Flesh Imp street wear : breaking new ground in Singapore

• Main Authors: O’Neil, Elizabeth, Wong, Irene
• Other Authors: Nanyang Business School
• Format: Case Study
• Language: English
• Published: 2013
• Online Access: https://hdl.handle.net/10356/100192; http://hdl.handle.net/10220/13560; http://www.asiacase.com/case/ntuAbcc/fleshImp.html
• Institution: Nanyang Technological University

Nicholas Cho and Vincent Quek, two young Singaporean entrepreneurs, are ready to extend their line of street wear, Flesh Imp. After two years of steadily increasing sales, the team feels the time is right to create the breakthrough retail environment that will fuse fashion, lifestyle, culture and art and bring the street movement to life. This "lifestyle boutique" would feature the Flesh Imp brand exclusively. The only remaining question is how to convince a group of financiers of the power of "street" culture, of the scale of their idea, and of the viability of their business entity, despite their youth and the trendy crowd to whom their products appeal. This communications case identifies the major funding channels available to the team and allows students to select and assess a target audience so that they might write a persuasive letter to secure funding. Period covered 2002