Hong Kong retailers transform for a new generation

Millennials have been accused of killing everything from breakfast cereals to Big Macs. But for the world's largest jewellery chain, the millennial generation generally defined as those born in the 1980s or 90s   is emerging as a key target market as it seeks to diversify its customer base.

Hong Kong-based Chow Tai Fook Jewellery Group is designing a new brand that specifically targets young customers as it steps up a multi-brand strategy to reach a more diverse group of customers.

Adrian Cheng, Chow Tai Fook’s 37-year-old executive director, told FinanceAsia in an interview that the new brand, which will be unveiled next year, will help...