Over The Years, Brian Yiu, Fila Greater China’s CEO, Has Learned The Importance Of Future Vision, Particularly In An Industry As Capricious As Fashion.
Before joining Fila as CEO of its Greater China region, Brian Yiu had spent 15 years in leading roles across major cosmetics, pharmaceutical and apparel brands. It was thus no surprise he was approached by the legacy sportswear retailer to oversee its presence in the region. Drawn in by a personal appreciation for the brand, Brian also saw it as a challenge for his talents as a leader.
“I play tennis and I saw Fila as a rich brand with a lot of heritage,” he recalls. “On the other hand, at that time, Fila wasn’t that well known in Greater China. I asked myself, ‘What if I had a chance to rebrand Fila?’ Having come from experiences at L’Oréal, Lacoste and the pharmaceutical industry, which are relatively more established in China, I then asked myself, ‘What can I do to make the brand stronger in this region?’”
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Denne historien er fra May 2019-utgaven av The CEO Magazine Asia.
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