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china - Page 3

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    How the Korean Innisfree Became the Most Popular #Beauty #Brand on #Baidu in China [#cosmetics #Korea #China]

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

    beauty, brand, cosmetics, korea, china, baidu, digital

    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.

    [READ THE ARTICLE ONLINE]

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    SK-II Addresses China’s Leftover Women in ‘Marriage Market Takeover’ Film [#SKII #changedestiny campaign #ad #china #skincare]

     April 7, 20, Jing Daily

    “I won’t die in peace unless you are married,” says one parent in new SK-II ad about “leftover women” in China

    skII, china, cosmetics, ad, campaign, change your destiny

    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

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    Generation Z spells trouble for brands relying on Chinese tourists [#GenZ #China]

    By Forrest Cardamenis, Luxury Daily, March 09, 2016

    In a reversal of the more materialistic tendencies of their parents, almost 95 percent of Chinese Generation Z consumers say it is essential for brands to be sustainable and environmentally conscious, according to a report by RTG Consulting.

    The continued growth of China over the next several years will ensure that its consumers remain prime targets for brands for the foreseeable future, as even a slowed China exceeds the growth rate of western nations. As a result, brands will need to make a connection to this group, the first born in a fully modern China, in the interest of long-term success.

    “We have noticed that the meaning of success is being redefined where career and financial achievement are no longer the main drivers,” said Marc-Oliver Arnold, head of research and business consulting divisions at RTG Consulting Group. “Our research shows that more than 62 percent of Gen Z already believe that ‘success no longer means financial wealth’; instead, there is an emerging shift in mindset where it is more about how you live your life that matters.

    “Not only does this mean they want to live a multi-faceted and enriching lifestyle, but that they also see the value in taking responsibility for caring for the world and their environment,” he said. “This awakening fuels this generation’s desire to be mindful of the present moment and rediscover the meaning of happiness in daily experiences.

    Generation gap
    As millennials have begun to accrue wealth, they are now the target market for many brands, which recognize that making the connection could sustain several decades of good business. However, the potential of the subsequent generation, particularly in booming market such as China, is enormous.

    Additionally, the present reliance on Chinese tourists, a result of the country’s enormous population and booming economy as well as laws, taxes and limitations of distribution that raise the price of luxury goods in the country, means brands must be equipped to reach these consumers when their behaviors and desires change.

    While Chinese millennials are heavy travelers and see luxury items as status symbols, tomorrow’s Chinese consumer will more closely resemble today’s western youth, a worldly, socially conscious consumer with alternate definitions of success.

    Good news for brands is that many of the techniques currently being used to court millennials, namely emphasizing sustainable measures, will prove effective on China’s Gen Z. Brands that have not yet begun to prioritize sustainability and reduce their carbon footprint and have instead banked on a globalizing economy and/or Chinese tourists will only be more pressed to adapt as time goes on.

    Although environmental concerns are the largest marker of China’s Gen Z consumers, it is far from the only one. Barely a quarter of these consumers object to same-sex marriages, an opinion that is at first glance divorced from consumer culture but is in fact important to note for marketing materials, which still overwhelmingly suggest heterosexual couplings.

    While “word of mouth” was and remains the best form of advertising a brand can hope for, the phrase is quickly becoming an anachronism. Only 10 percent of consumers surveyed spend more time interacting offline than online with friends.

    Marketers are already going after consumers on social media, but proficiency with the various platforms and a quick adoption rate will be crucial moving forward. With interaction moving online, brands will need to find ways to generate buzz in an organic an unobtrusive way even more so than they do today.

    Chinese consumer using WeChat

    “As digital natives, China’s Gen Z currently lives and breathes mobile, and so [a brand’s] approach must be inherently mobile, with the goal of becoming part of their digital lifestyle,” Mr. Arnold said. “This means offering engaging, meaningful and inspiring creative content as well as distinct experiences.

    “In addition, we foresee brands to increasingly become more of a platform for people to build deep and personal human connections.”

    Perhaps most alarmingly, around half of respondents say that a more interesting job would be preferable to a high-paying job and only 11 percent agree that wealth indicates success. The overall shift from materialism to mindfulness could be a major obstacle for many sectors, which will need to find a way to tell consumers that a handbag, jewelry or a car is more than a product or sign of wealth.

    Brave new world
    Although this data connects China’s Gen Z to global Gen Y consumers, China’s own millennials are generally far more consumerist than those in the United States and elsewhere.

    Following Gen X’s economic breakthrough, Gen Y was presented with a world in which they could buy previously unthinkable luxuries. Those born into such a world, however, have turned their attention to non-material aspects of happiness.

    [READ THE FULL ARTICLE]

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    The high-end luxury brands are catching on in China [#promise #fashion #luxury]

    Some say that when China sneezes the rest of the world catches cold, but the high end luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women.

    Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers’ increasingly stronger maturity.

    Take 3 minutes to watch the Video Release by Pr Philippe Jourdan

    china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity

    Have a quick look at the Press release & the main insights

     china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity

    Download the infographics

    china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity

    The International luxury press echoes results: take a look

    china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity

    This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion. This Barometer is conducted amongst the wealthiest Chinese women, and is about the 30 luxury brands in ready-to-wear/handbags/shoes/accessories that have invested the most in communication (source: Industry Interviews, Exane Paribas).

    Promise and BNP Exane already conducted the same survey amongst French wealthiest women in May 2015 (see: http://bit.ly/1ESTZGu).

    This barometer in association with BNP Exane reflects our determination to move closer to the marketing and cross-section financial analysis. Our Monitoring Brand Assets® approach itself features very complementary analyzes with those conducted by BNP Exane’s experts. Hence, the obtained results from our joined barometer are based on two different angles of expertise, marketing and financial, which brings a unique added value to the managers and decision-makers in the Luxury sector. More concretely, our measure of the exclusivity of a brand takes into account the upper and more constant quality of products, the strong and unique valuation of the customer, the brand’s prestige, but also a matchless “savoir-faire” that justifies a very high price premium associated with top luxury.

    "Finally, our measure of desirability synthesizes the dimensions of attractiveness of an intimate, social and symbolic nature, which are the strengths of exclusive brands, and characterize the particular relation that they maintain with their customers. In this respect, our Barometer synthesizes, in two proven scales, the numerous criteria to establish a ranking between the high-end brands from their customer’s point of view", states Pr. Philippe Jourdan, Promise’s CEO.

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    Catch me if you can: Marketing to the new Chinese luxury shopper from @slierre [#china #luxury #shopper]

    With Chinese consumers massively shopping for luxury abroad and online, traditional marketing formulas have limited impact. It is time for luxury brands to rethink their go-to-market approach, putting digital at the core.

    Wei proudly shows her latest catch: a colorful textured leather mini handbag she bought during her last business trip to Paris. Wei epitomizes the shopper the whole luxury industry seems to be after at the moment: a start up entrepreneur from Hangzhou and representative of China’s ‘Cultured Youth’, she is both very success driven and hungry for culture.

    In fact, she is part of the upcoming generation of Chinese shoppers who are redefining luxury marketing through a triple change: structural change in the market dynamic, change in consumers attitude towards luxury and change in how they navigate the world through digital.

    [READ FULL ARTICLE]

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    Rich Chines splurge on sportswear as luxury's lustre dims [#china #sportswear #luxury]

    By Donny Kwok and Farah Master, Euronews.com, 18/02/2016

    HONG KONG (Reuters) – GPS sport watches, compression leggings and hydration packs are the new must-haves for wealthy Chinese, pumping up the multi-billion dollar sportswear industry at a time when China’s elite are reining in spending on more traditional luxury brands.

    Extreme sports apparel and expensive active wear is in vogue thanks in part to government promotion of sport ahead of the 2022 Winter Olympics in Beijing, and the purchase of the Ironman brand by China’s richest tycoon last year.

    The market is also forecast to grow with the government’s decision to relax its one-child policy after 36 years, and companies like U.S.-listed Under Armour <UA.N> and Canada’s Lululemon Athletica Inc <LULU.O> are lining up to cash in.

    “It is huge – that wellness and healthy lifestyle opportunity in the whole of China,” said Colin Grant, chief executive of the Hong Kong-headquartered Pure Group, an operator of gyms, yoga, retail and nutrition businesses across Asia. “Luxury has its challenges but active wear is a bright spot in the industry. Some people wear it to weddings in China.”

    China will host its first ever Ironman events this year after billionaire property developer Wang Jianlin bought World Triathlon Corp for $650 million. The deal is set to capitalise on a growing fitness craze which saw 134 marathon and road-running races held across the country last year, up 160 percent from 2014, according to the Chinese Athletic Association.

    As part of its promotion of sport and healthier living generally, the government says that by 2025, more than 900,000 stadiums and gyms will have been built across the country.

    For Under Armour and Lululemon Athletica, two of the Western brands already active in China, the country offers an opportunity to grow outside the mature markets of the United States and Europe.

    No. 2 U.S. sportswear maker Under Armour expects China sales to leap 25 percent a year until 2018, while Vancouver-based yogawear giant Lululemon says its first Hong Kong store is on track to make $8 million in sales this year. But they face a strong field of Chinese rivals such as ANTA <2020.HK>, Xtep <1368.HK> and 361 Degrees <1361.HK> whose share prices soared between 34 percent and 56 percent last year.

    That compares with traditional luxury titans like Italy’s Prada <1913.HK> – a maker of fancy handbags – which sank 45 percent on the Hong Kong exchange last year as Beijing’s clampdown on corruption and China’s slowest economic growth in 25 years forced China’s elite to change their spending habits.

    Some of the money once spent on French wine and Italian leather now appears to be flowing into high-end heart-rate monitors and running shoes.

    [READ MORE]

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    Don’t discount China’s appetite for luxury goods [#China #luxury #Gucci]

    The domestic Chinese market for luxury goods may be struggling, but investors shouldn’t discount the huge amount of high-end products Chinese tourists buy, as the forecast-beating results from Kering – owner of Gucci – testify.

    Luxury goods maker Kering gave the markets a pleasant surprise on Friday as earnings at its flagship Gucci luxury brand thrashed expectations and raised hopes of more good things to come as more new designs are set to be introduced this year.

    Gucci revenue advanced 4.8%, compared with the 1.5% growth analysts anticipated – the brand’s strongest result in three years. However, while the company reported that conditions in Hong Kong and Macau (China’s luxury market bellwethers) were still lacklustre, there is hope for the sector more broadly.

    The domestic Chinese market for luxury goods may be struggling, but investors shouldn’t discount the huge amount of high-end products Chinese tourists buy.

    Indeed, they spent $116.8 billion (£87 billion)) on luxury when abroad in 2015, according to China Daily.

    [READ MORE]

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    Promise-BNP Exane Barometer on Luxury Brands in China : the Luxury International Press echoes results [#luxury #fashion #bnpexane #promiseconsulting]

    [Extracts - More to follow]

    Chanel most desirable brand among Chinese affluents: report
    调查显示香奈儿是中国有钱人最青睐的品牌

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection.

    [READ MORE]

     china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Chanel most desirable Brand among Chinese Affluents

    Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane.

    Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection.

    Promise Consulting and BNP Exane’s “Exclusivity and Desirability Barometer” surveyed 600 women among the top 3 percent of households in China in September 2015, asking them about the 30 brands across ready-to-wear, footwear, leather goods and accessories which have made the most investments in communication in the market. This is a follow-up to a survey of French women conducted in May 2015.

    [READ MORE]

    il sole 24 ore, china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Unicità, qualità e design spingono i brand in Cina. Hermès, Chanel e Prada tra i top

    Il tempo per sé, il rispetto per l'ambiente, l'unicità di un oggetto: la definizione di “lusso” può essere la più personale, ma difficilmente non includerà due aspetti, l'esclusività e la desiderabilità. Due concetti che i brand dell'alta gamma, come alchimisti, cercano di combinare in un equilibrio perfetto, armonizzando due necessità, quella di produrre sogni e ricavi. “Measuring Brand Exclusivity and Desirability - China ” è proprio il nome di un report pubblicato da Promise Consulting e da Bnp Exane, cha indaga quali sono i brand del lusso più esclusivi e desiderabili in Cina, mercato chiave dell'alta gamma: il campione preso in esame è stato di 607 donne fra i 18 e i 54 anni, residenti della Mainland China (che comprende Great China e Hong Kong), con un reddito medio mensile superiore a 20.000 yuan, (circa 2.700 euro), cifra elevatissima se si considera che il reddito medio dei cittadini cinesi nel 2015, secondo il China Statistics Bureau, è stato di 21.996 yuan all'anno.

    [READ MORE]

     

     

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso

    Secondo alcuni, quando la Cina starnutisce, il resto del mondo si ammala, eppure i più grandi brand del lusso si stanno affermando in Cina, trasformandosi nei più esclusivi oggetti del desiderio delle ricche donne cinesi. Tuttavia la nostra classifica rivela anche una concorrenza ancor più forte, accentuata dalla crescente maturità dei clienti facoltosi. Questo barometro di Promise Consulting / BNP Exane stila una classifica dei 15 brand più esclusivi e desiderabili in Cina legati all'universo della moda femminile. Il Barometro è condotto tra le donne cinesi più ricche, e analizza i 30 brand del lusso di prêt-à-porter/borse/scarpe/accessori che hanno investito maggiormente nella comunicazione (fonte: Industry Interviews, Exane Paribas).

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Louis Vuitton’s positive Chinese placement a result of slow, steady growth

    In the short term, French apparel and accessories brand Louis Vuitton is on pace to have the best momentum among luxury houses during the Year of the Monkey, per Exane BNP Paribas.

    Exane BNP Paribas’ “Chinese Luxury: The Year of Monkey Business” report looks at the current economic climate of China and how the slowdown is impacting luxury brands with a presence in the Mainland and Hong Kong markets. While many brands are concerned regarding the slowdown in Chinese spending, the financial firm suggests that growth for 2016 will match the year-ago.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    THESE LUXURY BRANDS ARE BEST AT BALANCING EXCLUSIVITY AND DEMAND IN CHINA

    How do Chinese women really feel about that next big luxury collection out on the market? Exane, a France-based investment company, has attempted to answer this question with a quantitative analysis of the Chinese shopper’s true desires when it comes to purchasing luxury brands.

    The primary findings aren’t news per se, at least according to most market reports. They reveal that luxury stalwarts like Chanel, Dior, and Hermès are what Chinese shoppers think about most when they go to sleep at night—it’s not surprising, then, that Apple looked to Hermès’ timeless leather designs for its latest wearable tech collaboration that attracted droves of China’s fashion-savvy.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Classement des marques de luxe préférées des Chinoises fortunées : BNP Exane et Promise Consulting dévoilent le classement des marques de luxe par les Chinoises fortunées. Chanel et Hermès arrivent en tête du classement.

    En collaboration avec BNP Exane, Promise Consulting, société de conseil et d'études en marketing, publie les résultats de la 2ème vague du Baromètre Promise Consulting - BNP Exane " Exclusivité & Désirabilité 2015 ". Ce baromètre met en avant les 15 premières marques jugées les plus exclusives et les plus désirables en Chine dans l’univers de la Mode féminine. Ce Baromètre est établi auprès des femmes chinoises les plus fortunées et porte sur les 30 marques de prêt-à-porter, sacs, chaussures et accessoires dans l’univers du luxe qui ont le plus fortement investi en communication (Source : Industry Interviews, Exane Paribas). Promise Consulting et BNP Exane avaient conduit la même étude auprès des femmes Françaises au cours du mois de Mai 2015.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Cina, le donne ricche adorano il lusso francese

    Le maison francesi dominano per esclusività e i marchi più esclusivi sono anche i più ambiti. È questo l’identikit del desiderio per le donne cinesi. Un’indagine di Promise Consulting e BNP Exane stila una classifica dei 15 brand più esclusivi e desiderabili in Cina legati all’universo della moda femminile. Una classifica che rivela anche una concorrenza sempre più forte, accentuata dalla crescente maturità delle clienti facoltose, il 3% della popolazione che appartiene alla fascia più ricca.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Chanel most desirable brand among Chinese affluents: report - Luxury Daily - Research

    Chanel’s interlocking C’s Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection. Promise Consulting and BNP Exane’s “Exclusivity and Desirability Barometer” surveyed (...)

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

    Some say that when China sneezes the rest of the world catches cold, butthe biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers' increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion (...)

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

    "This barometer in association with BNP Exane reflects our determination to move closer to the marketing and cross-section financial analysis. Our Monitoring Brand Assets® approach itself features very complementary analyzes with those conducted by BNP Exane's experts. Hence, the obtained results from our joined barometer are based on two different angles of expertise, marketing and financial, which brings a unique added value to the managers and decision-makers inthe Luxury sector (...)" [Philippe Jourdan, CEO]

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso

    "Questo barometro in collaborazione con BNP Exane riflette la nostra determinazione ad avvicinarci all'analisi di marketing e all'analisi finanziaria cross-section. Il nostro approccio Monitoring Brand Assets® tiene conto sia delle analisi complementari che di quelle condotte dagli esperti di BNP Exane. Ecco perché i risultati così ottenuti si fondano su due diverse prospettive, sia di marketing che finanziarie, offrendo così uno straordinario valore aggiunto ai manager e ai decision-maker nel settore del lusso. (...) [Philippe Jourdan, CEO]

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    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Promise Consulting se penche sur la désirabilité des marques de luxe en Chine

    Le cabinet de conseil et d'études en marketing Promise Consulting collabore à nouveau avec BNP Exane afin de faire ressortir le classement des marques de luxe jugées les plus « exclusives » par les clientes sur le territoire chinois. Ce baromètre a été établi auprès de 600 femmes chinoises (18-54 ans) appartenant aux 3% de foyers aux revenus les plus élevés, et porte sur les 30 marques de luxe, prêt-à-porter, accessoires et maroquinerie confondus, qui ont réalisé les plus gros investissements en matière de communication.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Enquête : L’Exclusivité et la Désirabilité des marques de luxe en 2015

    Les résultats d’une grande enquête sur le luxe viennent d’être révélés par le cabinet Promise Consulting. Ce baromètre réalisé en partenariat avec BNP Exane a rapproché la vision marketing et la vision financière et porte sur 15 marques de luxe dans l’univers de la mode.

    Chanel remporte tous les suffrages dans les deux études
    « Le raffinement de ses collections de Haute Couture, le succès de ses collections Croisière et Prêt-à-porter, l’hommage rendu aux Métiers d’Art dans une ville différente chaque année, l’investissement dans le domaine de la Haute Joaillerie depuis 1987 participent à l’ascension de la marque au tout premier plan. Ce résultat n’est donc pas surprenant et récompense un investissement conséquent, cohérent, maintenu dans la durée et très qualitatif » explique Philippe Jourdan, CEO de Promise Consulting.

    [READ MORE]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    BAROMETER PROMISE - BNP EXANE "EXCLUSIVITY & DESIRABILITY" 2015: THE WEALTHIEST CHINESE WOMEN RANK LUXURY BRANDS 

    [WATCH THE VIDEO]

    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Some say that when China sneezes the rest of the world catches cold, but the biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers’ increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion.

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    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Chinese consumers love their Chanel and Hermès – 7/2/16

    Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Luxury Daily reports that French luxury house Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point.

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    china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting

    Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

    Some say that when China sneezes the rest of the world catches cold, but the biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers' increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion. (...)

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    Chanel most desirable brand among Chinese affluents [#China #luxurydaily #chanel]

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    Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane.

    Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection.

    Promise Consulting and BNP Exane’s “Exclusivity and Desirability Barometer” surveyed 600 women among the top 3 percent of households in China in September 2015, asking them about the 30 brands across ready-to-wear, footwear, leather goods and accessories which have made the most investments in communication in the market. This is a follow-up to a survey of French women conducted in May 2015.

    Ranking order
    In exclusivity, Hermès indexes 162, placing it well above the average 100 of the top 15 brands. Aside from Prada, which placed fourth, the rest of the top five is dominated by French houses, with Louis Vuitton in second, Chanel following and Dior in fifth.

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    The most exclusive and desirable brands according the wealthiest Chinese women [#China #Promise #Exane]

    https://youtu.be/-OamJECjONA

    A 3 minutes interview of Pr Philippe Jourdan, CEO Promise Consulting, about the key results of the Promise-BNP Exane Barometer "Exclusivity & desirability":

    How Chinese women rank their most exclusive and desirable brands in luxury fashion?

    [WATCH THE VIDEO]