{"id":60429,"date":"2020-06-19T17:27:00","date_gmt":"2020-06-19T09:27:00","guid":{"rendered":"https:\/\/www.jumpstartmag.com\/?p=60429"},"modified":"2021-09-22T17:51:49","modified_gmt":"2021-09-22T09:51:49","slug":"brand-loyalty-helped-this-company-survive","status":"publish","type":"post","link":"https:\/\/www.jumpstartmag.com\/brand-loyalty-helped-this-company-survive\/","title":{"rendered":"Brand Loyalty Helped This Company Survive for Over 50 Years"},"content":{"rendered":"\n

Anita Shum, a 42 year old Hong Kong entrepreneur, remembers visiting Chicks stores with her mother since she was shorter than the glass counters from behind which salesmen carefully took out and unpacked products upon request.<\/p>\n\n\n\n

For young Shum, the store environment emanated seriousness. She was never allowed to touch the products, since they were kept in glass cabinets, beyond everyone\u2019s reach except that of the salesman.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

A young Terry Tam, a member of the family behind the Chicks brand, sits on the glass-fronted displays that Shum remembers from her childhood. Image courtesy of Chicks<\/a>.<\/p>\n\n\n\n

Cathy Law, Shum\u2019s mother, used to take her to the Chicks store as a matter of course at every change of season, to buy new sets of underwear for her father, Bill Shum. As a little girl, the Chicks logo at the time \u2013 a picture of three chicks \u2013 caught her interest, and her earliest memory of Chicks is wheeling around the glass cabinets and watching the new underwear being taken out.<\/p>\n\n\n\n

Curious about how her parents were introduced to the brand, she asked her father how he came across Chicks. Bill\u2019s baffled answer was, \u201cBecause everybody knows about it!\u201d<\/p>\n\n\n\n

According to Bill, every one in Hong Kong knows about Chicks \u2013 at its peak, the company was the most established and well-known brand available in Hong Kong.<\/p>\n\n\n\n

\u201cIt\u2019s almost like an icon, representing underwear. If you were looking for underwear, you would look for Chicks,\u201d says Shum.<\/p>\n\n\n\n

The company\u2019s old logo was a picture of three chicks. The brand\u2019s current logo uses the chick that is looking up, as a representation of looking for opportunities in the future. Image courtesy of Sing Tao Daily<\/a>.<\/p>\n\n\n\n

Over time, the regular visit to the Chicks store became an opportunity for Shum to spend quality time with her mother. Both of them came to see it as mother-daughter bonding time \u2013 a little family tradition that both of them expected and enjoyed.<\/p>\n\n\n\n

\u201cYou know, the weather\u2019s changing. Let\u2019s get something for Dad and let\u2019s get something for my kids<\/em>,\u201d Shum remembers her mother saying.<\/p>\n\n\n\n

Creating and maintaining brand loyalty<\/h2>\n\n\n\n

In winter, while the average temperature in Hong Kong usually doesn\u2019t dip too low, it can sometimes get fairly chilly. In 2020, the coldest day recorded was 10.3\u00b0C. However, since Hong Kong homes aren\u2019t centrally heated, and room heaters aren\u2019t always used, woolen underwear was a popular way of keeping oneself warm.<\/p>\n\n\n\n

As a little girl, Shum was not a fan of woolen underwear.<\/p>\n\n\n\n

\u201cIt\u2019s just like sweaters, you know, it gets a little bit prickly,\u201d she says. \u201cThe first time you wear it, you kind of like have this really tight feeling. But then every time you wear it, it gets softer and softer. And after a few days, you don\u2019t want to let go of it,\u201d she adds.<\/p>\n\n\n\n

When it had reached this ideal stage of softness, Shum says she was reluctant to change her underwear and let her mother wash it, since it had become so supremely comfortable.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

A busy Chicks storefront in the brand\u2019s heyday. Year unknown. Image courtesy of Chicks<\/a>.<\/p>\n\n\n\n

Most children don\u2019t have the option of choosing their own underwear \u2013 parents do the choosing for them. But even as an adult under her own steam, and despite having to break in every new pair of woolen underwear, Shum never switched brands: the very definition of brand loyalty.<\/p>\n\n\n\n

Chicks has been tattooed in Shum\u2019s mind as a brand that\u2019s a \u201cstaple for kids\u201d since childhood. The brand loyalty handed down from mother to daughter has kept Shum a loyal customer of Chicks \u2013 she now routinely visits the store to buy underwear for her<\/em> children.<\/p>\n\n\n\n

\u201cWhen there\u2019s something that you\u2019ve always used, you\u2019re [not likely to] change it for your kids, because you think it\u2019s also good,\u201d she says.<\/p>\n\n\n\n

Shum says she has never come across any negative news about Chicks, solidifying her belief that the brand\u2019s quality has never decreased. Chicks\u2019 primary brand standpoint is the\u00a0superior quality of its products<\/a>, with\u00a0sustainably-grown fabric from Cotton USA and Lenzing Modal<\/a>, a completely biodegradable fabric made from Austrian beech wood. Shum believes the absence of negative news \u201cproves that [Chicks is] doing something right.\u201d<\/p>\n\n\n\n

A local business with strong values<\/h2>\n\n\n\n

In Hong Kong, which has one of the highest rents in the world, it is not easy for brands to survive. As a born-and-raised Hong Konger, Shum also feels the need to support local Hong Kong brands.<\/p>\n\n\n\n

\u201cJust purely as a Hong Kong person, you want to continue to support a Hong Kong brand, that is a Hong Kong homegrown good quality, family household name,\u201d she says.<\/p>\n\n\n\n

\u201cIt\u2019s representative of the hard working Hong Kong spirit, you know, never give up on good quality and Hong Kong traditions,\u201d she adds<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

A collection of old labels on Chicks clothing, some of them bearing the words Chun Au Knitting Factory \u2013 the brand\u2019s previous name<\/a>. Image courtesy of Chicks.<\/p>\n\n\n\n

Unlike Shum, who grew to love using old woolen underwear, her father would not exchange his white cotton underwear for any other brand or fabric. He accumulated countless numbers of them over the years.<\/p>\n\n\n\n

Since the cotton grew so soft and comfortable after being used well, Shum says that her father preferred his old, used cotton underwear, even when her mother bought him new ones every season. He went on to use some of them for decades.<\/p>\n\n\n\n

Even when they are worn out, Shum says that the quality of the Chicks cotton is unsurpassed. When her father could finally be persuaded to part with his worn-out cotton underwear, it would be repurposed for use in dusting or as kitchen rags, and continue to be used for years more.<\/p>\n\n\n\n

Changing with time<\/h2>\n\n\n\n

In the 1950s, Chicks was expensive, and Shum\u2019s family couldn\u2019t afford it. It was only in the early 1970s that Shum\u2019s family started using Chicks. Despite this time gap, Shum\u2019s family has now been using Chicks products for more than 40 years.<\/p>\n\n\n\n

Over those years, Shum\u2019s relationship with the brand has changed from accompanying her mother as a child, to visiting the Chicks store with her own children. In the process, she has watched the brand and the company evolve.<\/p>\n\n\n\n

The whole shopping experience has changed, she says, primarily since everything is tangible and she can freely, touch, feel, and see how things look in front of a mirror.<\/p>\n\n\n\n

Her children, on the other hand, enjoy the experience of shopping at Chicks stores because of the different themes \u2013 this year, Chicks had a crossover theme with different characters in popular culture.<\/p>\n\n\n\n

In Hong Kong, where retail shops are always around the corner, ecommerce is comparatively less popular than other countries. However, Shum\u2019s family has switched to online shopping this year because of Covid-19 lockdowns. Luckily, thanks to the current Chicks leadership \u2013 the fourth-generation heirs to this nostalgic heritage brand \u2013 she\u2019s still able to continue buying from her favorite brand of underwear online.<\/p>\n\n\n\n

Shum\u2019s story, told in loving detail and with a great deal of nostalgia, is a case in point for why businesses who manage to build up brand loyalty in their customers are able to survive changing times and come out stronger at the other end.<\/p>\n\n\n\n

Chicks, for one, has been quick to think up new ways to appeal to both older clientele and children alike, but the world is moving toward a time when a brand\u2019s trustworthiness and values are the most important attributes it can have. Their commitment to quality and ethics may soon make them the most well-known, iconic brand for young, modern consumers as well.<\/p>\n\n\n\n

This article was written in partnership with Chicks.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Anita Shum, a 42 year old Hong Kong entrepreneur, remembers visiting Chicks stores with her mother since she was shorter than the glass counters from behind which salesmen carefully took out and unpacked products upon request. For young Shum, the store environment emanated seriousness. 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