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    Live trends   timeless celebration Live trends timeless celebration Presentation Transcript

    • Live TrendsTIMELESS 2011CELEBRATIONLive Trends > Decipher Lifestyle, fashion, marketing trends in China and across the world 2011© BBDO/Proximity Live China An Omnicom Group Company.
    • It is those brands who’ve carved their own paths, stood the test of time, and transcended pastephemeral fashion trends that lay in the hearts of the Chinese luxury consumer today. 2
    • “Rich Heritage”, ”Unique Craftsmanship”, “Attention to Details” are the most common attributes that define whether a brand is truly a luxury brand or not 2011© BBDO/Proximity Live China An Omnicom Group Company. 3
    • Chanel - Rich and Long Heritage Hermes > Craftsmanship Hermes - Unique Craftsmanship Van Cleff & Arpels - Attention to Details 4
    • Interestingly, many Chinese luxury consumer alsoshare this common aspiration: achieving success, making a difference, leaving a lasting trace … 2011© BBDO/Proximity Live China An Omnicom Group Company. 5
    • And, it is not surprising that most successfulluxury brands in China share this same quest to make history … 2011© BBDO/Proximity Live China An Omnicom Group Company. 6
    • Indeed, more and more luxury brands are delving back into their past, exploring their brand identity,researching their myths to better (re) their story and turn their heritage into an added value. 7
    • 2011© BBDO/Proximity Live China An Omnicom Group Company. 8
    • 4 easy ways to celebrate your brand timeless story 2011© BBDO/Proximity Live China An Omnicom Group Company. 9
    • TIMELESS CELEBRATIONREINVENTED UPGRADING CHINA TRIBUTE CLASSICS KNOW HOW LIMITED EDITIONS 2011© BBDO/Proximity Live China An Omnicom Group Company. 10
    • REINVENTED CLASSICSIt’ s all about looking for iconic products, to update and give them a contemporary look & feel 2011© BBDO/Proximity Live China An Omnicom Group Company. 11
    • (2) (1)(6) (5) (4) (3)REINVENTED CLASSICS 20101© BBDO/Proximity Live China An Omnicom Group Company. 12
    • TRIBUTEIt’s all about looking for ways to remind everyone your rich heritage and authenticity 2011© BBDO/Proximity Live China An Omnicom Group Company. 13
    • (10) (8) (6) (8) (7) (9) (11)TRIBUTE 20101© BBDO/Proximity Live China An Omnicom Group Company. 14
    • UPGRADING KNOW HOW It’s all about capitalizing your “unique craftsmanship” through associations withcontemporary designers, or promoting the use of traditional techniques 2011© BBDO/Proximity Live China An Omnicom Group Company. 15
    • (14) (8)(15) (7) (12) (13)UPGRADING KNOW HOW 20101© BBDO/Proximity Live China An Omnicom Group Company. 16
    • CHINA LIMITED EDITIONS It’s all about touching China tradition, andlaunching limited editions that resonate and reaches the heart, mind and soul of the Chinese luxury consumer 2011© BBDO/Proximity Live China An Omnicom Group Company. 17
    • (20) (8) (19) (15) (18) (18) (7) (17) (16)CHINA LIMITED EDITIONS 20101© BBDO/Proximity Live China An Omnicom Group Company. 18
    • THE OPPORTUNITIES If you are a luxury brand, don’t be afraid orshy to celebrate your timeless history as much as possible ; it will be very much welcomed (as far you engage your Chinese luxury consumer in the process …) 2011© BBDO/Proximity Live China An Omnicom Group Company. 19
    • 20101© BBDO/Proximity Live China An Omnicom Group Company.
    • APPENDIXAppendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visualyou hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matterREINVENTED CLASSICS(1) New format for the “world’s most legendary fragrance” Chanel Number 5(2) Always reinvented trench coat by Burberry Prorsum(3) Rouge volupte by Yves Saint Laurent gets a design makeover(4) Major makeover of the Lady Dior bag for the Spring 2011 runway(5) Re-edition of the legendary Tolix chair(6) Modern remake of the Tower of Pisa in Abu Dhabi - The “Capital Gate Tower”TRIBUTE(7) Sonia Rykiel’s catwalk for her 40th anniversary in which fashion designers reinterpreted the label’s DNA(8) Culture Chanel Exhibition at Shanghai MOCA engaged consumer in a fantastic journey into the universe of Chanel(9) Tag Heuer celebrated “Odysseys of Pioneers” with partner Tesla Motors for its 150th anniversary(10) Comme des Garcons celebrated its past with 35 years of creative advertising(11) Marc Newson redesigned Jaeger-LeCoultre’s Atmos 561 to celebrate the watch’s 80 years of history 2011© BBDO/Proximity Live China An Omnicom Group Company. 21
    • APPENDIXAppendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visualyou hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matterUPGRADING KNOW HOW(12) Shang Xia brings traditional Chinese craftsmanship into contemporary lifestyle through the encounter of heritage and innovation(13) “Pure Delft Blue” is a porcelain computer with a Toile de Jouy pattern created with Royal Delft(14) “Meta by Mallett” combines 18th century craftsmanship with 21st century aesthetics(15) La Maison “Non Sans Raison” combines the tradition and excellence of Limoges porcelain with contemporary designCHINA LIMITED EDITIONS(16) Chanel celebrated the world Expo 2010 with an accessories collection inspired by the delights of China(17) Ferrari produced and auctioned an one-of-a-kid Ferrari 599 in cracked porcelain by Chinese artist, Lu Hao(18) Cartier launched “Bless China” limited editions to celebrate the achievements made by China today(19) Vivienne Tam launched limited edition “Double Happiness” square credit card reader(20) Air Jordan celebrate the Chinese New Year with a limited edition “Air Jordan 2011 Year of the Rabbit” 2011© BBDO/Proximity Live China An Omnicom Group Company. 22
    • By Marc-Olivier Arnold (Alias Makeli)2011© BBDO/Proximity Live China An Omnicom Group Company. 23