Jackie Chan banks on star power in JC debut

The collection - which also includes accessories such as shoes, watches, bags and even board games to present a total lifestyle concept - was unveiled this month at a glitzy, HK$3 million (US$385,000) 'Fashion starwalk' trade show in the southern Chinese city of Guangzhou.

Chan's mission is to build the brand from its base in Hong Kong into an international household name by leveraging his worldwide movie star status.

A majority of the collection is imported from design houses in Italy, which also serve other premium fashion labels such as Louis Vuitton, Prada and Christian Dior. This is seen as crucial in attracting trendy and upscale men aged between 28 and 50.

Chan has also pulled in Kenneth Lai, the founder of Hong Kong fashion retailer Theme, to act as brand consultant.

Lai said that the initial roll-out would be focused in Asia-Pacific, accompanied by a full range of marketing communications activities to build brand awareness.

"We're looking at Southeast Asia, Korea, Taiwan and Japan and then the rest of the world. But initially, JC Collection will be launched in China and Hong Kong before going global," Lai said.

He added that plans were in the works to open between 20 and 30 stores in China, Hong Kong and possibly Southeast Asia by next March. JC Collection would also be retailed within major department stores. Operations would be either wholly owned or franchised.

The master licensee is Hong Kong-based C&R International, part of publicly-listed China Elegance International Fashion whose brand management portfolio includes Swatch and Giovanni Valentino, covering markets in Japan, Europe and North America.

Lai said that Chan himself came up with the idea of using JC as a trademark for a new brand.

"Jackie is an international star for sure. He understands that it would be a great advantage to sell products under his name," Lai said.

However, he added that, as with his blockbuster films, Chan is focused on delivering quality products.

"Jackie is a very critical person and sets strict standards on his own works, such as with his movies. Jackie is full of ideas but he always asks for the best."

In order to make JC Collection into a household name, C&R operates under ISO9001 systems to ensure that rigorous checks are in place to ensure quality.

CHINA'S TOP FASHION BRANDS - JAN 02-SEP 03
Brand                                    Adspend (RMB m)
Gracewell                                            223
Nike                                                 203
Adidas                                               136
Langsha Cloth                                        128
Meters Bonwe                                         115
Source: Nielsen Media Research