Promise Consulting wins the Silver Trophy in the “Quality of the Deliverables” category for the First Edition of “Studies & Innovations” Trophies, at the Fifth Annual Printemps des Etudes, in Paris, 14-15^th April 2016.

Valérie Jourdan, CEO Promise Consulting

“This prize, awarded by the Profession during the 2016 edition is of particular significance.

First of all, it is the 9^th prize given to Panel on the Web, now Promise Consulting, in 15 years, carrying out a policy of continuous innovation and research in the fields of marketing and consultancy.

For the quality of our deliverables, it holds a key dimension in our careers to which we attach importance, since our deliverables contains our expertise, added value and the strength of our recommendations to our clients.

Finally, this prize is awarded for the “Front Row” Barometer carried out with Exane BNP to measure the exclusivity and desirability of the luxury brands in the world. This barometer, awarded for the measure realized in China, December 2015, is about to become the reference barometer in this profession for the attractiveness and the value of the luxury brands from an internal market perspective and its clients.

See you in May 2016 for the American edition of this barometer.”

Philippe Jourdan, CEO Promise Consulting

“The “Front Row” study shows our desire to bring marketing closer to financial and sectoral analysis. Therefore, our barometer’s results carried out with Exane BNP are founded on two different angles of expertise, marketing and financial, which gives a unique added value to leaders and decision-makers in the luxury sector.”

Luca Solca, BNP Exane Paribas, Head of luxury goods research

“For luxury brands, it is a matter of desirability. The promise of luxury is to help clients in distinguishing themselves from others, since the perceived exclusivity is consubstantial with desirability. Promise and Exane joined forces to explore in-depth both of those dimensions in several countries, allowing us to monitor how the brands are ranked in the consumers’ mind.”

ABOUT PROMISE CONSULTING

Promise Consulting is a company specialized in marketing studies and consultancy, issued from the merge of Promise Consulting Inc., JPL Consulting and Panel on the Web.

Promise Consulting integrates services of market research and marketing consultancy delivered with a high added value. We created an innovative measuring methodology of a brand’s performance and its return on investments (ROI): the “Monitoring Brand Assets ©”. This methodology, deployed in nearly 50 countries, has surveyed 250 brands in multiple sectors, totaling over 1,5 millions questionnaires. 

Established in Paris, New-York and Casablanca, Promise Consulting conducts studies and services of consultancy in the whole world. Promise Consulting is mostly known for its expertise in measuring a brand’s value from the clients’ perspective.

Promise Consulting has developed innovative techniques and models, was awarded 7 times in 10 years, by its Peers nationally and internationally. It provides insights and recommendations to the most notorious brands in luxury, cosmetics and retailing sectors, helping them develop on national and foreign markets. It is also active in several sectors of the industry, every time the brands are looking for an effective growth strategy in order to better understand the market, to reach their customers, attract them and, finally, keep them.

Pr Philippe Jourdan, CEO of Promise Consulting, is the editor-in-chief of Adetem’s journal, the French Journal of Marketing (Revue Française de Marketing, RFM), since 2011. He publishes in academic journals internationally on the problems of the valuation of the brands in luxury, beauty and selective distribution. He also publishes in the economic press and news media (such as Le Monde, les Echos, le Figaro, l’Opinion, la Revue des Marques, etc.). Philippe is a university professor, researcher at the IRG (CNRS) and laureate of the Best Article of Research AFM 2000. He holds a certification in social media.

ABOUT BNP EXANE

Specializing in European equities, BNP Exane is active in three businesses:

• Cash equities: under the brand name Exane BNP Paribas, Exane provides institutional investors with a range of services, such as research sales and execution on European equities;
• Equity derivatives: Exane derivatives has built a robust structured products franchise, based on its longstanding leadership in European convertible bonds and options;
• Asset management: Exane Asset Management is one of the leaders in long/short equity fund management in Europe.

Exane works primarily with institutional clients worldwide (pension funds, fund managers for banks and insurers and hedge fund) and markets its derivative products to a broader pool of clients comprising private asset managers and investment advisors. Exane has a workforce of over 800 employees operating from offices in Paris, London, Frankfurt, Geneva, Madrid, Milan, New York, Stockholm and Singapore. Exane BNP Paribas equity research team covers c. 600 big companies. Their research receives regular acclaim in leading industry surveys.

For further information: http://www.exane.com.

To find out more

Website: http://promiseconsultinginc.com

Blog: http://whatsnewinmarketing.blogspirit.com

Facebook: http://facebook.com/promiseinc

Twitter: @pjourdan1967

March 2, 2016, JING DAILY

In an industry where fashion and art often collide, it’s hard not to think of Louis Vuitton. The brand has been busy blazing trails in this way in the last few years, opening an art museum outside of Paris in 2014 that would eventually lead to a collaboration with Beijing-based Ullens Center for Contemporary Art for an exhibition of Chinese contemporary artists. Art&Business magazine called the brand’s “love affair” with art one of the most “amorous,” highlighting the fact that over the years, Louis Vuitton has had partnerships with artists from around the world in exchange for using designs in its collection.

It should come as no surprise, then, that Louis Vuitton has sponsored a five-part documentary series on China’s CCTV9 that stars women who have been key figures on the international stage of fine arts. Titled in Chinese Journey of a Muse and Craft a Destiny in English, each episode of the series follows a different woman on the road to self-discovery. These include Chinese supermodel Liu Wen; Karen Blixen, the Danish author best known for the novel Out of Africa about her life in Kenya; Yayoi Kusama, a contemporary artist and writer from Japan; Song Huaigui, a pioneer in the Chinese fashion industry who played a huge part in bringing Pierre Cardin to China for a runway show in 1979; and Dadawa, a contemporary Chinese musician who has earned global recognition as well as an MTV award for her work.

Some of these leading ladies have been involved with the Louis Vuitton brand in some shape or form. Yayoi Kusama took her signature bold spots and applied them to a playful collaboration with the French fashion house in 2012. Karen Blixen was a known fan of bringing along Louis Vuitton luggage on her iconic journey. And Liu Wen has modeled for the brand on multiple occasions, most notably in 2013 for a scarf capsule collection featuring colorful designs by renowned street artists.

[READ THE FULL ARTICLE ONLINE]

First-tier cities, namely Beijing, Shanghai, Guangzhou and Shenzhen (“The Big Four”), are defined by their economic development, number of inhabitants, industries and well-known brands settled in and per capita Gross Domestic Product, among other factors.

This classification is quite handy to luxury brands, as they will settle in first-tier cities to win over potential luxury clients. A report by Accenture (2013) has shown that consumers from these cities tend to buy expensive brands more than those from second and third-tier cities, whom are satisfied with products worth 1000 yuan or less. Finally, they are more demanding regarding the quality of the product, its authenticity and uniqueness.

However, this trend is beginning to turn around, as bigger brands are getting interested in second and third-tier cities. Their consumers are looking for conspicuous logos and products worn by celebrities whereas they are less knowledgeable on that subject than consumers from first-tier cities, which may give an opportunity to luxury brands on creating a new fashion image.

Source : Accenture - JingDaily

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Amongst the countries with the most billionaires is China, ranked 2^nd, according to data from Forbes (2016). There are around 251 billionaires in Greater China, 63 in Hong Kong and 25 in Taiwan. With twice more and ranking 1^st is the USA with approximately 540 billionaires and, behind China, Germany with 120 of them.

Chinese billionaires’ industries goes from real estate to online gaming and are mostly real estate or technology driven, which is not surprising considering the fact that China is the country with the most Internet and smartphones users. China also produces several self-made billionaires and amongst the youngest in the world.

Source :  Forbes, 2016

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April 7, 2016 from Jing Daily

A new ad campaign by luxury cosmetics brand SK-II addresses a social issue in China that doesn’t usually receive much attention in the country’s commercial scene: the plight of sheng nu, or “leftover women.”

If one wasn’t aware of how twenty-something single women are traditionally viewed by their parents’ generation in China, the start of the four-minute-long video ad strikingly makes it clear. It begins by juxtaposing a montage of photographs of young girls with audio phrases from their parents, such as, “I won’t die in peace unless you are married,” “Don’t be so free willed,” and “You’re too picky.”

Chinese women are put under an incredible amount of social pressure to get married, so much so that businesses pop up around Chinese New Year that give single women (and men) the opportunity to rent a boyfriend or girlfriend to fool and appease their family over the holidays. The term sheng nu is a derogatory one used for those who haven’t found a husband by their mid to late twenties.

For the women featured in the film, this term brings on feelings of guilt. “Not getting married is a sign of disrespect,” says one woman before tearfully apologizing to the camera for disappointing her family.

Then, in an emotional turn of events, the women head to the Marriage Market in Shanghai, where parents normally go to browse the “resumes” of potential suitors for their daughters. This time, however, the women would be the ones delivering a message to their parents.

The parents find beautiful photos of the women at the market, each paired with statements of confidence like, “I don’t want to get married just for the sake of marriage. I won’t live happily that way.”

This touching film, produced by Swedish ad agency Forsman & Bodenfors, is the latest installment of SK-II’s global #changedestiny campaign, which encourages women to “change their DNA” to take control of their future. SK-II’s website has additional short films that show women having courage to change their DNA, including one starring Chinese actress Tang Wei and another featuring Chief Strategy Officer for Ebay Greater China Vvivi Hu.

In the case of the sheng nu campaign, the confident subjects behind #changedestiny speaks volumes to affluent Chinese women. A 2014 report by Grant Thornton International showed that about 63 percent of Chinese businesses have female CFOs, and women are going to great lengths to have their own eggs frozen so that they can put things like having children—and marriage—second to their successful careers.

So far, the “Marriage Market Takeover” Youtube video has more than 250,000 hits after two days of being released, and its WeChat post is quickly catching up with more than 100,000 pageviews and a growing number of comments of encouragement from supportive fans.

Credits:

Brand Director: Kylene Campos
Art Direction: Sophia Lindholm and Karina Ullensvang
Director: Floyd Russ
Digital Producer: Peter Gaudiano
Film Editor: Cut + Run
Production: Tool of North America
Producer: Alexander Blidner

[READ THE FULL ARTICLE IN JING DAILY]

Shopping is one of the main reason of travelling for wealthy Chinese consumers. Luxury goods bought overseas are either purchased for personal use, either for gifting, even though the latter is not as popular as it was two years ago, declining for 30% in two years. As a matter of fact, according to a survey by Hurun (2015), 82% of “super travelers” are shopping on their behalf.

Xi Jinping’s anti-corruption policies had a negative impact on the luxury goods market in China, which is why gifting products from brands of high value that were used as bribes aren’t as common as they were before. Since it is strictly forbidden and is applied inside China, wealthy Chinese consumers are now shopping abroad especially for personal use.

Source: Hurun Report - Financial Times

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