Live Trends2011

TIMELESS CELEBRATION

Live Trends > Decipher Lifestyle, fashion, marketing trends in China and across the world

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It is those brands who’ve carved their own paths, stood the test of time, and transcended past

ephemeral fashion trends that lay in the hearts of the Chinese luxury consumer today.

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“Rich Heritage”, ”Unique Craftsmanship”, “Attention to Details” are the most common attributes that define

whether a brand is truly a luxury brand or not

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Chanel - Rich and Long Heritage

Van Cleff & Arpels - Attention to Details

Hermes > Craftsmanship

Hermes - Unique Craftsmanship

Interestingly, many Chinese luxury consumer also share this common aspiration: achieving success,

making a difference, leaving a lasting trace …

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And, it is not surprising that most successful luxury brands in China share this same quest

to make history …

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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.

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easy ways to celebrate your brand timeless story

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REINVENTED CLASSICS

TRIBUTE UPGRADING KNOW HOW

CHINA LIMITED EDITIONS

TIMELESS CELEBRATION

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REINVENTED CLASSICSIt’ s all about looking for iconic products, to

update and give them a contemporary

look & feel

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12REINVENTED CLASSICS 20101© BBDO/Proximity Live China

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TRIBUTEIt’s all about looking for ways to remind

everyone your rich heritage and

authenticity

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14TRIBUTE 20101© BBDO/Proximity Live China

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UPGRADING KNOW HOWIt’s all about capitalizing your “unique

craftsmanship” through associations with

contemporary designers, or promoting the use

of traditional techniques

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16UPGRADING KNOW HOW 20101© BBDO/Proximity Live China

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CHINA LIMITED EDITIONSIt’s all about touching China tradition, and

launching limited editions that resonate and

reaches the heart, mind and soul of the

Chinese luxury consumer

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18CHINA LIMITED EDITIONS 20101© BBDO/Proximity Live China

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If you are a luxury brand, don’t be afraid or

shy 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 …)

THE OPPORTUNITIES

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20101© BBDO/Proximity Live China

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APPENDIXAppendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visual

you hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matter

REINVENTED 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.

22

APPENDIXAppendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visual

you hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matter

UPGRADING 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 design

CHINA 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”

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232011© BBDO/Proximity Live China

An Omnicom Group Company.

By Marc-Olivier Arnold (Alias Makeli)