Witness the first ad for Miiow, a new Chinese fashion brand. According to Advertising Age, the ad will break in October 2006.
The sexual aspect of the ad speaks for itself. A glam-wannabe on her knees either pulling on or off her designer jeans. The ad is designed for the following type of women: “sophisticated 24- to 35-year-old middle-class shoppers who cannot afford designer labels but seek stylish, quality clothes.”
Maoren, the mother brand, means “cat” in Chinese. Miiow is a playful feline leverage that, says Viveca Chan, CEO of the agency that developed the advertising, also represents prospective customers who are “…sexy, arrogant, fussy, unpredictable and have a strong personality.”
From a research perspective the ad is clearly working at establishing a sensualized brand identity that Miiow hopes a fair number of customers will find desirable and want to be associated with. An ad like this in the US will create a blip. It will be interesting to see the reaction in China.
Source: Madden, Normandy (2006, September 18). Chinese brand’s goal: Global fashion empire. Advertising Age, p. 18.
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