Week In Review: August 18-22, 2014

In case you missed them the first time around, here are some of Jing Daily’s top posts for the week of August 18-22, 2014.

Interview: Digital Luxury Group’s Pablo Mauron Talks Social Strategy For China’s Sophisticated Shoppers

Montblanc's daban campaign on WeChat created by Digital Luxury Group. (Montblanc/Digital Luxury Group)

Pablo Mauron is the general manager of the China office of Digital Luxury Group, a 360° digital and consulting agency for luxury brands with offices in Shanghai, Geneva, Paris, and New York. On the day we meet, the 34-year-old Geneva native is presenting the case study of a marketing campaign for Montblanc at the China Luxury Summit in Shanghai. The campaign, “Daban” (English: “big boss”), revolves around a Hot or Not-like app developed to promote Montblanc’s flagship Meisterstück pens, in which users vote either daban (representing sophistication, elegance, and leadership) or tuhao (a popular and disparaging term for nouveau riche) for images uploaded by fellow users. As an example, Mauron pulls up his own profile, exhibiting a less-than-brag-worthy score (more tuhao than daban).


Chinese ‘Facekinis’ Take High-Fashion Turn

tumblr_n9fi91wIy01rf43pdo1_r1_1280 copyTo foreigners, it looks like something out of a surreal horror film, but to many Chinese women, it is a useful tool for preserving skin beauty. We’re talking about what has been dubbed by English-language media as the “facekini”—a face covering that would look like a ski mask worn in a slasher film if it weren’t for its fluorescent colors and the fact that it is often sported by middle-age Chinese women at the beach. Often the source of amusing photo slideshows, the device has now reached the world of French high fashion with a new spread in CR Fashion Book. 


How The HUB Helps Niche Fashion Brands Break Into China

mVEUFmFk0tqeip06LBzsmpTiEYmxY2ZwlPBmwSFK6KsNext week marks the third iteration of The HUB, Hong Kong’s first fashion trade show aimed at connecting niche, premium international brands to Asian buyers. Over three shows, The HUB will have welcomed over 200 exhibitors from most of the countries of Europe, North America, China and Hong Kong, Japan, and several Southeast Asian countries. Buyers come from Japan, Southeast Asia, Hong Kong, Australia and other regions.


China: This Week In Digital Luxury Marketing

Mandarin Oriental copyA roundup of recent digital campaigns on China’s social media, featuring Land Rover, Blancpain, Sheraton, Mandarin Oriental, and Max Factor.


Independent Chinese Tourists Take Low-Key Turn In Los Angeles

Shopping on Rodeo Drive in Beverly Hills. (Shutterstock)

Taking over 97 million trips abroad in 2013 and spending nearly $130 billion in the process, China’s outbound tourist demographic is understandably critical for major tourist destinations, hotels, brands, and service providers. Dedicating around one-third of their total travel budget to shopping—triple that of the French—tourism Chinese-style invariably involves dropping cash on popular brands.

 

 

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