Battle of the brands

By Chen Jie (China Daily)
Updated: 2008-01-29 07:17

Erdos, China's largest cashmere products company, gave a catwalk show in Beijing recently to showcase its new, luxury fashion brand "1436 Erdos". The name 1436 comes from the yarn of the cashmere used in the products and is positioned as a deluxe, semi-fashion brand offering high-quality cashmere apparel.

Kevin Yeung, chairman of Hong Kong Designers Association, was appointed designer of the new brand and designed four lines for the show.

Power of Color presents such bright colors as the orange, pink, purple, yellow, blue and green, which are not often seen in cashmere sweaters. Animated Rhythm is a collection of smart casual that fits both office and party. In Luxury Blooming, models wear coat, scarf and dresses made in deerskin, sheep-skin, mink fur and other luxury leather and fur.

Intellectual Chic is a black evening dress collection highlight with black jewelry.

Yeung notes that in China's new branding era, the brand itself should be the starting point for a fashion designer to develop a collection, instead of starting with a theme as in the wholesale era.

"When a brand first kicks off, visual image and shop image are crucial as the apparel may not have built up its own image yet," says Yeung.

This explains why two other heavy-weight Hong Kong designers, Freeman Lau and Barrie Ho, were invited to contribute to develop the new brand.

Taking charge of the visual image of the brand, Lau says it was important to bring out the brand image in every detail.

"From the calligraphy of the logo to the signature color of the brand, packaging design and choice of material, everything must convey the up-market image and warm feeling of the products," Lau says.

Ho also agrees, and notes that it is vital to create a tasteful and luxurious shopping experience through a well thought floor plan, lighting, displays and furniture.

(China Daily 01/29/2008 page19)

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