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April 2, 2008
I. EXECUTIVE SUMMARY
La Chica is a Filipino-made summer clothing brand which sells ready-to-wear and customized swimwear and accessories for women. It aims to reflect the customers’ personality by dressing the swimwear up which suits their style. La Chica is launching its new product line, Bikinky. It is a two-sided bikini which has different designs and partnered with a bottom. It wants to show and explore one’s character.
La Chica wants to unveil Bikinky by it the dissemination of its uniqueness by creating brand awareness through the use of initial events and print ads in magazines...
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