​

 

COMMUNICATION

 

After evaluating our target consumers we have chosen some relevant channels for delivering superior value to our customers based on their demographics, cultural behaviors and lifestyle. Chinese people are highly influenced by recognizable individuals such as fashion bloggers, celebrities and fashion industry leaders. It is critical that we develop a relationship with these people though our product and brand events, enhancing consumer perception in our communication channels. We will target the following ambassadors to allow Manolo Blahnik easier access to the market and the minds of our target segments:

 

 

 

BRAND AMBASSADOR

• Liu Wen is the face that redefined Chinese beauty and the most famous Chinese model worldwide. Wen became the first Asian face to represent Estée Lauder internationally and was the first Chinese model to walk for Victoria’s Secret runway show. We would use Wen as our brand ambassador for Manolo Blahnik in China, displaying and using our product at various brand events. Her vibrant personality fits our brand image, while her influences stretches far beyond our target market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

EDITOR

• Angelica Cheung is the editorial director of Vogue China, the country’s most influential editorial authority and fashion educator since 2005. Chinese women are eager to embrace and spend on the luxury goods they find from reading magazines and Vogue China is the country’s fastest growing fashion magazine. Her endorsement and support, through product features and reviews, is critical for any international fashion brand looking to gain visibility in the fast growing, competitive Chinese market. This magazine enhances our positioning by presenting high-class lifestyles and creating inspiration for our target market to purchase our products.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

FASHION BLOGGERS

• Meijia S graduated from Shanghai University, majoring in fashion design, and is and is an acknowledged blogger, who had been featured in Vogue Germany, with regular appearances on Lookbook.nu. She has 8,000 hits per month from readers in China and the United States.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• Han Huo huo is considered as one of China’s most famous bloggers, with over two million fans visiting his website. We will look to interact with Han Huo huo and develop a positive perception of Manolo Blahnik to leverage his reach.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

BEHIND THE FASHION WORLD

• Chen Man is the most in-demand fashion photographer in mainland China. She has contributed editorials to key Chinese fashion periodicals, including Vogue, Elle, Bazaar, Marie Claire, Cosmopolitan and Esquire, while exhibiting her work at international galleries and museums. Her pictures would add brand equity and support the goals we are striving to achieve in the Chinese market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• Lucia Liu is China’s most sought-after stylist and currently holds the position of style director at Harper’s Bazaar China. She has worked with high-profile Chinese celebrities and fashion icons including Maggie Cheung, Faye Wong, Fan Bing Bing, Yao Chen, and Ziyi Zhang. She has also collaborated with luxury brands on advertising and commercial campaigns, making her one of China’s most sought after stylists and the ideal input and ambassador of our Manolo Blahnik branded events.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Harilela, Divia. "The Top 20 Movers, Shakers and Decision-Makers in China Fashion - The Business of Fashion." The Business of Fashion. N.p., n.d. Web. 10 Dec. 2014.

Schleh, Selena. "Five Chinese Fashion Insiders on Instagram." N.p., n.d. Web.

Schleh, Selena. "Shanghai's Fashion Bloggers." Time Out Shanghai. N.p., n.d. Web.

"Chanel Harnesses the Power of China's Fashion Bloggers at Paris Fashion Week." N.p., Mar. 2011. Web.