Chinese national shoe brand Yearcon has released a winter fashion campaign via The Nine
In China, local fashion brands are often associated with an image of “outdated” and “tasteless”. Yearcon,wanted to get rid of the stereotyped image.
Founded in 1995 ,Yearcon has developed in shoe industry for 22 years, and its retail stores are now covering every main city in China. Yearcon has now become literally a national brand. However, due to the affordable prices and down-to-earth promotions in the past, the brand image of Yearcon has been traditional and lack of style. So Yearcon had attempted to update the brand image by cutting-edge creative fashion prints this winter.
The Nine has first set the theme of the winter collection as “Xiang Jian Huan”, a famous name of tunes in ancient Chinese literature, which means “to reunion with pleasure”, for winter is the season in a year when people get together and have fun being with their family and friends. According to Jody Xiong, founder of The Nine, they were not only aimed at merely giving an oriental touch to one season, but also they are trying to establish a style tailor-made for Yearcon. “We make an impression of a chic and one-of-a-kind Chinese national shoe brand,” said Xiong.
They pick elements from traditional Chinese culture such as white wall and black tiles, the Great Wall, snow covered deadwood…to make emphasis on the oriental aesthetics.
A series of key visuals has been released and have been applied to posters, look book and other materials in over 5000 retail stores of Yearcon. Credits – Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copy writers: Candy Chen, Jun Cao. Designers: Jody Xiong, Lingwei Hong, Qinying Li, Ray Pun, Xue Beili. Account Manager: Nancy Yang. Photographer: Jin Xu, Nicholas Siaun.Illustration: Addstudio
2 Comments
Chinese advertising is trying so hard to be Japanese advertising but turns out to be just a mere imitation.
Well that’s because the Japanese copy the Americans who copy the Europeans. So just wait toward the end of the season and you can get that uhh-mazing “insert item” for 1/1000th the price!
Granted, instead of fine Italian leather or handmade German craftsmanship, you will get a plastic, glued togther, factory produced facsimile of a facsimile of a facsimile. But $39.99 off AliBaba sure beats $1,399!