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

MJ’s Glove Moves to Macau

[Flickr/OptionThis]

Wanna see The Glove (yes, the very glove that MJ wore in 1983 when he did the Moonwalk for the first time)? Well, you’ll have to make a special trip to Macau. It’s the island city next to Hong Kong that’s known for its casinos and Portuguese-style egg tarts.

The Glove was sold on Saturday night at an auction to Hoffman Ma of Hong Kong, who actually bought it on behalf of the Ponte 16 Resort Hotel in Macau, for US$420,000 (this includes taxes and auction fees). Not surprisingly, The Glove was purchased to become the resort’s main tourist attraction.

What I do find bizarre is Hoffman’s comment about the purchasing price. He told The Standard (a HK daily newspaper) that he thought it was a “discount.” Really? The rhinestones and the actual glove couldn’t have cost more than a few hundred dollars to make. I guess this means that MJ’s sweat is worth 100x it’s weight in gold.

While I am pretty sure that many Hong Kongers and Mainlanders will pay homage to the MJ shrine since it’s nearby, but will other die-hard fans flock to Macau to see it as well? I am skeptical that it will become a driver of tourism.

Filed under: Breaking News, Music, Travel, Asian, Hotel, International Marketing, Macau, Michael Jackson, Music, The Glove, Tourism

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

China, The World’s 2nd Largest Retail Market

Shanghai Shoppers, originally uploaded by Jim Laurence.

Last week, TNS Retail Forward issued a new study, “Strategic Focus — China’s Retail Landscape,” which indicated that China will soon surpass Japan as the world’s 2nd largest retail market by 2012.

Really, this is not news. But it does reconfirm what many global brands and retail chains have been anticipating for a few years now—China is a massive market with a huge profit potentials, so its time to get in while the market is still relatively young.

However, that entry has been a bit of an uphill battle, often unanticipated by many foreign companies who come to China with elaborate plans for fast growth. Whether its red tape or just a cultural clash, it seems as if many of these countries forget that that they cannot just simply apply the business model that worked at home in China. There’s a learning curve that needs to be faced.

Filed under: Retail, China, International Marketing, Japan, Retail Industry

L’Oréal On Selling Beauty To The Chinese Market

 

China counter L’Oreal Paris, originally uploaded by Pat M.

At the WWD Beauty Summit this week, L’Oréal China‘s President and Managing Director, Paolo Gasparrini raised some interesting points about marketing the beauty brand and product Chinese consumers. (Gasparrini established L’Oréal’s business in Mainland China in 1997.)

“Chinese consumers are very demanding and very curious. We had to start from zero and explain to people who we, L’Oréal, was, as a company and our history,” Gasparrini said. “Then they say, ‘OK, we understand that you represent this big company, but why do you think that you are legitimate to sell products to us? Our skin is different from yours. Our hair is different from you. Our taste is different from you.’” —WWD.com (May 30, 2008)

Long story short, L’Oréal needed to prove to the Chinese consumers as a foreign brand that they understood the Chinese hair and skin. So they set up industry in China and built a research and development facility to focus specifically on the needs of the Chinese market.

One interesting point that Gasparrini made how Chinese women want to see their own ideals of beauty reflected in marketing materials, rather than the aesthetics of French beauty. This is a smart move considering how in the U.S., much of the images of Asian American women is based on a Western perception of Asian beauty (i.e. Lucy Liu). Not necessarily the best move, if your company or brand is trying to reach out to the Asian American market.

Filed under: Beauty, Retail, Beauty, China, Consumers, International Marketing, L'Oreal, Marketing, Paolo Gasparrini