Friday, 30 October 2009

Will French Luxury Brands Charm The Chinese With cColbert? – 30/10/09

In our recent article on Customer Connection Is Crucial, a marketing expert suggested that European luxury brands have to woo the Asian market by educating potential customers about their brands. His exact words were, “Tell them a story, tell them the history. A watch, a bag, a pair of shoes can become so much more if you educate people."

So now it seems the French luxury brands at least are listening. This week’s release of cColbert is proof.

cColbert is a website designed by the Comite Colbert, France’s leading luxury federation, that’s targeted at Chinese consumers and designed to create “a virtual voyage through French luxury.”

According to its website -, “the Comité Colbert, a group representing 70 French luxury houses, invites you to embark on an interactive journey in three dimensions to discover the world of French luxury.”

Whether or not cColbert will win Chinese customers over, we can’t predict, but we do think this is a step in the right direction for French luxury brands intent on charming the Asian market.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,