China's Millennial Consumers: What Victoria's Secret Got Wrong, And Nike Got Right
What went wrong with Victoria's Secret's effort to impress Chinese consumers?
First, it takes more than a superficial understanding of Chinese
culture to attract Chinese consumers. The dragon in Chinese tradition
represents the majesty of an emperor. The clothing the emperor wore were
called a dragon robe. The throne the emperor sat on was called a dragon
chair. Even the emperor's body was called a dragon body. The Chinese
refer to themselves as descendants of the Dragon.
Therefore, the dragon is a sacred symbol and should be revered.
Pairing a dragon with revealing lingerie on models' super sexy bodies is
completely off-putting, and inappropriate to say the least.
Second, Chinese consumers, particularly those who are interested in
lingerie, are the young generation who grew up during China's reform and
opening. They have been exposed to all sorts of ideas that the modern
world has to offer. They are attracted to the western lifestyle and see
the dragon as a representation of the "old world" that they are trying
to break away from.
(Forbes.com)
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