So a while back, Diesel launched their ‘Be Stupid’ campaign and for all intents & purposes, it’s been well received and regarded as a success.
The thing I find particularly interesting is this success isn’t unique to Western markets, it’s been a hit in Asia as well.
And why do I find that interesting?
Well because if you were to follow the cultural rules of Asian advertising, positioning your brand as anything other than a symbol of status and success would be commercial suicide … as would encouraging behaviour that may make others regard you as being foolish … and yet these are 2 traits that the Diesel campaign prouldy stuck their middle finger at and they’ve still been able to walk away with their heads [and wallets] held high.
Whether this is because we are seeing an appreciation of more Westernised approaches to communication is open to debate … personally I don’t think so because the Asian brand graveyard is littered with companies who have tried this approach and failed [including my beloved friends at Virgin] … for me, I think one of the reasons they have been successful is because they’ve captured the spirit of the category and its fans perfectly.
China is changing.
Fast.
I’ve always said it lives in dog years but even that might not be a good enough representation to reflect its speed of advancement.
And yet, despite all this growth, societies systems and structures remain the same as they were 20 years ago.
Their approach to education is as regimented today as it has always been.
When you talk about filial expectations, the attitude is as fixed today as it has always been.
It’s a system of conformity where ultimately, unless you are one of the chosen ones [either through wealth, connection or an unnatural talent that is immediately able to be identified] you will follow the same structured path from an early age.
Hey, when you have well over a billion people, that’s understandable – however the interesting thing is that as China has opened up [or pretended to open up so they can take the West for all the cash they’ve got] technology has both developed and penetrated the country, helping China’s young to be more confident to explore and experiment in areas they’re interested in and one of those areas that is most popular is fashion.
It’s no surprise brands like Uniqlo and H&M have been hugely successful here because they offer breadth of fashion at low prices that allows people to mix and match with total abandon. Every day these stores are packed with people buying variety rather than just specific looks – which is why if you now walk down the streets, you’ll see them crowded with a mad array of colour and styles which gives an already obscenely energetic place an even bigger spark.
It’s not so much that China follows fashion but genuinely plays with it – embracing new and extreme looks on a daily basis – not because they want to make a statement, but because they want to explore and experiment … and that is why I think the whole ‘BE STUPID’ campaign has worked because rather than being seen as an encouragement to be ridiculous [which still wouldn’t work on mass because for all the confidence that is rising across the country, it’s still a relatively conservative nation] I believe it’s because it’s been interpreted as a cry to try … where experimentation is good, fun and exciting.
It’s a fascinating time to be here – and probably even more if you’re a fashion retailer – because while many other categories have to follow the ‘cultural rules’, they get to be free, or at least a little.
Still, even with all this freedom to explore , I believe one fashion brand has missed the point [or taken it to far] because despite the fact they’re the sort of label who appeals to rich, old businessmen who think going without a tie is dressing down, their choice of mannequin is downright spooky …
And that wasn’t a one off, check this one out …
Yes, I know they’re probably hoping people will interpret the eagle[?] as a metaphor for successful hunter with power and presence BUT IT’S STILL A BIRDS HEAD STICKING OUT OF THE TOP OF SOME CLOTHES!!!
Jesus, and to think I thought I’d seen the ugliest mannequin in KL!