Last posts on china
2024-03-28T23:43:02+01:00
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pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
#Promiseconsulting #Luxurylab Luxe, Chine, Désirabilité et Exclusivité : retour sur notre événement 18/09
tag:whatsnewinmarketing.blogspirit.com,2019-09-24:3141980
2019-09-24T11:13:00+02:00
2019-09-24T11:13:00+02:00
Evénement très attendu et précédant de quelques jours le démarrage de...
<p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/02/3463307741.3.png" target="_blank" rel="noopener"><img id="media-1075212" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/02/768288080.3.png" alt="luxe, alliance, berstein, promiseconsulting, chine, desirabilite, exclusivite, sommier, paris, fashionweek" /></a></p><p style="color: #000000; font-size: 14px; font-family: Arial;"><strong>Evénement très attendu et précédant de quelques jours le démarrage de la Fashion Week à Paris, </strong>la présentation par Promise Consulting et Alliance Bernstein du 2ème Baromètre des Marques de Mode de Luxe en Chine. Après une première vague en 2015, <strong>l'occasion de faire le point sur les nouveaux entrants, les sortants,</strong> mais surtout de confirmer l'importance de la <strong>Désirabilité et de l'Exclusivité des Marques comme indicateurs de leur performance commerciale et financière</strong>.</p><p style="color: #000000; font-size: 14px; font-family: Arial; text-align: center;"><a style="color: #0066cc; font-size: 14px; font-family: Arial;" href="tel:0609316519" data-link-type="tel" data-link-id="HHJV5OkOTpWCHIDAPlpoKw">PRENDRE CONTACT POUR EN SAVOIR PLUS</a></p><p style="color: #000000; font-size: 14px; font-family: Arial;"><span style="font-size: 13px;"><strong>Vous n'avez pas pu être présent ? Les résultats complets sont disponibles par souscription. La prestation en souscription comprend :</strong></span></p><ul style="color: #000000; font-size: 14px; font-family: Arial;"><li><span style="font-size: 13px;">Un deck de charts complet</span></li><li><span style="font-size: 13px;">Une présentation en vos locaux par Pr Philppe Jourdan, CEO Promise Consulting</span></li></ul><p style="text-align: center;"><span style="font-size: 13px;"><a style="line-height: 16px; text-align: left; margin: 0px; color: #0066cc; font-size: 14px; font-family: Arial; text-decoration: underline;" title="Télécharger le bon de commande !" href="https://we.tl/t-BUKVQrvzJ5" target="_blank" rel="noopener" data-link-type="_blank" data-link-id="N3sfEGzgSUGb2XB39_2qIA">TELECHARGER LE BON DE COMMANDE</a></span></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/00/01/715776160.png" target="_blank" rel="noopener"><img id="media-1075211" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2236454081.png" alt="PHOTO 3 POST 1809.png" /></a></p><p style="color: #000000; font-size: 14px; font-family: Arial;"><strong>Un public nombreux, représentants des marques ou acteurs du secteur du luxe, enthousiastes et impliqués.Des échanges jusque tard la nuit !<br /></strong></p><p style="color: #000000; font-size: 14px; font-family: Arial;">Le nombre limité de places ne nous a pas permis de donner suite à la participation de tous. N'hésitez pas à contacter <a style="color: #0066cc; font-size: 14px; font-family: Arial;" href="mailto:valerie.jourdan@promiseconsultinginc.com" data-link-type="mailto" data-link-id="Re2A8VjuTpOcHaqKIYMO6w">Valérie Jourdan,</a> si vous souhaitez prendre rendez-vous pour partager les enseignements de cette soirée, ou connaître les prochaines dates de réédition de l'événement en France et à l'étranger.</p><p style="color: #000000; font-size: 14px; font-family: Arial;"><strong>Nous remercions plus particulièrement nos interlocuteurs auprès des marques suivantes, présentes dans notre baromètre, pour leur participation ou aimable soutien :</strong></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/00/01/3700745574.png" target="_blank" rel="noopener"><img id="media-1075217" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2813804595.png" alt="PHOTO 5 POST 1809.png" /></a></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/00/01/2810865541.png" target="_blank" rel="noopener"><img id="media-1075218" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/3066702410.png" alt="luxe, alliance, berstein, promiseconsulting, chine, desirabilite, exclusivite, sommier, paris, fashionweek" /></a><a href="http://whatsnewinmarketing.blogspirit.com/media/02/02/944825371.png" target="_blank" rel="noopener"><img id="media-1075215" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/02/254931362.png" alt="luxe, alliance, berstein, promiseconsulting, chine, desirabilite, exclusivite, sommier, paris, fashionweek" /></a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/3464653265.png" id="media-1075198" alt="" /></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[#PromiseConsulting] [#luxurylab] Despite Trade War, Ralph Lauren Gains Momentum in China
tag:whatsnewinmarketing.blogspirit.com,2019-09-19:3141716
2019-09-19T17:31:06+02:00
2019-09-19T17:31:06+02:00
Via Jingdaily, Avery Booker, September 13, 2019 With only an eight-year...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/01/2718361229.jpg" id="media-1074712" alt="" /></p><p>Via Jingdaily, Avery Booker, September 13, 2019</p><p>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.</p><p>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.</p><p><a title="http://bit.ly/2kjcKpC" href="http://bit.ly/2kjcKpC" target="_blank" rel="noopener">[Read more]</a> </p><p>#RalphLauren #luxury #china #business #fashion #HauteCouture #brand #MarketingTrends </p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[#Promiseconsulting][#luxurylab] Here’s How to Avoid the Luxury Industry’s Costliest Mistake
tag:whatsnewinmarketing.blogspirit.com,2019-09-10:3141480
2019-09-10T09:16:00+02:00
2019-09-10T09:16:00+02:00
Daniel Langer, Brand Contributor | Jing Daily Underestimating the...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/00/816906177.jpg" id="media-1074288" alt="" /></p><p>Daniel Langer, Brand Contributor | Jing Daily</p><p style="text-align: justify;">Underestimating the fundamentals is death for a luxury brand. Almost daily, I see startling mistakes that cost brands millions of dollars in profits. And even worse, many of these significant mistakes weaken a brand’s overall equity, which hurts the company immeasurably over the long haul. But what exactly makes luxury such a tricky and volatile segment?</p><p><a title="http://bit.ly/2lJ6gRh" href="http://bit.ly/2lJ6gRh" target="_blank" rel="noopener">[READ MORE]</a></p><p>#jingdaily #fashion #luxury #china</p>
pjourdan
http://leconsobattant.blogspirit.com/about.html
[CONSO LAB] [DISTRIBUTION] | #Alibaba Opening Physical #Mall in #China | @MarketRealist
tag:leconsobattant.blogspirit.com,2017-09-21:3096366
2017-09-21T10:00:00+02:00
2017-09-21T10:00:00+02:00
FROM NAOMI GRAY | MARKET REALIST | http://bit.ly/2vW7Rn5 #Alibaba...
<p><img src="http://leconsobattant.blogspirit.com/media/00/00/2552746552.png" id="media-972498" alt="" /></p><p><strong>FROM NAOMI GRAY | MARKET REALIST | <a href="http://bit.ly/2vW7Rn5" target="_blank" rel="noopener noreferrer">http://bit.ly/2vW7Rn5</a></strong></p><p style="text-align: center;"><span style="text-decoration: underline;"><strong>#Alibaba Opening Physical #Mall in #China</strong></span></p><p><strong>Alibaba (BABA) is building its first China-based physical mall, according to a report in China’s finance newspaper Caixin.</strong> Operating a physical mall would be a significant step in Alibaba’s efforts to blur the line between online and offline trade.</p><p style="text-align: justify;"><strong>Alibaba’s opening of a physical mall would also highlight the growing importance of physical locations to e-commerce companies.</strong> Amazon (AMZN), an Alibaba rival, has also been working to expand its physical store footprint. It has opened several physical bookstores and localized order collection hubs. The acquisition of Whole Foods Market is expected to further expand its physical store presence.</p><p style="text-align: center;"><a href="http://leconsobattant.blogspirit.com/media/01/02/2456524129.png" target="_blank" rel="noopener noreferrer"><img id="media-972497" style="margin: 0.7em 0;" title="" src="http://leconsobattant.blogspirit.com/media/01/02/3917032901.png" alt="Alibaba, Mall, China" /></a></p><p style="text-align: justify;"><strong>Whole Foods, which Amazon acquired for $13.7 billion to bolster its push into grocery, operates 460 stores</strong>. The upcoming Alibaba mall, to be called More Mall, will sit on a two-acre plot. The More Mall could open in April 2018. Like Amazon, Alibaba is eyeing the grocery market as it seeks to diversify its product offering and expand its market share. Alibaba’s China retail sales rose 57.0% to 36.7 billion yuan, as shown in the above chart.</p><p style="text-align: justify;"><strong>As part of its grocery push, Alibaba runs a grocery concept under the Hema brand.</strong> The More Mall is expected to bolster Alibaba’s expansion into the grocery industry. In their grocery push, e-commerce providers are realizing that physical stores are indispensable. Amazon is battling for a share of the more than $800.0 billion US (SPY) grocery market against the likes of Walmart (WMT), Costco (COST), and Kroger (KR).</p>
Blog NEIDINGER
http://blogdesylvieneidinger.blogspirit.com/about.html
SUN XUN, artiste chinois en mouvement au Musée Château d'Annecy.
tag:blogdesylvieneidinger.blogspirit.com,2017-08-13:3326537
2017-08-13T18:13:00+02:00
2017-08-13T18:13:00+02:00
L'expo Chine en mouvement , initiée lors de la dernière session...
<p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">L'expo <span style="text-decoration: underline; color: #0000ff;"><strong><a style="color: #0000ff; text-decoration: underline;" href="http://musees.agglo-annecy.fr/Agenda/Exposition-Chine-art-en-mouvement">Chine en mouvement</a>,</strong></span> initiée lors de la dernière session du Festival du Film d'animation est visible jusqu'au 2 octobre prochain .<img id="media-226582" style="float: right; margin: 0.2em 0px 1.4em 0.7em;" title="" src="http://blogdesylvieneidinger.blogspirit.com/media/02/00/3031074792.GIF" alt="chine, festival du film d'animation d'annecy, annecy, SUN XUN, performance, musée-château d'Annecy, " width="208" height="337" /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">Ce pays <span style="text-decoration: underline; color: #0000ff;"><a style="color: #0000ff; text-decoration: underline;" href="https://www.awn.com/blog/east-meets-west-annecy-international-animation-festival-12-17-june-2017-annecy-france"><strong>China, y était invité officiel</strong> </a></span>et donne à voir ses artistes exposés.<br /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">J'eus le plaisir de visiter la performance in situ de <span style="text-decoration: underline; color: #0000ff;"><strong><a style="color: #0000ff; text-decoration: underline;" href="https://en.wikipedia.org/wiki/Sun_Xun">Sun Xun</a></strong></span> en cours de réalisation dans une salle sombre du Château médiéval et surtout de pouvoir discuter en direct avec l'artiste qui se faisait une sympathique pause sur les marches vénérables.<br /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;"><img id="media-226583" style="float: left; margin: 0.2em 1.4em 0.7em 0px;" title="" src="http://blogdesylvieneidinger.blogspirit.com/media/02/00/2335148868.JPG" alt="chine,festival du film d'animation d'annecy,annecy,sun xun,performance,musée-château d'annecy" width="225" height="169" /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">En plein soleil, non loin du lac. </span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">Respirer. Fumer. Sourire.<br /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">Se laisser photographier.</span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">Visiblement content de son processus créatif local à Annecy.</span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">Il avait précédemment "performé" au<span style="text-decoration: underline; color: #0000ff;"><a style="color: #0000ff; text-decoration: underline;" href="https://www.guggenheim.org/video/sun-xun-tales-of-our-time"><strong> musée Guggenheim</strong> </a></span>en octobre 2016..<br /></span></p><p><span style="text-decoration: underline; font-size: 14pt; color: #0000ff;"><strong><span style="font-family: helvetica,arial,sans-serif;"><a style="color: #0000ff; text-decoration: underline;" href="https://www.youtube.com/watch?v=gW3atm5zATE">Le processus créatif local en direct</a> sur you tube :<br /></span></strong></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;"> </span></p><p style="text-align: center;"><img id="media-226588" style="margin: 0.7em 0;" title="" src="http://blogdesylvieneidinger.blogspirit.com/media/02/02/1373347922.GIF" alt="chine,festival du film d'animation d'annecy,annecy,sun xun,performance,musée-château d'annecy" /></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;"><img id="media-226585" style="float: left; margin: 0.2em 1.4em 0.7em 0px;" title="" src="http://blogdesylvieneidinger.blogspirit.com/media/01/01/856340606.JPG" alt="chine,festival du film d'animation d'annecy,annecy,sun xun,performance,musée-château d'annecy" width="686" height="514" /></span></p><p> <span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;"> (performance en cours le 15 juin à 17H ) (et la pause... méritée)<br /></span></p><p><span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;"><img id="media-226584" style="float: right; margin: 0.2em 0px 1.4em 0.7em;" title="" src="http://blogdesylvieneidinger.blogspirit.com/media/00/00/1071933962.JPG" alt="chine,festival du film d'animation d'annecy,annecy,sun xun,performance,musée-château d'annecy" width="461" height="615" /></span></p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p><span style="font-size: 14pt; color: #000000;"><span style="font-family: helvetica,arial,sans-serif;"> </span></span></p><p> </p><p> </p><p><span style="font-size: 14pt; color: #000000;"><span style="font-family: helvetica,arial,sans-serif;"> <span style="font-family: helvetica,arial,sans-serif; font-size: 14pt;">"<em><span style="color: #800000;">Le motif fait partie du vocabulaire pictural fantastique et absurde dont se sert l’artiste d’animation</span><span style="text-decoration: underline; color: #800000;"> Sun Xun pour créer son univers filmique. Dans ses œuvres, il brouille la frontière entre techniques traditionnelles – encre, gravure sur bois et calligraphie – et procédés numériques modernes. Son thème de prédilection est l’histoire filtrée par les médias, les contradictions entre l’histoire officielle et le vécu personnel.</span><span style="color: #800000;">"(in Court Circuit 794 Arte)</span></em></span> </span></span></p><p> </p><p><span style="font-size: 14pt; color: #000000;"><span style="font-family: helvetica,arial,sans-serif;"> Sylvie Neidinger</span></span></p><p><strong> </strong><span style="text-decoration: underline; color: #0000ff;"><span style="font-size: 14pt;"><strong><span style="color: #000000; text-decoration: underline;">SUN XUN :</span></strong></span><strong><br /></strong></span></p><p><span style="text-decoration: underline; color: #0000ff;"><a style="color: #0000ff; text-decoration: underline;" href="https://www.annecy.org/programme/fiche:plng-100001501120"><strong>Cinéaste SUN XUN à Annecy en juin 2017</strong> </a></span></p><p><span style="text-decoration: underline; color: #0000ff;"><strong><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><span style="font-family: helvetica,arial,sans-serif;"><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/archive/2017/06/14/annecyfestival-5-de-soumission-284657.html">http://duboutdubo</a></span></span></strong></span></p><p><span style="text-decoration: underline; color: #0000ff;"><strong><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><span style="font-family: helvetica,arial,sans-serif;">http://blogdesylvieneidinger.blogspirit.com/archive/2017/06/13/le-suisse-george-schwizgebel-recoit-le-cristal-d-honneur-du-284620.html</span></span></strong></span></p><p><span style="text-decoration: underline; color: #0000ff;"><strong><a style="color: #0000ff; text-decoration: underline;" href="http://www.lemonde.fr/cinema/article/2017/06/16/la-peinture-shanshui-s-anime-au-festival-d-annecy_5145402_3476.html"><span style="color: #000000; text-decoration: underline; font-size: 14pt;">PLUS ++</span>La peinture SHANSUI s'anime au Festival</a></strong></span></p><p> </p><p><span style="font-family: comic sans ms,sans-serif; color: #800000;"> crédit image : photos sylvie neidinger et capture d 'écran</span></p><p> </p><p><span style="font-size: 12pt;"><strong><span style="text-decoration: underline;"><span style="color: #000000; text-decoration: underline;">Série du blog Neidinger sur le Festival d'animation Annecy 2017</span></span></strong></span></p><p><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><strong><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/archive/2017/06/13/le-suisse-george-schwizgebel-recoit-le-cristal-d-honneur-du-284620.html">1-Le suisse George Schwizgebel reçoit le Cristal d'honneur</a></strong></span></p><p><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><strong><span style="font-family: helvetica,arial,sans-serif;"><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/archive/2017/06/14/annecyfestival-5-de-soumission-284657.html">2-Festival:+5% de soumissions de films en 2017</a></span></strong></span></p><p><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><strong><span style="font-family: helvetica,arial,sans-serif;"><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/archive/2017/08/13/sun-xun-artiste-chinois-toujours-en-mouvement-au-musee-chate-285601.html">3-Sun Xun artiste chinois en mouvement au Musée Château D'Annecy</a></span></strong></span></p><p><span style="text-decoration: underline; font-size: 10pt; color: #0000ff;"><strong><span style="font-family: helvetica,arial,sans-serif;"><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/archive/2018/05/26/del-toro-en-dedicace-au-festival-d-animation-annecy-2017-292369.html">4-Del Toro en dédicace au Festival d'Animation Annecy 2017</a></span></strong></span></p><p> </p><p> </p><p> </p><p style="text-align: center;"><span style="font-family: comic sans ms,sans-serif; color: #800000;"> <span style="text-decoration: underline; font-size: 18pt;"><strong><span style="font-family: georgia, palatino, serif;"><span style="color: #0000ff; font-size: 14pt;"><a style="color: #0000ff; text-decoration: underline;" href="http://blogdesylvieneidinger.blogspirit.com/marche-international-du-film-annecy/">RUBRIQUE FESTIVAL D'ANIMATION D'ANNECY</a></span><br /></span></strong></span></span></p><p> </p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
@L’Oréal #growth remains strong in #China despite #economic #slowdown [#innovation #strengths #Asia #UltraDoux #Garnier
tag:whatsnewinmarketing.blogspirit.com,2016-09-12:3077939
2016-09-12T17:00:00+02:00
2016-09-12T17:00:00+02:00
L’Oréal growth remains strong in China despite economic slowdown By...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/01/2257976817.png" id="media-929681" alt="" /></p><p style="text-align: justify;"><strong>L’Oréal growth remains strong in China despite economic slowdown</strong></p><p style="text-align: justify;">By Simon Pitman+, 02-Aug-2016, cosmeticsdesign-asia</p><p style="text-align: justify;"> <strong>Despite the economic slowdown in China, L’Oréal’s performance in the country continues to go from strength to strength as the product innovation pipeline is maintained.</strong></p><p style="text-align: justify;">The article shares the information that for the first six months of the year the like-for-like growth was 4.6 to €2.8bn, while on a reported basis it rose 0.6%.</p><p style="text-align: justify;"><strong>L’Oréal Luxe maintains momentum in China</strong></p><p style="text-align: justify;"><strong>Especially the performance of the luxury brands Yves Saint Laurent and Giorgio Armani contributed to the strong sales of the company’s luxe division</strong>. In the Asia Pacific region it has been driven by the launch of Ultra Doux in China and India, while in Southern Asia the reason lies behind the roll-out of the Garnier brand.</p><p style="text-align: justify;">On an international basis, the company stressed tha<strong>t the currency negatively impacted the results by 3.9% for the first six month of the year.</strong> According to the group, the like-for-like revenues for the first half of the year accounted for 4.2% to €12.89bn, which represented a reported growth of 0.6%, taking into consideration the negative impact of currency exchange.</p><p style="text-align: justify;"><strong>Interestingly, all divisions and geographies reported growth despite the impact from currency translation, while the Luxe and Active Cosmetics divisions were the most outstanding ones</strong> despite the challenging situation.</p><p style="text-align: justify;"><em>“L’Oréal Luxe, in a market that remains solid, is continuing to deliver sustained growth by capitalizing on its unique brand portfolio and by maintaining its innovation drive”,</em> explains L’Oréal CEO Jean-Paul Agon, who points equally out that the strength of the group lies definitely within its balanced business model.</p><p><a title="L'Oréal growth remains strong in China" href="http://bit.ly/2aLLd97">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Press Release - Barometer @Promiseconsulting – @BNPExane : #Luxury Fashion #Brands in the #US #2016
tag:whatsnewinmarketing.blogspirit.com,2016-09-12:3079324
2016-09-12T15:00:00+02:00
2016-09-12T15:00:00+02:00
BAROMETER PROMISE – EXANE BNP : LUXURY IN THE USA 2016...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/1590750541.png" id="media-933645" alt="" /></p><p style="text-align: center;"><span style="text-decoration: underline; font-size: 14pt;"><span style="color: #000000; text-decoration: underline;"><strong><span style="font-family: 'Calibri',sans-serif;">BAROMETER PROMISE – EXANE BNP : LUXURY IN THE USA 2016</span></strong></span></span></p><p style="text-align: center;"><strong><br /><a title="http://bit.ly/2clJF5Z" href="http://bit.ly/2clJF5Z" target="_blank">[ACCEDER A LA VERSION FRANCAISE DU COMMUNIQUE DE PRESSE]</a><br /></strong></p><p style="text-align: justify;"><strong>Promise Consulting Inc., an acknowledged consulting and market research firm, joins forces with Exane BNP, a key actor in the European financial market and a specialist in research and analyses for the European, Asian and American luxury sector, to publish the 3nd wave of the 2016 Promise – Exane BNP Barometer on "Exclusivity & Desirability of top luxury brands in the USA".</strong></p><p style="text-align: justify;"><strong>This barometer classifies the 22 most known, purchased, exclusive and desired brands in the US in the universe of personal luxury goods (fashion). This year’s barometer was conducted amongst the wealthiest American women from the Industry Interviews ranking, Exane Paribas Estimates & Analysis (2015), who were interrogated on the categories ready-to-wear, handbags, shoes and accessories.</strong></p><p style="text-align: justify;"><strong>With its macro vision of the American luxury market, the barometer establishes basically a section on the brands’ awareness, purchase and the brand image, with a focus on the notions of exclusivity and desirability.</strong> </p><p style="text-align: left;"><em><span style="text-decoration: underline;"><strong><span style="font-size: 8pt;"><a title="LUXURY IN THE USA 2016" href="http://bit.ly/2bOik9p"><img id="media-932949" style="float: left; margin: 0.2em 1.4em 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/3692253423.png" alt="Flag USA" width="29" height="15" /></a></span></strong></span></em><em><span style="text-decoration: underline;"><strong><span style="font-size: 8pt;"><a title="LUXURY IN THE USA 2016" href="http://bit.ly/2bOik9p">[DOWNLOAD HERE THE SLIDES IN PDF FORMAT]</a></span> </strong></span></em></p><p style="text-align: left;"><span style="text-decoration: underline; font-size: 10pt;"><strong>EXPERT OPINION</strong></span></p><p style="text-align: center;"><img id="media-933646" style="float: left; margin: 0.2em 1.4em 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/02/2763706795.png" alt="luxury,usa,2016,barometer front row,exclusivity,desirability,aided awareness,penetration,market growth,china,france,promise consulting,exane bnp" width="152" height="166" /></p><p style="text-align: justify;">«<em> The first two waves of the “Front Row” Barometer confirmed already the existence of an implicit hierarchy among top luxury brands and the others. Now, after France and China, the Barometer measured in its third year the exclusivity and desirability of top luxury brands amongst the wealthiest women in the US in the sector of women’s fashion (ready-to-wear, bags, shoes and leather accessories). The results outline that the Americans have a very special vision of luxury brands. Considering that Ralph Lauren occupying the first place in terms of penetration, followed by Chanel and Gucci, is not a surprise, the performance of Vera Wang is definitely noteworthy and needs to be emphasized: Indeed, the brand of the American fashion designer with Chinese roots, is ranked on 4th’s position, demonstrating therefore that the brand’s reputation now exceeds the world of wedding dresses, on which the designer brand from Now York initially based its fame, awareness and reputation.<br />Prada, Versace, Louis Vuitton and Gucci occupy the top four ranks on exclusivity, which is proof enough - if proof was even needed - that the Italian fashion brands highly attract the US customers, while only Louis Vuitton manages to position itself on #3. Should we interpret this as the revenge of designer brands and family businesses as opposed to large international luxury groups? This special attachment to the founder’s personality is also reflected in the performance of Ralph Lauren, who ranks second in desirability despite not claiming to exclusivity. In order to qualify our statement, we need however to recognize the resilience of Louis Vuitton (3rd in exclusivity and 1st in desirability). The flagship brand of LVMH confirms and even strengthens its position on these two criteria that the brand had already obtained in our last two barometers, China and France. Therefore, Mr. Bernard Arnaud’s objective to make "Louis Vuitton, the most desirable brand in the world" does not seem out of reach. While occupying an excellent 3rd place in desirability (behind Louis Vuitton and Ralph Lauren), Chanel receives in terms of exclusivity a surprising 10th place from the wealthiest female customers in the USA, which is in particular due to the perception gap between the brand’s younger and older clients. The brand reveals itself to be less consensual in the US than elsewhere on this criterion.</em> »</p><p style="text-align: center;"><em><strong>Philippe JOURDAN,</strong></em><br /> <em>Associate of Promise Consulting, University professor and member of the American Marketing Association (AMA)</em></p><p style="text-align: left;"><span style="text-decoration: underline; font-size: 10pt;"><strong>METHODOLOGY</strong></span></p><p style="text-align: justify;">The PROMISE – EXANE BNP "EXCLUSIVITY AND DESIRABILITY" Barometer has an international vocation and is renewed and published every year in several countries and on several luxury product in the universe of fashion and cosmetics (« soft luxury »). Both measured criteria – DESIRABILITY and EXCLUSIVITY – are based on a general model consisting of 24 key indicators which measure a brand’s performance from a customer’s point of view (« customer-based brand value »). This model, - called Monitoring Brand Assets®- is marketed by Promise Consulting for its numerous clients in the sector of Fashion, Beauty and Distribution, who use the methodology in order to establish their marketing plans and measure their brand’s performance and return on investment (ROI).</p><p>> Collection method: Online Access Panel<br />> Period of data collection : June 2016 <br />> Country : USA<br />> Univers : Luxury (prêt-à-porter, handbags, shoes, accessories, etc.)<br />> Sample : 750 adult women (25-54 years old) with a monthly household income of + 12 500$<br />> Theme : BAROMETER PROMISE - EXANE BNP : LUXURY IN THE USA 2016<br />> List : 22 evaluated brands<br />> Measured indicators : Awareness, Penetration, Brand Image, Exclusivity and Desirability</p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">DESIRABILITY</span><br /></strong>The brand desirability index is based on the brands which the respondents recognized among the presented ones. The desirability is measured according to the Likert scale with 7 points (and converted afterwards into an index), among the respondents who consider the brand as "ideal / close to their ideal" and those who think the brand is " not ideal / far from their ideal." It is then presented as the percentage of respondents who opted for the top 2 of the Likert scale, the notes 6 or 7. This scale was tested on its robustness, validity and reliability in an international and multicultural context.</p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">EXCLUSIVITY</span><br /></strong>The brand exclusivity Index is constructed thanks to the brands which the respondents recognized among the presented ones. The exclusivity is measured according to a Likert scale with 5 points, increasing from “more accessible” to “more exclusive”. Such as for the desirability, the exclusivity score is equally converted into an index based on the % of respondents, who attributed the notes 5 or 4. This scale was tested on its robustness, validity and reliability in an international and multicultural context.</p><p style="text-align: justify;"><span style="text-decoration: underline; font-size: 10pt;"><strong>USA : 1ST LUXURY GOODS MARKET DESPITE ITS LOW GROWTH AT CONSTANT EXCHANGE RATES</strong> </span></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">A GLOBAL MARKET VALUE OF €237 BN ON PERSONAL LUXURY GOODS</span><br /></strong>The global market for luxury consumer goods accounts for € 237 billion and represents therefore the second most important segment after luxury cars (€ 379 billion) and hotels (€ 165 billion), which is equivalent to nearly one quarter (24%) of the amount spent in all categories of the luxury sector together. <em>(Source: Luxury Goods Worldwide Market Study, Bain, 2016).</em></p><p style="text-align: center;"><img id="media-932942" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/01/3920349524.2.png" alt="Global market value, luxury goods market, 2015" /></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">USA: 1ST GLOBAL MARKET</span><br /></strong>Considering the entire market of luxury consumer goods, the USA is ranked on the first place with almost 79 billion euros purchase (2014). The USA imposes itself on the other countries and is therefore far ahead of Japan (€ 20 billion), China (€ 18 billion), Italy and France (€ 17 billion). If growth remains important, the latter was since 2014 essentially due to exchange rate differentials between the dollar and the euro, wherefore the growth at constant exchange rates is zero.</p><p style="text-align: center;"><img id="media-932943" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/570927752.2.png" alt="USA, first global market, luxury, countries" /></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">USA: 2ND MOST IMPORTANT CONTRIBUTER TO THE MARKET GROWTH</span><br /></strong>With their purchases on luxury consumer goods, US citizens have contributed between 2012 and 2015 to nearly a third of the growth in this market, wherefore the USA can be considered as the market growth’s second contributor, right after China. <em>(Source: Bain & Co, Altagamma, Exane BNP Paribas analyses & estimates).</em></p><p style="text-align: center;"><img id="media-932944" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3546387309.2.png" alt="USA, Contributer to market growth, Bain & Co" /></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">DIGITAL AND LUXURY IN THE USA, A CONTRADICTION? NOT AT ALL!</span><br /></strong>Today it is a fact that the luxury market exists beyond the boundaries of physical point of sales. For example, YOOX NET- A- PORTER GROUP is the perfect illustration of this trend. Thus, 49 % of the respondents claim having already bought luxury consumer goods online, either several times or at least once, while 28 % are planning on doing so very soon. <em>(Source : Promise Consulting / Exane BNP).<br /><br /></em></p><p style="text-align: justify;"><span style="text-decoration: underline; font-size: 10pt;"><strong>A MATCH BETWEEN ITALIAN AND FRENCH BRANDS UNTER THE ARBITRATION OF RALPH LAUREN</strong></span></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">AIDED AWARENESS: « FRATELLI D'ITALIA »</span><br /></strong>The graphic on the left visualizes that <strong>5</strong> <span style="text-decoration: underline;">Italian brands</span> are positioned among the top 10 ranking in terms of aided awareness, while only <strong>3</strong> <span style="text-decoration: underline;">French brands</span> managed to do so. <span style="text-decoration: underline;">Gucci</span> is clearly the winner in this category and benefits from an excellent media coverage accompanied by the faultless direction of the young Alessandro Michele.<br />Although, during the financial year 2015-2016, the sales of <span style="text-decoration: underline;">Ralph Lauren</span> fell by almost 3%, to 6.3 billion euros, the brand does not suffer from notoriety issues. In terms of notoriety the brand occupies position <strong>No. 2</strong> and remains an industry benchmark in its country of origin.</p><p style="text-align: center;"><img id="media-932945" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2506265084.2.png" alt="aided awareness, FRONT ROW Barometer, luxury USA, 2016, Promise Consulting" /></p><p style="text-align: justify;">In fact, wasn’t it the US Olympic team which was dressed in blue-white-red by Ralph Lauren at the opening and closing ceremonies of the Olympics in Rio? The arrival of Ralph Lauren’s new executive director Stefan Larsson, former head of Old Navy, will definitely encourage new strategies and marketing approaches for the iconic American brand. Chanel is ranked on the third position of the podium with the brand’s new muse Lily-Rose Depp (as it was already her mother) and saves therefore the honor of the French luxury houses. Finally, we note the emergence of Vera Wang on the 8th position in this ranking, who is well known as a specialist of wedding dresses, including the one of Sex and the City-star Carrie Bradshaw. In this ranking Internet purchases do not disrupt brand awareness, but confirms rather that online shoppers know more brands and that luxury becomes more attracted to digital media which involves the customers, making them even sharper concerning their knowledge of the brands in this sector.</p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">PENETRATION AND AIDED AWARENESS STAND INDEED IN RELATION TO EACH OTHER</span><br /></strong>With a cumulative penetration of <strong>63%</strong>, <span style="text-decoration: underline;">Ralph Lauren</span> takes the lead on its national market. Far behind, with <strong>43%</strong>, <span style="text-decoration: underline;">Chanel</span> monopolizes the second position followed by <span style="text-decoration: underline;">Gucci</span> with <strong>41%</strong>. In the universe of women’s luxury fashion, the most well-known brands are consequently also the most purchased ones (the podium remains the same, only the order is reversed here).</p><p style="text-align: justify;">Finally, <span style="text-decoration: underline;">Vera Wang</span> has wind in her sails and occupies with a cumulative penetration of<strong> 38%</strong> the bottom of the podium: the position of the New York designer with Chinese origin illustrates that the brand’s popularity goes far beyond the world of wedding dress, on which the designer initially established her image and reputation.</p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong><span style="font-size: 10pt;">EXCLUSIVITY : ITALIAN DESIGNERS ADHEAD OF THE FRENCH HAUTE COUTURE HOUSES</span></strong></span></p><p style="text-align: justify;">By definition, exclusivity is associated with a unique know-how, a recognizable style and a creative and talented bias which can ultimately claim a higher price. In the collective unconscious, the French Haute Couture houses occupy therefore a special position, as we have already revealed in previous barometers, for China and France in particular.</p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">USA & EXCLUSIVITY: LOUIS VUITTON SURROUNDED BY ITALIAN DESIGNERS</span><br /></strong>The exclusivity ranking (on the right) reveals clearly that the wealthiest American clients measure and perceive exclusivity according to other criteria than the French interrogated women did in particular in 2015 during the 1st wave of the barometer Promise – Exane BNP. Highly valuating the personality of the founders, as well as the creativity and personality of the artistic directors, the Americans classify two Italian brands before France’s first luxury house <span style="text-decoration: underline;">Louis Vuitton</span> and far before the two French icons, Chanel and Dior.</p><p style="text-align: justify;">With its cultural patronage, sports sponsorship with the <em>Louis Vuitton America's Cup World Series</em>, and as newest member of the exclusive club Swiss watch houses, and through the launch of its new fragrances ... <span style="text-decoration: underline;">Louis Vuitton</span> chooses a dynamic and diverse business strategy and communication, of which Uncle Sam’s country absolutely benefits. Meanwhile, <span style="text-decoration: underline;">Hermès, Chanel</span> and <span style="text-decoration: underline;">Dior</span> are positioned further back in the ranking.<br />Flat for <span style="text-decoration: underline;">Hermès</span> and <span style="text-decoration: underline;">Chanel</span>, two statutory brands par excellence, which yet perform better among young American consumers (25-40 years) and which occupy the <strong>4th</strong> and <strong>5th</strong> position with the respectively scores of <strong>75%</strong> and<strong> 74%</strong>.</p><p style="text-align: center;"><img id="media-932946" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/1803396571.2.png" alt="Exclusivity, Luxury, USA, 2016, Promise Consulting, Prada, versace, Louis Vuitton" /></p><p style="text-align: justify;"><strong><span style="font-size: 10pt;">USA : A MARKET APART</span><br /></strong>If the Italian luxury brands clearly occupy the US market on exclusivity, the French luxury houses - embodied by the "Big Four", <span style="text-decoration: underline;">Hermés, Louis Vuitton, Chanel</span> and <span style="text-decoration: underline;">Dior</span> - remain a reference in France and China. Design, creativity, heritage, tradition, brightness, quality manufacturing, strong media coverage and the notion of <em>“Made-in-Italy”</em> is a huge success in the USA. Hereby we emphasize on the fact that <span style="text-decoration: underline;">Gucci</span>, to a 100% owned by the French group Kering, <span style="text-decoration: underline;">Prada, Versace</span> and <span style="text-decoration: underline;">Armani</span> are 100% Italian brands.</p><p style="text-align: center;"><img id="media-932947" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/3637140948.png" alt="USA, market differences, China, France, Luxury, 2016, Promise Consulting" /></p><p style="text-align: left;"><span style="text-decoration: underline; font-size: 10pt;"><strong>DESIRABILITY: A RANKING WHERE FRANCE CLEARLY TAKES THE LEADERSHIP</strong></span></p><p style="text-align: justify;">While the American wealthiest customers fall in terms of exclusivity under the spell of the Italian designers <span style="text-decoration: underline;">Prada</span> or <span style="text-decoration: underline;">Versace</span>, both brands sacrifice their positions in desirability. Thus, <span style="text-decoration: underline;">Louis Vuitton</span> (<strong>40%</strong>) occupies the top step of the podium, closely followed by <span style="text-decoration: underline;">Ralph Lauren</span> (<strong>39%</strong>) on its domestic market, and <span style="text-decoration: underline;">Chanel</span> (<strong>39%</strong>), the symbol of French luxury.<br />Note also that <span style="text-decoration: underline;">Burberry</span> rises on the <strong>4th</strong> place (<
pjourdan
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Spending on #beauty up in #China, despite cooling #economy [#mobile payments #online purchase #cosmetics #marketing #per
tag:whatsnewinmarketing.blogspirit.com,2016-09-09:3077700
2016-09-09T17:00:00+02:00
2016-09-09T17:00:00+02:00
Spending on beauty up in China, despite cooling economy By Lucy...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/00/80059992.jpg" id="media-929344" alt="" /></p><p style="text-align: justify;"><strong>Spending on beauty up in China, despite cooling economy</strong></p><p style="text-align: justify;">By Lucy Whitehouse +, 27-Jul-2016, cosmeticdesign-europe</p><p style="text-align: justify;"><strong>Chinese consumers are still keen to spend on beauty in China</strong>, according to newly released research from Mintel, with the majority of those surveyed stating <strong>they spent more on facial skin care in 2015 compared to 2014.</strong></p><p style="text-align: justify;"><strong>In 2014-2015 the total retail sales of cosmetics in China grew about 12%</strong>, as the article points it out and reached therefore the RBM 204.9 billion. According to Mintel the forecast for 2020: There will be still a high demand that will translate itself until 2020 into a RMB of 338 billion. </p><p style="text-align: justify;">The senior beauty and personal care analyst at Mintel explains that <strong>Chinese purchases move to online retailing, wherefore marketing will be key success factor for Chinese beauty brands</strong>. The number of consumers using mobile devices when paying their beauty products has doubled during the past 2 years.</p><p style="text-align: justify;">As Chen believes <strong>“mobile is becoming the battlefield for beauty retailers”</strong>. The next challenge is therefore to engage customers through a pore <strong>personalized and targeted</strong> presentation of the offers.</p><p style="text-align: justify;"><a title="Spending on beauty up in China" href="http://bit.ly/2asP7lD">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Eye on the Trends in Asia: customisation [#customization #Asia #China #skincare #personalization #cosmetics #culture]
tag:whatsnewinmarketing.blogspirit.com,2016-09-07:3077249
2016-09-07T10:00:00+02:00
2016-09-07T10:00:00+02:00
Eye on the Trends in Asia: customisation By Lucy Whitehouse +,...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/00/1156937361.jpg" id="media-928540" alt="" /></p><p style="text-align: justify;"><strong>Eye on the Trends in Asia: customisation</strong></p><p style="text-align: justify;">By Lucy Whitehouse +, 20-Jul-2016, cosmeticsdesign-asia</p><p style="text-align: justify;">Four key trends are tipped to define the skin care market in Asia in the coming years, according to research from Euromonitor International. In this series of specials, Cosmetics Design takes a closer look at each, starting here with <strong>customisation</strong>.</p><p style="text-align: justify;">According to a research analyst with Euromonitor based in Singapore, <strong>customization is defined as key trend, since the consumer demand for personalized skin care products is growing. Indeed, 50.5% of the respondents claimed ‘suited to my skin type’ as the decisive element during their last skin care purchase</strong>.</p><p style="text-align: justify;"><span style="text-decoration: underline;">In China there are five key areas in which personalization is strongly demanded:</span></p><ul><li>Age</li><li>Moisture balance</li><li>Ethnicity</li><li>Gender</li><li>Lifestyle</li></ul><p style="text-align: justify;">Consequently, the article outlines the <strong>importance of catering to consumers’ specific needs related to ethnicity and offering products that correspond to the consumers’ local environments, climates and cultural beliefs and identities.</strong></p><p style="text-align: justify;"><a title="Trends in Asia" href="http://bit.ly/2aa18uX">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
The Latest Facts and Figures about the #Chinese #Luxury Market [#Luxury #Travel #China #Economy #IncomeGap #GrowthStrate
tag:whatsnewinmarketing.blogspirit.com,2016-09-05:3078845
2016-09-05T10:00:00+02:00
2016-09-05T10:00:00+02:00
By Fflur Roberts, 18-08-2016+,Senatus, Luxury Society There is much...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/01/3241510689.png" id="media-931628" alt="" /></p><p style="text-align: justify;">By Fflur Roberts, 18-08-2016+,Senatus, Luxury Society</p><p style="text-align: justify;"><strong>There is much discussion about what a slowing economy in China means for the luxury industry. Euromonitor highlights the latest numbers and what it means for the industry.</strong></p><p style="text-align: justify;">Over the past decade, China and moreover the Chinese have led the world in luxury shopping. As a By 2015 China offered more luxury retail selling space than Japan and was fast catching up on the US, and the <strong>Chinese accounted for over a third of all global luxury spending.</strong></p><p style="text-align: justify;">According to Euromonitor International’s latest travel data, <strong>the Chinese made almost 3 million trips to the US in 2015</strong>, an increase of almost 8% on 2014 and a massive 206% increase in the last five years since 2010. During the same year they made 2 million trips to France, 5 million trips to Japan and 285 thousand trips to the UK.</p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong>Overview of the Economy</strong></span></p><p style="text-align: justify;"><strong>However in 2014 and 2015, mainland China posted its lowest growth in sales of luxury goods</strong> since our records began (a real decline of -3% and +1% respectively). Therefore, Beijing faces some serious challenges. The government wants to change strategy by reducing its reliance on debt-fuelled investment in construction and heavy industry and boosting consumption.</p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong>Individuals aged 45-49 are the largest group amongst top earners</strong></span></p><p style="text-align: justify;">Although individuals aged 30-34 commanded the highest average gross income in 2015, the age segment 45-49 represented the largest proportion amongst Chinese in the top income band (ie individuals with an annual gross income over US$150,000) in the same year. <strong>By 2030, the age group 40-44 will have become the most prominent amongst the country’s top income earners, representing opportunities for luxury services and high-end family orientated goods</strong> (especially given the relaxation of China’s one-child policy).</p><p style="text-align: justify;"><strong>Between 2015 and 2030, China is expected to add in excess of 3.4 million additional individuals to this wealthy population, making it the fifth largest market in the world in terms of HNWI’s.</strong></p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong>Income gap is expected to remain wide over the long term</strong></span></p><p style="text-align: justify;">One of the main determinants of income inequality in the country is the condition of urban/rural households, which also affects migrant individuals working in the city, but whose household registration (or “hukou”) is in a rural area.</p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong>Luxury brands need to re-think their growth strategies</strong></span></p><p style="text-align: justify;">The impact of a weakening economy is unlikely to stop wealthy Chinese consumers from travelling to buy their luxury goods, but it might change their destination of choice as well as total in-destination spend.</p><p style="text-align: justify;"><span style="text-decoration: underline;"><strong>China’s grey luxury goods market</strong></span></p><p style="text-align: justify;"><strong>The main players in the grey market are professional shoppers, known in Chinese as daigou, who travel abroad to buy luxury goods in bulk</strong> (in effect, by filling their suitcases). They return home to sell their wares either directly or online, and it has developed into a business worth billions of US dollars.</p><p style="text-align: justify;"><a title="Facts and Figures about the Chinese Luxury Market" href="http://bit.ly/2bXkQ17">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
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LF #Beauty: meeting Asian consumers' needs has 'never been more challenging' [#skincare #China #beauty #import #cosmetic
tag:whatsnewinmarketing.blogspirit.com,2016-08-04:3077250
2016-08-04T11:00:00+02:00
2016-08-04T11:00:00+02:00
LF Beauty: meeting Asian consumers' needs has 'never been more...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/3290274269.jpg" id="media-929351" alt="" /></p><p style="text-align: justify;"><strong>LF Beauty: meeting Asian consumers' needs has 'never been more challenging'</strong></p><p style="text-align: justify;">By Lucy Whitehouse +, 13-Jul-2016, cosmeticsdesign-asia</p><p style="text-align: justify;"><strong>The president of LF Beauty, a third party manufacturer and supplier, has spoken of the challenges and opportunities being posed for beauty by the Asia market.</strong></p><p style="text-align: justify;">The article outlines that it has never been more challenging, while there have never been more opportunities for brands to satisfy the customers’ needs. According to Raymond <strong>“Asian beauty is now setting the pace for the world”</strong>. China’s customers have a rising demand for K-beauty products, whereby Korean brands face the challenge of acting with insider knowledge of the Chinese market.</p><p style="text-align: justify;">Indeed, the Korean International Trade Association found out that <strong>Korean companies accounted for 22.1% of China’s imported cosmetics in 2015, closing the gap with the French who have a market share of 30.6%. During the first seven months of the year, China’s imports of cosmetics products rose 36.1% to $1.67 billion.</strong></p><p style="text-align: justify;"><a title="Meeting Asian consumers' needs" href="http://bit.ly/2an6ypK">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
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Ethnic #skin care: the way forward or outmoded concept? [#skincare #beauty #anti-aging #ethnicity #China]
tag:whatsnewinmarketing.blogspirit.com,2016-07-21:3076839
2016-07-21T11:00:00+02:00
2016-07-21T11:00:00+02:00
Ethnic skin care: the way forward or outmoded concept? By DSM...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/01/1130751112.jpg" id="media-927709" alt="" /></p><p style="text-align: justify;"><strong>Ethnic skin care: the way forward or outmoded concept?</strong><br />By DSM Nutritional Products, Ltd 16-Jun-2016, CosmeticsDesign-Europe.com<br /><br />Whilst the power of beautiful skin is undeniably universal, skin care needs vary widely from person to person. Men’s skin is not the same as women’s; younger skin has different needs than older skin. Skin may be dry or oily. And skin – the largest organ in the body – differs in another way: it comes in a beautiful range of tones which are visible links to our genetic and ethnic heritage.</p><p style="text-align: justify;"><strong>So what are the broader influences behind consumer choices when it comes to skin care products?<br /></strong><br /><strong>Skin: an evolving story</strong><br />In many regions of the world – China being a case in point – the population is still fairly homogeneous and people may have quite specific skin care needs based on cultural as well as biological factors. DSM Consumer Insight researchers who went to that country found that definitions of beauty in China often differ widely from those cited in many Western countries. They also found that <strong>Chinese women had different anti-aging skin care priorities, tending to be less worried about wrinkles than about loss of skin elasticity, enlarged pores and uneven tone.</strong></p><p style="text-align: justify;"><strong>For manufacturers of skin care products this presents both challenges and opportunities.</strong><br />A DSM Insights team that conducted a field study in Los Angeles and New York among mothers, daughters, aunts and friends obtained a myriad of rich insights into their notions regarding <strong>ethnicity and skin care</strong>. Many interviewees declared their opposition to the idea of categorizing people by ethnic group, believing that this simply isn't consistent with people's views of the world today, or their view of themselves.</p><p style="text-align: justify;"><strong>The take-away message from consumer insights is therefore that the need for multifunctional skin actives which work equally well for all skin tones and types is set to grow.</strong><br />In their study DSM investigated the global applicability of a peptide ingredient amongst three different ethnicities (Caucasian, Asian and African), whereby they discovered new cosmetic properties.</p><ul><li>Multifunctional anti-ager for all skin tones</li><li>Visible reduction of the signs of aging and shiny skin</li><li>Improved skin smoothness and appearance resulting in younger-looking skin</li></ul><p style="text-align: justify;">The peptide therefore has applications as a global anti-aging cream and serum, and as a skin beauty maximizer mask. It is China-listed.</p><p style="text-align: justify;"><br /><a title="Ethnicity and Skincare" href="http://bit.ly/29AXRrR">[READ THE ENTIRE ARTICLE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Conference « Luxury & China » [06/30] Sharing the event’s most important moments [#promiseconsulting @adetem]
tag:whatsnewinmarketing.blogspirit.com,2016-07-06:3076255
2016-07-06T15:00:00+02:00
2016-07-06T15:00:00+02:00
[VIEW THE PICTURES ON FLICKR] Conference « Luxury and...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3414092831.png" id="media-925977" alt="" /></p><p style="text-align: center;"><strong>[VIEW THE PICTURES ON FLICKR]</strong></p><p style="text-align: center;"><a title="Flickr" href="https://www.flickr.com/photos/promiseconsulting/sets/72157669426338860/" target="_blank"><img id="media-925980" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/02/511035198.2.png" alt="luxury,china,promiseconsulting,fashion,jewellery" /></a></p><p style="text-align: justify;"><strong>Conference « Luxury and China: insights and perspectives for 2016 and beyond » [06/30] Sharing the event’s most important moments [#promiseconsulting @adetem]</strong></p><p style="text-align: justify;"><strong>On Thursday, June 30, 2016,</strong> at the Café l’Adjugé in Paris, Promise Consulting hosted a conference on "Luxury and China: the challenges and perspectives for 2016 and beyond”.</p><p style="text-align: justify;"><strong>In total 40 people,</strong> professionals from top luxury brands, journalists and consultants in the world of luxury, fashion, beauty and tourism, participated in the breakfast conference initiated by Promise Consulting at the prestigious Parisian auctioneers Drouot from 8:30am to 10:30am.</p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/01/1184984713.png" target="_blank"><img id="media-925982" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/01/235430156.png" alt="luxury,china,promiseconsulting,fashion,jewellery" width="324" height="216" /></a></p><p style="text-align: justify;"><strong>Continuing a series of lectures on trends and perspectives regarding the development of the world luxury market,</strong> Philippe Jourdan, founding partner and Chunyan Li, Senior Consultant and China specialist, combined their expertise and presented together a broad overview of the opportunities and challenges of the Chinese luxury market:</p><p style="text-align: justify;">- On the one hand, the cyclical factors were isolated from the structural ones to discern the growth opportunities in a certainly more "bumpy" economic context. Additionally, the conference outlined new and interesting opportunities for Western luxury brands.</p><p style="text-align: justify;">- On the other hand, the enriching insights of the specialist in Chinese culture took into account the emergence of new expectations, especially of those of younger generations, vs the ones of the luxury goods generations.</p><p style="text-align: justify;"><strong>THEY ATTENDED THE CONFERENCE AND SHARED THEIR OPINION </strong></p><p style="text-align: justify;">"UN GRAND MERCI POUR LA CONFERENCE CONCERNANT LA CHINE, AS ALWAYS INSIGHTFUL, INTERESTING, IN DEPTH AND EASY TO UNDERSTAND" - <strong>BENJAMIN, LUXENDREAM</strong></p><p style="text-align: justify;">"MERCI ENCORE POUR HIER. C'ETAIT TRES INTERESSANT, D'AUTANT PLUS QUE LA CHINE REPRESENTE UN DE NOS PLUS GROS MARCHES. REMERCIEZ POUR MOI CHUNYAN ET PHILIPPE POUR LEUR PARTICIPATION" - <strong>LUCAS, LACOSTE</strong></p><p style="text-align: justify;">"JE TENAIS EGALEMENT A VOUS REMERCIER POUR L'ORGANISATION DE CETTE BELLE CONFERENCE OU NOUS AVONS APPRIS BEAUCOUP GRACE A UNE PRESENTATION TRES CLAIRE" - <strong>CAMILLE, CHANEL</strong></p><p style="text-align: justify;">"GRAND MERCI POUR CETTE CONFERENCE TRES INTERESSANTE QUI M'A DONNE UN AUTRE REGARD SUR BIEN DES SUJET. ELLE FUT RICHE EN ENSEIGNEMENTS ET TRES CONVIVIALE. BRAVO POUR LE TIMING CAR LE FAIT QU'IL N'Y AIT PAS EU DE DERAPAGE M'A PERMIS DE PROFITER DES CONCLUSIONS" - <strong>VINCENT, KPMG</strong></p><p style="text-align: justify;"><strong>THE SPEAKERS' POINT OF VIEW ABOUT THE CONFERENCE</strong></p><p style="text-align: center;"><span style="text-decoration: underline;"><strong> CHUNYAN LI</strong></span></p><p style="text-align: center;"> <br /><iframe width="480" height="270" src="https://www.youtube.com/embed/A2swVai7mjo?feature=oembed" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p><p style="text-align: center;"><strong><span style="text-decoration: underline;">Philippe Jourdan</span></strong></p><p style="text-align: center;"><br /><iframe width="480" height="270" src="https://www.youtube.com/embed/_NFxOSQAk4o?feature=oembed" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p><p><strong>CHINA: AN ECONOMY IN TRANSITION</strong></p><p style="text-align: justify;"><strong>Both speakers started with a reminder of some important economic indicators</strong> which are necessary to develop and establish a healthy Chinese economy in the World: a slowing but still positive growth, the recent devaluation of the Yuan but with forecasts that should take into account the political will of the Chinese authorities to reduce their dependence of the dollar (and primarily of the US debt).</p><p style="text-align: justify;">Based on this perspective, the Chinese economy is in the transition from a "Made <strong>IN</strong> China" through a "Made <strong>BY</strong> China" to a "Made <strong>FOR</strong> China" culture, although the share of GDP devoted to domestic consumption and expenditure of the Chinese government is still behind compared to those traditionally reserved for investment and net exports.</p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/01/02/1113800832.png" target="_blank"><img id="media-925983" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/3149828191.png" alt="luxury,china,promiseconsulting,fashion,jewellery, slowdown, debt, economy" /></a></p><p style="text-align: center;">[CLICK TO ENLARGE]</p><p><strong>A LUXURY ECONOMY WHICH IS VERY (TOO) DEPENDENT OF CHINESE TOURIST PURCHASES</strong></p><p style="text-align: justify;"><strong>In 2000, 10 million tourists traveled the world. During the year 2020, 200 million Chinese tourists are expected to travel abroad.</strong> In 2015, they were nearly 105 million to move beyond the Chinese borders. Of course, the first regional destination remains by far Asia. However, while the movements and trips to Hong Kong have recognized a slow-down (in response to the sinophone manifestation of the residents of Hong Kong), the Chinese tourism presents a good performance in France despite its unfavorable security environment. In the end, nearly 77% of the Chinese luxury goods purchases ("personal luxury goods") are realized abroad (24% in Asian countries nearby and 53% outside this sphere).</p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/00/1025624305.png" target="_blank"><img id="media-925984" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/749199716.png" alt="luxury,china,promiseconsulting,fashion,jewellery, tourism" /></a></p><p style="text-align: center;">[CLICK TO ENLARGE]</p><p><strong>CHINA: "IT IS ALL ABOUT DIGITAL, IDIOT"</strong></p><p style="text-align: justify;"><strong>With more than half of the connected population (50.3%),</strong> nearly 3h45 spent on average per day on digital networks and 594 million Chinese connected to their mobile phones, the Internet plays a vital and inescapable role regarding the Chinese communication and information research methods. And we go even one step further: with an increasing tendency, the Chinese are getting more and more likely to realize online purchases to such an extent, that the online US trade is expected to be exceeded by the end of 2016 (forecast: $ 371 billion of Chinese purchases against $ 326 billion for the US).</p><p style="text-align: justify;"><strong>The Chinese digital landscape has obviously its specifics and is very different from the one of the Western countries</strong>. For each type of digital application developed in the West (search engines, social networks, networks of micro-chats and micro-blogging, etc.) there exists a Chinese version, which is far away from just being a clone of its Western counterpart. In particular, among all social networks, Weibo, the Chinese Twitter, and WeChat, a combination of Facebook, WhatsApp and Skype, have become the companies’ most preferred promotion tools. They have respectively reached the 222 million and 650 million active users in 2015.</p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/01/02/4064006442.png" target="_blank"><img id="media-925985" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/381645182.png" alt="luxury,china,promiseconsulting,fashion,jewellery" /></a></p><p style="text-align: center;">[CLICK TO ENLARGE]</p><p style="text-align: justify;"><strong>THE CHINESE CULTURE: BETWEEN GUANXI AND MIANZI</strong></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/00/01/2814743951.png" target="_blank"><img id="media-925986" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/4036417954.png" alt="digital, luxury,china,promiseconsulting,fashion,jewellery" /></a></p><p style="text-align: center;">[CLICK TO ENLARGE]</p><p style="text-align: justify;"><strong>According to a Chinese proverb, “Just as a tree needs bark, someone needs his face".</strong> The culture of Mianzi ("face") attaches great importance to the various forms of respect, social acceptance and recognition. Everybody lives in and through the eyes of others: a trend of the Chinese elites is therefore to systematically compare themselves to others in terms of both criteria, professional and personal success. Luxury goods subsequently allow the wealthy Chinese to materialize and demonstrate their social status and financial situation to others and thus shape the image they wish to send to those around them (...).</p><p style="text-align: justify;"><strong>In China, "the formality must be mutual".</strong> Indeed, the Chinese highly value social relationships within their close circle, also known as the famous “Guangxi”. Having a good "Guanxi" allows the Chinese to benefit from mutual support and to proceed or solve problems faster. Finally, the favor – also called "RenQuing" in Chinese - can be a real credit or a true debit. Seen from this perspective, offering a valuable gift, no matter if it is a product or a powerful experience also enhances the "face" ("Mianzi") of the interlocutor (…).</p><p><strong>THREE GENERATIONS OF LUXURY BRANDS CLIENTS IN CHINA</strong></p><p><strong>Nowadays there are three clearly identified generations of luxury goods consumers in China,</strong> which strongly differ in terms of their profile, expectations and their luxury experiences.</p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/02/1155308149.2.png" target="_blank"><img id="media-925987" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/02/730368833.2.png" alt="digital, luxury,china,promiseconsulting,fashion,jewellery" /></a></p><p style="text-align: center;">[CLICK TO ENLARGE]</p><p style="text-align: justify;"><strong>The first generation is the one of the Baby Boomers. </strong>Born between 1950 and 1964, they fully lived in the era of President Mao, wherefore their state of mind is marked by nationalism and idealism and their life shaped through the frugality they recognized during their youth. The Cultural Revolution presents for them a strong reminder of the sustainable weakening of traditional and ancestral values of the Chinese society, whereby some of them reminisce still about the great famine of 1958 to 1961. Being in the position to make decisions and confident about their power, they combine both, power and wealth, which enables them to get everything they want, and of which they were deprived in the first part of their lives.</p><p style="text-align: justify;"><strong>The second generation is the Generation X (1965-1979). </strong>The children of the economic reform, initiated in 1978, were educated by MAO and trained by Bill Gates. This high tension has caused confusion and a certain sense of insecurity among them. This fact represents the reason for their opportunistic behavior and their search and need for material security. They were among the first to consume luxury goods, whereby 60% of them purchase these products to increase their self-esteem. Approximately 80 % of the Chinese private companies are run by representatives of this generation.</p><p style="text-align: justify;"><strong>The third generation is the Generation Y (1980-1995).</strong> Since their early childhood, people of this generation benefited enormously from the economic reform, without having gone through very difficult times. Generation Y is confronted with a wide variety of consumer choices, wherefore their behavior and habits westernize, although they kept their Chinese roots. Ordering a Big Mac at McDonalds' or a coffee at Starbucks, using the iPhone or iPad to connect themselves to the Internet and chat with strangers, or buying products on WeChat or e-commerce websites, became part of their daily lives.</p><p><strong> THE FRENCH LUXURY BRANDS THAT REMAIN VERY APPRECIATED</strong></p><p style="text-align: justify;">The Conference concluded with the presentation of the results of the Barometer Front Row, jointly conducted by Promise Consulting and Exane BNP. This barometer measures for different countries the Exclusivity and Desirability of Luxury Brands in the world of fashion (ready-to-wear, bags and shoes) as well as for the domain of Cosmetics (perfumes, skincare and makeup).</p><p style="text-align: center;"><a title="High-end brands catch on in China Luxury Market" href="http://bit.ly/1M645bQ" target="_blank"> [TO VISUALIZE THE COMPLETE RESULTS CLICK HERE]</a></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/01/4056591418.png" target="_blank"><img id="media-925988" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/01/200118857.png" alt="digital, luxury,china,promiseconsulting,fashion,jewellery" /></a></p><p style="text-align: justify;"><strong>TO CONTACT US</strong></p><p style="text-align: justify;">Do you want to know more? Do you have a project on China? Do you want to know our offer on international studies in the segments luxury brands, beauty and selective distribution?</p><p style="font-family: 'Segoe UI', Tahoma, Verdana, Sans-Serif; color: windowtext; font-size: 6pt;"> </p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/01/00/290696861.2.jpg" target="_blank"><img id="media-925939" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/2939682846.2.jpg" alt="luxury,china,promiseconsulting,fashion,jewellery, valerie jourdan" /></a></p><p style="text-align: justify;"><strong>ABOUT PROMISE CONSULTING</strong></p><p style="text-align: justify;"><strong>Promise Consulting i</strong>s a company specialized in marketing studies and consultancy, issued from the merge of Promise Consulting Inc., JPL Consulting and Panel on the Web.</p><p style="text-align: justify;"><strong>Promise Consulting integrates services of market research and marketing consultancy</strong> 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. </p><p style="text-align: justify;"><strong>Established in Paris, New-York and Casablanca,</strong> 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.</p><p style="text-align: justify;"><strong>Promise Consulting has developed innovative techniques and models,</strong> 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.</p><p style="text-align: justify;"><strong>Pr Philippe Jourdan, CEO of Promise Consulting, is the editor-in-chief of Adetem’s journal,</strong> 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.</p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[Figure You Should Know] – 630 M[#economy #promiseconsulting @printempsetudes]
tag:whatsnewinmarketing.blogspirit.com,2016-05-06:3071327
2016-05-06T11:00:00+02:00
2016-05-06T11:00:00+02:00
According to McKinsey (March 2014), by 2022, middle class in China will...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/02/351471910.jpg" id="media-918082" alt="" /></p><p style="text-align: justify;"><strong>According to McKinsey (March 2014), by 2022, middle class in China will change considerably, mainly geographically.</strong></p><p style="text-align: justify;">Tier 1 cities (Beijing, Shanghai, Guangzhou, Shenzhen) might see their share of urban middle class decline (from 40% in 2002 to 16% in 2022) while it should be rising in tier 2 and tier 3 cities (for the latter, from 15% to 31%). This middle class could reach up to <strong>630 million people in 2022</strong>, which is accounting for around half of the population in China, thus making China a middle class country.</p><p style="text-align: justify;">Since they are now spreading, brands looking for customers will have to focus more on tier 2 and tier 3 cities and especially on middle class customers.</p><p style="text-align: justify;"><strong>Source:</strong> <a href="http://www.mckinseychina.com/preparing-for-chinas-middle-class-challenge-part-1/">Mc Kinsey</a></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">You would like to know more about Promise Consulting?</span></strong><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;"> </span><a href="http://promiseconsulting-blog.com/"><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif';">Blog Promise Consulting</span></a></strong></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Chinese travel spending shifts from Hard Luxury to Premium Necessities [#luxury #necessities #china #tourism]
tag:whatsnewinmarketing.blogspirit.com,2016-05-05:3072215
2016-05-05T15:00:00+02:00
2016-05-05T15:00:00+02:00
FROM THE JING DAILY - APRIL, 20, 2016 - JENIIFER JAPP Recent consumer...
<p><strong>FROM THE JING DAILY - APRIL, 20, 2016 - JENIIFER JAPP</strong></p><p style="text-align: justify;"><strong>Recent consumer surveys show that Chinese shoppers are more focused on premium everyday necessities,</strong> which is influencing how they make purchasing decisions abroad. A survey conducted by the FTConfidential Research unit at the <em>Financial Times</em> <a href="http://www.ft.com/cms/s/3/8943480a-f112-11e5-9f20-c3a047354386.html#axzz4588Y1twF" target="_blank">found that</a> Chinese shoppers are more likely to avoid discretionary spending, especially when it comes to high-end fashion accessories like handbags, jewelry, and watches. This marks what the FT calls an “upheaval” in consumer spending patterns overseas, which is happening in tandem with <a href="http://jingdaily.com/67189-2/" target="_blank">changing habits at home</a>.</p><p style="text-align: justify;"><strong>According to an article published in FT last month, there was “a 10.2 per cent year-on-year growth in retail sales in the first two months of the year, down from a full-year 10.7 per cent in 2015 and 12 per cent in 2014.”</strong> Their survey asked 1,318 overseas Chinese tourists about their spending habits, and while they reported “they were less likely than previously to buy big-ticket items such as luxury handbags, jewelry and watches while traveling abroad,” they expressed interest in spending on cosmetics, clothing, electronics, and souvenirs, similar to results from a year before.</p><p style="text-align: justify;"><strong>FT’s explanation for the reduced discretionary spending on high-end items like jewelry, watches, and handbags abroad is, in part, the rising reliance on cross-border e-commerce coupled with the fact that domestic prices for these goods are not as high as before.</strong> But the playing field is ever-changing—<a href="http://jingdaily.com/china-gets-tough-with-cross-border-e-commerce-and-customs-control/" target="_blank">tax hikes on cross-border e-commerce</a> announced early this month have thrown luxury industry professionals and shoppers for a loop.</p><p style="text-align: justify;"><strong>Still, when Chinese shop abroad, they are increasingly focused on a different type of shopping spree.</strong> This includes an emphasis on looking for homegrown luxury brands, such as Coach in the United States, <a href="https://jingdaily.com/66951-2/" target="_blank">according to a recent survey</a>. But with a bigger <a href="https://jingdaily.com/chinese-consumers-boost-spending-on-health-and-wellness/" target="_blank">focus on health</a> and quality products domestically, Chinese shoppers are also searching out more premium everyday necessities that are difficult to come by at home, and some of these shopping patterns are also molded by the latest safety concerns and unmet demands for new lifestyle trends.</p><p style="text-align: justify;"><strong>After Chinese New Year, Xinhua reported on some of the most coveted items for Chinese consumers, broken down according to the various regions they were traveling to.</strong> To mitigate safety concerns, Chinese shoppers were buying items like high-end rice and sanitary pads in Japan—many consumers <a href="http://www.latimes.com/world/asia/la-fg-china-tampons-20160318-story.html" target="_blank">don’t trust the ones at home</a>, as reports surfaced two years ago that some pads made in China contained a chemical that causes cancer. Chinese shoppers also bought condoms manufactured by the leading Japanese brand Okamoto, dodging the fakes pervading the market in China.</p><p style="text-align: justify;"><strong>Meanwhile, Chinese consumers are seeking out products that will meet heightened standards for health and wellness, like protein powder from the United States.</strong> <em>The Wall Street Journal</em> said <a href="http://blogs.wsj.com/chinarealtime/2016/02/18/chinese-tourists-lunar-new-year-swag-toilet-seats-are-out-condoms-are-in/" target="_blank">GNC’s sales rose</a> almost 43 percent last year as an interest in hitting the gym swept Chinese shoppers. Chinese consumers are also buying more electric toothbrushes—a favorite purchase in Europe according to the Xinhua survey—and taking advantage of access to basic over-the-counter health care products like <a href="http://www.cnbc.com/2016/03/14/chinese-tourists-buy-uniqlo-coach-plus-makeup-vitamins-and-milk-powder.html" target="_blank">painkillers and vitamins</a> in Japan. In Australia, a Chinese firm acquired supplement maker Swisse Wellness in part due to huge demand from overseas Chinese travelers.</p><p style="text-align: justify;"><strong>These shifting shopping strategies are propelled by a group of outbound tourists whose spending outside of China is quickly rising (they spent $215 billion last year, up from $140 billion the year before), and overseas brands are clearly taking note.</strong></p><p style="text-align: justify;"><a href="http://bit.ly/1rnoHYX" target="_blank">[READ THE FULL ARTICLE]</a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3721330516.png" id="media-918151" alt="" /></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[Figure You Should Know] – 50 years old [#ecommerce #luxury #promiseconsulting @printempsetudes]
tag:whatsnewinmarketing.blogspirit.com,2016-04-15:3070679
2016-04-15T17:00:00+02:00
2016-04-15T17:00:00+02:00
Chinese consumers in the age group of 50 (or above) tend to make less...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/00/3251246733.3.PNG" id="media-914778" alt="" /></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">Chinese consumers in the age group of 50 (or above) tend to make less online purchases than any of the other age groups. We can assume they are not technology-driven users, though it is actually not the case. </span></strong></p><p><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">According to a report by KPMG (2015), Chinese consumers over 50 years old are barely buying products online, even though 45% of them are quite well-off (RMB 50 000 and higher). Furthermore, 73% of them seems to never purchase products online. </span></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">However, they are more likely to make online purchases of services such as hotel reservations (47%), restaurant bookings (35%) or domestic trips (32%), which shows that they are still quite a good niche.</span></strong></p><p><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">KPMG highlights an issue on that matter: older generations are overlooked by brands in their marketing strategy, although they might be a meaningful niche, especially regarding services.</span></p><p><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;"><strong>Source</strong> : <a href="https://www.kpmg.com/CN/en/IssuesAndInsights/ArticlesPublications/Documents/China-Connected-Consumers-201510.pdf">KPMG</a></span></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">You would like to know more about Promise Consulting?</span></strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;"> </span><a href="http://promiseconsulting-blog.com/"><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif';">Blog Promise Consulting</span></a></p>
pjourdan
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#Watch: Louis Vuitton’s Chinese Documentary Series Stars Liu Wen and Fashion ‘Muses’ [#LouisVuitton#LiuWen]
tag:whatsnewinmarketing.blogspirit.com,2016-04-15:3070319
2016-04-15T10:00:00+02:00
2016-04-15T10:00:00+02:00
March 2, 2016, JING DAILY In an industry where fashion...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/02/1474567585.png" id="media-914247" alt="" /></p><p style="text-align: justify;"><strong>March 2, 2016, JING DAILY<br /></strong></p><p style="text-align: center;"><a href="http://jingdaily.com/66757-2/" target="_blank"><img id="media-914249" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/01/3590903461.png" alt="liu wen, louis vuitton, china, luxury, watch" /></a></p><p style="text-align: justify;"> </p><p style="text-align: justify;"><strong>In an industry where fashion and art often collide, it’s hard not to think of Louis Vuitton.</strong> 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.</p><p style="text-align: justify;"><strong>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.</strong> 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.</p><p style="text-align: justify;"><strong>Some of these leading ladies have been involved with the Louis Vuitton brand in some shape or form.</strong> 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.</p><p style="text-align: justify;"><a href="http://bit.ly/1S2pdEG" target="_blank">[READ THE FULL ARTICLE ONLINE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[Figure You Should Know] – 1st tier [#brands #luxury #promiseconsulting @printempsetudes]
tag:whatsnewinmarketing.blogspirit.com,2016-04-14:3070639
2016-04-14T07:58:00+02:00
2016-04-14T07:58:00+02:00
First-tier cities, namely Beijing, Shanghai, Guangzhou and Shenzhen...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/3251246733.PNG" id="media-914698" alt="" /></p><p style="text-align: justify;"><strong>First-tier cities, namely Beijing, Shanghai, Guangzhou and Shenzhen</strong> (“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.</p><p style="text-align: justify;"><strong>This classification is quite handy to luxury brands, as they will settle in first-tier cities to win over potential luxury clients.</strong> 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.</p><p style="text-align: justify;"><strong>However, this trend is beginning to turn around, as bigger brands are getting interested in second and third-tier cities.</strong> 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.</p><p style="text-align: justify;"> </p><p style="text-align: justify;"><strong>Source</strong> : <a href="https://www.accenture.com/t20150523T022409__w__/us-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_1/Accenture-China-Consumer-Insights.pdf">Accenture</a> - <a href="https://jingdaily.com/luxe-brands-take-strategic-approach-to-chinas-lower-tier-cities/">JingDaily</a></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">You would like to attend to the Conference in Paris, 04/14, 8:30-10:30 AM</span></strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">: </span><a href="http://bit.ly/1WBuPa5"><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif';">[CLICK HERE]</span></a></p><p><strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;">You would like to know more about Promise Consulting?</span></strong><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif'; color: black;"> </span><a href="http://promiseconsulting-blog.com/"><span style="font-size: 9.0pt; font-family: 'Verdana','sans-serif';">Blog Promise Consulting</span></a></p>
pjourdan
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SK-II Addresses China’s Leftover Women in ‘Marriage Market Takeover’ Film [#SKII #changedestiny campaign #ad #china #ski
tag:whatsnewinmarketing.blogspirit.com,2016-04-12:3070323
2016-04-12T10:00:00+02:00
2016-04-12T10:00:00+02:00
April 7, 2016 from Jing Daily A new ad campaign by luxury cosmetics...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/02/3422672203.png" id="media-914250" alt="" /></p><p><strong>April 7, 2016 from Jing Daily</strong></p><p style="text-align: justify;"><strong>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 <em>sheng nu</em>, or “leftover women.”</strong></p><p style="text-align: center;"><a title="[CLICK TO WATCH]" href="http://bit.ly/1S2yAUZ" target="_blank"><img id="media-914253" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3239163706.png" alt="20160409 0751.png" /></a></p><p style="text-align: justify;">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, <strong>“I won’t die in peace unless you are married,” “Don’t be so free willed,” and “You’re too picky.”</strong></p><p style="text-align: justify;"><strong>Chinese women are put under an incredible amount of social pressure to get married,</strong> 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 <em>sheng nu</em> is a derogatory one used for those who haven’t found a husband by their mid to late twenties.</p><p style="text-align: justify;"><strong>For the women featured in the film, this term brings on feelings of guilt.</strong> “Not getting married is a sign of disrespect,” says one woman before tearfully apologizing to the camera for disappointing her family.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;">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.”</p><p style="text-align: justify;"><strong>This touching film, produced by Swedish ad agency Forsman & Bodenfors,</strong> 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.</p><p style="text-align: justify;"><strong>In the case of the <em>sheng nu</em> campaign,</strong> the confident subjects behind #changedestiny speaks volumes to affluent Chinese women. A 2014 report by Grant Thornton International showed that about <a href="https://jingdaily.com/chinas-egg-freezing-ban-sends-affluent-women-to-u-s-fertility-clinics/" target="_blank">63 percent of Chinese businesses have female CFOs</a>, 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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;"><em><strong>Credits:</strong></em></p><p style="text-align: justify;"><strong>Brand Director:</strong> Kylene Campos<br /> <strong>Art Direction:</strong> Sophia Lindholm and Karina Ullensvang<br /> <strong>Director:</strong> Floyd Russ<br /> <strong>Digital Producer:</strong> Peter Gaudiano<br /> <strong>Film Editor:</strong> Cut + Run<br /> <strong>Production:</strong> Tool of North America<br /> <strong>Producer:</strong> Alexander Blidner</p><p style="text-align: justify;"><a href="http://jingdaily.com/sk-ii-addresses-chinas-leftover-women-marriage-market-takeover-film/" target="_blank">[READ THE FULL ARTICLE IN JING DAILY]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
How the Korean Innisfree Became the Most Popular #Beauty #Brand on #Baidu in China [#cosmetics #Korea #China]
tag:whatsnewinmarketing.blogspirit.com,2016-04-01:3069783
2016-04-01T11:00:00+02:00
2016-04-01T11:00:00+02:00
FROM L2 / THE DAILY THURSDAY / MARCH,31, 2016 Innisfree is one of...
<p style="text-align: justify;"><strong>FROM L2 / THE DAILY THURSDAY / MARCH,31, 2016</strong></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/01/01/376792600.png" target="_blank"><img id="media-913045" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/01/740130015.png" alt="beauty, brand, cosmetics, korea, china, baidu, digital" /></a></p><p style="text-align: justify;"><strong>Innisfree is one of the most popular Korean beauty brands in China,</strong> 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.</p><p style="text-align: justify;"><strong>Innisfree maintains a sophisticated brand site designed for consumers to spend time on</strong>; 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.</p><p style="text-align: justify;"><strong>Social media also plays an important role in Innisfree’s success.</strong> 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.</p><p style="text-align: justify;"><strong>Innisfree’s Spring 2015 social campaign “Summer Love”,</strong> 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.</p><p style="text-align: justify;"><a href="http://bit.ly/25yupHr" target="_blank">[READ THE ARTICLE ONLINE]</a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/00/1695665363.jpg" id="media-913046" alt="" /></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
SK-II Addresses China’s Leftover Women in ‘Marriage Market Takeover’ Film [#SKII #changedestiny campaign #ad #china #ski
tag:whatsnewinmarketing.blogspirit.com,2016-03-30:3070315
2016-03-30T10:00:00+02:00
2016-03-30T10:00:00+02:00
April 7, 20, Jing Daily “I won’t die in peace unless you are...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/02/3422672203.png" id="media-914244" alt="" /></p><p style="text-align: justify;"><strong> April 7, 20, Jing Daily</strong></p><p style="text-align: justify;"><strong>“I won’t die in peace unless you are married,” says one parent in new SK-II ad about “leftover women” in China</strong></p><p style="text-align: center;"><a title="[CLICK TO WATCH]" href="http://bit.ly/1N0to4I" target="_blank"><img id="media-914241" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/3239163706.png" alt="skII, china, cosmetics, ad, campaign, change your destiny" /></a></p><p style="text-align: justify;"><strong>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.</strong>”</p><p style="text-align: justify;"><strong>If one wasn’t aware of how twenty-something single women are traditionally viewed by their parents’ generation in China,</strong> 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.”</p><p style="text-align: justify;"><strong>Chinese women are put under an incredible amount of social pressure to get married,</strong> 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.</p><p style="text-align: justify;"><strong>For the women featured in the film, this term brings on feelings of guilt</strong>. “Not getting married is a sign of disrespect,” says one woman before tearfully apologizing to the camera for disappointing her family.</p><p style="text-align: justify;"><strong>Then, in an emotional turn of events, the women head to the Marriage Market in Shanghai,</strong> 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.</p><p style="text-align: justify;"><strong>The parents find beautiful photos of the women at the market,</strong> 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.”</p><p style="text-align: justify;"><strong>This touching film, produced by Swedish ad agency Forsman & Bodenfors,</strong> 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.</p><p style="text-align: justify;"><strong>In the case of the sheng nu campaign, the confident subjects behind #changedestiny speaks volumes to affluent Chinese women.</strong> 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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;"><strong>Credits:</strong></p><p style="text-align: justify;">Brand Director: Kylene Campos<br /> Art Direction: Sophia Lindholm and Karina Ullensvang<br /> Director: Floyd Russ<br /> Digital Producer: Peter Gaudiano<br /> Film Editor: Cut + Run<br /> Production: Tool of North America<br /> Producer: Alexander Blidner</p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Generation Z spells trouble for brands relying on Chinese tourists [#GenZ #China]
tag:whatsnewinmarketing.blogspirit.com,2016-03-11:3068375
2016-03-11T12:00:00+01:00
2016-03-11T12:00:00+01:00
By Forrest Cardamenis, Luxury Daily, March 09, 2016 In a reversal of the...
<p style="text-align: justify;"><em>By Forrest Cardamenis, Luxury Daily, March 09, 2016</em></p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>“We have noticed that the meaning of success is being redefined where career and financial achievement are no longer the main drivers,”</strong> 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.</p><p style="text-align: justify;">“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.</p><p style="text-align: justify;"><strong>Generation gap</strong><br />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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;"><strong>Good news for brands i</strong>s 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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>Chinese consumer using WeChat</strong></p><p style="text-align: justify;">“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.</p><p style="text-align: justify;">“In addition, we foresee brands to increasingly become more of a platform for people to build deep and personal human connections.”</p><p style="text-align: justify;"><strong>Perhaps most alarmingly,</strong> 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.</p><p style="text-align: justify;"><strong>Brave new world</strong><br />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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><a href="http://bit.ly/1pceM7j" target="_blank">[READ THE FULL ARTICLE]</a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/00/4214869573.jpg" id="media-910121" alt="" /></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
The high-end luxury brands are catching on in China [#promise #fashion #luxury]
tag:whatsnewinmarketing.blogspirit.com,2016-03-09:3068226
2016-03-09T09:47:41+01:00
2016-03-09T09:47:41+01:00
Some say that when China sneezes the rest of the world catches cold, but...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2177833701.png" id="media-909819" alt="" /></p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;">Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers’ increasingly stronger maturity.</p><p style="text-align: center;"><strong>Take 3 minutes to watch the Video Release by Pr Philippe Jourdan</strong></p><p style="text-align: center;"><a title="Start the vidéo" href="http://bit.ly/1UdoQsw" target="_blank"><img id="media-909815" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/4212083077.png" alt="china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity" /></a></p><p style="text-align: center;"><strong>Have a quick look at the Press release & the main insights</strong></p><p style="text-align: center;"> <a title="Have a look at the press release" href="http://bit.ly/1k7ayfv" target="_blank"><img id="media-909820" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/01/60788020.png" alt="china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity" /></a></p><p style="text-align: center;"><strong>Download the infographics</strong></p><p style="text-align: center;"><a title="Enlarge the picture" href="http://whatsnewinmarketing.blogspirit.com/media/00/00/1625943924.jpg" target="_blank"><img id="media-909814" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/00/535869870.2.jpg" alt="china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity" /></a></p><p style="text-align: center;"><strong>The International luxury press echoes results: take a look</strong></p><p style="text-align: center;"><a href="http://bit.ly/1QqZ5j8" target="_blank"><img id="media-909818" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/1579196119.png" alt="china, luxury, hermes, prada, chanel, louis vuitton, fashion, bnp, exane, promise, desirability, exclusivity" /></a></p><p style="text-align: justify;"><strong>This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion</strong>. 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).</p><p style="text-align: justify;">Promise and BNP Exane already conducted the same survey amongst French wealthiest women in May 2015 (see: <strong><a href="http://bit.ly/1ESTZGu" target="_blank">http://bit.ly/1ESTZGu</a></strong>).</p><p style="text-align: justify;">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.</p><p style="text-align: justify;">"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.</p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Catch me if you can: Marketing to the new Chinese luxury shopper from @slierre [#china #luxury #shopper]
tag:whatsnewinmarketing.blogspirit.com,2016-02-26:3067356
2016-02-26T08:19:00+01:00
2016-02-26T08:19:00+01:00
With Chinese consumers massively shopping for luxury abroad and online,...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/00/77619457.jpg" id="media-908113" alt="" /></p><p><strong>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.</strong></p><p>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.</p><p>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.</p><p><a href="http://bit.ly/1RrXpsR" target="_blank">[READ FULL ARTICLE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Rich Chines splurge on sportswear as luxury's lustre dims [#china #sportswear #luxury]
tag:whatsnewinmarketing.blogspirit.com,2016-02-25:3066969
2016-02-25T10:30:00+01:00
2016-02-25T10:30:00+01:00
By Donny Kwok and Farah Master, Euronews.com , 18/02/2016 HONG KONG...
<p style="text-align: justify;">By Donny Kwok and Farah Master,<strong> Euronews.com</strong>, 18/02/2016</p><p style="text-align: justify;"><strong>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</strong>.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;">“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.”</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;">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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;">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.</p><p style="text-align: justify;"><strong>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.</strong></p><p style="text-align: justify;"><strong>[READ MORE]</strong></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Don’t discount China’s appetite for luxury goods [#China #luxury #Gucci]
tag:whatsnewinmarketing.blogspirit.com,2016-02-25:3066966
2016-02-25T10:00:00+01:00
2016-02-25T10:00:00+01:00
The domestic Chinese market for luxury goods may be struggling, but...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/402483031.jpg" id="media-907175" alt="" /></p><p style="text-align: justify;"><strong>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.</strong></p><p>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.</p><p>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.</p><p>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.</p><p><strong>Indeed, they spent $116.8 billion (£87 billion)) on luxury when abroad in 2015, according to China Daily.</strong></p><p><a href="http://bit.ly/1Qr8VkW" target="_blank">[READ MORE]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Promise-BNP Exane Barometer on Luxury Brands in China : the Luxury International Press echoes results [#luxury #fashion
tag:whatsnewinmarketing.blogspirit.com,2016-02-10:3066267
2016-02-10T12:29:00+01:00
2016-02-10T12:29:00+01:00
[Extracts - More to follow] Chanel most desirable brand among...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/00/1579196119.png" id="media-905744" alt="" /></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>[Extracts - More to follow]</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Chanel most desirable brand among Chinese affluents: report</strong></span><br /><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>调查显示香奈儿是中国有钱人最青睐的品牌</strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905751" style="margin: 0.7em 0px;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/1570554370.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="237" height="59" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Exclusivity and desirability go hand in hand for China’s wealthy</strong>, 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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1PkvNVL" target="_blank">[READ MORE]</a></strong></span></p><p><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"> <img id="media-905752" style="margin: 0.7em auto; display: block;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/2055299744.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="307" height="63" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Chanel most desirable Brand among Chinese Affluents</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1PNj6nW" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><img id="media-907188" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/1935010759.jpg" alt="il sole 24 ore, china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" /></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Unicità, qualità e design spingono i brand in Cina. Hermès, Chanel e Prada tra i top </strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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. </span></p><p style="text-align: justify;"><span style="font-size: 12pt;"><a title="http://bit.ly/1XDLFWr" href="http://bit.ly/1XDLFWr" target="_blank">[READ MORE]</a></span></p><p style="text-align: justify;"> </p><p style="text-align: justify;"> </p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905753" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/3537647522.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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).</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1WdPLU6" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: left;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905754" style="margin: 0.7em auto; display: block;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/388815523.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="190" height="53" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Louis Vuitton’s positive Chinese placement a result of slow, steady growth</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1PNhF8W" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: left;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905755" style="margin: 0.7em auto; display: block;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/02/333987804.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="323" height="56" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>THESE LUXURY BRANDS ARE BEST AT BALANCING EXCLUSIVITY AND DEMAND IN CHINA</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1TROZgB" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905756" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/00/1788096617.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="189" height="67" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Classement des marques de luxe préférées des Chinoises fortunées :</strong> BNP Exane et Promise Consulting dévoilent le classement des marques de luxe par les Chinoises fortunées. Chanel et Hermès arrivent en tête du classement.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1m4ENnn" target="_blank">[READ MORE]</a></strong></span></p><p><span style="font-size: 12pt; font-family: helvetica, arial, sans-serif;"><img id="media-905757" style="display: block; margin-left: auto; margin-right: auto;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/01/758401721.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="265" height="69" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Cina, le donne ricche adorano il lusso francese</strong></span></p><p style="text-align: justify;"><span style="font-size: 12pt; font-family: helvetica, arial, sans-serif;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1PkxjHn" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905758" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/2668926633.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Chanel most desirable brand among Chinese affluents: report - Luxury Daily - Research</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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 (...)</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1TRPFTb" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905760" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/01/00/1736725016.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" width="306" height="57" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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 (...)</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1o2fqnZ" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905761" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2005991633.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands</strong></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">"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]</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong><a href="http://bit.ly/1Q6TUV7" target="_blank">[READ MORE]</a></strong></span></p><p style="text-align: center;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><img id="media-905762" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3211890593.png" alt="china,marketing,luxury,brand,fashion,chinese,wealth,exclusivity,desirability,promise consulting" /></span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso</strong></span></p><p style="text-align: justify;"><span style="font-size: 12pt; font-family: helvetica, arial, sans-serif;">"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]</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial,
pjourdan
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Chanel most desirable brand among Chinese affluents [#China #luxurydaily #chanel]
tag:whatsnewinmarketing.blogspirit.com,2016-02-05:3065841
2016-02-05T10:00:00+01:00
2016-02-05T10:00:00+01:00
By Sarah Jones Exclusivity and desirability go hand in hand for...
<p style="text-align: justify;"><span style="font-size: 12pt; font-family: helvetica, arial, sans-serif;">By <span id="authorindex"><a title="Posts by Sarah Jones" href="https://www.luxurydaily.com/author/sarah-jones/" rel="author">Sarah Jones</a></span></span></p><h2 style="text-align: justify;"><span style="font-size: 12pt;"><strong>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.</strong></span></h2><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;"><strong>Ranking order</strong></span><br /><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">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.</span></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/01/2621145868.jpg" id="media-904716" alt="" /></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">Hermès has a healthy lead over Louis Vuitton and Chanel, which index at 145 and 144 respectively for exclusivity.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">These same houses also ranked in desirability, albeit in a slightly different order. Here, Chanel takes the top position, with Hermès, Prada, Louis Vuitton and Dior following in order.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">Promise Consulting partner Philippe Jourdan partially attributes Chinese consumers’ desire for Chanel to the brand’s exhibitions staged in the country. These included its multi-city Culture Chanel and Little Black Jacket expositions (<a href="http://www.luxurydaily.com/chanel-combines-exhibit-in-store-displays-for-little-black-jacket/">see story</a>).</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">Surprisingly, some of the brands that have achieved the most awareness in China did not make it into the top five on other lists. Notably, Gucci and Burberry, which trail Chanel in second and third place for awareness, are not included in the top five for desirability or exclusivity.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">Burberry almost makes the cut for desirability, coming in sixth, but places ninth for exclusivity.</span></p><p style="text-align: justify;">(...)</p><p style="text-align: justify;"><a href="http://bit.ly/1SvbwAW" target="_blank">[READ THE FULL ARTICLE IN THE LUXURYDAILY]</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
The most exclusive and desirable brands according the wealthiest Chinese women [#China #Promise #Exane]
tag:whatsnewinmarketing.blogspirit.com,2016-01-31:3065459
2016-01-31T16:27:00+01:00
2016-01-31T16:27:00+01:00
https://youtu.be/-OamJECjONA A 3 minutes interview of Pr Philippe...
<p><a href="https://youtu.be/-OamJECjONA." target="_blank">https://youtu.be/-OamJECjONA</a></p><h3 style="text-align: center;"><strong>A 3 minutes interview of Pr Philippe Jourdan, CEO Promise Consulting, about the key results of the Promise-BNP Exane Barometer "Exclusivity & desirability":</strong></h3><p style="text-align: center;"><strong><em>How Chinese women rank their most exclusive and desirable brands in luxury fashion?</em></strong></p><p style="text-align: center;"><a href="https://youtu.be/-OamJECjONA" target="_blank">[WATCH THE VIDEO]</a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/01/567157680.jpg" id="media-903958" alt="" /></p>
pjourdan
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Jimmy Choo bucks Chinese slowdown in luxury sector [#luxury #china #shoes]
tag:whatsnewinmarketing.blogspirit.com,2016-01-29:3065381
2016-01-29T17:20:00+01:00
2016-01-29T17:20:00+01:00
From: John Murray Brown Jimmy Choo, the UK-listed shoemaker,...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/01/2043340706.png" id="media-903792" alt="" /></p><p><em><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">From: John Murray Brown</span></em></p><h2>Jimmy Choo, the UK-listed shoemaker, shrugged off the slowdown in the Chinese economy, as new store openings boosted total sales by 7 per cent in 2015.</h2><p><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">The high end footwear brand, made famous by the US sitcom Sex and the City, said sales rose from £300m to £318m in the year to December 31.</span></p><p><a href="http://www.ft.com/cms/s/0/9d151f50-c5c7-11e5-b3b1-7b2481276e45.html#axzz3ya9fLcRT" target="_blank">[READ MORE]</a></p><p> </p>
pjourdan
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Cruel dilemma: European Union law bans cosmetics testing on animal, China requires it. - [#cosmetics #animaltesting]
tag:whatsnewinmarketing.blogspirit.com,2016-01-28:3065316
2016-01-28T12:04:00+01:00
2016-01-28T12:04:00+01:00
The announcement that PETA UK has accused nine leading cosmetics...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/00/755836121.jpg" id="media-903626" alt="" /></p><p style="text-align: justify;"><strong>The announcement that <a href="http://www.peta.org.uk/living/easy-way-go-cruelty-free/" target="_hplink" data-beacon="{"p":{"mnid":"entry_text","lnid":"citation","mpid":1}}">PETA UK </a>has accused nine leading cosmetics brands of breaking European law by selling products tested on animals for the Chinese market is very disturbing, if not surprising.</strong> <br /><br />European Union law bans the sale of any cosmetic product that has been tested on animals in finished form after 2004, as well as cosmetics containing ingredients subject to new animal testing after 2013.</p><p style="text-align: justify;">According to PETA, cosmetics brands Benefit, Bliss, Caudalie, Clarins, Clinique, Dior, Estée Lauder and Gucci all sell their products in China, where the law requires pre-market animal testing for all imported cosmetics. There are also reports of Chinese authorities carrying out post-market animal testing on cosmetics already approved for sale, and also requiring companies to carry out additional animal testing for cosmetic ingredients that have not previously been approved for use in China.</p><p style="text-align: justify;"><a href="http://huff.to/1KcElia" target="_blank">[READ MORE]</a></p>
pjourdan
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[#China #luxury #tourism]- Chinese millennials are increasingly rejecting group tours when they travel abroad
tag:whatsnewinmarketing.blogspirit.com,2016-01-23:3064943
2016-01-23T12:27:00+01:00
2016-01-23T12:27:00+01:00
As China’s outbound travel market reached 109 million people in 2015,...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/00/3826926961.jpg" id="media-902834" alt="" /></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">As China’s outbound travel market reached 109 million people in 2015, trips abroad became more personalized, independent, and focused on meaningful experiences than ever before.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">According to a new annual study by GfK released last week, Chinese outbound travel growth has been massive, with retail spending of US$229 billion in 2015. This trend has reached destinations across the globe, which have seen astounding growth rates in the past five years—South Korea has seen its Chinese visitor numbers increase by 112 percent, Thailand 263 percent, Japan 157 percent, Europe 97 percent, North America 151 percent, and the Middle East 177 percent—just to name a few.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">These significant increases have been driven by the independent millennial age group, according to GfK, which states that 50 percent of China’s outbound tourists are between 15 and 29 years old. This group’s values are having a profound impact on the travel industry as their tastes shift from being those of “tourists” to “travelers.”</span></p><p style="text-align: justify;"><a title="http://bit.ly/1QqRcyJ" href="http://bit.ly/1QqRcyJ" target="_blank">[READ MORE]</a></p>
pjourdan
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[#China #luxury]- Chinese luxury New Year luxury goods: Hit or Miss?
tag:whatsnewinmarketing.blogspirit.com,2016-01-23:3064936
2016-01-23T10:50:56+01:00
2016-01-23T10:50:56+01:00
Chinese buy luxury not because this year it has a monkey and next year it...
<p><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">Chinese buy luxury not because this year it has a monkey and next year it has a snake. Chinese buy luxury because they are quality products</span></p><p><a title="http://bit.ly/1Pp56T0" href="http://bit.ly/1Pp56T0" target="_blank">[READ MORE]</a></p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/01/01/3524031020.png" id="media-902824" alt="" /></p>
pjourdan
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[#China #Bain]- Chinese luxury spending shifts further abroad with 2% domestic decline
tag:whatsnewinmarketing.blogspirit.com,2016-01-22:3064922
2016-01-22T22:04:00+01:00
2016-01-22T22:04:00+01:00
BAIN: CHINESE LUXURY SPENDING SHIFTS FURTHER ABROAD WITH 2% DOMESTIC...
<h2 class="entry-title" style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">BAIN: CHINESE LUXURY SPENDING SHIFTS FURTHER ABROAD WITH 2% DOMESTIC DECLINE</span></h2><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">After heading into the red last year amidst a market slowdown, China’s luxury market decline sunk even further in 2015, according to Bain & Company’s annual industry report.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">As Chinese consumers continued to opt to make their luxury purchases abroad, Bain found that the value of mainland China’s luxury market declined by 2 percent to 113 billion RMB in 2015. The decline was driven by large slumps in men’s watches, clothing, and leather goods, says the report.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">The bright spot for the global luxury industry remains Chinese spending overseas. Although China’s economic growth is slowing and the country’s anti-corruption campaign continues, Chinese consumers still upped their luxury spending abroad by 10 percent in the past year. Japan was a main beneficiary of this trend, with the report stating that Chinese luxury spending in the country increased by over 200 percent. Favorable exchange rates and lower prices also made South Korea, Europe, and Australia popular shopping destinations, while spending in Hong Kong and Macau dropped by one-quarter.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">This increase in travel spending didn’t lead to an increase in <em>daigou </em>shopping, however, which is likely a welcome development for luxury retailers. According to Bain & Company, the <em>daigou</em>market contracted to become worth about 43 billion RMB after being hit by efforts to contain it, including increased customs restrictions and a weak RMB. In addition, cross-border sales websites contributed to the <em>daigou</em> decline, and accounted for 48 billion of 293 billion RMB spent by Chinese consumers on luxury overseas in the past year.</span></p><p> </p><p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/01/360315558.png" id="media-902801" alt="" /></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">“We saw notable changes in where and how Chinese consumers acquired luxury goods last year. Buying overseas has been a trend for years, but destinations have changed, and <em>daigou</em> is declining because of multiple and converging drivers from major industry players, including the government,” says Bain partner and report author Bruno Lannes. “Our research found that the industry is quickly adapting to these challenges in an effort to drive more luxury consumption at home through strategies such as global pricing and a greater focus on fashion.”</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">As Chinese spending on the mainland continued to decrease, brands have been focusing on reducing their store footprint and focusing on exclusivity, according the report. It has several additional recommendations for brands to cope with new market conditions in 2016, including a strengthened focus on digital platforms—80 percent of survey respondents “said they normally get information on luxury brands from the internet or apps,” according to the report, while “60 percent identified social media channels Weibo and WeChat as their online source for information on luxury goods.” In addition, brands should focus on appearing “younger” and more fashionable to appeal to a more sophisticated clientele that’s increasingly interested in original design and heritage.</span></p><p style="text-align: justify;"><span style="font-family: helvetica, arial, sans-serif; font-size: 12pt;">“There are plenty of growth opportunities for those with more exclusive and fashion collections, digital platform engagement and digital content creation, as well as with pricing that encourages Chinese consumers to spend locally,” says Lannes.</span></p>
pjourdan
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[#luxury] - Wealthiest Chinese Women rank their most Exclusive & Desirable fashion brands
tag:whatsnewinmarketing.blogspirit.com,2015-11-03:3059217
2015-11-03T23:41:00+01:00
2015-11-03T23:41:00+01:00
Pour télécharger l'infographie / To download the infographics:...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/02/1609187639.jpg" id="media-889889" alt="" /></p><p>Pour télécharger l'infographie / To download the infographics: <a title="http://bit.ly/1WxigeB" href="http://bit.ly/1WxigeB" target="_blank">http://bit.ly/1WxigeB</a></p>
pjourdan
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[#luxe]- Classement des Marques de luxe Promise Consulting - BNP Exane - Exclusivité & Désirabilité - Chine 2015
tag:whatsnewinmarketing.blogspirit.com,2015-11-03:3059068
2015-11-03T09:00:00+01:00
2015-11-03T09:00:00+01:00
BAROMETRE PROMISE CONSULTING - BNP EXANE : "Exclusivité & Désirabilité"...
<p style="text-align: center;"><strong>BAROMETRE PROMISE CONSULTING - BNP EXANE : "Exclusivité & Désirabilité" 2015</strong></p><p style="text-align: center;"><strong><span style="text-decoration: underline;">Les Chinoises les plus fortunées classent les marques de Luxe dans l'univers de la Mode</span></strong></p><p style="text-align: left;"><span style="color: #ff0000;"><em>Extrait du Livre Blanc de l'étude "Exclusivité & Désirabilité - Chine 2015" menée par Promise Consuiting - BNP Exane auprès des femmes chinoises les plus fortunées dans l'univers de la Mode.</em></span></p><ul><li>Pour disposer de l'ensemble des résultats : mailto : <a href="mailto:valerie.jourdan@promiseconsultinginc.com">valerie.jourdan@promiseconsultinginc.com</a></li><li><span>Pour recevoir la note d'analyse stratégique & financière BNP Exane / Promise Consulting : </span>mailto : <a href="mailto:valerie.jourdan@promiseconsultinginc.com">valerie.jourdan@promiseconsultinginc.com</a></li></ul><p> </p><div align="center"><hr align="center" size="2" width="100%" /></div><p><strong>Paris le 03 Novembre 2015 10:00 AM - En collaboration avec BNP Exane</strong>, un acteur majeur de la Finance de Marché en Europe, spécialiste reconnu de la recherche et de l'analyse sectorielle du marché du luxe, <strong>Promise Consulting</strong>, société de conseil et d'études en marketing, publie les résultats de la 2<sup>ème</sup> vague du <strong>Baromètre Promise Consulting - BNP Exane "Exclusivité & Désirabilité 2015". </strong></p><p style="text-align: justify;"><strong>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</strong>. 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 (<a href="http://bit.ly/1ESTZGu">http://bit.ly/1ESTZGu</a>).</p><p style="text-align: justify;"><em>"Ce baromètre traduit notre volonté de rapprocher le Marketing et l'Analyse Sectorielle et Financière. Notre approche Monitoring Brand Assets<sup>®</sup> se révèle très complémentaire des analyses menées par les experts de BNP Exane : les résultats de notre baromètre commun, appréhendés selon deux angles différents, marketing et financier, apportent une valeur ajoutée unique aux dirigeants et aux décideurs dans le secteur du Luxe. Plus concrètement, n</em><em>otre mesure de l'exclusivité d'une marque prend en compte la qualité supérieure et constante des produits, la valorisation forte et unique du client, le prestige de la marque, mais également un savoir-faire inimité, qui justifient en retour un prix très élevé associé au grand luxe. Notre mesure de la désirabilité synthétise les dimensions de l'attractivité d'ordre intime, social et symbolique, qui sont la force des marques exclusives et caractérisent la relation particulière qu'elles entretiennent avec leur public. Notre Baromètre combine, au moyen de deux échelles, des critères nombreux permettant d'établir un classement des marques de luxe du point de vue de leurs clientes</em>" déclare Pr Philippe Jourdan, CEO de Promise Consulting.</p><div align="center"> </div><div align="center"><hr align="center" size="2" width="100%" /></div><p> <strong>GRAND LUXE / EXCLUSIVITE</strong></p><ul><li>Hermès, 1<sup>ère</sup> marque sur le critère de grand luxe / exclusivité auprès des Chinoises fortunées.</li><li>En 2<sup>ème</sup> et 3<sup>ème</sup> position, Louis Vuitton et Chanel sont au coude-à-coude.</li><li>En 4<sup>ème</sup> et 5<sup>ème</sup> position, Prada et Dior ferment la marche des 5 marques les plus exclusives.</li></ul><p><strong>DESIRABILITE</strong></p><ul><li>Chanel est la marque la plus désirable dans l'univers de la Mode en Chine.</li><li>En 2<sup>ème</sup> position, Hermès capitalise sur sa forte association au grand luxe.</li><li>Au coude-à-coude, Prada, Louis Vuitton et Dior complètent le top 5.</li><li>Burberry est la 6<sup>ème</sup> marque la plus désirable (9<sup>ème</sup> place en exclusivité).</li></ul><p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/02/186811354.png" id="media-889522" alt="" /></p><p style="text-align: justify;"><strong>EXCLUSIVITE : LES GRANDES MAISONS FRANCAISES DOMINENT, A UNE EXCEPTION</strong></p><p style="text-align: justify;"><span style="color: #ff0000;"><strong>[EXTRAIT] </strong></span>Dans un climat économique empreint de fortes incertitudes – l’année 2015 a été marquée par le ralentissement de l’économie chinoise, une lutte renforcée contre la corruption, une chute de la Bourse chinoise et une dévaluation du Yuan – il est rassurant de constater que les grandes maisons françaises du luxe, auxquelles se joint la maison Prada, affichent une nette avance dans notre Baromètre <em>« Exclusivité & Désirabilité ».</em></p><p><strong>DESIRABILITE : LES 5 MARQUES LES PLUS EXCLUSIVES SONT EGALEMENT LES PLUS DESIRABLES</strong></p><p style="text-align: justify;"><strong><span style="color: #ff0000;">[EXTRAIT]</span> </strong>« <em>Le luxe et le désir amoureux répondent à la même logique. La marque de luxe doit susciter le désir qui s'inscrit nécessairement dans une attente, parfois longue, de l'objet si longtemps convoité. Si l'aboutissement de la quête amoureuse tue parfois le désir, la marque de grand luxe en se réinventant en permanence crée les mécanismes d'un désir entretenu. Il nous semblait important de mesurer la désirabilité des 15 grandes marques de luxe issues de notre Baromètre, et ce d'autant plus que notre modèle Monitoring Brand Assets<sup>® </sup>démontre que la désirabilité, telle que nous la mesurons, est le principal levier de croissance des marques fortes en Chine et dans le monde. Nous apportons à nos clients les clés pour rendre leurs marques plus désirables, parce que nous sommes convaincus que la désirabilité est l'enjeu des marques de grand luxe de demain</em> » (Philippe Jourdan). </p><p style="text-align: justify;">Rappelons que le désir participe d'une reconnaissance de l'autre. Les dimensions du désir sont donc d'ordre intime (la quête de soi), mais également social (la relation à l'autre). La désirabilité relève donc d'un équilibre subtil, que les marques doivent nourrir dans le respect de leurs fondamentaux<a title="" name="_ftnref1" href="file://u-file/powsvr3_nv/Prospection/Communication/2015/COMMUNIQUES/2-CN%20LUXE%20ET%20DESIRABILITE/20151029%2018h%20CP%20Luxe%20Desirabilite%20Barom%C3%A8tre%20CHINE.docx#_ftn1"><sup><sup>[1]</sup></sup></a>. « <em>Ce que nous cherchons à mesurer au travers de la désirabilité, c'est une proximité, qui relève du physique, mais aussi du mystique entre une marque et son public, une fusion charnelle et spirituelle à laquelle contribuent les produits, les services, l'image, les valeurs et le type de relations que la marque construit avec son public</em> », déclare Philippe Jourdan.</p><p style="text-align: justify;">Certains analystes du secteur du luxe ont avancé l’idée que la Chine s’orientait désormais vers des marques de luxe plus accessibles, d’un caractère moins exclusif, et que l’ascension de la classe moyenne supérieure se traduirait inévitablement par une « démocratisation » du luxe, ce qui représenterait une opportunité de développement pour des marques de « deuxième rang » (Fendi, Loewe, Céline, etc.). Ce propos doit être nuancé : si le rôle ostentatoire des marques de luxe cède temporairement le pas, en raison de la lutte anti-corruption menée par les Autorités chinoises, si la fonction identitaire est moins marquée qu’autrefois, le caractère distinctif (qui s’attache à la rareté) et affectif (émanation d’un besoin sensoriel et émotionnel), reconnu aux marques de luxe, est toujours dominant en Chine : <strong>les 5 marques de luxe les plus désirables sont également les plus exclusives.</strong></p><div><p style="text-align: left;"><strong>EXCLUSIVITE & DESIRABILITE : LES MARQUES DE TRES GRAND LUXE REALISENT UN EQUILIBRE PARFAIT</strong></p><p style="text-align: justify;"><strong><span style="color: #ff0000;">[EXTRAIT]</span> </strong>Le management d’une marque de luxe suppose un équilibre subtil entre le caractère exclusif de la marque et un seuil de désirabilité suffisant. Trop d’exclusivité nuit à la désirabilité : la marque occupe alors une « niche » devenue trop étroite. Trop désirable, elle perd en exclusivité : elle devient trop diffusée, trop visible ou trop accessible. L’exclusivité est l’assurance de marges élevées, la désirabilité, de volumes suffisants.</p><p style="text-align: justify;">En Chine, deux groupes de marques se détachent nettement :</p><ul><li>Les marques de<strong> très grand luxe</strong> (Hermès, Chanel, Louis Vuitton, Prada, Dior) (...) </li><li>Les marques plus « <strong>premium » luxe</strong> (Versace, Bottega Veneta, Roberto Cavalli, Burberry, Ferragamo, Ralph Lauren), auxquelles se greffent Lanvin et Armani (...)</li></ul><p><strong>METHODOLOGIE</strong></p><p><strong style="text-align: justify;"><span style="color: #ff0000;">[EXTRAIT] </span></strong>Le Baromètre PROMISE CONSULTING - BNP EXANE "EXCLUSIVITE ET DESIRABILITE" est à vocation internationale. Il est conduit à un rythme annuel dans plusieurs pays et sur plusieurs catégories de produits. Les deux critères mesurés ici sont un outil précieux d'aide à l'évaluation et à la décision pour les dirigeants, les managers et les investisseurs dans le secteur du luxe. Ces deux critères sont issus d'un modèle, plus général, de mesure de la performance et du ROI de la marque, Monitoring Brand Assets®, commercialisé par Promise Consulting pour le compte de nombreuses marques dans les secteurs de la Mode, de la Beauté et de la Distribution.</p><ul><li>Mode recueil : Access Panel en ligne.</li><li>Période de collecte : Septembre 2015.</li><li>Pays : Chine</li><li>Univers : Mode de luxe (prêt-à-porter, sacs et chaussures).</li><li>Cible : 600 femmes de 18-54 ans, appartenant aux 3% de foyers aux revenus les plus élevés.</li><li>Sujet : Baromètre "Luxe et Désirabilité" 2015.</li><li>Liste : 30 marques évaluées (liste disponible sur demande).</li><li>Critères : Exclusivité et Désirabilité des marques de luxe dans l’univers de la Mode féminine.</li></ul><p style="text-align: justify;"><strong>A PROPOS DE PROMISE CONSULTING</strong></p><p style="text-align: justify;"><strong>Promise Consulting</strong> est un groupe de conseil et d’études marketing réunissant les sociétés Promise Consulting Inc., JPL Consulting et Panel On The Web. Promise Consulting intègre des prestations de conseil et d’études à forte valeur ajoutée. Elle a créé une méthodologie innovante de mesure de la performance de marque et du ROI des investissements centrés sur la marque : Monitoring Brand Assets<sup>©</sup>. Cette méthodologie a été déployée dans plus de 35 pays à date, porte sur l’étude de 250 marques dans les secteurs les plus divers et totalise près de 1.500.000 questionnaires administrés en ligne dans le monde.</p><p style="text-align: justify;">Etabli à Paris, New-York et Casablanca, le groupe mène des études et des prestations de conseil dans le monde entier. Il est plus particulièrement reconnu pour son expertise en matière de mesure de la valeur de marque (brand value) du point de vue des clients.</p><p style="text-align: justify;">Promise Consulting a su développer des méthodes et des modèles innovants, récompensés 7 fois en 10 ans, par la profession au plan national et international. Il accompagne les plus grandes marques de luxe, de cosmétiques et de distribution dans leur développement sur le marché national et les marchés étrangers. Il intervient également dans de nombreux secteurs d'activité, chaque fois que les marques souhaitent disposer d'une stratégie de croissance éclairée pour mieux comprendre leur marché, s'adresser à leurs consommateurs, séduire et fidéliser leurs clients.</p><p style="text-align: justify;">Le CEO de Promise Consulting,<strong> Pr Philippe Jourdan</strong>, est rédacteur en chef de la revue de l’Adetem, la Revue Française de Marketing (RFM), depuis 2011. Il publie dans des revues académiques de niveau international sur les problématiques de valorisation des marques dans les secteurs du luxe, de la beauté et de la distribution sélective. Il publie également dans la presse économique et d’actualités (Le Monde, Les Echos, Le Figaro, l’Opinion, La Revue des Marques, etc.). Il est également professeur des universités, chercheur à l’IRG (CNRS) et lauréat du Meilleur Article de Recherche AFM 2000. Il a enfin une certification Social Media.</p><p style="text-align: justify;"><strong>A PROPOS DE BNP EXANE</strong></p><p style="text-align: justify;">Spécialisé dans les actions européennes, BNP Exane est présent dans trois métiers :</p><ul><li style="text-align: justify;">L'intermédiation en placement d'actions européennes.</li><li style="text-align: justify;">Les dérivés actions appelés Exane Dérivatives.</li><li style="text-align: justify;">La gestion d'actifs via la gestion de fonds d'investissement de moyen et long termes.</li></ul><p style="text-align: justify;">BNP Exane travaille principalement avec des clients institutionnels dans le monde entier (fonds de pension, gestionnaires de fonds pour le compte de banques ou d'assureurs, etc.) et commercialise ses produits dérivés à un spectre étendu de clients, comprenant des gestionnaires de fonds privés et des conseillers en investissements. Exane emploie plus de 800 personnes dans le monde, dans ses bureaux de Paris, Londres, Francfort, Genève, Madrid, Milan, New-York, Stockholm et Singapour. Les équipes de recherche de BNP Exane couvrent plus de 600 grandes sociétés, dans le Monde, et sont régulièrement récompensées par des Prix pour la grande qualité de leurs analyses sectorielles. Pour plus d'informations : <a href="http://www.exane.com/">http://www.exane.com</a>. </p><div align="center"><hr align="center" size="2" width="100%" /></div><p><strong>Pour en savoir plus</strong></p><ul><li>Site : <a href="http://promiseconsultinginc.com/">http://promiseconsultinginc.com</a></li><li>Blog: <a href="http://whatsnewinmarketing.blogspirit.com/">http://whatsnewinmarketing.blogspirit.com</a></li><li>Facebook: <a href="http://facebook.com/promiseinc">http://facebook.com/promiseinc</a></li><li>Twitter: @pjourdan1967</li></ul><p><strong>Relations Presse - Agence Wellcom</strong></p><ul><li>Esthel Joubert-Gaillard - Julie Fontaine - Sonia El Ouardi</li><li><a href="mailto:ejg@wellcom.fr">ejg@wellcom.fr</a> - <a href="mailto:jf@wellcom.fr">jf@wellcom.fr</a> - <a href="mailto:se@wellcom.fr">se@wellcom.fr</a></li><li>01 46 34 60 60</li></ul><div align="center"><hr align="center" size="2" width="100%" /></div><p> </p><p> </p><hr align="left" size="1" width="33%" /><div id="ftn1"><p style="text-align: justify;"><a title="" name="_ftn1" href="file://u-file/powsvr3_nv/Prospection/Communication/2015/COMMUNIQUES/2-CN%20LUXE%20ET%20DESIRABILITE/20151029%2018h%20CP%20Luxe%20Desirabilite%20Barom%C3%A8tre%20CHINE.docx#_ftnref1">[1]</a> La force des grandes marques c'est précisément de savoir préserver cet équilibre entre d'une part des attentes fortes d'une clientèle élitiste et un positionnement volontairement assumé qui se veut également visionnaire et donc parfois décalé. C'est en cela que l'approche Monitoring Brand Assets<sup>©</sup> parce qu'elle prend en compte la dynamique des forces et des tensions en présence dans la valeur d'une marque trouve toute sa justification. </p></div></div>
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[#luxury]- Barometer of the Luxury brands - Promise Consulting - BNP Exane - Exclusivity & Desirability - China 2015
tag:whatsnewinmarketing.blogspirit.com,2015-11-03:3059071
2015-11-03T09:00:00+01:00
2015-11-03T09:00:00+01:00
BAROMETER PROMISE - BNP EXANE "EXCLUSIVITY & DESIRABILITY"...
<div><p align="center"><strong>BAROMETER </strong><strong>PROMISE - BNP EXANE "EXCLUSIVITY & DESIRABILITY"</strong><strong> 2015:</strong></p><p align="center"><strong><em>THE WEALTHIEST CHINESE WOMEN RANK LUXURY BRANDS </em></strong></p></div><p style="text-align: justify;"><strong><span style="color: #ff0000;"><em>Extract of the Survey Report "Exclusivity & Desirability - China 2015" conducted by Promise Consuiting - BNP Exane - Interview of the wealthiest chinese women about the luxury brands in fashion universe.</em></span></strong></p><ul><li>To get the full survey report : mailto : <a href="mailto:valerie.jourdan@promiseconsultinginc.com">valerie.jourdan@promiseconsultinginc.com</a></li><li>To get the Strategic & Financial analysis of BNP Exane / Promise Consulting : mailto : <a href="mailto:valerie.jourdan@promiseconsultinginc.com">valerie.jourdan@promiseconsultinginc.com</a></li></ul><p style="text-align: justify;"> </p><div style="text-align: justify;" align="center"><hr align="center" size="2" width="100%" /></div><p style="text-align: justify;"><strong>Paris, November 3<sup>rd</sup>, 2015 10:00 AM – Promise Consulting, </strong>an acknowledged consulting and market research firm, joins forces with <strong>BNP Exane</strong>, a key actor of the financial market in Europe and a specialist in research and analyses on the European luxury sector, to publish the 2<sup>nd</sup> wave of the <strong>Promise - BNP Exane Barometer "Exclusivity & Desirability 2015". This barometer classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion. </strong>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 women in May 2015 (<a href="http://bit.ly/1ESTZGu">http://bit.ly/1ESTZGu</a>).</p><p style="text-align: justify;"><em>”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</em><em>. 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</em>", states Pr. Philippe Jourdan, Promise’s CEO.</p><div style="text-align: justify;" align="center"><hr align="center" size="2" width="100%" /></div><p style="text-align: justify;"><strong>HIGH LUXURY / EXCLUSIVITY</strong></p><ul><li>Hermes, 1<sup>st</sup> brand on the luxury / exclusivity criterion amongst the wealthiest Chinese women.</li><li>Respectively 2<sup>nd</sup> and 3<sup>rd</sup>, Louis Vuitton and Chanel are neck to neck.</li><li>Respectively 4<sup>th</sup> and 5<sup>th</sup>, Prada and Dior complete the ranking of the 5 most exclusive brands.</li></ul><p style="text-align: justify;"><strong>DESIRABILITY</strong></p><ul><li style="text-align: justify;">Chanel is the most desirable Fashion brand in China.</li><li style="text-align: justify;">Ranked 2<sup>nd</sup>, Hermes capitalizes on its strong association with high luxury.</li><li style="text-align: justify;">Prada, Louis Vuitton and Dior are neck and neck and complete the top 5.</li><li style="text-align: justify;">Burberry is the 6<sup>th</sup> most desirable brand (ranked 9<sup>th</sup> on exclusivity).</li></ul><p><img src="http://whatsnewinmarketing.blogspirit.com/media/00/00/103246981.png" id="media-889527" alt="" /></p><p style="text-align: justify;"><strong>EXCLUSIVITY: THE MAIN FRENCH HOUSES DOMINATE WITH ONE EXCEPTION</strong></p><p style="text-align: justify;"><strong><span style="color: #ff0000;">[EXTRACT]-</span></strong> Considering the strong uncertainties of the Chinese economy – 2015 was marked by a slowdown of the Chinese growth, a strengthened battle against corruption, a crash on the Chinese stock market and a devaluation of the Yuan; all those elements have engendered concerns on the luxury sector – it is very reassuring to pinpoint that the upper French luxury brands, besides Prada, have a clear advance on our recent “<em>Exclusivity and Desirability</em>” Barometer<em>.</em></p><p style="text-align: justify;">For the wealthiest Chinese customers, upper luxury is above all incarnated by <strong>Hermes</strong>, whose market positioning, devoted to social elite in leather goods (handbags and shoes) as exclusive in ready-to-wear, comforts its high-end luxury image. The brand is ranked first, its index equaling 162<a title="" name="_ftnref1" href="file://u-file/powsvr3_nv/Prospection/Communication/2015/COMMUNIQUES/2-CN%20LUXE%20ET%20DESIRABILITE/20151029_11h54_CP_Luxe_Desirabilite_Barom%C3%A8tre_CHINE_UK.docx#_ftn1">[1]</a> (100: the average of the 15 first top brands), and capitalizes on a comfortable advance vs. <strong>Louis Vuitton</strong> (145) and <strong>Chanel</strong> (144) – those 2 brands being neck and neck (cf. graph 1).</p><p style="text-align: justify;"><strong>DESIRABILITY: THE 5 MOST EXCLUSIVE BRANDS ARE ALSO THE MOST DESIRABLE ONES</strong></p><p style="text-align: justify;"><strong><span style="color: #ff0000;">[EXTRACT]-</span></strong> “<em>Luxury and love, respond to the same logic. A luxury brand has to arouse the desire, which inevitably calls for a sometimes long waiting for the long desired object. If the outcome of a loving quest sometimes kills the desire, a luxury brand, by permanently reinventing itself, creates the mechanisms to preserve the desire. It seemed important to us to measure the desirability of 15 big luxury brands stemming from our Barometer, especially as our model Monitoring Brand Assets® demonstrates that the desirability, as we measure it, is the main lever for growth of high-end brands in China and in the world. We bring our customers the key to make their brands more desirable because we are convinced that desirability is the stake for tomorrow’s big luxury brands.</em>” (Philippe Jourdan)</p><p style="text-align: justify;">Desire contributes to acknowledgment towards the other. Hence, the dimensions of the desire belong to the intimacy (the relation with the other). Therefore, desirability is based on a subtle balance that the brands must feed respecting their fundamentals<a title="" name="_ftnref1" href="file://u-file/powsvr3_nv/Prospection/Communication/2015/COMMUNIQUES/2-CN%20LUXE%20ET%20DESIRABILITE/20151029_11h54_CP_Luxe_Desirabilite_Barom%C3%A8tre_CHINE_UK.docx#_ftn1"><sup><sup>[1]</sup></sup></a>. "<em>What we want to measure through desirability is a proximity, which implies the physique but also the mystic between the brand and its public, a carnal and spiritual fusion fed by the products, the services, the image, the values and the kind of relations that the brand builds with its public"</em>, says Philippe Jourdan.</p><p style="text-align: justify;">Some of the analysts of the luxury sector suggested the idea that China was now orienting itself towards more accessible luxury brands that are less exclusive, and that the emergence of the upper middle class would inevitably engender the “democratization” of luxury, which would represent a development opportunity for “second-ranked” brands (Fendi, Loewe, Celine, etc.). This must be nuanced: though the luxury brands’ ostentatious role is temporarily setback, due to the fight against corruption conducted by the Chinese authorities, and though the identity function is less pronounced than before, the distinctive (i.e. rarity) and affective (i.e. sensorial and emotional needs) sides that characterize luxury brands still dominate in China: <strong>the 5 most exclusive brands are also the most desirable ones. </strong></p><p style="text-align: justify;"><a title="" name="_ftn1" href="file://u-file/powsvr3_nv/Prospection/Communication/2015/COMMUNIQUES/2-CN%20LUXE%20ET%20DESIRABILITE/20151029_11h54_CP_Luxe_Desirabilite_Barom%C3%A8tre_CHINE_UK.docx#_ftnref1">[1]</a> The strength of the main brands precisely consists in preserving that balance between the elitist clients’ strong expectations and a willingly assumed positioning, that also aims to be visionary and therefore sometimes offbeat. Taking into account the dynamic of the strengths and tensions in the value of a brand, the Monitoring Brand Assets<sup>©</sup> approach justifies its pertinence. </p><div style="text-align: justify;"> </div><p><strong>EXCLUSIVITY & DESIRABILITY: HIGH LUXURY BRANDS HAVE FOUND THE PERFECT BALANCE</strong></p><p style="text-align: justify;"><strong><span style="color: #ff0000;">[EXTRACT]-</span></strong> Managing a luxury brand implies a subtle balance between a necessary brand’s exclusivity and a sufficient desirability threshold. Too much exclusivity penalizes desirability: in that case, the brand positions itself on a too narrow “niche”. On the opposite, by becoming too desirable, the brand penalizes itself on exclusivity: in that case, the brand is too much broadcasted, becoming too visible or too accessible. Exclusivity is the guarantee of high margins, while desirability ensures sufficient volumes.</p><p style="text-align: justify;">In China, there are two distinct sets of brands:</p><ul><li style="text-align: justify;"><strong>High-end luxury</strong> brands (Hermes, Chanel, Louis Vuitton, Prada and Dior) (...)</li><li style="text-align: justify;">The more "<strong>premium" luxury</strong> brands (Versace, Bottega Veneta, Roberto Cavalli, Burberry, Ferragamo, Ralph Lauren), surprisingly together with Lanvin and Armani (...)</li></ul><p><strong>SURVEY METHODOLOGY</strong></p><p style="text-align: justify;">The PROMISE - BNP EXANE "EXCLUSIVITY AND DESIRABILITY" Barometer has an international vocation, is renewed every year in several countries and on several categories of products. Both criteria that are measured here are precious tools to help managers and investors of the luxury sector evaluate and take decisions. These two criteria arise from the more general model of measurement of the brand’s performance and ROI, Monitoring Brand Assets®, marketed by Promise for numerous brands in the sectors of the Fashion, Beauty and Selective Distribution.</p><ul><li style="text-align: justify;">Collection method: online Access Panel.</li><li style="text-align: justify;">Period of data collection: September 2015.</li><li style="text-align: justify;">Country: China</li><li style="text-align: justify;">Universe: luxury (ready-to-wear, handbags and shoes).</li><li style="text-align: justify;">Sample: 600 adult women (18-54 years old) who belong to the 3% wealthiest households</li><li style="text-align: justify;">Theme: barometer "Luxury and Desirability" 2015.</li><li style="text-align: justify;">List: 30 evaluated brands (available on request).</li><li style="text-align: justify;">Measured criteria: exclusivity and desirability of the luxury women fashion brands.</li></ul><p><strong>ABOUT PROMISE CONSULTING</strong></p><p style="text-align: justify;">Promise is a group specialized in consulting and marketing surveys. It consists in the following companies: Promise Consulting Inc., JPL Consulting and Panel On The Web. Promise’s consulting and survey services provide a strong added value. The group has created an innovative methodology to measure the performance of brands and the ROI centered on brand: Monitoring Brand Assets®. This methodology has been deployed in 50 countries for now, studying 250 brands in various sectors and collecting almost 1.000.000 questionnaires online. </p><p style="text-align: justify;">Based in Paris, New York and Casablanca, the group conducts surveys and provides consulting services all over the world. Promise has successfully developed innovative methods and models that have been rewarded 7 times in 10 years by the profession, both in France and abroad. The group is consulted by the major groups in luxury, cosmetics and selective distribution to help them develop their brands on the domestic and overseas markets. Promise operates in numerous business sectors, each time the brands establish a strategy for growth to better understand their market, communicate with their consumers, seduce their customers and improve their loyalty.</p><p style="text-align: justify;">Promise’s CEO, Philippe Jourdan, is the chief-editor of the Adetem’s review, the French Marketing Review (RFM) since 2011. He publishes in academic international magazines on issues related to brand equity in universes of luxury, beauty and selective retailing. He also publishes in the economic and news press (Le Monde, Les Echos, Le Figaro, l’Opinion, La Revue des Marques, etc.). Philippe is also an associate professor, researcher at the IRG (CNRS) and was awarded for the best Research Paper, AFM in 2000.</p><p style="text-align: justify;"><strong>ABOUT BNP EXANE</strong></p><p style="text-align: justify;">Specializing in European equities, BNP Exane is active in three businesses: </p><ul><li>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;</li><li>Equity derivatives: Exane derivatives has built a robust structured products franchise, based on its longstanding leadership in European convertible bonds and options;</li><li>Asset management: Exane Asset Management is one of the leaders in long/short equity fund management in Europe.</li></ul><p style="text-align: justify;">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: <a href="http://www.exane.com/">http://www.exane.com</a>.</p><p style="text-align: justify;"> </p><div align="center"><hr align="center" size="2" width="100%" /></div><p><strong>Learn more about us :</strong></p><ul><li>Website: <a href="http://promiseconsultinginc.com/">http://promiseconsultinginc.com</a></li><li>Blog: <a href="http://whatsnewinmarketing.blogspirit.com/">http://whatsnewinmarketing.blogspirit.com</a></li><li>Facebook: <a href="http://facebook.com/promiseinc">http://facebook.com/promiseinc</a></li><li>Twitter: @pjourdan1967 </li></ul><p><strong>Press relations – Wellcom Agency</strong></p><ul><li>Esthel Joubert-Gaillard - Julie Fontaine - Sonia El Ouardi</li><li><a href="mailto:ejg@wellcom.fr">ejg@wellcom.fr</a> - <a href="mailto:jf@wellcom.fr">jf@wellcom.fr</a> - <a href="mailto:se@wellcom.fr">se@wellcom.fr</a></li><li>01 46 34 60 60</li></ul><div align="center"><hr align="center" size="2" width="100%" /></div><p> </p>
pjourdan
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[#Fashion]- Measuring Brand Desirability and Exclusivity - Barometer China 2015
tag:whatsnewinmarketing.blogspirit.com,2015-09-29:3056797
2015-09-29T10:57:00+02:00
2015-09-29T10:57:00+02:00
Coming soon http://bit.ly/1LYYq6c
<p style="text-align: center;"><span style="font-size: large; font-family: verdana, geneva;"><strong>Coming soon</strong></span></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/02/00/429295797.png" target="_blank"><img id="media-884908" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/02/00/186811354.png" alt="marketing, fashion, luxury, china, barometer, axclusivity, desirability" width="383" height="286" /></a></p><p style="text-align: center;"><a title="Desirability & Eclusivity 2015" href="http://bit.ly/1LYYq6c" target="_blank">http://bit.ly/1LYYq6c</a></p>