Via Jingdaily, Avery Booker, September 13, 2019

With only an eight-year official presence in mainland China — opening its first stores there in 2011 — Ralph Lauren is both a relative newcomer and a well-established brand among Chinese consumers. Having developed strong name recognition initially via trips to Hong Kong taken by mainland businesspeople and tourists in the 1980s and ‘90s, for the past two decades the brand has been hit hard by the counterfeit trade, with the Chinese market flooded with fake Polo shirts and knockoff brands.

But a stronger on-the-ground presence, centered around its hundreds of stockists throughout Greater China along with its Ralph’s Coffee location in Hong Kong, and massive investment in digital marketing and e-commerce is showing signs of paying off. This week, it was reported that Asia remains the fastest-growing division for Ralph Lauren, with China accounting for the majority of the region’s growth.

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#RalphLauren #luxury #china #business #fashion #HauteCouture #brand #MarketingTrends 

Le groupe Vivarte est un groupe composé d'entreprises françaises dont la Halle ou Caroll, dont l'activité est centrée autour de la distribution de prêt-à-porter et de chaussures. Début août nous avons appris la cession de la marque Cosmoparis par le groupe Vivarte à Stéphane Collaert et Thierry Le Guénic. 

Le groupe Vivarte sort d'un plan de restructuration qui l'a obligé à se détacher de certaine de ses marques dont Naf Naf ou Chevignon. 

Cette crise que connaît le groupe depuis plusieurs années s'explique de différentes façon, tout d'abord le mouvement des gilets jaunes a engendré un manque à gagner pour les enseignes en périphérie. De plus, depuis 2007, on constate en France une baisse notoire du secteur textile et de la chaussure. D'autre part, malgré la cession de la plupart des marques du groupe, celui-ci reste toujours fortement endetté. Enfin, les difficultés récurrentes du groupe l'ont poussé à changer de direction à quatre reprises en moins de deux ans et demi. 

Le temps nous dira si le groupe parvient à conserver ses marques restantes, il semble néanmoins que des investissements colossaux soient nécessaires puisque le groupe n'a pas une stratégie digitale suffisamment développée. 

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Article de Matthieu Guinebault et Marion Deslandes

FROM JEZ FRAMPTON | CITYA.M. | http://bit.ly/2vR6bLF

#Build a brand for #millennials : The new challenge

 A brand is the most important asset a business can have. It is the only true, long term differentiator of a company, and without doubt it helps businesses change and grow. But although business owners know this is true, most are still neglecting the one thing that makes a successful brand: people. Brands start and finish with people. They begin on the inside, with humans, and are ultimately delivered on the outside, to humans. People are the pillars of a company that breathe life into businesses.

Brands are not a tangible product – they are a human construct brought together by opinions, perspectives and experiences. These experiences are made up of interactions with the product, a company’s culture, its impact on the wider environment, and how it communicates. Each of these factors makes up a brand. And every touchpoint for a consumer or employee matters. It is only when these experiences are fully aligned with clear values and purpose that a brand can live to its full potential.

People form opinions of companies in the same way that they form opinions of other people: it is an informed, emotional choice as to whether they like and trust you. Your company needs to have clear values and a meaningful purpose to allow people to make these decisions.

This is even more crucial when aiming to get millennials engaged with your brand. Some might be tired of hearing about millennials’ needs, and the fact that they are more concerned with a business’ ethos and vision than their parents were. But this is the generation that companies must aspire to.

This unique generation has found its voice and is not scared to use it. Look at the recent General Election, for example. Theresa May thought she was safe, but the millennials roared and swayed the result. They weren’t prepared to stand for something they didn’t believe in.

Millennials want purpose, clarity and authenticity, and these are the qualities that must be instilled into a brand’s ethos if you want this and future generations to consider buying into your products. Millennials are the people that will champion your brand’s purpose – if you give them one.

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MEASURING EXCLUSIVITY AND DESIRABILITY IN THE US - SEPTEMBER 2016

Our recent research on Brand Desirability and Exclusivity in the USA (Measuring Brand Exclusivity and Desirability - USA), conducted with Promise Consulting, showed a near perfect correlation (R2 = 92%) between brands that consumers perceive as 'expensive' and brands seen as 'exclusive'. No other identity trait we have explored correlates so well.

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En savoir plus sur l'étude : mailto to valerie.jourdan@promiseconsultinginc.com

This joint study with Exane BNP can be presented to you during a meeting to be agreed with your teams. The full document is the subject of a subscription. You can also request the dates of the next cycle of conferences dedicated to presenting the results of this study. Three countries in the luxury fashion world were studied: France, China and the US.

Cette étude menée conjointement avec Exane BNP peut vous être présentée en synthèse lors d'un rendez-vous à convenir avec vos équipes. Le document complet fait l'objet d'une commercialisation en souscription. Vous pouvez également demander les dates du prochain cycle de conférences consacrées à la présentation des résultats de cette étude. Trois pays dans l'univers de la Mode de luxe ont été étudiés : la France, la Chine et les US.

FROM L2 / THE DAILY THURSDAY / MARCH,31, 2016

Innisfree is one of the most popular Korean beauty brands in China, as evidenced by its high search volume on Baidu, Taobao, and Youku. (Innisfree was the top Beauty brand according to both the Taobao and Baidu Indexes.) L2 research finds the success of Innisfree to be a result of robust digital properties on the brand site, mobile, in-store and on social media.

Innisfree maintains a sophisticated brand site designed for consumers to spend time on; a gamified cross-channel loyalty program, user-generated content syndicated from multiple social platforms, and video libraries are among the features offered. Furthermore, the brand site ensures product research and purchases are seamless with grid pages that include quick-view and product pages featuring reviews and recently-viewed products. The brand’s site is also mobile optimized with swipeable carousels and mobile-specific offers.

Social media also plays an important role in Innisfree’s success. Consumers can create a customer profile by logging in with their Weibo, QQ, or Alipay accounts. These accounts allow Innisfree to create an omnichannel loyalty program that tracks online and offline purchases. Users can also gain points by engaging on social media or checking into a brand site.

Innisfree’s Spring 2015 social campaign “Summer Love”, featuring Korean influencers Lee Minho and Yoona, became one of the most successful campaigns among Korea Beauty peers. The campaign promoted the Innisfree Summer Foundation Cushion with five videos on Youku with the storyline of a young couple. The two most viewed videos from the campaigned averaged 181,000 views, more than four times the brand’s average video view count. The Youku campaign was supported by desktop and mobile advertising, as well as WeChat and Sina Weibo promotions. The most successful WeChat post was viewed 10,600 times while the campaign’s Sina Weibo post remains the brand’s most engaging post with 2,000 interactions. But much of the success is evident in the sheer number of users who spread the word; the campaign hashtag #innisfree received 17.7 million impressions and 36,000 mentions on Weibo. Yet, Innisfree expanded the campaign beyond just promotions, and connected the buzz to shopping. The popular couple remains featured on the Innisfree Tmall site to promote products and maintain brand buzz.

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Katy Barnato | @KatyBarnato
CNBC

Rising numbers of female millionaires and billionaires around the world may help drive a rise in luxury health and wellness holidays and women-only hotel services.

The number of female ultra-high net worth individuals (UHNWI) – those with net assets of $30 million or more, excluding their primary residences - is increasing faster than male UHNWI, encouraging travel agencies, hotels and tour operators to focus on their interests. These include holidays that focus on "wellness" and can be combined with business or voluntary work, according to data provider, WealthInsight.

Rising numbers of female millionaires and billionaires around the world may help drive a rise in luxury health and wellness holidays and women-only hotel services.

The number of female ultra-high net worth individuals (UHNWI) – those with net assets of $30 million or more, excluding their primary residences - is increasing faster than male UHNWI, encouraging travel agencies, hotels and tour operators to focus on their interests. These include holidays that focus on "wellness" and can be combined with business or voluntary work, according to data provider, WealthInsight.

"Interview and secondary research show that spas, yoga, meditation, health and wellness are appealing to female UHNWI," Roselyn Lekdee, economist at WealthInsight, told CNBC on Wednesday.

In a report on Tuesday, Lekdee said the number of wealthy females rose by 5.3 percent between 2010 and 2014 in locations with large UHNWI populations (see above). The number of male UHNWIs rose by 4.4 percent, although there were still far more male than female multimillionaires.

"As wealthy females have greater control over their careers and finances, they are becoming more selective about holidays, demanding personal and more sophisticated services," Lekdee said.

"Wellness" tourism can incorporate a wide range of activities including spa, yoga, detox, fitness and stress relief. The industry is worth $494 billion globally, according to the Global Wellness Institute, an industry body.

This type of tourism is growing and proving popular with solo travelers – and women. Several Asian countries are benefiting from the trend, with Thailand, Indonesia, Malaysia and India known for high-end health and wellness holidays.

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