Ogilvy & Mather Beijing partners with Erdos Cashmere Group to launch two new brands
Erdos Cashmere Group launched two new brands – Erdos and Erdos 1980 – at the Group’s Cashmere Rejuvenate event at 751 D-Park within Beijing Fashion Design Plaza last Thursday. Aimed at followers of the latest fashion trends, Erdos reflects a spirit of independent aesthetics and quality. Erdos 1980, named after the year of the brand’s birth, reflects a timeless combination of craft and creation and is perfect for high-end consumers who value quality of life. As Erdos Cashmere Group’s brand strategy and communications partner Ogilvy & Mather Beijing helped develop the strategy for their communications plan, while Brand Union, a WPP Group company, designed the brand’s new visual identity.
Founded in Inner Mongolia and one of the first major brands to emerge after the start of China’s Reform and Opening period in 1979, Erdos Cashmere Group sources unique, natural cashmere to create beautiful finished products. Over the course of more than 30 years, Erdos has become synonymous with luxury cashmere in China. Today, the brand embodies the new “Made in China” spirit and is helping to shape fashion around the world.
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Amidst dramatic changes in branding and consumption in the Chinese market, Erdos Cashmere Group has remained at the forefront in the face of intense competition. Working with Ogilvy & Mather, they reviewed their brand communication strategies and created a long-term development plan. With insight into consumer behaviors, Ogilvy & Mather used an understanding of high-end cashmere consumers to enrich the brand story of the new Erdos and Erdos 1980 brands, designed visual communication tools and, most importantly, crafted a strategy and theme for future communications. This work enabled Erdos to speak to a range of diverse consumer groups, establishing a foundation for precisely-targeted marketing and creative output in the future.
Based on this brand strategy, Ogilvy & Mather created two new campaigns for the brands. This work included an Erdos brand story video and Erdos 1980 autumn and winter key visuals, defining the two brands’ key characteristics in a clear and innovative way. Going beyond the common belief that cashmere can only be worn in autumn and winter, the Erdos brand story presented a vision of “Beauty Inspired by Nature” presenting cashmere as a gift for all seasons. The key visual designs for Erdos 1980 were created for mature, practical consumers, using striking visuals around the theme “Feeling the Warmth of Time and Love”.
“Working with Ogilvy & Mather, we want to use fashion to bring cashmere into a new era, letting consumers enjoy a range of new experiences and surprises,” said Dai Tana, Executive Deputy General Manager, Erdos Clothing Company. “Ogilvy & Mather has a deep understanding of our consumers and offered many creative solutions to help Erdos Cashmere Group clearly define our brand and help our company more effectively reach a range of different consumers in the future.”
“As middle class consumption habits change, many traditional Chinese brands are faced with the challenge of adapting to diverse new tastes and the emergence of new young consumer groups,” said Sandy Ng, Managing Director of Ogilvy & Mather Advertising Beijing. “But this also provides an exciting opportunity, and we are honored that Erdos Cashmere Group has given us this chance to work with them in innovating their brand strategy and help this unique fashion icon build its influence on the world stage.”