West seen from the east
Western creativity, the ingredient to attract Chinese consumers
Re-signify part I: Shanghai – inaugurated last year on December the 19th at the multimedia space Power Station of Arts – offered a dive into Valentino’s creations, both the new collection Valentino’s Fall/Winter 2021 Haute Couture by the creative director Pier Paolo Piccioli, and the archives. The event was a hybrid space to interpret the maison’s language: the evolution of the brand’s influences served as a leitmotif, expressed by combining lights, accessories and 3D installations in an interactive, highly artistic format.
The move succeeded in engaging with customers in the world’s biggest fashion market. On the other hand, it proved answered the local customers’ request for high-end fashion and Italian creativity. The appeal Western fashion brands are experiencing among Chinese buyers had already been expressed throughout interactive exhibitions in the recent past, such as in the occasion of other events hosted by Chanel, Louis Vuitton and Tiffany, who chose Shanghai for their spectacular launches in the last years. But how can companies translate the local interest towards Western creativity into success for their business?
Regional differences among customers in such a huge, diverse universe as China must be taken into consideration: in Shanghai companies from fashion, jewellery, furniture and cosmetics can benefit from artistic intersections of different means of communication and semantic fields, such as visual arts and sound, lights and space. As Yixing Design, we have (and love) to keep updated on such trends in communication, as creativity is an essential tool for our work. Whether you wish to take advantage of the Western brands’ appeal in China, or your Chinese company is eager to work with Western brands, we can provide support and know-how in finding together the right event format for you and plan the best social media strategy to promote your luxury products. Are you ready to start?