Linmark CEO Steven Feniger keeps one step ahead of his customers' buying needs

The company specialises in sourcing apparel and home products, using in-depth research and innovative operating systems to increase efficiency in its export marketing. Most of its customers are retail chain operators, household brand names, wholesalers, mail order houses and department stores in North America, Europe, Asia and South Africa.

Linmark's marketing efforts have been rewarded with an Export Marketing Award in the 2003 Awards for Services - organised by the Trade Development Council (TDC).  The Export Marketing Award recognises excellence in the field and aims to raise awareness of export marketing strategies, methods and techniques among Hong Kong service providers.

Linmark Group CEO Steven Feniger said with the advent of globalisation, extensive market information is needed to make critical business decisions about product sourcing, partnerships, alliances, exporting and developing all important customer relations. He said Linmark's network of 29 offices in 20 countries has enabled "the company to become a major international player with the ability to provide clients with the most up-to-date information on market trends and advanced sourcing solutions."

Efficient, timely services

Linmark's success is directly linked to providing customers with efficient and timely services. Increasingly, this involves sourcing products in the Chinese mainland. In Asia, Linmark is the exclusive apparel buying agent for Warnaco Inc and for certain brands marketed by Warnaco Inc including Calvin Klein Jeans, Chaps by Ralph Lauren, and Speedo. Additional international clients include Jockey, J.C. Penney and Mothercare.

Following China's accession to the WTO, Linmark opened sourcing offices in Shenzhen, Fuzhou and Guangzhou to take advantage of quota restrictions due to be relaxed in 2005. 

"The global economy is changing, and our customers' buying habits are changing so we have to be innovative and set added-value solutions in motion before customers start to demand them," Mr Feinger said. This includes product development for private label businesses and design services, packaging and trim services, quality assurance and social compliance auditing services.

Linmark has established across-the-board, service-oriented teams who take responsibility for account ownership. "Developing successful and long-standing relationships with customers is the best marketing tool for maintaining good customer relations and attracting new potential customers," Mr Fenigen added.

Linmark also uses an advanced Web-based Critical Path Management system, LOGON (Linmark Online Global Operating Network), to provide a link between the company, customers and vendors. The system facilitates an integrated network by automating order tracking processes, ensuring a timely response to customer requirements.

Linmark was established in 1964 and is listed on the Hong Kong Stock Exchange. The company employs more than 750 staff worldwide.

Related link:
Linmark Limited