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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Victoria’s Secret Invaded China’s Digital Space But Is Moving Cautiously on Retail

Signs at the mall announce an opening for fall 2016, though the future store is still boarded up

16/12/2016
in News
3 min read
Victoria's Secret Invaded China's Digital Space But Is Moving Cautiously on Retail

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: AdAge

Lately, Victoria’s Secret has been all over China’s digital space. Its fashion show in Paris was a trending topic on microblogging platform Weibo last week. That’s partly because it used a record number of Chinese models, and because of discussion about the Chinese-inspired outfits on the runway; some commenters saw the designs as tacky or pandering to stereotypes about Chinese tastes.

The show’s livestream had 10.3 million views on internet giant Tencent’s video platform; later, some users of Tencent’s hot mobile app WeChat were served an ad guiding them to replays.

Most importantly, the U.S. brand has launched sales online in China through Alibaba’s Tmall platform. But there’s something missing: Its long-planned Shanghai flagship still hasn’t opened yet. That means there are still no stores selling the brand’s trademark bras and lingerie in mainland China, no place to touch and see the products and try them on.

Pressure to get it right

Victoria’s Secret has taken an unusual path into China, with some unexpected twists. Before bringing its brand here, it faced problems with unauthorized stores, counterfeits and even fake Victoria’s Secret runway shows.

When Victoria’s Secret officially arrived in the mainland last year, the focus wasn’t on lingerie: The brand’s name appeared on concept shops selling accessories, perfume and beauty items. That might have been an attempt to get a feel for the market and build its brand locally before going all-in with lingerie. Those 26 stores were run by a franchise partner, but L Brands said in May that it was buying them, and more fully devoting itself to the market.

Victoria’s Secret’s planned Shanghai flagship is in a prime shopping space formerly occupied by a Louis Vuitton that closed, a victim of China’s luxury slowdown. Signs there announce an opening for fall 2016, though it’s still boarded up. The receptionist at the mall’s welcome desk said it probably would not open until after Chinese New Year or Spring Festival, which starts on Jan. 27. L Brands, Victoria Secret’s parent company, did not respond to Ad Age’s questions about the opening date. The brand has said it is planning a flagship for Beijing as well.

Given the brand’s bad experiences with unauthorized shops in the past, “they really want to make sure they get the entry right,” said Ben Cavender, director at China Market Research Group. “I think they will take extra time, they need to make sure they get the store experience right and have the right products in the store.”

If the brand offers great customer service and gets it right, it has good potential, Mr. Cavender says: “There’s still a lot of room to grow and become pretty strong in the market.”

China’s lingerie market is very fragmented, and though there are strong local players including Cosmo Lady China Holdings and Beijing Aimer Lingerie, no one brand controls more than few percentage points of the market.

While general economic growth and some categories – including luxury – have slowed in China, the market for underthings is seeing solid growth. The retail value of women’s underwear in China grew an average of 11.6% annually from 2010 to 2015 to reach $18.9 billion, and it’s expected to hit $26.1 billion by 2020, according to Euromonitor International.

Underthings “used to be seen before as a basic necessity, and now it’s a way for women to indulge themselves,” said Thibaud Andre, research project manager at Daxue Consulting, a China-based business consulting agency. He sees a “new awareness of sexiness, and Victoria’s Secret is one of the ultimate sexy brands.”

The Victoria’s Secret runway show last week inspired a slew of obvious comments on Chinese platforms about the models’ physiques, and jokes by women about needing to get in better shape. Many were happy to see four Chinese models in the show, including superstar Liu Wen. But there were also jokes about its very obvious effort to appeal to Chinese consumers, like a huge dragon prop that one model wore wrapped around her midriff. One Weibo user joked that designers were probably inspired by a 1980s TV version of Chinese classic “Journey to the West,” starring a monkey king dressed in bright costumes.

A Communist Party-controlled news outlet ran a long analysis of the show, noting that brands including Burberry have stumbled by trying to appeal to Chinese tastes. The English-language version of The Global Times dubbed Victoria’s Secret “the latest international brand to rub Chinese consumers the wrong way with ill-conceived Chinese-inspired elements in its designs.”

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