Meet THE Brand in China: Me & City

Several weeks ago when I arrived in Shanghai for my new case (yes, I've moved on to skin care from telecom), I was surprised to see Wentworth Miller of Prison Break to be plastered all over the city, starting from being on EVERY SINGLE in-cab TV. In the biggest shopping street in Shanghai were his posters everywhere.

There was a big launch of the brand Me & City that was hosted by Mr. Miller sometime in October, and the buzz apparently lingered until now (and possibly beyond), hence all the advertisements.

There was only one problem: I've never heard of Me & City! It sounded like an old European brand that's trying to revive itself or something. Or a very new US brand.

Luckily, there's Google! Ops, I forgot, this is China. Google isn't very good in China. Luckily, there's Baidu! Ah yes, a much better search result.

Turns out, Me & City is a "high end" brand for a local Chinese apparel retail company, which of course is called Meters Bonwe... don't laugh... I actually think this may work.

I mean it'll definitely work in China. But the brass at Meters Bonwe must have a much larger view for M&C. Their "mass brand" uses Taiwanese singer Jay Chou as their spokesperson. Upgrading to Wentworth Miller is a whole new ball game that has eyes on exporting the brand abroad more than on preying on the Chinese middle class with overpriced over designed products.

I took a quick look at the store and the products. Not a bad selection but quite expensive for China... if I never did any research, I would have thought it's a foreign brand with a good local twist. Price wise it's similar to Esprit and slightly lower than Zara.

Not bad, not bad.

A Chinese brand that may compete with the likes of Esprit and Mango? I'm excited already. (Though I wouldn't buy from it)
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1 comment:

chaubella said...

dude, drool... =)