Courtesy of Armani.com
I still wondering about Karl Lagerfeld Pre Fall 2012 Inspiration : India, which is kinda odd, considering the Designer never went to (actual) India. But now, here’s come another twist: Emporio Armani Spring/Summer 2012 Ads took place whereelse but in Asia Super trend city: Hong Kong. Featuring Top Model Tao Okamoto & Wang Xiao (Based on names, can you guess from which continent they came from?) and fotographer Alasdair Mclellan. Is this some kind of Déjà Vu?
Apperently is not. Almost every single luxury brand is trying to get place in the It market: ASIA. America’s market is already overloaded, the Europe market itself still strugling with the economy crisis, so where do those brands can go? The only place where there is economy growth, countless new wealthy people, and big potential markets. India, China, & Hong Kong just name of view.
Three obvious ways to win the competition: Inspiration, Place, & People from Asia. Luxury brand is trying to sell a story that somehow relates to Asia market. Basicly creating demand for high end products that will fit Asia emerging fashion conscius life style. It is a little bit too literally & commercial, but hey, you may call it fashion, but is all about the business at the end of day that matters. You gotta do what you gotta do, right?
Also there’s another tip on what not to do if you wanna success in winning Asia heart. Treat your customer right. Never insulting them, even they were still only potential buyers. Just like what happened to Dolce & Gabbana store in Hong Kong. It’s one thing you disrespect your customer, but is totally big problem if you have stores in Asia & targeting Asian market. They maybe look cute & warm, but once they got hurt, it needs more than a village to fix it.
The point is, when you are trying to get special space in your customer’s heart, just remember this old marketing rule: Customer is king.