Linda Farrow Live Brief by Vicky Shepherd

CONTENTS 1 2 S hangha i S trategy 3 4 B

M arketing S trategy

ackground c ontext

arketing trategy e valuation

BACKGROUND CHAPTER

BACKGROUND CONTEXT CHAPTER ONE

The Customer Market

c on S u M er d e M ographic c o M pari S on UK Age Gen X and boomers Body Type Inclusive Class Upper Avg. instore Spend £23.401 (based on general shopping habits)

on Shanghai Age Gen Z and Gen X Body Type Slim, Moving towards Inclusive Class Top of China’s Middle Class Avg. instore Spend 500 yuan, £602 (based on general shopping habits) 1 (Statista, 2020) 2 (Statista, 2021)

Very social media driVen markets driVen by influencers

p oint S o f p arity

p oint S of d ifference

more exclusiVe feel in shanghai, “we’re not trying to be classist, trying to be specialist, we market to the 1%”1 prefer a slimmer body type culturally sensitiVe

1 (Simon

Jablon, 2022)

Driven by millennials - 85% of markets growth in 20181,2. North America holds the biggest share in the market at 40%3. (Figure.1) Middle to Upper Class, occasionally low class as a one off Purchase. Eyewear has always been more popular than Sunglasses purchasing, however from 2019 to 2027 the Luxury Sunglasses market is meant to more than double4 (Figure.2). Attitudes have vastly changed, new generations see luxury as casual2 and see social time as more valuable than money (Figure.3)

l uxury e yewear c on S u M er

1 (Tech Bullion, 2021) 2 (Luxury Highlights, 2018) 3 (Business Wire, 2019) 4 (Fact.MR, 2020)

a cce SS o nline availa B ility , online third p arty luxury M arketplace S S aw an 81% increa S e in gro SS M er ch andi S e value in 2021 1 . B uying B e haviour B ain & c o M pany projec t S that one - third of luxury purcha S e S will B e digital B y 2025, t he revenue S for which reaching an e S ti M ated $136 B illio n 2

S u M ption c

S itc S B ain al S o reported in their 2021 l uxury M arket r eport , that the glo B al luxury S ector today i S 40% occupied B y g en Z 2 and M illennial S , and nearly 80% of all luxury fa S hion S ale S co M e fro M digital influence 3 . d i S po S al B ur B erry de S troyed £90 M illion worth of clothing and acce SS orie S in 5 year S to keep it S B rand exclu S ivity 4. t o S top the de S truction or poor di S po S al of luxury eyewear , con S u M er S S hould look to regla Z ing , to upcycle and create a new loo k with their exi S tin g gla SS e S . 1 (Forbes, 2021) 2 (Bain, 2021) 3 (Mckinsey, 2020) 4 (BBC, 2018)

haracteri

The Competitive Landscape

Competitive

c lo S e S t c o M petitor a naly S i S ( figure 4)

45%

respondants

38%1 1 (Oliver Wyman, 2022) 2 (Similar Web, l oui S v c $71.5 billion reVenue based in paris entered chinese market targets wealthy 45-55 year olds4 $10.1 based entered targets

among gen Z, chanel and dior were the most desired brands; with chanel being cited by

and dior cited by

Web, 2022) 3 (G Fluence, 2021) 4 (Minu, 2018) 5 (Daxue Consulting, 2020) 6 (440 Industries, 2022) 7 (Fashion China Agency, 2021) 8 (Linkedin, 2016) v uitton 2 c hanel 2 c oach 2 enue in 2021 market in 19923 45-55 and fashionable 25-35 $10.1 billion reVenue in 2020 ased in new york ntered chinese market in 19925 argets mainly women 30-606 $5.88 billion reVenue in 2018 based in new york entered chinese market in 19987 targets men and women 20-458, all american sttitude with high disposable income

High Luxury Price

Low Popularity in China

High Popularity in China

Low Luxury Price

B rand p o S ition M ap

The LUXURY EYEWEAR Retail ENVIRONMENT

Retail ENVIRONMENT

g lo B al M arket S i Z e $41 B illion in 2018 1 a nnual r evenue $21.1 B illion 2 g lo B al M arket S i Z e p rojection $52 B illion in 2025 2

1 (Global Market Insights, 2018) 2 (Statista, 2022) i n the g lo B al luxury eyewear M arket , c hina ’ S annual revenue rank S 5 th at $925.10 M illion 2

S hanghai M arket a t he c hine S e eyewear M arket S i Z e grew 3.4% in 2020 to 64 B illion yuan , S ungla SS e S S ale S M ade up 13.0% of thi S revenue 1 . w ithin that growth , o ffline and pop - up S hop S M ade up 50% of S hopping channel S 1 .

a naly S i S

1 (Statista, 2022)

p e S

c hine S e audience can B e very patriotically S en S itive , S o political point S of view S S hould B e kept out of any M arketing . u niqlo i S a j apane S e B orn B rand that B eca M e very S ucce SS ful in c hina B y S taying away fro M anything political . i n 2019 ru M our S of forced la B our in c hina ’ S predo M inantly M u S lin x in j iang region , B y 2020 the u S, uk , c anada , and the e uropean u nion B anned product S fro M x in j iang entering their countrie S . j apane S e official S acknowledged the ru M our S B ut their involve M ent ended there . t hi S S aw B rand S S uch a S n ike and h &M loo S e B rand loyalty throughout c hina , in the M eanti M e j apane S e B rand u niqlo S tayed quiet and S tayed ri S ing in popularity 1 . ( f igure . 5)

y early , china di S card S around 26 M illion ton S of textile wa S te ; le SS than 1% of which goe S on to B e recycled or reu S ed 2 , thi S re S ult S fro M a law B anning profit fro M non - charita B le S ale S of S econd hand clothing , h owever , c hina i S now the B igge S t S upplier of clothing to k enya , M aking up 30% of all donation S . i n the fir S t quarter of 2017 c hina ’ S M ini S try of e nviron M ental p rotection (M ep ) reported a total of $38.3 M illion u S d (264 M illion yuan ) in fine S were handed out to M anufacturer S who contri B uted large level S of pollution 3 . t he i n S titute of p u B lic & e nviron M ental a ffair S created a tool called ‘ ipe g reen S upply c hain M ap ’, which pu B licly S how S how B rand ’ S S upplier S contri B ute to B oth water and air pollution in c hina . ipe ’ S outreach director , k ate l ogan co MM ented on the new tool “ i t create S an accounta B ility

M echani SM for B rand S and S upplier S to M aintain po S itive perfor M ance ” 4

c hina ha S the world ’ S large S t nu MB er of internet u S er S at 513 M illion people S ; o ver 300 M illion of tho S e people are c hine S e S ocial M edia u S er S . t o co M pete on the giant S ocial M edia con S u M er M arket , S o M e B rand S u S e ‘ a rtificial w riter S ’ to plant po S itive feed B ack and attack co M petitor B rand S 5 . v ideo M edia i S M a SS ive in c hina , v ideo S ocial platfor M w ei B o record M ore than 150 M illion view S per day . t o keep up with thi S u S age S hanghai ha S the country ’ S fa S te S t B road B and and with 92.4% of S hanghai hou S ehold S having a co M puter and 49.1% of it S population , M ajoritively tho S e in their twentie S , owning a SM artphone , it i S a good thing too 6 .

1 (Bloomberg, 2022) 2 (Bloomberg, 2020) 3 (BizVibe,

t l e

h ong k ong co M pany ‘ c hain of d e M and ’ u S e S ai to track and predict S ale S and de M and for B ig fa S hion B rand S ; it S ’ purpo S e i S to M ini M i S e inventory wa S te and increa S e overall profit in the long ter M . f ounder aj M ak S ay S the intelligence prioriti S e S S u S taina B ility along S ide profita B ility 7 . i n the recent S hanghai f a S hion w eek , c hine S e life S tyle platfor M , x iaohong S hu and a c hine S e S ocial S pace curator xintiandi , colla B orated with nine independent c hine S e de S igner S to create a digital fa S hion S howca S e , e ntitled ‘ d e S ign v er S e ’. t he S howca S e ran for two week S and S howca S ed 3,000 virtual fa S hion ite MS 8

c hina i S the B igge S t con S u M er M arket in the world and i S predicted to grow 6% annually over the next decade 9 S ince a pril 2022 S hanghai ha S

B een under a further lockdown due to the c ovid -19 variant , o M icron . c hine S e econo M i S t S have conducted re S earch that S ugge S t S in that ti M e S hanghai ha S re S ulted in a 4% lo SS of national inco M e . t he people of S hanghai are falling B ack into poverty , M any have S tarted ‘ g roup B uying ’, e S pecially the elderly population , to S ave M oney and pre S erve food wa S te . t he city i S on a downward hill financially , thi S could have detri M ental effect for the fa S hion M arket 10

t he c hina f a S hion i ndu S try i ntellectual p roperty S urvey S howed 60% of de S igner B rand S S aid they had B een plagiari S ed and 25% were aware of the counterfeit ver S ion S of their product . i t can take B etween S ix and eight M onth S to apply for a patent with the product only B eing protected after the application i S granted . c ounterfeit producer S getting away S elling during thi S ti M e i S known in c hina a S ‘ t rade M ark S quatting ’ 11 - w hen developing a phy S ical S tore in c hina , e M ployee S are an integral part of it S S ucce SS . c hine S e l a B our law S are notoriou S ly S trict in favour of the e M ployee . r etailer S S hould create appropriate e M ployee hand B ook S and working hour S to co M ply to the S e rule S , any S pecial reque S t S on work hour S or rule S M u S t B e S pecially approved 9 .

2020) 4 (DevEx, 2018) 5 (Mckinsey, 2012) 6 (Global Hub, 2014) 7 (Jing Daily, 2020) 8 (Dao Insights, 2022) 9 (AmCham Shanghai, 2018) 10 (Piie, 2022) 11 (Vogue Business, 2021)

i nterview S i M on j a B S trength

t he new S tore i S located in the ifc M all , th e S econd B u S ie S t M all in the world 1 c hina i S a very B ig econo M y , B ut , very M iddle cla SS , when you ’ re a luxury B rand you want to focu S on the 1%, “ we ’ re not tr ying to B e cla SS i S t , we ’ re trying to B e S pe ciali S t ” 1 a S c hine S e econo M y continue S t o grow , S et to B e the world ’ S large S t B y 2030 2 , high value - added production , M ean ing l inda f arrow ’ S S peciali SM ha S a growing M arket to M ove into .

w eakne SS

t he c hine S e govern M ent hold S a large role the n ational econo M y of we S tern culture . M any c hine S e B u S ine SS e S have S tate financ ial S upport , and M any do M e S tic fir MS are partially owned B y national or provincial govern M ent S ; c o M ing into the M arket without the S e B enefit S put any co M pany at a d i S advantage co M pared to their c hine S e counterpart S 2 .

nterview with lon , ceo o pportunity

i nfluencer S are “ i M portant everywhere ”, in c hina they are known a S kol S . k orean influencer S and k p op arti S t S are ve ry influential in c hina , they are S aid to B e the M o S t B eautiful of all a S ian cultur e S . y ou can B uy kol S in B atche S fro M kol c o M panie S , whole S ale for influen cer S ; each activity can B e planned ; purpo S e , S trategy , and S ale S . u tili S ing influen cer M arketing M ean S a S tronger e S ta B li S hed pre S ence in the con S u M er retail M ar ket 1 .

e ach S ocial M edia platfor M ha S differ ent S trength S and focu SS e S , S o M eti M e S B eing M ore popular in different geographic regi on S of the country . t hi S i S a particularly hard eco S y S te M to M ap a S a M arketer , it increa S e S the co M plexity and require S S ignificant re S ource S and M ultiple point S of contact . t he l arge land S cape on which to M arket create S difficulty developing and tracking M arketing M etric S M aking it hard to gage and entice the correct con S u M er 3 .

1 (Primary Research, 2022) 2 (Wolters Kluwer, 2019) 3 (Mckinsey, 2012)

threat

Shanghai CHAPTER

Strategy CHAPTER TWO

The Brand

n ew B rand p o S ition M ap

WHERE THE BRAND IS WHERE THE BRAND WANTS TO BE

Classic Contemporary HOW CUSTOMERS SEE THE BRAND

Low Price High Price

w e w ant - t o effectively enter the c hine S e retail S ector - B uild B rand awarene SS - i ncrea S e cu S to M er B a S e in c hina - B uild S ocial M edia engage M ent via c hine S e S ocial M edia platfor MS

w e d on ’ t w ant

- t o offend c hine S e con S u M er S and B e alienated fro M the M arket - t o choo S e the wrong S ocial platfor MS and M i SS the reach of the target audience

i n S tore e xperience atmospherics

are more felt that consumers respond emotionally rather

xperience

seen in that rather than logically1

1 (Davidson et al, 1998) (Harvard Business Review, 2021) (Marketing to China, 2021)

c lean

t a S te c ri S p f re S h

S oft t echno e theral

M ove M ent

f uturi S tic

e lectric

t ouch t

t en S ion

S M ooth

c on S u M er p

Their Goals Be ahead of the trends Grow a big unique wardobe I nfluences High end brand names The trend curve

p rofile axis style target c onsumer Age 25-40 Occupation BankTeller Education Bachelors Degree Location Shanghai Marital Status Single oals trends wardobe B rand I ntercat I ons In Store experiences Ai Influencers

c BB e RESONANCE JUDGEMENTS FEELINGS PERFORMANCE IMAGERY SALIENCE r e S ona - f ir S t ti M e luxury follow are re S po fa S hion M arket growt - c o MM unity feel not ju S t a S hop j udge - o n trend fa S hion - c lear product range - a fforda B le S peciali i M age - u nique M odel S with while S ticking t o Based off social media use in Shanghai

ona nce luxury co n S u M er S , looking for B rand S to po S ni B l e for 88% of c hina ’ S luxury growt h in 2021 1 feel – w ant an experience with other S udge M ent S hion range peciali S t product S age ry with a range of look S , appeal to M any , c hine S e S tandard S 2 . 1 (Oliver Wyman, 2022) 2 (LTL Shanghai, 2021) 3 (Business of Fahion, 2021) p erfor M ance - w ell priced , quality product S 3 - p roduct S la B elled with a luxury B rand na M e f eeling S - e xclu S ive - n ew luxury S alience - M arket leader S - u p to date tone of voice - u nique M arketing point S of view

Marketing CHAPTER

Marketing strategy CHAPTER THREE

Appreciate or appropriate

appropriate

S u M er

ant S - a uthentic c hine S e repre S entation - g ood quality , B ig n a M e product S - q uality S ocial interaction S

t he c on

t he c on S u M er d oe S n ’ t w ant

(Figure 6) (See Appendices)

t o B e offended B y their favourite B rand S - t o have to S earch for S ocial interaction with B rand S

S i tuation

t h e f ir S t ti M e luxury co n S u M er S M arket in c hina i S growing 1 , th ey are looking for B rand S to tru S t , that repre S ent their S ocial , cultural and S tyle B eleif S

o B jective S

l inda f arrow ’ S M ove to S hanghai , need S to B e neutral and effective , while S tanding out . guanxi 2 i S very i M portant in c hina , it refere S to truthful and S trong relation S hip . B uiliding thi S relation S hip en S ure S we , a S a B rand , are tru S ted

S trategy

u tili S e S ocial platfor MS and ai influencer S , apealing to a wide variety of conu SM r S to pro M ote the l aunch , and intergrate SM oothly with c hine S e u S er S

t acti c S

T he ‘M oon F es T ival ’ or ‘Z hōngqiū jié ’ 3 will B e u S ed a S a B a S e of in S piration , to tie pro M otion into the p hy S ical world ; th i S will B e with appreciation of culture in M ind

a ct ion S

a i i nfluencer interaction S with con S u M er S will B e our M ain action leading to the S tore l aunch paired with phy S ical B ill B oard pro M otion featuring the influencer S

c ontrol

w e will u S e w ei B o 4 a S our S ocial platfor M , giving u S the tool S to control engage M ent and analy S e our growth in S ight S , a S well a S traffic and S ale S through the app . w ei B o ’ S S trength S lie in B eing a B le to continuely reac t and grow our pu B lic i M age

1 (Oliver

2022) 2 (See Appendices) 3 (See Appendices) 4 (See Appendices)

Wyman,

Marketing Mix

( British Council of Shopping Centres,

2007)

p roduct

p rice

S un g la SS e S a v erage p rice £430 - 3,580.48 yuan e ye g la SS e S a v e rage p rice £420 - 3,497.21 yuan S carve S a v e rage p rice £315 - 2,622.91 yuan c hain S a v e rage p rice £156 - 1,298.97 yuan

2022)

( Linda Farrow New In,

l uo t ianyi a yayi

p eople

ai i nfluencer S

Profiles

Profiles 1 ( Virtual Humans, 2022) 2 (That’s Mags, 2021) a ngie w ei B o p latfor M 1 l uo t ianyi - 5 M illion f ollower S a yayi - 40, 000 f ollower S a ngi - 300,00 f ollower S p er S onality l uo t ianyi - t he p op i dol a yayi 2 - t he f a S hioni S ta a ngi - t he g irl n ext d oor

p ro M otion

contra

e co

v i S ual S very S u B tly in S pired B y the M oon fe S tival - S triking , contra S ting illu S tration S while B eing re S pectful and S u B tle e ach piece will B e a S hort , few S econd S digital video l oop of the ai influencer S S howing their per S onality with the help of l inda f arrow ’ S e yewear e ach influencer will create a S erie S of pro M otional video S . e xa M ple S of how the S erie S M ight look can B e S een on the co M ing page S , created with the help of phy S ical M odel S ( due to lack of influencer i M age S with S ungla SS e S )

S u B tle M oon p ro M otion

oon in S piration

ackdrop S

otion

t ea S er p ro

ro M otion

v ideo S erie e xa M o ne

ideo erie S M ple ne

v ideo

S erie e xa M t wo

ideo erie S M ple wo

v ideo S erie e xa M t hree

ideo erie S M ple hree

v ideo S erie e xa M f our

ideo erie S M ple our

p lace t he pro M otion al S erie S ’ will to the influen cer ’ S w ei B o account S tart a conver S ation around the B etween their follower t he vi deo S will al S o B in S tore M erc handi S ing and a pr o M otion around S

B e po S ted account S to the B rand follower S . B e u S ed a S S phy S ical S hanghai .

S hanghai n anjing r oad

ai i nfluencer e l uo t ianyi a ngie

xa M ple l ayout S a yayi

timeline

p roce SS 8 th j uly 2022 p re SS l aunch M p

S epte MB er l aunch id j uly 2022 t ea S er ro M otion 2 nd S pete MB er 2022 l aunch 1 S t a ugu S t 2022 S ocial S i nteraction 8 th a ugu S t 2022 i nfluencer S B egin to talk a B out B rand 1 S t a ugu S t 2022 B ill B oard S l aunch M id a ugu S t 2022 i n S entive S t o i nteract

g iveaway t i M e

utili S a c on S u M and doing

i ncentive S to i nteract

i n the two week S leading to the launch , t he a i influencer S will e w ei B o ’ S wide reach , and increa S e B rand engage M ent B y holding a co M petition and giveaway via each of their individual platfor MS . M er S will need to take part in engaging with B oth l inda f arrow ’ S and the i nfluencer S account S in order to enter . t heir incentive for doing S o , 3 winner S of a l inda f arrow di S count for the fir S t week of S tore opening

EVALUATION CHAPTER

EVALUATION CHAPTER FOUR

S w

t he final pro M otional S trategy ha S variou S S trength S - o ur S trategy S hould cover a wide range of con S ue M er per S onalitie S within our de S ired age range of g en Z who hold 40% of the l uxury M arket iin c hina 1. - 80% of l uxury purcha S e S co M e fro M digital influence , targeting thi S M arket S pecifically M ean S we have a higher chance of profitting fro M the venture .

w e focu S very heavily on the online platfor MS , thi S M ay S ingle out the older generation S and detach the M fro M our con S u M er B a S eM oving forward M ore e M pha S i S S hould B e put on phy S ical M arketing and pro M otion to B uild the B rand S phy S ical reach .

o t

i n the future we have the opportunity to grow our relation S hip with the ai i nfluencer S ; B uilding thi S relation S hip could S ee the B rand popularity in c hina continue to grow and M ove toward S our de S ired identity and place M ent within the M arket (S ee new B rand po S ition M ap )

t he choice of in S piration for the pro M otional M arketing , could S ee the potential of facing B ackla S h due to it S cultural root S (S ee a ppendix , re a ppreciation v S appropriation ). t he S trategy however S u B tle and re S pectful doe S co M e fro M a place of c hine S e cultural hi S tory which can B e the M ake or B reak of a B rand S S ucce SS in c hina .

1 ( Bain, 2021)

Appendices

Appendices

Figure 1

Statista. 2022. Luxury Eyewear - Worldwide | Statista Market Forecast. [online] Available at: <https://www.statista.com/outlook/cmo/luxury-goods/luxury-eyewear/worldwide#global-comparison> [Accessed 17 May 2022].

Figure 2

Factmr.com. 2022. Fact.MR – Luxury Eyewear Market By Product Type (Eyeglasses, Sunglasses), By Glass Type (Standard, U.V. Protected),By Demographic (Men, Women, Kinds), By Price Range, By Region - Global Mraket Forecast 2020-2027. [online] Available at: <https://www.factmr.com/report/4478/ luxury-eyewear-market> [Accessed 17 May 2022].

Figure 3

Gwi.com. 2022. Consumer trends 2022: Connecting the dots - GWI. [online] Available at: <https://www.gwi.com/connecting-the-dots?bcndyn=d2lkOjQ2MnxjaWQ6NTU5&gad_ id=399748744034&utm_source=ppc&utm_medium=ppc&utm_term=2020%20 social%20media%20trends&utm_campaign=GWI+-+UK+-+EN+-+Trends+2018+-+Marketing+Trends+-+BMM&hsa_cam=8257024789&hsa_mt=b&hsa_ver=3&hsa_src=g&hsa_ ad=399748744034&hsa_net=adwords&hsa_tgt=kwd-936181809557&hsa_acc=9903771596&hsa_ grp=83292483337&hsa_kw=2020%20social%20 media%20trends&gclid=Cj0KCQjwg_iTBhDrARIsAD3Ib5itE_ENubrfI7iCi05TbTIFbNKO98s-XwybMs6WGjsE3thig3xo6rQaAtFnEALw_wcB> [Accessed 17 May 2022].

Figure 4

Statista Market Forecast. [online] Available at: <https://www.statista.com/outlook/cmo/luxury-goods/luxury-eyewear/worldwide#global-comparison> [Accessed 17 May 2022].

Figure 5

Du, L., Wei, D., Saito, Y., Hong, J. and Stevenson, R., 2022. Bloomberg - Are you a robot?. [online] Bloomberg.com. Available at: <https://www.bloomberg.com/graphics/2022-uniqlo-china-politics/> [Accessed 17 May 2022].

Figure 6

British Council of Shopping Centres, 2007, Future of Retail Propery

Strachan, J., 2007. Future of Retail Property. [online] British Council of Shopping Centres. Available at: <https://dhc1.co.uk/content/ BCSC_print.pdf> [Accessed 17 May 2022].

Guanxi

“the retailers strategy must include more than the basics of price, product and customer serVice: ‘customer experience’ is the new battleground. shopping must not be bland and uneVentful but rather an efficient, exciting and emotionally engaging episode”

“in china, where guanxi is so important, the sales assistant is the most personal and impactful way for the brands to connect with the customers,” sham said. “for brands, it’s critical for them to think about how much autonomy they want to giVe this sales associate Versus [controlling their brand image].” guanxi refers to haVing personal trust and a strong relationship with someone, and can inVolVe moral obligations and exchanging faVours.

Ready to wear first time buyers

HALL, C., 2021. Report: 88% of China’s Luxury Growth Driven By New Consumers. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/ news/china/report-88-of-chinas-luxury-fashion-growth-driven-by-new-consumers/> [Accessed 17 May 2022]. we’re not talking about a Very expensiVe jacket from chanel or eVening gown from dior, we are talking about a signature t-shirt,” or other items in a price point below 10,000 yuan ($1,564)

Retail Experience

Strachan, J., 2007. Future of Retail Property. [online] British Council of Shopping Centres. Available at: <https://dhc1.co.uk/content/ BCSC_print.pdf> [Accessed 17 May 2022].

PESTLE Research

Marketing China. 2021. Fashion in China: Top Marketing Strategies for Brands - Marketing China. [online] Available at: <https://marketingtochina.com/fashion-in-china-top-marketing-strategies-for-brands/#:~:text=The%20Fashion%20 %26%20Apparel%20Market%3A%20China’s%20 Favorite%20Industry,-China’s%20fashion%20industry&text=At%20the%20end%20of%202020,total%20annual%20sales%20in%202019.> [Accessed 17 May 2022]. - china’s fashion market is growing at the rate of 25% per year, reaching 121 billion usd in terms of total annual sales in 2019. - relatiVely low material, transportation and labor costs, which are making the clothes more affordable - a huge population: potential market of 1.4 billion consumers

Appropriate vs appreciate

Stevenson, T., 2020. How Dolce & Gabbana Lost 98% of Their Chinese Market With One Video. [online] Medium. Available at: <https://bettermarketing. pub/how-dolce-gabbana-lost-98-of-their-chinesemarket-with-one-video-cb2baacb4a10> [Accessed 17 May 2022].

chinese audience can be Very patriotically sensitiVe, so political points of Views should be kept out of any marketing. one of many brands who ignored this fact, a 2018 dolce and gabbana adVert marketed at the chinese market, showing an instructional Video on how to eat italian food with chopsticks. the Video alienated the brand from the chinese market and their sales were down 98%, showing the chinese consumer market has Very strong opinions on the difference between appropriation and appreciation

Zhōngqiū jié

Jiang, F., 2022. Mid-Autumn Festival (Mooncake Festival): How It’s Celebrated. [online] Chinahighlights.com. Available at: <https:// www.chinahighlights.com/festivals/mid-autumn-festival.htm> [Accessed 17 May 2022]. moon festiVal also known as the moon cake festiVal. the holiday brings a 3 day holiday weekend brought from the history of the celebration. it originates from a 3000 year old harVest story. in short a farmer, hou yi, was giVen the elixcir of immortality from god, a fellow farmer found our and tried to steal the elixir. his wife was home during the robbery and to stop the theif swallowed the whole elixir, she became immortal and floated to heaVen. so she could stay close to her husband she landed on the moon, this is where she stays. hou yi attempts to reunite with his wife eVery year on the 15th day of the 8th lunar month by presenting moon cakes and admiring the moon. eVery year since Zhōngqiū jié has been celebrated on the same day, by familys coming together, lighting lanterns, baking and eating mooncakes and admiring the full moon.

Weibo Tenbagroup.com. 2022. What is Weibo | Tenba Group. [online] Available at: <https://tenbagroup.com/what-is-sina-weibo-know-yourchinese-social-media/> [Accessed 17 May 2022]. 2022. Share of internet users of the leading social media in China as of 3rd quarter 2021. [online] statista. Available at: <https://www. statista.com/statistics/250546/leading-socialnetwork-sites-in-china/> [Accessed 17 May 2022].

Chinese Beauty Standards

Coy, K., 2021. Chinese Beauty Standards (in 2022) vs The West - The Key Differences. [online] LTL Shanghai. Available at: <https:// www.ltl-shanghai.com/chinese-beauty-standards/> [Accessed 17 May 2022]. pale skin skinny frame thin ‘V’ shaped face big eyes narrow mouth plump lips toxic body standard challenges on social media

references

references

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Frameworks

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n.d. CBBE Paradigm. [online] Available at: <https://researchleap.com/reviewing-the-concept-of-brand-equity-and-evaluating-consumer-based-brand-equity-cbbe-models/> [Accessed 17 May 2022].

n.d. SOSTAC. [online] Available at: <https://en.wikipedia.org/wiki/SOSTAC#:~:text=It%20is%20an%20acronym%20for,applied%20in%20various%20commercial%20situations.> [Accessed 17 May 2022].

n.d. SWOT analysis. [online] Available at: <https://www.researchgate.net/publication/288958760_History_of_swot_analysis> [Accessed 17 May 2022].