Positioning "high lifestyle"
On the final day of the 2011 Winter Winter Fashion Week, the “We Are The China Girl†music rang out. He Sui from China swayed out as an opening model, with dazzling black and white accents dotted with eye-catching Chinese red corals and jade jewelry.
This brand that best represents the spirit of the United States has actually unveiled one of the most pure and incisive Chinese scrolls: the tight-fitting dress has a cheongsam charm, the back of the dress is decorated with Chinese dragon embroidery, and the hand-wrap is inlayed with jade.
Six Chinese models were invited to the entire show. The subsequent autumn and winter advertisements also showed the face of Qing Chinese girl He Sui.
As a founder and designer, Ralph Lauren unabashedly expressed his love of the Chinese style: “I have always enjoyed the gorgeous fashion and exquisite feelings of the 1930s. It is deeply influenced by Chinese-style decorative arts. The impact, I think it is still very valuable today."
This show successfully attracted the attention of the Chinese media and the fashion industry. Until the fall and winter of 2012, Ralph Lauren still showed a trace of dragons and plates.
In recent Chinese wind designs, insiders gave Ralph Lauren the highest score. He used Chinese elements with great restraint and he did not have Chinese symbols on his body.
In May 2012, Ralph Lauren Group announced: “We will carry out a completely new brand positioning in the Chinese market.†Previously, China’s business returns were lower than the Japanese market, which accounted for more than half of Asian sales, but The company officials believe that by adjusting its business strategy, China will achieve high growth.
In the United States, Ralph Lauren is the most successful seller of the "high lifestyle". Ralph Lauren took the lead in using experience marketing and multi-brand management strategies to inspire consumers to join the lifestyle advocated by brands through storytelling and creating a store atmosphere.
In 1970, Ralph Lauren put together his tie, suit, shirt and raincoat, and used mahogany to decorate the counter like a gentleman's club.
Later, Ralph Lauren brought crutches, antiques, and crocodile leather suitcases to the counters. The entire scene looked like the living environment of the upper-class rich people, and the brand became a symbol of status, wealth and privilege.
The $200 knitwear and the $7,000 mahogany cabinet make the clothing brand Polo appear to belong to aristocratic members, celebrities and privileged people.
For the Chinese market, copying this marketing approach will work? The master of international brand promotion pointed out that China is a very delicate market that cannot be easily dealt with. Chinese consumers generally lack understanding of the history and essence of international brands.
Corresponding to such consumer groups, it takes time to instill brand culture. Ralph Lauren’s rapid expansion will be worrying. This will not only give the brand no time to tell a complete story, but also pose a severe challenge to the development of the company’s internal systems. It may also cause the brand to lose market promotion. The overall view.
How Ralph Lauren resolves this contradiction will wait and see.
As the “American classic†brand in the fashion industry, the brand name is still visible on Ralph Lauren’s field in 2012 Fall and Winter. In recent Chinese wind designs, insiders gave Ralph Lauren the highest score. He used Chinese elements with great restraint and he did not have Chinese symbols on his body.
On the final day of the 2011 Winter Winter Fashion Week, the “We Are The China Girl†music rang out. He Sui from China swayed out as an opening model, with dazzling black and white accents dotted with eye-catching Chinese red corals and jade jewelry.
This brand that best represents the spirit of the United States has actually unveiled one of the most pure and incisive Chinese scrolls: the tight-fitting dress has a cheongsam charm, the back of the dress is decorated with Chinese dragon embroidery, and the hand-wrap is inlayed with jade.
Six Chinese models were invited to the entire show. The subsequent autumn and winter advertisements also showed the face of Qing Chinese girl He Sui.
As a founder and designer, Ralph Lauren unabashedly expressed his love of the Chinese style: “I have always enjoyed the gorgeous fashion and exquisite feelings of the 1930s. It is deeply influenced by Chinese-style decorative arts. The impact, I think it is still very valuable today."
This show successfully attracted the attention of the Chinese media and the fashion industry. Until the fall and winter of 2012, Ralph Lauren still showed a trace of dragons and plates.
In recent Chinese wind designs, insiders gave Ralph Lauren the highest score. He used Chinese elements with great restraint and he did not have Chinese symbols on his body.
In May 2012, Ralph Lauren Group announced: “We will carry out a completely new brand positioning in the Chinese market.†Previously, China’s business returns were lower than the Japanese market, which accounted for more than half of Asian sales, but The company officials believe that by adjusting its business strategy, China will achieve high growth.
In the United States, Ralph Lauren is the most successful seller of the "high lifestyle". Ralph Lauren took the lead in using experience marketing and multi-brand management strategies to inspire consumers to join the lifestyle advocated by brands through storytelling and creating a store atmosphere.
In 1970, Ralph Lauren put together his tie, suit, shirt and raincoat, and used mahogany to decorate the counter like a gentleman's club.
Later, Ralph Lauren brought crutches, antiques, and crocodile leather suitcases to the counters. The entire scene looked like the living environment of the upper-class rich people, and the brand became a symbol of status, wealth and privilege.
The $200 knitwear and the $7,000 mahogany cabinet make the clothing brand Polo appear to belong to aristocratic members, celebrities and privileged people.
For the Chinese market, copying this marketing approach will work? The master of international brand promotion pointed out that China is a very delicate market that cannot be easily dealt with. Chinese consumers generally lack understanding of the history and essence of international brands.
Corresponding to such consumer groups, it takes time to instill brand culture. Ralph Lauren’s rapid expansion will be worrying. This will not only give the brand no time to tell a complete story, but also pose a severe challenge to the development of the company’s internal systems. It may also cause the brand to lose market promotion. The overall view.
How Ralph Lauren resolves this contradiction will wait and see.
As the “American classic†brand in the fashion industry, the brand name is still visible on Ralph Lauren’s field in 2012 Fall and Winter. In recent Chinese wind designs, insiders gave Ralph Lauren the highest score. He used Chinese elements with great restraint and he did not have Chinese symbols on his body.
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