VIP Class Notes (Tibo)

review according to + write how the political situation can influence luxury brands

Because Prada would like to approach more young generation/young people who can be their new customers. / they target young people who can grow to become their customers
It was the best way to do it / a good way to do it.
It isn’t like a normal marketing action / campaign so it can attract more attention from the public.

They have another project. They invested some money to repair an old building which is near the plaza 66.
They will put some products in this old building  / display products to create different exhibitions in different times / season.
They will invite some artists to create a small exhibition and have a ceremony / some events. / and hold some events.

Prada just used their pattern in this market. They just want to attract people to come here take a photo and upload some content to increase brand awareness  / they wanted to make noise.

For D&G they used Chinese traditional culture but they used it the wrong way. / they misrepresented the Chinese culture
Some regions or some customers also prefer this brand.

Maybe they know much about the SH market  / they are very familiar with the SH market because it is an international city so most customers have an open mind and can accept this new things more quickly.
But China is big so different cities have this different culture.
I think most brands even their China team in SH they don’t know much about tier 2-3 cities / lower tier cities…
They don’t know.
One year ago  I held more than 20 events and covered 10 cities.
You have to communicate with the local people / locals

when we hold a VIP event the biggest point is your attention to detail and service. It is not a brand awareness event / the goal of the event is to offer a great experience to VIP customers so their standards are high
Details need to be perfect so you will check everything with the local venue which you select but the standard is different.
Last year I had an event. I thought it is an international 5 star hotel so I didn’t check the menu. It was an afternoon tea and their fruits were served whole

In store events it is easier and all your actions can happen in the store / can be organized in the store. You don’t need to select venues…
You need to do this.
I need to take 200 pieces of products to tier 2-3 cities. / transport

Vocabulary

attention to detail (n) ability to be careful about all the small details
Luxury brands care a lot about attention to detail

simultaneously (adv) at the same time
We need to press the button simultaneously to open the door

simultaneous (adj)
We will have simultaneous events in BJ and SH.

according to X = “X says that…”
According to Tom the price of gold will go up.
According to Prada, the event was a great success.
According to the document/ report smoking is bad

accordingly (adv) in an appropriate way
The weather is getting cold so you should dress accordingly

Grammar

due to the different standards in tier 3 cities you will face a lot of difficulties.

due to increasing consumption tax, luxury goods are more expensive.

In September, for their new FW21 collection, Prada launched “Feels like Prada” campaign in different cities at the same time / simultaneously  They were trying to create an urban development plan to make brands elements be part of urban character.

With / thanks to the collaboration with food markets, bakery stores and fruit stores, Prada hopes to combine the luxury brand and people’s daily life naturally, and decrease the distance between the luxury sector and the public. In Shanghai, Prada redesigned the out wall of Wuzhong food market using a new pattern in their design, and all of vegetables, fruits and flowers which you can buy from the market are all covered/wrapped with new cloth by Prada as well.  People came in great numbers / the event was crowded , especially the young generation who considers Prada as a grail / views Prada as a grail. It was the first time for some of those people who would like to enter in the market, and they could buy something covered/wrapped by Prada, then take photos with them and get a Prada tote bag as well in the campaign period. It seems to be like a fashionable lifestyle. All of a sudden / suddenly, Wuzhong market became a fashion zone. In addition, Prada had a the similar performance in Milan, a Prada Bakery.

After that, this campaign helped to drive more than 7,000 visitors per day which created tenfold customer flow. It also made over 1.1 million social buzz within 10 days. It is a smart way to leverage contrast to create newfangled b and increase the public attention. Prada used this occasion to put their brand symbol / brand elements in normal life, to inspire people that daily life can be luxurious and fashionable.