Elim Chew Case Study

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1. OVERVIEW
1.1 Who is Elim Chew?

Elim Chew is the founder and president of the popular streetwear brand, 77th street, and is currently a leading youth and young adults streetwear fashion and accessories retail chain. Chew started off with a humble shop at Far East Plaza, and have since established a firm footing in Singapore’s fashion industry. 77th Street eventually ventured into the market of Malaysia in a partnership, where it was later sold off and renamed. Currently, she has 13 outlets in Singapore and also owns a shopping mall in Xidan, Beijing called the 77th Street Plaza.

In the past, Chew grew up in a middle income family. Being just an “O” level graduate, Chew went forward to London to study hair styling. While
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She talks to us about her attitudes towards less capable employees. She will try to help this group of people once or twice, but she will not continue if she finds them not improving at all. She thinks that she should not be babysitting her employees and she likes employees that are willing to take charge.

Chew possess many qualities of a charismatic leader. From our interview with her, she demonstrates vision, high-risk orientation, self-confidence and moral conviction as shown through the startup of her new shop “Kim’s BBQ”. Chew visions to run a successful food chain business, and weighs the benefits and costs accordingly despite not having prior experience of setting up a food chain business. She strongly believes that she has the capability to run the business successfully, despite the risks and doubts posed by many food industrial business experts, which Chew has mentioned during our
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Her contributions to the society are evident in the social projects undertaken by her. She enjoys working with youths in voluntary work, by being a friend and a role model to many of them. She shared on how they volunteered for 3days and 3nights together, where she influenced her followers to give back to the society (Inspired a shared vision). She has superb communication skills, allowing her to bridge the gap between her and the youths. This allows her to encourage and lead them to making personal sacrifices (servant leadership) to help achieve the goals set by the volunteer organisations. Apart from that, she hopes to influence youths positively by encouraging them to step out of their comfort zone and change things. She said, “If we cannot walk this way, are there other ways to walk?” She feels that a large number of youths in Singapore are alienated followers, who complain and do not come up with solutions, thus, she hopes to challenge and change the way young Singaporeans think

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