My topic is the development strategy for Blanc de Chine.
First, let us get a quick look about this brand.
Blanc de Chine is a Chinese high-ends apparel brand established in 1986. The company committed itself into translating the traditional Chinese cultural values into modern fashion. It has designed so many famous clothes which are popular among celebrities, such as chen long, zhangzi yi. Their main products are Qi Pao and Zhong Shan suit. Until now, they have opened their store in Hong Kong, New York and Beijing.
With the revitalization of the global luxury goods market, China is becoming one of the most attractive emerging luxury markets. However, while foreign high-end firms are swarming into China’s market, the domestic brands of high-end clothing remains limited in terms of market share. In the meantime, many domestic clothing brands have been acquired by foreign corporations. Chinese high-end brand have began to use different strategies to survive or expand in current Luxury market. Blanc de Chine is also on urge to find its way to become more competitive and gain more market share.
In order to explore the development method for blanc de chine, we first need to have a clear mind of the basic concept and apply suitable strategies.
According to so many previous scholars, luxury has peculiar function to satisfy psychological needs of cnsumers. And luxury brand connects culture with luxury, providing consumers with various concrete luxurious goods. According to the report, as an increasing number of Chinese luxury goods consumers are well educated, future potential consumer will attach more importance on the quality and intrinsic culture of luxury goods.
In order to fit the tide, both foreign luxury companies and domestic luxury companies adopt strategies to gain loyal customer.
Louis Vuitton held exhibitions in the National Museum of China which is regarded as one of the best museums by Chinese citizens. Gucci advertised its brand through a famous brand ambassador Bingbing Li. While, Chanel used the direct storytelling method to promote its brand. An exhibition named “Culture Chanel” was organized in Beijing and Shanghai. “The exhibition aimed to establish an emotional connection with potential customers.
For similar domestic brands, The new luxury brands in China, Shiatzy Chen,
