Working in an International team we are constantly looking for well executed 'brandlights' that can communicate through different cultures, languages, tastes and opinions. It is extremely difficult to get it right and impossible to please every consumer.
Topshop released a digital advert last week with a Happy New Year message for the Chinese market. A very well shot, emotive story that shows Topshop clad girls watching the Chinese lanterns over a typical London scene.
There are two great things to learn from what Topshop have set out to communicate about their brand to the Chinese market.
Firstly at Mamas & Papas we always find it advantageous that the global consumer view of British design and products is synonymous with quality. In addition this is arguably the best time for brands to state their British heritage due
to the success of the London Olympics and news of the Royal baby which has captured global audiences. By including the London backdrop, Topshop are communicating and promoting the British heritage of their brand around the world at the right time.
Secondly this week at Mamas & Papas head office we have been taking part in global culture training. This has given us an insight into the inner thinkings of different countries and cultures and make us think carefully about how to communicate with businesses and consumers. One of the most important understandings about the Chinese market is the significance of loyalty and relationship building. After considering this, it appears that the Topshop brand is reaching out to build a relationship with the Chinese consumer by sending a personalised Happy New Year message, something very close to the consumers' heart.
By embracing the asset of being a British brand and sending a considered and relevant message, Topshop have made a great attempt to communicate to the Chinese market however there is also a flaw in the ad that we can also learn from.
Although the clothing choices and styling are appealing to the target market here in the UK (tried and tested by me), the comments surrounding the ad criticise the product shown due to the choice of colour appropriate for the market and occasion. On Chinese New Year it is custom to wear red to show joy and to avoid dark tones that appear heavily in the ad. There seems to be a midpoint that needs to be reached by the brand whereby without compromising on the overall look and feel they make product choices appropriate to the occassion.
The perfect international brand communication therefore is proven to be a complicated mix of different elements and as already stated extremely difficult to get right.The story learnt here is always do your research.
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