Having begun in 2012 and now with over 230,000 followers on Taobao, a new Tmall store and the OOAK Concept Boutique, OOAK (One Of A Kind shopping experience) has realised the retailer’s ideal of a multi-faceted brand which features both Western and Chinese designers, even creating their own branded jewellery in the process.
We spoke to the Founder of OOAK, Alice Xu, about the journey. Continue reading “5 Questions with OOAK’s Alice Xu; Succeeding in China with omni-channel boutique fashion”
By Jiaqi Luo
In a modern world of diversity, cross-cultural interchange and rapidly evolving societies, it remains fair to say: women love lipstick. In the west, the term “lipstick effect” was born; when disposable income drops during a time of economic crisis, lipstick sales rise. Women love lipstick because it is an affordable product that instantly feels luxurious and increases their confidence level. (editor’s safety note – the writer is a woman!) Continue reading “How YSL Picked Up a Social Lipstick Trend in China – and Won”
By Susan Owens
Prestige European fashion brands embracing the power of KOLs (Key Opinion Leaders) are swiftly mastering the art of reaching out to the world’s fastest-growing luxury consumers – Chinese Millennials.
But for many brands, mystique still surrounds the power of the Chinese KOL. While Influencer Marketing in the west is within their comfort zone, the clear barriers of not only language and culture but a fully individual digital eco-system can cause a lack of clear understanding.
The Luxury Conversation’s Paris breakfast briefing (following recent London and New York briefings) to an audience of 50 invitation-only guests set out to demystify this subject with an intimate tête-à-tête at the House of Tai Ping Showroom in Paris.
“Why do luxury brands misunderstand us?”
“How come luxury brands interpret the Chinese aesthetic this way?”
“Let’s see which brand has the ugliest Year of the Dog edition product!”
These comments are just some examples of recent titles from popular WeChat/Weibo posts. They are from Chinese Millennials mocking some luxury brands’ Year of the Dog collections. Chinese consumers were not only shocked, but disappointed by the poor Chinese aesthetics produced by big-name fashion houses. Continue reading “How (Not) to Be Culturally Appropriate to Chinese Luxury Consumers”
The Luxury Conversation will present insights, tips and trends on how U.S. luxury brands can capture the attention of this key demographic — the luxury Chinese Millennial. Continue reading “New York Briefing, Feb 2018: How Luxury Brands Can Capture the Attention of Chinese Millennials”
Comme Moi, meaning “Like Me” in French, is a contemporary designer label founded in 2013 by one of China’s most famous super models – Lu Yan. Lu Yan has her reasons to name the brand “Like Me”.
As a young Chinese girl from a small remote village of Jiang Xi, Lu Yan ventured out of the country at the tender age of eighteen and made her way to the international fashion metropolis Paris, after being scouted by two modeling agents in Beijing.
Now thirty-six, married and with one young son, Lu Yan truly represents the modern generation of Chinese youth – hard-working, determined and willing to learn.
With a career in China’s luxury world, Thibault Villet co-founded Mei.com in 2010, was the CEO and remains as the Chairman. Mei.com is now one of the largest luxury e-commerce platforms in China, having been acquired by the Alibaba group in 2015. It has partnered with thousands of top brands and with looks and products curated by stylists from luxury designer backgrounds.
Mei.com, in collaboration with KPMG, recently released the results of their survey of over 3,000 mainland China consumers (with a focus on the Millennial / non-Millennial divide), which aimed to improve understanding of their current and future shopping habits.