Clear Concept

While walking around Mong Kok, which is one of the main shopping area in Hong Kong, here is a picture of a shop that stood out from the rest thanks to its "multiple concepts approach". For me the name "3-concepts" really worked well. I wanted to know more.


It is actually a simple clothing shop and here is the concept they have (written in smaller fonts below the shop name): "Represents either tri-chromatic or neutral, cohering extravaganza paraphrasis together similarly".

A brand always benefits from a clear concept or mission statement. After reading this the shop had lost me as a potential customer. But of course I do not belong to the target audience of this shop. The target audience, young local Hong Kong girls, would not read the smaller captions and just memorize that there was English there, which in itself is a mark of quality.

Obviously in Hong Kong English is not the first language and it is always interesting to see the role that it plays in building customers' perception. Somehow, whatever is written, there has to be English. English role goes beyond making sure non-Chinese speakers can find their way around town...