Trands Redfines ‘Made in China’ Label

[Flickr/Dagg2008]

What comes to mind when you hear that something’s been made in China? Let me guess. You’d probably call it a cheaply made knockoff or you’d be very concerned about lead/melamine poisoning. Well, when it comes to suits, think again!

Over the past three months or so, I’ve seen an increase in impressive top-tier coverage of a relatively unknown Chinese clothing brand based in Dalian, China (an industrial/manufacturing port city in the northeast). This “brand” is hardly the next Shanghai Tang trying to establish itself as a global luxury brand, nor is it growing powerhouse retailer like Uniqlo. So what’s with all the media attention from CNN, Bloomberg News and The Wall Street Journal (see video below)?

Since it’s extremely unlikely that Trands has retained a public relations agency, the media buzz can only explained by their star customer, Warren Buffet. Yes, you heard right – Warren Buffett, the second richest man in the world who’s better known for his investment strategies than his sense of fashion and style.

Mr. Buffett loves Trands so much that he’s been quoted on the record that he only wears these “Made in China” suits and has thrown out everything else. While he’s hardly a fashion icon, I wouldn’t be surprised if this $700+ Chinese suit becomes the next symbol of wealth and power for businessmen around the world.

[WSJ.com/vodpod]

Filed under: Fashion, Marketing, Retail, Asian, China, Dayang Trands, Fashion, International Marketing, Made in China, Marketing, Suits, Trands

Rain + GRNY = Ninja Assassin Plug

[Flickr/How and Nosm]

Rain, the Korean hottie-potattie pop star and archenemy of Stephen Colbert, did a rare autograph signing at the NY Giant Robot store last Friday to promote his new U.S. film, Ninja Assassin. I didn’t go (not that I’m even in NYC), but I did watch this YouTube video recap, so close enough. Needless to say, it reminded me of that time I stood in line for an hour to meet Hyde of L’arc en Ciel….though I am sure, Rain fans are a little more rabid.

If I did go (and I wasn’t giddy like a school girl with drool coming down my mouth), I’d like to ask Rain these questions:

• What in the world made you go with Ninja Assassin as your next U.S. film project? This movie looks like cheese with a side of green screen special effects.
• What makes you qualified to play a ninja? Last time I checked, you’re a dancer and a singer – not a fighter. (Yea, yea, I know they made it work for Drew Barrymore/Carmen Diaz/Lucy Liu for Charlie’s Angels, but fancy wire work and camera angles just aren’t as cool as the real deal).
• Will you also try to break into the U.S. music scene? I think you’d fare better in this arena and if you succeeded and became the Asian Shakira, you’d finally break down the Asian wall that your predecessors failed to do…ahem…Utada, BoA and Coco Lee.
• How does it feel to be pursued by Megan Fox? Congratulations, you are the envy of a LOT of men.

Filed under: Film, Marketing, Music, Asian, Film, Giant Robot, Korea, Marketing, Music, New York, Ninja Assassin, Rain

When M-A-C Met Hello Kitty

[Flickr/Vida Colorida]

Here’s an unlikely couple for ya….M-A-C Cosmetics has teamed up with Sanrio to help raise funds for the the Museum of FIT, a NY-based that’s dedicated to the art of fashion.

After creating a new color palate which consists of shades of pink, grey, white and black, the two companies have assembled the M-A-C Hello Kitty fashion designer team to create one of a kind pieces that to be sold on eBay with a starting bid of $200. Each piece is an answer to the burning question, “What would M-A-C Hello Kitty wear if she were a fashionista?”

This International team features designers from around the world. Representing the Asia-Pacific region is Japan’s Dress33, Korea’s General Idea: Bum Suk Choi and Sang Beg Ha, China’s Qiu Hao and Taiwan’s Shu-Chi Huang.

When I first read about this, I thought that this was an odd couple. When I think of M-A-C, I think of the club girl or extreme high fashion experiments. When I think of Hello Kitty, I think of the cute Japanese school or anime otaku. But on second thought, but brands have a strong following and I am sure there will be those who are obsessed enough to buy, buy, buy! So in that sense, this was a cool marketing endevor.

I should also mention that this partnership also includes a special makeup collection that includes eyeshadow, glosses, lipsticks and liners. Other Hello Kitty products are brushes, a brush case, jewelry, doll and cosmetics bag. Unlike the designer clothes, this collection will be made for mass consumption…for now.

Filed under: Beauty, Fashion, Marketing, Asian, Beauty, Bum Suk Choi, China, Designer, Dress33, Fashion, General Idea, Hello Kitty, Japan, Korea, M-A-C, Qiu Hao, Sang Beg Ha, Shu-Chi Huang, Taiwan

Introducing The New Face Of Armani, Takeshi Kaneshiro

Takeshi Kaneshiro, originally uploaded by Naye-Chan.

Take a good look at that face. ‘Cause today, fashion designer, Giorgio Armani announced that Japanese/Taiwanese actor and model superstar, Takeshi Kaneshiro will be the new face of Emporio Armani‘s 2008 autumn and winter marketing campaign. While Kaneshiro will be joining the ranks of David Beckham and Josh Hartnett, he is also making history as the first Asian model to ever front a global marketing campaign by the Italian label.

Filed under: Fashion, Marketing, Retail, Advertisement, Asian, China, Emporio Armani, 金城 武, Giorgio Armani, International Marketing, Japan, Jin Cheng Wu, Taiwan, Takeshi Kaneshiro

Sharon Stone: A Cautionary Tale of a Celebrity Spokesperson

 

Sharon Stone – Dior, originally uploaded by SerenityF.

Celebrity spokespeople are notorious for being unpredictable, though they are also a sure fire way to get quick and easy press for a company or brand. The problem though is that when celebrities behave badly, it will take your brand’s name through the mud with it.

Case-in-point: Sharon Stone, former spokesperson and model for Christian Dior

What I don’t understand though is why Dior would select a celebrity who was supposedly pro-Tibet for their advertising campaign in China. That’s just asking for trouble. Perhaps its was a budget issue (though I doubt it considering the profit margins on a tiny bottle of perfume), in which they decided it would be best to go with a rather washed up B-list Hollywood actress, rather then an A-list Chinese actress.

Now thanks to Stone’s poor choice of words during an interview with the Chinese media at the Cannes Film Festival on May 25th, Dior is now in crisis communications mode in order to make amends with the Chinese people. It’s interesting to note that this is not the first time that Ms. Stone has put her foot in her mouth over global issues and policies–Tanzania, malaria and mosquito nets.

For me personally, the interview was rather painful to watch. Not only were the comments rather cold and insensitive, she sounded like she was dumbing down her vocabulary to talk to a little kid, or perhaps she’s just being true to form–a dumb blond. See the whole clip here:

In retaliation, Chinese netizens have been quick to respond with countless YouTube videos to voice their anger at Ms. Stone’s comments.

Hopefully other brands and companies will heed this cautionary tale and choose their celebrity spokesperson a little more wisely. Choosing an individual whose lifestyle and opinions are in-line with the product and connect with the target market. A celebrity spokesperson should is not just simply a face and name to increase press. He or she will be come the representative of the brand, whose words and actions (good or bad) will be associated with the brand.

Filed under: Fashion, Marketing, Buddhism, Celebrity Spokesperson, China, Christian Dior, Dior, Earthquake, Entertainment, Film Festival, Pro-Tibet, Sharon Stone, Sichuan Earthquake, Spokesperson, Tibet, YouTube