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

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

The Web 2.0 Generation of Asian Americans

All orientals look the same , originally uploaded by chanman171.

Today, Jeff Yang contributed a rather insightful article about the changing Asian American identity in SFgate.com. This got me thinking about the state of multicultural marketing in age of social media. To read the full article, click here.

Yang observes that his generation, which fought against social ignorance and insisted on being Americans before Asians, is largely out of touch in a Web 2.0 world.

Today’s Asian American youth, in comparison, “sees its connection with Asia as an opportunity, not a handicap.” Yang gives the example of young Asian Americans who strive to learn their heritage tongue, while traveling abroad, whenever they can, to their parents’ or grandparents’ motherland.

One common fallacy among multicultural marketers is the idea that reaching out in-language media outlets (print, broadcast and radio) via PR and advertising is a sure fire way to target all Asian Americans of every age. Just like mainstream America, there are many segments defined by age, language and profession that separate Asian America.

Marketers should avoid believing that just because the young people are trying to learn and retain their heritage language these days, does not mean that they are now relying on ethnic media for information. Just like every other American kid, they were raised with the Internet and they will source their up-to-the-minute news as such.

Even the fresh-off-the-boat Asian American youth are not relying on traditional media, even if it is in-language. Those kids often refer back to their home country’s own social media outlets in addition U.S.-based social media.

At the same time, many Asian American organizations and media outlets have not fully embraced social media. Many of them are only just beginning to post their content online; however, Yang cites that the Center for Asian American Media and Asia Society as two exceptional standouts. (I’d like to add Hyphen, Giant Robot, as two Asian American publications, to that list.) This means that most cannot be considered the true influencers of our community’s youth, though they continue to be influential among other Asian American segments.

So in order to be successful in reaching out to today’s Asian American youth, multicultural marketers must embrace social media–blogs, podcasts, vlogs video sharing and social networks, just like every other marketing and PR professional out there. Just because ethnic media and social groups are not up to speed does not mean that we can just mosey along. Instead, it means that we must find the youth community’s new influencers who are blogging, on YouTube, etc.

For sure, we’ve got our work cut out for us.

Filed under: Marketing, Social Media, Web, Asia Society, Asian-American, CAAM, Center for Asian American Media, Jeff Yang, Marketing, Multicultural Marketing, Multicultural PR, PR, Public Relations, Web 2.0