The high-end line "Me&City" of the domestic big brand "Metersbonwe" isn't this tactic used before? Previously, it was top models like Agyness Deyn and Abbey Lee. These are all endorsers for major brands. This time, it's not a model, but the level remains unchanged. They have invited Carine Roitfeld's daughter, who is called the French Fashion Princess and the former editor-in-chief of the French version of "Vogue". But is this trick always effective?
Are the daughters of female editors necessarily convincing? The high promotional costs, aren't you tired? Of course, lookbooks are still very important. The influence of models as endorsers goes without saying. Therefore, the advertising expenses of each brand should be a considerable expenditure. Zhou Chengjian (the founder of Metersbonwe), who hopes his brand will become increasingly trendy, has always been very generous in this aspect. There have been many large-scale investments, such as previous top models like Agyness Deyn and Abbey Lee. This time, the selected one is Carine Roitfeld's daughter, the former editor-in-chief of the French version of "Vogue." Although Carine herself often appears in the front row at various fashion weeks, she owes much to her mother. Otherwise, a girl whose appearance in the fashion capital of France is not outstanding and whose clothing style has always played it safe would hardly attract so much attention. Perhaps it caters to everyone's curiosity, but after repeated appearances, the sense of exploration fades. Is Carine's appeal as eye-catching as her "personal profile"?
The key is that brands like Uniqlo (which can be considered roughly the same level as Me&City) are using their own people like Wong Cho Lung and Gaoyuan Yuan. The body proportions and clothing styles of foreigners and Asians are not entirely compatible. Choosing them as endorsers, besides "looking beautiful," what else?
Take a look at the lookbook shot by the daughter of the female editor for Me&City. Without reading the introduction, there is no trace of Me&City. It's basically indistinguishable from any foreign mass-produced brand advertisement, including makeup, styling, and even the use of light and shadow in photography techniques. A well-known domestic blogger frankly said that under the siege of fast-fashion brands like Zara, H&M, Topshop, UR, and Mango, finding the right direction is crucial. It's not sustainable by just relying on sky-high priced endorsers. More importantly, the performance report of the Metersbonwe Group shows that the promotional costs of the "high-end line brand" Me&City have reduced the overall net profit of the group. Are the major shareholders really content to see their money fall into the hands of a daughter of an editor they may not even know?
Are the fur, lace, and leopard print elements of this season's Me&City really representative of Me&City? Are they really suitable for every Chinese person? We are not all Carine Roitfeld's daughters. Moreover, this series of lookbooks looks more like personal portraits of the editor's daughter, with some shots having no clothes at all, only Carine's not particularly beautiful side face...
Of course, we're not denying domestic brands altogether. We also love these domestic brands. However, shouldn't domestic brands value themselves more rather than rely on some inexplicable endorsers to boost their confidence? The product itself should always come first. The cost-performance ratio is also something these types of brands need to focus on, isn't it? (Yu Nan)
Relevant thematic articles:
http://bbs.lady.163.com/bbs/ladyguanshui/242868543.html
http://www.douban.com/note/201435075/
http://cyworld.ifensi.com/ps2/diary/diary_view.php?mh_id=2011962793&diary_date=20120219&postid=392064