in working to the special requirements of different customer brands.

Several newer customers in Europe and the US, however, choose to order Wise Lead's own Milami brand, which is registered as a trademark in New York.

"Milami's focus is to develop trendy handbags with our own creative and distinctive designs," Ms Wong explains.

Wise Lead's price range is as extensive as its selection of styles, and stretches from modestly priced basic bags to glamorous evening bags studded with Swarovski crystals.

"Prices range from US$3.50 to US$400.00 per bag," Ms Wong reveals. "Our minimum order requirements are from 100-160 bags per colour or style, and we can deliver 45-60 days after order confirmation."

In addition to a wide choice of products, Ms Wong attributes Wise Lead's ongoing success to a combination of design and manufacturing excellence and strong customer service.

"We offer unique and up-to-date designs that match garments and fashion shoes - designer quality at a competitive price point with high perceived value, punctual delivery and an efficient, round-the-clock follow-up service," she concludes.

TEXT BY ROBERT PIERCE

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