Cool moves from fashion's Follies
Updated: 2013-03-21 16:53
By Cecily Liu and Zhang Chunyan (China Daily)
|
|||||||||||
He stopped and watched her for a few minutes. The Chinese lady was staring into the windows, slowly eating her ice-cream and gazing at a large poster of Gaile Lai carrying a handbag the same as hers.
"I saw that she really enjoyed her ice-cream. I saw that she was experiencing the feel-good factor for having purchased the bag.
"I thought, this lady probably comes from a mainland city in China, where we had planted a seed in her mind with the Folli Follie brand. She became a customer of ours, and eventually planned this visit to Greece. As a part of the trip, she came to the department store of Folli Follie to experience the result of the seed we planted."
Despite Folli Follie's success in China, the company is not complacent about its achievements and is constantly on the lookout for ways to address changing market demands, Voutsas says.
One recent initiative has been an advertising campaign featuring an Asian model and a Western model wearing Folli Follie accessories launched this spring.
Voutsas says the new campaign depicts an "East meets West" theme, so the brand will make Chinese consumers feel connected to the world.
"We realized that international travel is increasingly popular with Chinese consumers."
In the poster campaign, the models are sunbathing, riding a motorcycle, taking photos, walking on Santorini island's tiny whitewashed alleys and stairways - and enjoying ice-cream cones.
Looking ahead, Voutsas says he is confident about Folli Follie's growth prospects in the Chinese market. One long-term goal is to introduce Links of London, a British jewelry brand that the Folli Follie Group acquired in 2006.
Contact the writers at
cecily.liu@chinadaily.com.cn and zhangchunyan@chinadaily.com.cn
Related Stories
China's Fosun Group to buy 9.5% stake of Folli Follie 2011-05-21 16:02
Fur in comeback among followers of fashion with chic new styles 2013-03-04 10:44
Frugality, anti-corruption hits luxury brands 2013-02-28 10:48
Chief's self-styled approach pays off 2013-01-26 09:33
Coach had 40% sales growth in China 2013-01-24 15:52
Winter clothes show times have changed 2013-01-04 09:17
Today's Top News
Police continue manhunt for 2nd bombing suspect
H7N9 flu transmission studied
8% growth predicted for Q2
Nuke reactor gets foreign contract
First couple on Time's list of most influential
'Green' awareness levels drop in Beijing
Palace Museum spruces up
Trading channels 'need to broaden'
Hot Topics
Lunar probe , China growth forecasts, Emission rules get tougher, China seen through 'colored lens', International board,
Editor's Picks
Liaoning: China's oceangoing giant |
Poultry industry under pressure |
'Spring' in the air for NGOs? |
Boy set to drive Chinese golf |
Latest technology gets people talking |
Firms crave cyber connection |