Guest speakers

One of my favorite part of the courses is the guest speaker. There's always so much practical knowledge that I cannot learn from any textbooks. 

Our class

Ferrari is a dream, always have been and always will. We were lucky enough to have Mr. Bordiga, the general manager at Ferrari China to give us a lecture. Ferrari has been linked to passion, speed and fantasy. The brand never needs promotion or advertising, the museums, test drive tours and races speak for the spirit. However, in China, consumers still needed to be educated, just like babies need to be nurtured. For example, the company has shortened the waiting period to adjust the Chinese consumers. First everyone thought Ferrari would never success in China but now it has become one of the major markets. 

Mirko Bordiga

 "You don't give people what they want, you give them what they want next" 

Mr. Courqueux has been in marketing research for 20 years. He is now the marketing director for ifop Asia. He explains the consumer profile in mainland China: The majority don't buy for pleasure, the part of showing off, social authority.

Stephane Courquex 

"a bridge to the best media, an exclusive cultural activator and a smart connector to China influencers."

Super press is a lifestyle PR agency in China. The office is full of energy and passion. the general manager Sohpie is genuine and inspiring. As more brands enter China, it's important to find the right partners to communicate with the public. It should be a win-win situation, to build a relationship instead of just a business deal. Super press is determined to make a difference, and I believe they will.

Super Press Visit

The luxury empire

It's not exaggerating if we call Luis Vuitton the most well-known luxury brand in the world. Although some questions its over expansion, mass production and bombard advertising, we cannot deny its global success. 

Class Visit Shanghai

After Japan, China has become the brand major target. With the saturated market in Europe, LV is building its biggest store in China next.

100 million euro stairs

The porcelain dress designed by Li Xiaofeng. I bet no one is going to wear it but it's a great way for marketing.  Louis Vitton never stops renovation and localization. Can you feel a taste of China here?

Porcelain dress

 The Chinese luxury market is growing so rapidly just like the country's economy, it's beyond many's expect ions. But it's still new so of course it has many problems. In stead of criticizing people's lack of knowledge and taste, the smart companies and individuals see it as opportunities: the chance to educate the clients. Just like babies, they learn fast and whoever plant the ideas in their mind first will be the winners.  

Dolce & Gabbana Party

I am invited to attend the Dolce & Gabbana Party on the bund? Someone pinch me please? 

The two genius designers are surprisingly friendly and easy going. They have showed their Italian joyful attitude. I was one step away from a group picture with them... should have been faster. :(

Like the DJ?

Me in D&G coat on a Vespa! La dolce vita :)

As much as I enjoyed the it, don't forget it's just another marketing strategy. The  shooting, champagne and celebrities all aim to make a buzz in the city. The scene with Italian background and vespa enforced the brand origin and identity; the presence of Dolce and Gabbana made the brand more personal. The final goal is to get you to swipe your credit card.

Well, I am attempted, are you? 

Top Marques

Top marques has entered China. This could be my first official visit to a luxury fair, and I can conclude it with one word: disappointment 

First of all, except some cars, the major brands didn't participate: I guess the main reason was to build public awareness in China.

Secondly, it says "the most exclusive luxury fair", yet the old venue and mass audience said the opposite. There were even venders selling tickets for 30 RMB (about $5 at the door)

The disparity between communication and the reality ruined everything. Even a fair can destroy it's brand image, at least I know I wouldn't be going next year. However, it reveals the opportunities in Chinese luxury market, it needs talents to change and improve the current situation. How long will it take before China to catch up the western standard? We will wait and see. I think it will surprise most of us again.

Where it all started

"Life is what happens when you are busy making other plans." This perfectly explains how I ended up here.

IFA Paris

If you told me last year I were going to study luxury in a fashion school I would laugh and stay you are out of your mind. But now it is exactly what I am doing. One year course in 3 countries, China, Itlay and France. Sounds like a dream doesn't it? 

For me it is definitely surreal. 

My class is extremely diverse, in terms of the nationality, age, backgrounds and personality. Most of the time I love it. Other times, to be honest, it drives me crazy.

IFA gallery with my lovely classmates and favorite instructor

The classes( two of them to be specific) have opened the door into another world. I thought I was anti-luxury, but now I started understand and love it. Maybe I always have liked it but never had the courage to enter this wonderland. Now that I am in,  I will try to enjoy every step of this journey.