Retainers from Blancpain, Boucheron, Diesel and projects from Michael Kors
Shanghai, Ruder Finn has been awarded new luxury retainers in China: Blancpain premium Swiss luxury watches, Boucheron high-end French jewellery and Diesel, the Italian alternative luxury brand. Ruder Finn also won the pitch for a series of projects from U.S. luxury fashion designer, Michael Kors.
Blancpain, a high-end, hand-crafted Swiss fine watch manufacturer, has signed retainers for both traditional PR services and digital PR with Ruder Finn. Traditional services include strategic counsel, media communication and event management, including participation in Basel World, the world's biggest and most important event for the watch and jewellery industry, as well as other major projects. The digital retainer will cover strategic development, programs and social media. Blancpain entered China in 1996 and is perceived by Chinese consumers to be one of the leading watch brands.
Boucheron, the French watch and jewellery Maison, founded in 1858, was the first jeweleron Place Vendôme in Paris, famous for its fashionable deluxe hotels and luxury boutigues. Boucheron is known for its beautiful and unique high-end jewelry, with each collection drawing from the values and history of the Maison and celebrating a modern prowess that is constantly reinvented. Boucheron first entered China in 2005 working with local dealers. Ruder Finn won the pitch for the Boucheron retainer to provide strategic counsel and serve as Boucheron’s China press office for media communications at local and international events and other projects.
Diesel, an innovative international lifestyle company,founded in 1978, is known for its creative, trendy and rebellious brand. Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim wear into the world of premium casual wear, becoming a true alternative to the established luxury market. Diesel has signed a retainer with Ruder Finn for both the Diesel label and Diesel Black Gold, the brand’s contemporary collection. Diesel has 21 stores throughout mainland China and has plans to open more. Ruder Finn will provide strategic counsel and media communication.
Michael Kors, a world-renowned and award-winning designer brand of luxury accessories and ready-to-wear fashion, has recently launched a series of activities in China including the opening of a boutique in Beijing, a flagship store in Shanghai and the Michael Kors Jet Set Experience super event. With 25 boutiques in China already, the company intends to enter 3rd and 4th tier cities in China, including Taiyuan, Nanjing and Yantai.
“Some recent media reports have suggested that luxury brands are experiencing a dramatic slump in sales in China, but from the industry’s perspective, this is not really true. Although growth has slowed compared to the double-digit expansion of the past decade, the China market is still very much a key driver. In the last two years, luxury brands have continued to actively build their brands and promote their products through major global milestone events in China,” said Gao Ming, Senior Vice President and General Manager Shanghai, Ruder Finn Asia. “Despite some budget cuts in advertising, Ruder Finn has not experienced any substantial cuts in PR budgets. In fact, we’re now seeing bigger budgets being put into integrated PR communications programs,” he added.
“Our luxury work in China has evolved into a leading global practice, and these significant new wins further enhance our experience and grow our expertise in this expanding market. As we continue to build on our strong momentum throughout 2014, these accounts demonstrate our strength both in the luxury market, as well as the larger Chinese business landscape,” said Kathy Bloomgarden, global CEO of Ruder Finn.
Ruder Finn has become renowned as a luxury expert in China with clients such as Cartier, Hermes, Piaget, Bang & Olufsen and Hennessy. With a dedicated luxury team of more than 80 experts, it is the largest in the region’s PR industry. Since 2009, Ruder Finn has published an annual China Luxury Forecast, which conducts in-depth analysis of consumer perceptions, spending behavior and trends in Greater China. The report has been regularly quoted in international media as the benchmark for the industry in Greater China.