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3.19.2010
ME&CITY - Fast Fashion in China
全世界都在注視著中國這個新興市場,隨著經濟開放及人民所得增加,生活水平也漸漸提高,隨之而來的就是對物質慾望的追求。近幾年各大品牌紛紛進駐中國設立大型旗艦店,從北京奧運以來,我們可以看到中國一直想和世界示威他們的成長,跳脫從前廉價和品質差的印象。一直以來我都覺得他們是走財大氣粗的路線,直到認識ME&CITY這個品牌才發現,他們是玩認真的呢!
ME&CITY是中國本土發展的fast fasion品牌,針對客群大概是二十多歲到三十多歲的族群,走的是都會休閒風(我覺得介於H&M和ZARA中間),短短幾年間,大型旗艦店已經遍及中國各大城市,而廣告更是大手筆的請到歐美當紅明星或是名模代言,像是2010年最新一季的組合是:Orlando Bloom+Agyness Deyn,就算在fast fashion重鎮-歐洲-都不曾出現過這樣的組合,照片及廣告還特地到洛杉磯拍攝,呈現出來的效果一點也不輸給歐美品牌,而且每一季更是不惜砸下重金辦大型fashion show。
中國雖然在時尚這個領域才剛起步,像是簡體版vogue也才不過辦了幾年,但他們的學習速度之快加上廣大的市場及財力支撐,未來不容小覷呢。
08年 Wentworth Miller(越獄風雲 男主角)代言廣告
官網:
http://me-city.com/
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