1. Live Trends
TIMELESS
2011
CELEBRATION
Live Trends > Decipher Lifestyle, fashion, marketing trends in China and across the world
2011© BBDO/Proximity Live China
An Omnicom Group Company.

2. It is those brands who’ve carved their own paths,
stood the test of time, and transcended past
ephemeral fashion trends that lay in the hearts of
the Chinese luxury consumer today.
2

3. “Rich Heritage”, ”Unique Craftsmanship”, “Attention to
Details” are the most common attributes that define
whether a brand is truly a luxury brand or not
2011© BBDO/Proximity Live China
An Omnicom Group Company. 3

4. Chanel - Rich and Long Heritage
Hermes > Craftsmanship
Hermes - Unique Craftsmanship
Van Cleff & Arpels - Attention to Details
4

5. Interestingly, many Chinese luxury consumer also
share this common aspiration: achieving success,
making a difference, leaving a lasting trace …
2011© BBDO/Proximity Live China
An Omnicom Group Company. 5

6. And, it is not surprising that most successful
luxury brands in China share this same quest
to make history …
2011© BBDO/Proximity Live China
An Omnicom Group Company. 6

7. Indeed, more and more luxury brands are delving
back into their past, exploring their brand identity,
researching their myths to better (re) their story and
turn their heritage into an added value.
7

8. 2011© BBDO/Proximity Live China
An Omnicom Group Company. 8

9. 4 easy ways to celebrate your brand timeless story
2011© BBDO/Proximity Live China
An Omnicom Group Company. 9

10. TIMELESS CELEBRATION
REINVENTED UPGRADING CHINA
TRIBUTE
CLASSICS KNOW HOW LIMITED EDITIONS
2011© BBDO/Proximity Live China
An Omnicom Group Company. 10

11. REINVENTED CLASSICS
It’ s all about looking for iconic products, to
update and give them a contemporary
look & feel
2011© BBDO/Proximity Live China
An Omnicom Group Company. 11

12. (2)
(1)
(6)
(5)
(4)
(3)
REINVENTED CLASSICS 20101© BBDO/Proximity Live China
An Omnicom Group Company. 12

13. TRIBUTE
It’s all about looking for ways to remind
everyone your rich heritage and
authenticity
2011© BBDO/Proximity Live China
An Omnicom Group Company. 13

14. (10)
(8)
(6)
(8)
(7)
(9)
(11)
TRIBUTE 20101© BBDO/Proximity Live China
An Omnicom Group Company. 14

15. UPGRADING KNOW HOW
It’s all about capitalizing your “unique
craftsmanship” through associations with
contemporary designers, or promoting the use
of traditional techniques
2011© BBDO/Proximity Live China
An Omnicom Group Company. 15

16. (14)
(8)
(15)
(7)
(12)
(13)
UPGRADING KNOW HOW 20101© BBDO/Proximity Live China
An Omnicom Group Company. 16

17. CHINA LIMITED EDITIONS
It’s all about touching China tradition, and
launching limited editions that resonate and
reaches the heart, mind and soul of the
Chinese luxury consumer
2011© BBDO/Proximity Live China
An Omnicom Group Company. 17

18. (20)
(8)
(19)
(15) (18)
(18)
(7)
(17)
(16)
CHINA LIMITED EDITIONS 20101© BBDO/Proximity Live China
An Omnicom Group Company. 18

19. THE OPPORTUNITIES
If you are a luxury brand, don’t be afraid or
shy to celebrate your timeless history as much
as possible ; it will be very much welcomed
(as far you engage your Chinese luxury
consumer in the process …)
2011© BBDO/Proximity Live China
An Omnicom Group Company. 19

20. 20101© BBDO/Proximity Live China
An Omnicom Group Company.

21. APPENDIX
Appendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visual
you hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matter
REINVENTED CLASSICS
(1) New format for the “world’s most legendary fragrance” Chanel Number 5
(2) Always reinvented trench coat by Burberry Prorsum
(3) Rouge volupte by Yves Saint Laurent gets a design makeover
(4) Major makeover of the Lady Dior bag for the Spring 2011 runway
(5) Re-edition of the legendary Tolix chair
(6) Modern remake of the Tower of Pisa in Abu Dhabi - The “Capital Gate Tower”
TRIBUTE
(7) Sonia Rykiel’s catwalk for her 40th anniversary in which fashion designers reinterpreted the label’s DNA
(8) Culture Chanel Exhibition at Shanghai MOCA engaged consumer in a fantastic journey into the universe of
Chanel
(9) Tag Heuer celebrated “Odysseys of Pioneers” with partner Tesla Motors for its 150th anniversary
(10) Comme des Garcons celebrated its past with 35 years of creative advertising
(11) Marc Newson redesigned Jaeger-LeCoultre’s Atmos 561 to celebrate the watch’s 80 years of history
2011© BBDO/Proximity Live China
An Omnicom Group Company. 21

22. APPENDIX
Appendix lists all the brands or right holders that BBDO/Proximity Live identified by means of searches. Should you recognize any visual
you hold proprietary rights that appears to be wrongly identified, we remains at your disposal if you have any inquiries on this matter
UPGRADING KNOW HOW
(12) Shang Xia brings traditional Chinese craftsmanship into contemporary lifestyle through the encounter
of heritage and innovation
(13) “Pure Delft Blue” is a porcelain computer with a Toile de Jouy pattern created with Royal Delft
(14) “Meta by Mallett” combines 18th century craftsmanship with 21st century aesthetics
(15) La Maison “Non Sans Raison” combines the tradition and excellence of Limoges porcelain with
contemporary design
CHINA LIMITED EDITIONS
(16) Chanel celebrated the world Expo 2010 with an accessories collection inspired by the delights of China
(17) Ferrari produced and auctioned an one-of-a-kid Ferrari 599 in cracked porcelain by Chinese artist, Lu Hao
(18) Cartier launched “Bless China” limited editions to celebrate the achievements made by China today
(19) Vivienne Tam launched limited edition “Double Happiness” square credit card reader
(20) Air Jordan celebrate the Chinese New Year with a limited edition “Air Jordan 2011 Year of the Rabbit”
2011© BBDO/Proximity Live China
An Omnicom Group Company. 22

23. By Marc-Olivier Arnold (Alias Makeli)
2011© BBDO/Proximity Live China
An Omnicom Group Company. 23